Men’s Intimate Care Market Set for Rapid Growth

The global market for men’s intimate care products has been on a steady rise, with a projected growth to USD 31.53 billion by 2033 from USD 15.54 billion in 2025. This upward trajectory, driven by factors like rising disposable income, signifies a shift in societal norms towards male grooming and personal hygiene. Modern men are increasingly embracing self-care, supported by changing perceptions of masculinity that prioritize wellness and grooming as essential aspects of personal care.

The market dynamics are further influenced by the growing emphasis on health and hygiene, leading men to seek specialized solutions for concerns like sweat, odor, and irritation in intimate areas. With the help of digital platforms and male grooming influencers, stigmas surrounding intimate care products are being dismantled, fostering greater awareness and acceptance among male consumers globally. This trend is expected to sustain the demand for men’s intimate care products and foster innovation in this rapidly growing niche market segment.

One notable trend in the industry is the expansion of product lines beyond traditional hygiene items. Brands are diversifying their offerings to include deodorizing sprays, intimate wipes, creams, serums, and fragrances tailored specifically for men’s intimate areas. This trend underscores the evolving consumer awareness around specialized grooming and wellness, as well as the importance of maintaining a balanced skin microbiome.

For instance, Exvin recently launched an innovative product line called Intimate Parfum, featuring a male intimate-care fragrance with a prebiotic complex and natural extracts designed to soothe the skin and support microbiome balance while offering a subtle, deodorizing scent. This premium product highlights the industry’s shift towards luxury and functional offerings that cater to men’s evolving personal care routines.

The global market is also witnessing the impact of rising disposable incomes worldwide, particularly in urban and semi-urban areas, where men are increasingly willing to invest in personal grooming and hygiene products. The growth of the middle class in emerging economies and the increased spending power among millennials and Gen Z are contributing to the surge in demand for niche personal care items.

In response to these market dynamics, brands are focusing on expanding their product portfolios with natural and dermatologically tested formulations. Companies like Unilever have been at the forefront of this trend, introducing hygiene-focused solutions tailored to male consumers through brands like Dove Men+Care. This emphasis on innovation, sustainability, and inclusive marketing is enabling these companies to address the growing demand for specialized men’s hygiene and wellness products worldwide.

Despite these positive trends, the market faces challenges related to social taboos and lack of awareness, especially in conservative societies. Discussions around men’s personal hygiene and intimate health are often considered taboo, hindering consumer knowledge and engagement. Overcoming these cultural barriers will be crucial for manufacturers and retailers looking to educate and promote intimate care products among male consumers.

Educational campaigns represent a key opportunity in the market, particularly in regions where awareness and openness around male hygiene are limited. By normalizing conversations about intimate care and challenging deep-rooted stigmas, brands can position themselves as advocates for men’s health and well-being. Initiatives like Redcliffe Labs’ #MendYourHealth campaign, which encourages men to prioritize holistic wellness, can help drive product adoption, brand loyalty, and consumer trust in the market.

In conclusion, the men’s intimate care products market is poised for significant growth driven by changing societal norms, increasing consumer awareness, and the emphasis on personal grooming and wellness among men. Brands that can navigate the evolving landscape, address cultural barriers, and leverage educational campaigns are likely to capitalize on the growing demand for specialized men’s hygiene products in the coming years.