Singapore Male Grooming and Personal Care
The male grooming market in Singapore is entering a sustained growth phase, reflecting a broader shift in attitudes towards male self-care and grooming practices. With rising consumer interest in skincare and fragrances, and the rapid expansion of e-commerce channels, U.S. companies that tailor offerings to local preferences and regulatory requirements are well-positioned to capture market share in this growing segment.
According to Euromonitor, value sales of male grooming products in the Asia Pacific region are expected to increase by 5.4% at constant prices. Skincare leads the category, representing one-third of total retail value sales within male grooming. While skincare remains a key focus, men’s fragrances are projected to deliver the strongest growth, with a 6.8% increase in constant value forecast from 2023 to 2027.
This growth is driven by shifting beauty standards, increased social media visibility, and the influence of K-beauty, which has normalized skincare as an essential part of men’s self-care routines. The product landscape in Singapore’s male grooming market is diverse, encompassing a wide range of categories. These include shaving products, razors and blades, bath and shower products, deodorants, hair care products, skin care products, and men’s fragrances. Among these, skincare products are gaining traction. Innovations in men’s skincare products are focused on developing multi-functional, easy-to-use products that cater to men’s preferences for simplicity and convenience.
The growth of e-commerce has played a significant role in expanding access to premium grooming products. Singapore’s tech-savvy consumer base has embraced online retail channels, making it easier for men to explore and purchase a wide range of grooming products discreetly and conveniently.
As the market continues to evolve, there are substantial opportunities for international brands to capitalize on this growing trend. Successful brands will likely be those that offer innovative, high-quality products tailored to the specific needs and preferences of Singaporean male consumers. These may include products that address concerns related to Singapore’s climate, such as humidity-resistant formulations, or those that incorporate ingredients popular in Asian skincare traditions.
As this market continues to expand and mature, it presents exciting opportunities for brands to innovate and cater to the evolving needs of Singaporean men. To enter the market, cosmetic products must comply with the safety and labeling requirements under the Guidelines On The Control Of Cosmetics Products.
The future of male grooming in Singapore looks promising, with continued growth and diversification expected in the coming years. U.S. manufacturers who wish to explore these opportunities or partner with Singapore entities should contact Melody Yeo, Commercial Assistant.