Global Mens Grooming Subscription Box Market Size, Share, Growth Analysis By Product Type (Skincare Products, Haircare Products, Shaving and Beard Care Products, Fragrances, Others), By Customization Level, By Price Range, By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Statistics, Trends and Forecast 2024-2033

Report Overview

The Global Men’s Grooming Subscription Box Market size is projected to reach USD 3.1 billion by 2033, up from USD 1.2 billion in 2023, reflecting a CAGR of 9.8% during the forecast period from 2024 to 2033.

A men’s grooming subscription box delivers a selection of personal care products tailored for men. These boxes often include items like shaving supplies, skincare products, and grooming tools. They provide convenience and variety, allowing men to discover new products and maintain their grooming routines effortlessly.

The men’s grooming subscription box market comprises companies that offer regular deliveries of grooming products specifically for men. This market focuses on catering to the unique grooming needs of men, providing curated and high-quality products, and leveraging trends in personal care to attract and retain subscribers.

The men’s grooming subscription box industry thrives by offering tailored grooming solutions, enhancing personal care routines, for instance, shaving. With brands like Dollar Shave Club and Harry’s leading the market, these boxes cater to diverse grooming needs. This personalization meets the high demand for convenience and quality, driving steady growth and customer loyalty.

According to the Zuora Subscription Economy Index, subscription box businesses have grown 4.6 times faster than the S&P 500 over the past decade, highlighting significant potential in the men’s grooming segment.

Growth is fueled by the rising disposable income, which increased by $211.7 billion or 4.2% in the US fourth quarter of 2023, according to the BEA. Additionally, the importance of grooming is evident, with 82% of men valuing a regular grooming routine, driving demand for subscription services that offer convenience and quality.

Furthermore, demand remains strong as more men prioritize self-care. Operation In Touch research shows men practicing holistic self-care are 2.2x more balanced and 1.6x more satisfied. This trend creates substantial opportunities for subscription boxes to provide comprehensive grooming solutions tailored to these needs.

However, the market shows varied saturation levels. While options like Dollar Shave Club start at $5 per month and premium boxes like Duke Cannon Supply Drop at $50, niche markets still offer room for new entrants. Companies can succeed by targeting specific grooming needs and offering unique, high-quality products.

Men’s Grooming Subscription Box Key Insights

• The Men’s Grooming Subscription Box Market was valued at USD 1.2 billion in 2023, and is expected to reach USD 3.1 billion by 2033, with a CAGR of 9.8%.
• In 2023, Skincare Products dominated the product type with 35%, reflecting growing awareness of men’s skincare routines.
• In 2023, Fully Personalized Boxes accounted for 40%, highlighting a shift towards customized grooming solutions.
• In 2023, Mid-Tier pricing led the market with 50%, driven by a balance of affordability and premium product offerings.
• In 2023, North America held the dominant share, supported by a mature e-commerce ecosystem and rising interest in men’s grooming.

Men’s Grooming Subscription Box Business Environment Analysis

The men’s grooming subscription box market reflects moderate saturation, with leading brands like Dollar Shave Club and Harry’s dominating. However, niche segments such as premium grooming kits and eco-friendly offerings present growth opportunities for new entrants. According to market trends, differentiation is crucial for standing out in this space.

Millennials (25–40 years) are the largest customer group, representing 40–50%, followed by Gen Z (18–24 years) at 25–30% and Gen X (41–55 years) at 15–20%. Urban and suburban consumers dominate, accounting for 70–75% of subscriptions. Middle-income households ($50,000–$100,000) comprise 60–65% of the market, emphasizing affordability and convenience as key drivers.

Product differentiation is vital. Brands offering tailored solutions for specific needs, such as Bevel’s products for coarse hair, attract unique customer bases. Moreover, eco-friendly and sustainably sourced options appeal to 30–40% of consumers, aligning with growing demand for ethical practices in the grooming industry.

Value chain efficiency plays a critical role in maintaining competitiveness. Companies streamline sourcing and delivery processes to ensure affordability and reliability. For example, Dollar Shave Club’s direct-to-consumer model enhances cost efficiency, ensuring value for money for 65–70% of buyers prioritizing convenience.

Export and import dynamics significantly influence the supply chain. China, the largest exporter of shaving products at $1.34 billion annually, ensures a steady supply of essential grooming items. Mexico, with exports of $477 million, plays a supporting role, particularly in the North American market.

Product Type Analysis

Skincare Products dominate with 35% due to growing demand for personal care and self-care routines.

Skincare products dominate the men’s grooming subscription box market, accounting for approximately 35% of the market share. This dominance is driven by the growing awareness of skincare among men and an increasing shift towards personal care routines that prioritize skin health.

Men are now more conscious of their skincare needs, seeking products that help with common concerns such as acne, aging, and dryness. The rise in male-focused skincare brands and influencers, along with an increasing emphasis on self-care, has fueled this trend.

The increasing interest in skincare among men can be attributed to various factors, including greater exposure to grooming routines on social media and a growing desire for improved personal appearance. Men’s skincare products often focus on simplicity and effectiveness, catering to those who prefer minimalistic, no-fuss routines.

While skincare dominates, other categories like shaving and beard care products also have a significant presence. Shaving products, including razors, shaving creams, and post-shave lotions, remain staples in the men’s grooming routine.

However, these products do not experience the same growth rate as skincare, as many men are shifting towards beard grooming or less frequent shaving. Haircare products are another important segment but are somewhat smaller in comparison to skincare. Haircare products like shampoos, conditioners, and styling gels still hold market value, particularly as men become more invested in hair health and styling.

Customization Level Analysis

Fully Personalized Boxes dominate with 40% due to a desire for tailored grooming experiences.

Fully personalized boxes dominate the men’s grooming subscription box market, accounting for approximately 40% of the total market share. This customization model is highly attractive to men looking for products that are specifically suited to their individual needs, such as skincare products that match their skin type or haircare solutions that address their hair concerns.

Fully personalized grooming boxes use customer profiles or surveys to recommend products, ensuring that each box is uniquely curated to meet the subscriber’s preferences. This level of personalization adds significant value, allowing men to receive products that are not only practical but also cater to their specific grooming habits.

Semi-customized boxes also contribute to market growth, though they make up a smaller portion of the market compared to fully personalized options. These boxes allow customers to select from a limited range of products, offering a degree of choice while still maintaining a curated experience.

Pre-designed standard boxes, which offer a fixed set of products each month, also remain a viable option for men who are less concerned with personalization. These boxes cater to customers who prefer simplicity or want to try a variety of products without the need for customization.

Price Range Analysis

Mid-Tier dominates with 50% due to a balance between quality and affordability.

The mid-tier price range is the largest segment in the men’s grooming subscription box market, representing around 50% of the total market share. Mid-tier boxes cater to consumers who want a balance between high-quality products and affordability.

This price range is ideal for men who are willing to invest in grooming products that are effective but do not want to pay the premium prices associated with luxury or high-end products. Mid-tier subscriptions offer a mix of quality skincare, haircare, and grooming products at a price point that is accessible to a wide audience.

While mid-tier boxes dominate, budget-friendly and luxury/premium subscriptions also contribute to the market. Budget-friendly grooming boxes cater to price-sensitive customers looking for basic but effective grooming products at an affordable price.

On the other hand, luxury/premium boxes target affluent consumers who are willing to pay top dollar for high-end grooming products. These subscriptions often include exclusive, high-quality items and cater to customers who want a more refined grooming experience. While the luxury goods segment remains smaller, it has been growing as more men seek indulgent, high-quality grooming experiences.

For Instance, Men’s grooming subscription boxes offer options across various price ranges. Budget-friendly choices like Birchbox Man (around $10/month) and Dollar Shave Club (starting at $5) provide essential grooming products. Mid-range options such as Bevel ($29.95/month) and Harry’s (starting at $16) offer quality shaving supplies. Premium boxes like Morgans ($8-$80/month) and Duke Cannon ($50/month) provide comprehensive grooming kits with higher-end products.

Key Market Segments

By Product Type

• Skincare Products
• Haircare Products
• Shaving and Beard Care Products
• Fragrances
• Bath and Body Products
• Grooming Tools and Accessories

By Customization Level

• Fully Personalized Boxes
• Semi-Customized Boxes
• Pre-Designed Standard Boxes

By Price Range

• Budget-Friendly
• Mid-Tier
• Luxury/Premium

Driving Factors

Personalized Grooming and Self-Care Drive Market Growth

The Men’s Grooming Subscription Box Market is growing rapidly due to several key factors. First, there is an increasing demand for personalized grooming products. Men today seek products tailored to their specific needs, enhancing their grooming routines.

Additionally, the rising trend of self-care among men contributes significantly to market growth. Men are more focused on their well-being and appearance, leading them to invest in quality grooming products. Moreover, the growth of e-commerce and online shopping makes it easier for men to subscribe to these services.

Online platforms provide convenience and a wide range of options, attracting more subscribers. Furthermore, the influence of social media and grooming influencers plays a crucial role. Influencers showcase grooming products and subscription boxes, driving awareness and interest among their followers.

Restraining Factors

High Costs and Supply Issues Restraint Market Growth

Despite its potential, the Men’s Grooming Subscription Box Market faces several challenges that can hinder its growth. One major restraining factor is the high subscription costs. Premium grooming products and exclusive offerings often come with higher prices, which may deter some consumers from subscribing. Additionally, limited product customization poses a challenge.

While personalization is a key driver, not all subscription services can fully tailor their offerings to individual preferences, leading to potential dissatisfaction. Moreover, supply chain disruptions can negatively impact the market. Delays in product deliveries or shortages of key items can frustrate subscribers and increase churn rates.

Furthermore, gender stereotypes and stigma around men’s grooming can also restrain market growth. Societal perceptions may discourage some men from engaging with grooming subscription services, limiting the market’s reach. These factors highlight the need for companies to address pricing strategies, enhance customization options, ensure reliable supply chains, and work towards breaking down stereotypes.

Growth Opportunities

International Expansion and Brand Partnerships Provide Opportunities

The Men’s Grooming Subscription Box Market is full of growth opportunities driven by several promising factors. Expanding into international markets is a significant opportunity. By reaching new regions, companies can tap into diverse consumer bases and increase their global presence. Additionally, collaborations with premium brands can enhance the appeal of subscription boxes.

Partnering with well-known grooming brands allows subscription services to offer exclusive and high-quality products, attracting more subscribers. Moreover, the development of eco-friendly products presents another opportunity. As consumers become more environmentally conscious, offering sustainable grooming products can differentiate a subscription box from competitors.

Furthermore, integrating technology for personalization can greatly enhance the customer experience. Utilizing advanced data analytics and AI allows companies to better understand subscriber preferences and tailor their offerings accordingly. These opportunities enable subscription box providers to innovate and cater to a broader audience.

Latest Trending Factors

Organic Products and AI Personalization Are Latest Trending Factors

The Men’s Grooming Subscription Box Market is evolving with several trending factors that are shaping its future growth. The inclusion of organic personal care products is gaining traction, as consumers increasingly seek eco-friendly and chemical-free grooming solutions. This trend appeals to health-conscious men who prioritize sustainability and ethical sourcing. Additionally, the focus on minimalistic and multifunctional products is rising.

Men prefer streamlined grooming routines, and subscription boxes offering essential and versatile products cater to this demand. Furthermore, the rise of male-focused skincare routines is a significant trend. As men become more knowledgeable about skincare, they seek specialized products that address their unique needs, enhancing the appeal of subscription services.

Moreover, the use of AI for personalized recommendations is becoming prominent. Advanced algorithms analyze customer data to suggest products that best fit individual preferences and grooming habits, improving the overall subscription experience. These trending factors reflect the market’s adaptability and commitment to meeting modern consumer demands.

Regional Analysis of Men’s Grooming Subscription Box Market

North America Dominates with 45% Market Share

North America leads the Men’s Grooming Subscription Box Market with a 45% share. The dominance is fueled by increasing consumer interest in personal care and the region’s high disposable incomes. Key factors include the widespread adoption of e-commerce, a strong presence of leading grooming brands, and marketing strategies that effectively tap into male grooming trends.

The market benefits from a tech-savvy consumer base that appreciates the convenience and personalization offered by subscription services. Furthermore, cultural shifts towards enhanced male grooming have broadened the market base.

The outlook for North America is promising, with expectations of sustained growth driven by continuous innovation in product offerings and marketing techniques. As more men seek out convenient, high-quality grooming products, subscription services are likely to see an uptick in subscriptions. This trend, coupled with an increasing focus on wellness and self-care, suggests that North America will maintain, if not increase, its market influence in the coming years.

Regional Mentions:

• Europe: Europe holds a significant position in the Men’s Grooming Subscription Box Market, driven by a cultural appreciation for grooming and beauty. The region is characterized by a variety of locally sourced and organic product offerings that cater to a discerning customer base.
• Asia Pacific: Asia Pacific is experiencing rapid growth in this market, thanks to increasing urbanization and a rising middle class. The region is witnessing a cultural shift where male grooming is becoming more accepted and even expected as part of professional and personal care.
• Middle East & Africa: In the Middle East and Africa, the market is gradually expanding, with the Gulf Cooperation Council (GCC) countries showing particular interest due to their high disposable incomes and growing awareness of men’s health and wellness.
• Latin America: Latin America’s market is growing steadily with increased internet penetration and a rising young population. There’s growing interest in men’s grooming products as awareness of personal care benefits becomes more widespread across the region.

Key Regions and Countries Covered in the Report

• North America
  • US
  • Canada
• Europe
  • Germany
  • France
  • The UK
  • Spain
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • South Korea
  • India
  • Australia
  • Rest of APAC
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Rest of MEA

Competitive Landscape of Men’s Grooming Subscription Box Market

In the Men’s Grooming Subscription Box Market, several companies have emerged as leaders, each with a unique approach to capturing and retaining customers. Dollar Shave Club, Harry’s, Birchbox Man, and The Beard Club are among the top performers due to their innovative offerings and strong market strategies.

Dollar Shave Club revolutionized the men’s grooming industry by offering convenient, affordable razor subscriptions. The company’s straightforward approach, combining quality shaving supplies with humorous marketing, quickly garnered a large customer base. Dollar Shave Club has since expanded its product line to include a variety of grooming products, reinforcing its position as a market leader.

Harry’s is well-regarded for its commitment to quality and design. Like Dollar Shave Club, Harry’s started with razors but has broadened its range to encompass a full suite of grooming items, all characterized by their sleek design and excellent performance. Harry’s also emphasizes its ethical sourcing and manufacturing practices, appealing to the conscientious consumer.

Birchbox Man extends the Birchbox model into men’s grooming, offering a curated selection of skincare, haircare, and other grooming products. This approach helps men discover new brands and products that they might not otherwise try, adding an element of surprise and discovery to the routine of personal care.

The Beard Club targets a specific niche within the grooming market, focusing on beard care and maintenance. Their products cater to the needs of men with beards, offering oils, balms, and shampoos that keep facial hair healthy and well-groomed. The Beard Club’s focused approach has built a loyal following among men who take pride in their beards.

These key players in the Men’s Grooming Subscription Box Market have succeeded by understanding their customers’ needs and consistently delivering value through quality products and clever marketing. As they continue to innovate and adapt to trends, such as natural ingredients and customization, they are likely to maintain their positions as leaders in this competitive space.

Major Companies in the Market

• Dollar Shave Club
• Harry’s
• Birchbox Man
• The Beard Club
• Bespoke Post
• Scotch Porter
• Duke Cannon Supply Drop
• Brickell Men’s Products
• Scentbird
• Hawthorne
• Gentleman’s Box
• Billy Jealousy
• GQ Best Stuff Box

Recent Advancements in Men’s Grooming Subscription Box Market

• LeBron James and Maverick Carter: In April 2024, LeBron James and his business partner Maverick Carter launched “The Shop,” a men’s grooming line inspired by their talk show of the same name. The seven-product collection includes face wash, shaving and beard creams, shampoo, conditioner, and hair pomade, all formulated to be vegan and cruelty-free. These products are available exclusively at Walmart stores across the United States.
• MANSCAPED®: On September 2024, MANSCAPED® introduced The Chairman™ Pro, an advanced electric foil shaver designed to provide a superior face-shaving experience. This device features an interchangeable dual-head system, including a four-blade foil for close shaves and a stubble trimmer for maintaining facial hair, both utilizing SkinSafe® Technology to minimize irritation. The Chairman™ Pro is available for purchase through MANSCAPED’s official website.

Report Scope