Competitive Landscape
Procter & Gamble Leverages Broad Portfolio to Sustain Its Lead
Men’s grooming in Singapore remains moderately concentrated, with the top manufacturer, Procter & Gamble (S) Pte Ltd, holding a 19% value share in 2025, down from 21% in 2020. The combined shares of the next largest players, Coty Asia Pte Ltd at 8%, L'Oréal (S) Pte Ltd at 7%, and Mandom Corp (S) Pte Ltd at 6%, indicate that while there is clear leadership at the top, a sizeable proportion of value is distributed across a wide field of international and local competitors.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Singapore 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 Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Men's Grooming in Singapore report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in Singapore?
- Which are the leading brands in Singapore?
- How are products distributed in Singapore?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Singapore - Category analysis
Key Data Insights
Men's Grooming Summary
Premium Men's Grooming Brands Attract Working Professionals with High-End Solutions
Male Consumers Drive Demand for Premium Fragrances and Skin Care in Men's Shaving
Anti-Ageing Launches Reshape Routines and Expectations
Demographic and Cultural Drivers Set to Maintain Solid Growth for Men’S Grooming
Premium Brands Will Use Anti-Ageing and Wellness to Boost Loyalty
Procter & Gamble Leverages Broad Portfolio to Sustain Its Lead
Beauty Specialists Use Expert Advice to Maintain Distribution Lead
Retail E-Commerce Leverages Exclusive Promotions to Boost Online Switching
Holistic Regimens and Climate-Driven Formulations
Targeted Serums and Professional-Grade Additions
Experiential Retail and Omnichannel Engagement
Beauty and Personal Care in Singapore - Industry Overview
2025 Developments
Key Data Insights
Steady Growth, Although Consumer Caution Is Evident, Particularly among Younger Consumers
Skin Care Remains the Largest Category, and Sees Growth as Premiumisation and Transparency Accelerate
Dior’S Natural-Origin Launch Raises Expectations for Clean Premium Beauty
Hybrid Product Launches to Drive Demand for Value and Function
Ingredient-Led Skin Care to Remain Important as Multifunctional Formats Surge
Clean Beauty and Ingredient Transparency Set to Boost Consumer Trust and Spending
L’Oréal and Procter & Gamble Sustain Lead as Product Innovation Drives Stability
Offline Retail Sustains Dominance through Convenience and Outlet Expansion
Tiktok Shop Fuels Rapid E-Commerce Expansion as Social Media Reshapes Discovery
Watsons Leverages New Brand Launches and Omnichannel Presence to Outpace Rivals
Clean Formulations and Scientific Validation Shape Development
Premium and Sustainable Launches Redefine Brand Offerings
Asian Entrants and Retail Strategies Intensify the Competition
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Men's Grooming research and analysis database.
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