Sales of men’s grooming are expected to rise in 2025 and during the forecast period overall, with growth set to accelerate compared to the historical period. This positive outlook is supported by shifting attitudes towards self-care among men, greater product availability, and increased marketing efforts tailored specifically to male consumers.
Men’s grooming will continue to evolve over the forecast period, driven by increasing attention to appearance and the growing emphasis on overall wellness. Innovation is expected to remain a key driver of growth, as brands focus on developing multifunctional, sustainable, and wellness-oriented products that align with men’s changing needs.
The expansion of grooming products specifically targeting male consumers will increase over the forecast period, with brands developing products for different skin types and adopting marketing strategies tailored to men. Men aged 18 to 34, in particular, are increasingly becoming more open to incorporating products such as BB/CC creams, mascara, foundation, bronzer, and concealer into their routines.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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