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Within Digital Commerce 360’s Health & Beauty category for grooming products, 15.8% of e-retailers specialize in men's products.

The beauty industry is booming. Online sales among Digital Commerce 360’s Top 1000 retailers in the category grew 9.7% in 2022 compared with the prior year. That is more than double the 3.7% growth rate in U.S. total retail category sales, according to a Digital Commerce 360 analysis of U.S. Department of Commerce retail data. But what portion of the beauty market is for men’s products?

Both men and women across all age groups buy in the category. But the majority of products sold are marketed to women.

How big is the grooming market in the U.S.?

Top 1000 retailers in Digital Commerce 360’s Health & Beauty category sell products for:

  • Grooming
  • Hygiene
  • Cosmetics
  • Skin care
  • Hair care

But just 15.8% of those e-retailers specialize in men’s skin care and grooming products.


“Though a small compilation, these companies’ average growth outpaced our Digital Commerce 360 average for the Top 1000 and Next 1000,” said Digital Commerce 360 market research analyst James Reeves. “This stronger rise in purchasing products designed for men suggests these niche consumers are finding shopping online beneficial in a category traditionally associated with purchases for women.”


Online revenue for men’s grooming products in the Top 1000 grew 5.6%. That compares with 3.0% growth for the e-retailers in the health and beauty category that specialize in grooming and cosmetics. Men’s products online revenue grew 7.7% among the Next 1000. That compares with 6.0% growth for the health and beauty category specializing in grooming products.


The Top 1000 database is Digital Commerce 360’s ranking of the largest North American online retailers. The Next 1000 is a ranking of online small- and medium-sized online retailers by web sales.

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