Male Grooming: $115B by 2028, Beyond Manscaped

The male grooming market is on a tear, projected to hit $115 billion by 2028, a number that frankly blows past old forecasts. This growth is happening far beyond traditional shaving products, with the real action pushing into hair removal. While a brand like Manscaped absolutely changed the game by popularizing specialized trimmers, the conversation is already moving on to far more sophisticated and long-lasting solutions that challenge what “manscaping” even means.

60% of Urban Men Aged 18-34 Use Non-Shaving Hair Removal

A late 2025 study from Euromonitor International dropped a bombshell: over 60% of men aged 18 to 34 residing in major metropolitan areas now use non-shaving hair removal methods as part of their regular routine. Just five years ago, that was a tiny niche. This number shows us that male aesthetics are being redefined from the ground up. It’s not enough for brands to just hawk trimmers anymore. Guys are after smoother, more refined results. This group, heavily influenced by social media and changing cultural standards, sees body hair management as a core part of personal presentation. They’re trying everything from depilatory creams to professional services, a clear signal for more diverse solutions. This is a demographic reality that brands have to meet with more than just the basics.

25% Increase in At-Home Device Adoption Since 2024

The market for at-home hair removal gear, especially those using Intense Pulsed Light (IPL) tech, has jumped by 25% in consumer adoption since 2024, according to data Grand View Research put out in early 2026. This boom is happening because the devices actually work now, they’re easier to use, and they don’t cost a fortune anymore. Early IPLs were a pain, clunky, slow, with weak results, but today’s versions are fast and show real hair reduction in just a few sessions. The ability to get something close to salon-level results at home, whenever you want, is a massive draw. It shows a clear preference for convenience and long-term results over a temporary trim. This is a category where I’m certain we’ll see continued aggressive development, especially in smart devices that offer personalized treatment plans.

15% of DTC Grooming Market Now Personalized Subscriptions

Personalized grooming subscriptions now account for 15% of the direct-to-consumer (DTC) male grooming market, based on a 2025 McKinsey & Company report. This data confirms the powerful move toward one-on-one consumer relationships. Men are done with the one-size-fits-all model. They expect brands to understand their skin type, hair growth patterns, and what they want to achieve, then deliver products and services that actually fit. These subscriptions aren’t just shipping products. They often bundle in virtual consultations or priority booking for professional appointments. That kind of customization builds serious loyalty and creates predictable revenue. If you’re in the grooming business and you’re ignoring this, you’re leaving a huge and growing part of the market on the table. The game is now about selling evolving solutions that adapt to a person’s needs. That’s how brands can differentiate themselves beyond a list of product features.

High-Income Men Willing to Invest in Premium Treatments

A Deloitte survey from late 2025 confirmed what many of us in the industry have seen firsthand: a good number of male consumers, especially those with incomes over $75,000 a year, are absolutely willing to pay for premium, longer-lasting hair removal. This willingness is about efficiency and value. These guys have packed schedules and their time is their most valuable asset. The idea of grooming less often, or even permanently clearing hair from certain areas with treatments like professional hair removal, makes a higher upfront cost seem like a bargain. This upends the old idea that men are primarily price-sensitive about their grooming. While cost always matters, for this growing group, the value of saved time and reliable results easily beats the initial sticker shock. Brands stuck on selling only entry-level trimmers are missing out on a very profitable customer who’s actively looking for advanced solutions. From what I’ve seen, once guys experience the freedom of reduced hair growth, they rarely go back to less effective methods.

Where Conventional Wisdom Falls Short: The “Trim-Only” Fallacy

The accepted wisdom for a long time, thanks in large part to heavy marketing from companies like Manscaped in the late 2010s and early 2020s, was that men just want to trim. The narrative was that men simply want to “manage” or “tidy up” their body hair, and that complete removal was either unnecessary or undesirable. That framing is just wrong. The numbers we’re seeing show a fast and clear pivot toward more complete and durable hair removal. This “trim-only” fallacy sells men short by underestimating their desire for a smoother look and their willingness to invest in new technologies and professional services. It also misses how the definition of masculinity has changed to include a more intentional approach to personal care. The idea that men are inherently against professional methods or at-home devices is just dated. Frankly, many men I speak with are fed up with the constant upkeep trimmers require and are actively searching for alternatives that provide a solution that lasts. The market is moving toward transformation.

So the male grooming industry is clearly shifting gears, moving past basic trimming and toward more advanced, durable hair removal methods. The brands that get this, and put their money into real innovation, personalization, and pro-level offerings, are the ones who will win over the modern male consumer.