Mens Body Wash Market Report 2025 (Global Edition)

Global Mens Body Wash Market Report 2025 Market Size Split by Type (Dry Skin, Oily Skin, Other), by Distribution (Online Sales, Offline Sales), by Application (Personal Use, Commercial Use), by End Us...

Mens Body Wash Market Report Description

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How 2025 Tariffs Are Reshaping the Consumer Goods Industry

In 2025, the global trade landscape has shifted dramatically following the U.S. introduction of sweeping tariffs under President Donald Trump’s administration. These "Liberation Day Tariffs," launched in April, aim to reduce trade deficits and boost domestic manufacturing. Tariffs range from 10% on imports from countries like the UK and Australia to 46% on Vietnamese goods, with a blanket 34% tariff on many Chinese imports and 25% on all steel, aluminum, and auto parts. This policy heavily impacts the consumer goods sector apparel, appliances, packaged foods, and personal care products due to their deep reliance on global supply chains, especially in Asia. U.S.–China trade tensions have intensified, with reciprocal tariffs reaching up to 145% on U.S. goods and 125% on Chinese exports, while China’s trade surplus with the U.S. hit USD 102.6 billion in March 2025. In response, the EU and Canada have implemented retaliatory measures, signaling a broader shift toward protectionism.

The consumer goods industry is feeling immediate effects: production costs are rising, sourcing is delayed, and inflation pressures are mounting. Apparel and footwear now face 25% tariffs, prompting brands to seek nearshoring options or raise prices. Household appliances incur 20% tariffs, complicating inventory and procurement strategies. Packaged foods and beverages are hit with 10–15% tariffs, impacting contracts and leading to supplier diversification and product reformulation. Personal care firms face higher costs for imported ingredients and packaging, leading to local sourcing efforts and delays in new product launches. Meanwhile, electronics, though temporarily exempt, are preparing for possible disruptions by diversifying suppliers and increasing inventories.

China remains the backbone of U.S. consumer goods sourcing, accounting for a large portion of imports either directly or through upstream components. This makes tariffs on Chinese goods especially disruptive. The rising input costs 15–30% in many categories combined with seasonal pressures and tight timelines, are causing delays and increased costs. Smaller brands, in particular, are struggling due to limited capital and reduced supplier leverage. Many are being forced to increase prices, cut product variety, or compromise on quality.

Market research is now critical to navigating this volatile environment. It supports supplier mapping and risk assessment, helping brands identify alternative sourcing countries with stable regulations and quality control. It also aids in cost and margin analysis, guiding decisions on pricing and sourcing changes. Optimization of product design and materials through research allows companies to reduce costs while maintaining consumer expectations. Additionally, research helps assess consumer price sensitivity, enabling strategic repositioning. Tracking regulatory changes and running scenario planning models allow firms to anticipate and adapt to future trade shifts.

To cope, companies are restructuring their global sourcing models. Major brands like Nike and IKEA are expanding operations in Vietnam, India, and Mexico, while embracing “in-market for market” strategies to reduce exposure to tariffs and logistics risks. Many are adopting AI-driven demand forecasting and automated procurement, and pushing suppliers for transparency. Product redesign and SKU rationalization are also common. The most successful firms are those using data-driven insights, operational flexibility, and strategic supplier partnerships to adapt not just survive in this new era of global trade.

Competitive Landscape of the Men's Body Wash Market

L'Oréal, a leading beauty and cosmetics company, has brands like L'Oréal Men Expert, which offers a range of body wash products catering to men's grooming needs.

Men's Body Wash Industry News 

Independent and Niche Brands: In addition to these major players, a growing number of independent and niche brands are entering the men's body wash market. These brands often focus on specific consumer preferences, such as natural or organic ingredients, cruelty-free formulations, or unique scents, appealing to niche segments of the market.

In October 2021, Everist Inc., introduced its innovative waterless body wash concentrate. Following the triumphant debut in February 2021 of its acclaimed, patent-pending waterless hair care concentrates, Everist persisted in delivering clean, sustainable, and high-performance innovations that revolutionized people's perceptions of their personal care rituals.

(Source: https://www.prnewswire.com/news-releases/everist-launches-revolutionary-new-waterless-body-wash-concentrate-301391258.html)

In May 2023, Bath & Body Works built its male customer base by introducing skin care and beard products to its Men's Shop. New products included a daily face wash, lotion, exfoliating face wash, face cream, a beard and face wash, beard oil, and beard and scruff cream. The retailer also refreshed the look of its fragrance and body care.

(Source:https://www.retaildive.com/news/bath-body-works-expands-its-product-assortment-for-men/650436/)

Top Companies Market Share in Mens Body Wash Industry: (In no particular order of Rank)

• L’Oreal
• Shiseido
• Johnson & Johnson
• Unilever
• L’Occitane
• P&G
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*List of Second Tier Companies, List of Third Tier/ Start-up Companies (Inquire with sales executive) Request Any Company Profile for Preview Purpose OR Data Validation!

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Regional Analysis of Mens Body Wash Market

Which Region will dominate the Mens Body Wash Market in 2024?

According to Cognitive Market Research, North America dominated the market in 2024 and accounted for around 40% of the global revenue. North America's men's body wash market boasts a highly competitive landscape with several key players vying for market share. Established brands such as Old Spice, Dove Men+Care, and Axe dominate the market, leveraging strong brand recognition and extensive distribution networks. These brands continuously innovate to introduce new formulations, scents, and marketing strategies to appeal to the diverse preferences of male consumers. 

Which is Expanding at the Fastest CAGR?

The Asia Pacific region stands out as the fastest-growing men's body wash market, driven by increasing urbanization, rising disposable incomes, and evolving grooming trends. Major regional players include international brands like Nivea Men, L'Oréal Men Expert, and Shiseido, alongside local players catering to specific cultural preferences and skincare needs. E-commerce has significantly fueled market growth, providing consumers with convenient access to a wide range of products. Moreover, aggressive marketing campaigns and product innovations tailored to the diverse preferences of Asian consumers have contributed to the rapid expansion of the region's men's body wash market.

The current report Scope analyzes Mens Body Wash Market on 5 major region Split (In case you wish to acquire a specific region edition (more granular data) or any country Edition data then please write us on info@cognitivemarketresearch.com

• North America (United States, Canada, Mexico)
• Europe (United Kingdom, France, Germany, Italy, Russia, Spain, Sweden, Denmark, Switzerland, Luxembourg, Rest of Europe)
• Asia Pacific (China, Japan, South Korea, India, Australia, Singapore, Taiwan, South East Asia, Rest of APAC)
• Latin America (Brazil, Argentina, Colombia, Peru, Chile, Rest of South America)
• Middle East (Saudi Arabia, Turkey, UAE, Egypt, Qatar, Rest of Middle East)
• Africa (Nigeria, South Africa, Rest of Africa)

The above graph is for illustrative purposes only.

North America Mens Body Wash Market Analysis

According to Cognitive Market Research, the global Men Body Wash market size was estimated at USD XX Million, out of which North America held the major market of more than 40% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.0% from 2024 to 2031. In North America, the men's body wash market thrives, driven by increasing awareness of personal grooming, changing consumer lifestyles, and a growing emphasis on hygiene. Established brands like Dove Men+Care, Old Spice, and Axe dominate the market, leveraging strong brand recognition and extensive distribution networks. Additionally, the region has seen the rise of niche and indie brands catering to specific consumer preferences and needs. With a diverse range of products available across various price points and formulations, North America remains a key market for men's body wash products, poised for continued growth and innovation.

• According to Cognitive Market Research, the US had a major share in the men’s body wash market with a market size of USD XX million in 2024 and is projected to grow at a CAGR of 6.8% during the forecast period. In the USA, leading brands like Dove Men+Care, Old Spice, and Axe hold a substantial market share in the men's body wash segment, leveraging their strong brand presence and diverse product offerings. 
• The Canadian men’s body wash market had a market share of USD XX million in 2024 and is projected to grow at a CAGR of 7.8% during the forecast period. Brands like Dove Men Care, Nivea Men, and Old Spice capitalize on this trend with innovative products tailored to Canadian consumers.
• The Mexico men’s body wash market is projected to grow at a CAGR of 7.5% during the forecast period, reaching a market size of USD XX million in 2024.

Europe Mens Body Wash Market Analysis

According to Cognitive Market Research, with a market value of USD XX million in 2024, it is projected to expand at a compound annual growth rate (CAGR) of 7.3% from 2024 to 2031. The men's body wash market in Europe is robust and diverse, reflecting the continent's rich cultural and grooming traditions. Established brands such as L'Oréal Men Expert, Nivea Men, and Axe dominate the market, offering various products catering to varying skin types and preferences. Additionally, the region has seen niche and artisanal brands emerge, catering to specific consumer segments seeking natural and organic formulations. With a focus on innovation, quality, and sustainability, Europe remains a key market for men's body wash products, poised for continued growth and adaptation to changing consumer trends.

• The United Kingdom Men Body Wash market had a market share of USD XX million in 2024 and is projected to grow at a CAGR of 8.1% during the forecast period. In the UK, leading brands like Dove Men+Care, Lynx (Axe), and Nivea Men hold significant market shares in the men's body wash segment, reflecting strong brand recognition and consumer loyalty.
• The France Men's Body Wash market is projected to grow at a CAGR of 6.5% during the forecast period, with a market size of USD XX million in 2024.
• According to Cognitive Market Research, the German men's Body Wash market was valued at USD XX million in 2024 and is projected to grow at a CAGR of 7.5% during the forecast period. In Germany, the fastest-growing market segment for men's body wash is natural and organic products. Brands like Weleda, Lavera, and Dr. Hauschka are experiencing rapid growth as German consumers prioritize eco-friendly skincare options. 
• The Italy men's body wash market is projected to grow at a CAGR of 6.7% during the forecast period, reaching a market size of USD XX million in 2024.
• The Russian men’s body wash market is projected to grow at a CAGR of 6.3% during the forecast period, reaching a market size of USD XX million in 2024.
• The Spanish men's body wash market is projected to grow at a CAGR of 6.4% during the forecast period, reaching a market size of USD XX million in 2024.
• The Luxembourg men's body wash market is projected to grow at a CAGR of 7.4% during the forecast period, reaching a market size of USD XX million in 2024.
• The Portugal men's body wash market is projected to grow at a CAGR of 7.1% during the forecast period, reaching a market size of USD XX million in 2024.
• The Greek men's body wash market is projected to grow at a CAGR of 7.6% during the forecast period, with a market size of USD XX million in 2024.
• The rest of Europe's men's body wash market is projected to grow at a CAGR of 6.0% during the forecast period, reaching a market size of USD XX million in 2024.

Asia Pacific Mens Body Wash Market Analysis

According to Cognitive Market Research, the global Men Body Wash market size was estimated at USD XX Million, out of which Asia Pacific held the market around 23% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 10.8% from 2024 to 2031. The Asia Pacific region presents a dynamic and rapidly expanding men's body wash products market. With diverse cultural influences and grooming traditions, the market boasts many offerings catering to different preferences and needs. Established international brands like Nivea Men, L'Oréal Men Expert, and Axe compete with local favorites such as Shiseido, Biore, and Innisfree. The region's growing urban population, rising disposable incomes, and increasing awareness of personal grooming contribute to the market's growth. Moreover, the popularity of e-commerce platforms further accelerates accessibility and penetration of men's body wash products across Asia Pacific countries.

• According to Cognitive Market Research, the Chinese men's body wash market was valued at USD XX million in 2024 and is projected to grow at a CAGR of 10.3% during the forecast period. In China, major brands like Nivea Men, L'Oréal Men Expert, and Biore hold significant market shares in the men's body wash segment, capitalizing on the country's growing consumer demand for grooming products.
• The Japan men's body wash market is projected to grow at a CAGR of 9.3% during the forecast period, reaching a market size of USD XX million in 2024.
• The Indian men's body wash market had a market share of USD XX million in 2024 and is projected to grow at a CAGR of 12.6% during the forecast period. In India, premium products are the fastest-growing market for men's body wash. The market's expansion is also fueled by the growing awareness of personal hygiene and grooming, particularly among younger demographics in urban areas.
• The South Korean men's body wash market is projected to grow at a CAGR of 9.9% during the forecast period, with a market size of USD XX million in 2024.
• The Australian men's body wash market is projected to grow at a CAGR of 10.5% during the forecast period, reaching a market size of USD XX million in 2024.
• The South East Asia Men's Body Wash market is projected to grow at a CAGR of 11.8% during the forecast period, reaching a market size of USD XX million in 2024.
• The Rest of the Asia Pacific men's body wash market is projected to grow at a CAGR of 10.6% during the forecast period, with a market size of USD XX million in 2024.

South America Mens Body Wash Market Analysis

According to Cognitive Market Research, the global Men Body Wash market size was estimated at USD XX Million, out of which Latin America market of more than 5% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.2% from 2024 to 2031. The men's body wash market is burgeoning in Latin America, fueled by evolving grooming trends and increasing disposable incomes. Established brands like Nivea Men, Axe, and Gillette dominate the market, offering various products tailored to diverse preferences and needs. Additionally, local brands such as Natura, O Boticário, and Pacha Soap cater to regional tastes and preferences, adding dynamism to the market. The region's youthful population, urbanization, and growing awareness of personal care contribute to the market's expansion. Moreover, the rise of e-commerce platforms enhances the accessibility and availability of men's body wash products across Latin American countries.

• According to Cognitive Market Research, the Brazil men’s body wash market was valued at USD XX million in 2024 and is projected to grow at a CAGR of 8.8% during the forecast period. In Brazil, major brands like Nivea Men, Axe, and O Boticário hold significant market shares in the men's body wash segment, reflecting strong brand presence and consumer loyalty.
• The Argentina men's body wash market had a market share of USD XX million in 2024 and is projected to grow at a CAGR of 9.1% during the forecast period. The market's rapid expansion is also influenced by rising urbanization, changing lifestyles, and the growing influence of global grooming trends, particularly among younger demographics.
• The Colombian men's body wash market is projected to grow at a CAGR of 8.0% during the forecast period, with a market size of USD XX million in 2024.
• The Peru men's body wash market is projected to grow at a CAGR of 8.4% during the forecast period, reaching a market size of USD XX million in 2024.
• The Chile men's body wash market is projected to grow at a CAGR of 8.5% during the forecast period, reaching a market size of USD XX million in 2024.
• The Rest of the Latin American men's body wash market is projected to grow at a CAGR of 7.3% during the forecast period, with a market size of USD XX million in 2024.

Middle East Mens Body Wash Market Analysis

According to Cognitive Market Research, the global Men Body Wash market size was estimated at USD XX Million, out of which the Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.5% from 2024 to 2031. In the Middle East and Africa (MEA), the men's body wash market is experiencing steady growth, driven by changing attitudes towards personal grooming and hygiene. Established international brands like Nivea Men, Axe, and Dove Men+Care dominate the market, offering a wide range of products catering to diverse preferences and skin types. Local brands such as Hamad Sons, Dabur Vatika, and Sebamed MEN also cater to regional tastes and preferences, contributing to the market's diversity. The market's expansion is further fueled by increasing urbanization, rising disposable incomes, and growing awareness of grooming among men in the region.

• According to Cognitive Market Research, the GCC Countries' men's body wash market size was valued at USD XX million in 2024 and is projected to grow at a CAGR of 9.3% during the forecast period. The popularity of premium and specialized products, including those offering unique scents and skincare benefits, further contributes to the dominance of these brands in the GCC countries' men's body wash market.
• The Egyptian men's body wash market is projected to grow at a CAGR of 8.8% during the forecast period, with a market size of USD XX million in 2024.
• The South African men's body wash market is projected to grow at a CAGR of 9.5% during the forecast period, reaching USD XX million in 2024. Brands like Nivea Men, Axe, and Dove Men+Care are capitalizing on this trend by offering diverse products tailored to South African consumers' preferences and needs.
• The Turkish men's body wash market is projected to grow at a CAGR of 8.0% during the forecast period, reaching a market size of USD XX million in 2024.
• The Nigerian men's body wash market is projected to grow at a CAGR of 7.6% during the forecast period, reaching a market size of USD XX million in 2024.
• The Rest of the MEA Men's Body Wash market is projected to grow at a CAGR of 7.5% dur

Mens Body Wash Market Analysis

Mens Body Wash Product Type Analysis

According to Cognitive Market Research, within the men's body wash market, products catering to dry skin concerns hold a significant market share due to increasing awareness and demand for specialized skincare solutions. Brands like Cetaphil, Nivea Men, and Dove Men+Care offer formulations enriched with moisturizing ingredients like shea butter, glycerine, and hyaluronic acid. These products address dryness, flakiness, and discomfort, appealing to consumers seeking effective solutions for their skincare needs. As a result, the segment targeting dry skin occupies a prominent position in the overall market landscape.

The segment targeting oily skin is experiencing rapid growth within the men's body wash market. With increasing awareness of skincare routines among men, a growing demand for products specifically formulated to address excess oil and acne concerns is growing. Brands like Neutrogena Men, L'Oréal Men Expert, and Clinique for Men offer specialized formulations containing ingredients like salicylic acid and charcoal to control oil production and unclog pores. This focus on oily skin concerns reflects a shifting consumer preference towards targeted skincare solutions, driving the segment's rapid expansion.

• Dry Skin
• Oily Skin
• Other

The above Chart is for representative purposes and does not depict actual sale statistics. Access/Request the quantitative data to understand the trends and dominating segment of Mens Body Wash Industry. Request a Free Sample PDF!

Mens Body Wash Distribution Channel Type Segment Analysis

According to Cognitive Market Research, offline sales channels, including supermarkets, pharmacies, and convenience stores, continue to hold a significant market share in the men's body wash segment. Established brands such as Dove Men+Care, Old Spice, and Nivea Men leverage their extensive distribution networks to maintain a strong presence in brick-and-mortar retail outlets. These channels remain crucial for reaching a wide audience of consumers who prefer the convenience and immediacy of in-store shopping experiences.

Online sales represent the fastest-growing segment in the men's body wash market, driven by the convenience and accessibility of e-commerce platforms. Major brands like Axe, Gillette, and Jack Black capitalize on this trend by investing in robust online marketing strategies and optimizing their presence on popular e-commerce platforms such as Amazon, Walmart.com, and dedicated brand websites. The ease of online shopping appeals to tech-savvy consumers, contributing to the rapid growth of this sales segment.

• Online Sales
• Offline Sales

The above Graph is for representation purposes only. This chart does not depict actual Market share.

Mens Body Wash Application Segment Analysis

According to Cognitive Market Research, personal use remains the primary driver of the men's body wash market, holding a major market share. As grooming routines become increasingly integral to daily life, consumers prioritize products tailored to their needs and preferences. Brands like Dove Men+Care, Nivea Men, and Jack Black cater to this demand by offering a wide range of body wash options targeting various skin types and concerns. This focus on personalization solidifies the segment's dominance in the market.

While personal use dominates the men's body wash market, the commercial use segment is experiencing rapid growth. Gyms, hotels, and spas increasingly incorporate high-quality body wash products into their amenities to enhance customer experience. Brands like Molton Brown, Aesop, and Kiehl's offer premium options tailored for commercial use, meeting the demand for luxurious and effective skincare solutions in the hospitality and wellness industries. This trend fuels the segment's exponential expansion.

• Personal Use
• Commercial Use

Mens Body Wash End User Segment Analysis

According to Cognitive Market Research, adults represent the largest consumer segment in the men's body wash market, holding a major market share. As adults prioritize personal hygiene and grooming, they seek body wash products tailored to their needs and preferences. Brands like Dove Men+Care, Old Spice, and Axe offer a diverse range of formulations and scents to cater to the varying preferences of adult consumers, solidifying their dominance in this demographic segment.

The teen demographic represents the fastest-growing men's body wash market segment. With an increasing focus on personal grooming among teenagers, there's a growing demand for body wash products tailored to their specific skincare needs and preferences. Brands like Neutrogena, Clean & Clear, and Axe target this demographic with formulations addressing acne, oiliness, and other common concerns. This focus on teen consumers drives the segment's rapid expansion within the market.

• Adults
• Teens

Mens Body Wash Packaging Segment Analysis

According to Cognitive Market Research, bottles remain the dominant packaging option in the men's body wash market, holding a major market share. Brands such as Dove Men+Care, Nivea Men, and Old Spice predominantly package their body wash products in bottles due to their convenience and ease of use. With various sizes and designs available, bottles offer versatility for consumers and are widely preferred for home and travel use, solidifying their position in the market.

Tubes are the fastest-growing packaging segment in the men's body wash market. Brands like Jack Black, Bulldog Skincare, and Every Man Jack have embraced tube packaging for their body wash products due to their practicality and portability. Tubes offer a mess-free and convenient application, making them popular among consumers seeking on-the-go solutions. With increasing demand for travel-friendly options and eco-conscious packaging, tubes are experiencing rapid growth within the market.

• Bottles
• Tubes
• Pouches

Mens Body Wash Price Range Segment Analysis

According to Cognitive Market Research, the mid-range price segment holds a significant market share in the men's body wash market, appealing to consumers seeking a balance between quality and affordability. Brands like Dove Men+Care, Nivea Men, and Old Spice offer a wide range of body wash products at mid-range price points, making them accessible to a broad consumer base. This segment caters to individuals looking for effective skincare solutions without breaking the bank, solidifying its dominance in the market.

The premium segment is experiencing rapid growth in the men's body wash market as consumers increasingly prioritize quality and luxury in their grooming routines. Brands such as Molton Brown, Kiehl's, and Jack Black offer high-end body wash products featuring premium ingredients and sophisticated fragrances. With discerning consumers willing to invest in premium skincare experiences, this segment is expanding quickly, reflecting a growing demand for indulgent and upscale grooming products.

• Premium
• Mid-range
• Low-end

Author's Detail

Sneha Mali

Research Analyst at Cognitive Market Research

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I am a research analyst working in various domains including the Consumer Goods domain, and my primary responsibility is to conduct thorough research on various subjects and provide valuable insights to support client requirements. I have knowledge of research methodologies, and data mining which enables me to analyze large data sets, draw meaningful conclusions, and communicate them effectively. I stay up-to-date with the latest research trends, methodologies, and technologies to ensure that my research is accurate, relevant, and impactful.

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