In comparison to fragrance consumers of previous generations, like baby boomers, millennial and Gen-Z shoppers have increasingly embraced non-heritage fragrance brands, especially those that are BIPOC-founded. This is largely due to factors like shopping accessibility, brand awareness, and societal and financial support for BIPOC-founded fragrance companies. 

According to a market research study published by Custom Market Insights, the global male grooming market was valued at approximately $55 billion in 2021. By 2030, that’s expected to reach $110 billion.