I’ve been studying the UK male grooming sector all year. This Male Grooming Industry Analysis combines data, trends and real‑world tactics to show who wins and why.
Whether you’re a challenger or an incumbent, you’ll learn how content‑led brands can claim the front row of search results.
What’s driving the Male Grooming market in 2025?
The sector has seen steady growth in online demand. Over 9,000 marketing decision‑makers use our free report each year to benchmark performance and spot emerging opportunities. If you’d like deeper insight, download the 69‑page report now.
I’ve gathered key metrics from organic traffic, branded search volumes, social reach and technical benchmarks to give a clear picture of the landscape. Here’s a snapshot:
Which brands dominate organic traffic?
Organic traffic shows how visible brands are in the SERPs. Here’s the top 30 in the market.
| Overall rank | YoY Change | Website | Traffic Mar 24, 25 | Traffic Mar 24, 24 | YoY Change | Compared to Market |
| 1 | 0 | philips.co.uk | 221,719 | 204,414 | 8% | -2% |
| 2 | 0 | gillette.co.uk | 109,581 | 118,667 | -8% | -18% |
| 3 | 0 | braun.com | 82,213 | 69,551 | 18% | 8% |
| 4 | 0 | wahl.co.uk | 62,639 | 43,099 | 45% | 35% |
| 5 | 0 | braunshop.co.uk | 41,597 | 34,817 | 19% | 9% |
| 6 | 0 | lelabofragrances.com | 41,093 | 32,956 | 25% | 15% |
| 7 | 4 | harrys.com | 34,636 | 21,245 | 63% | 53% |
| 8 | 21 | saltgrooming.com | 30,326 | 6,081 | 399% | 389% |
| 9 | -2 | mankind.co.uk | 29,098 | 29,290 | -1% | -11% |
| 10 | 0 | uk.manscaped.com | 26,789 | 22,566 | 19% | 9% |
| 11 | 1 | lynxformen.com | 23,571 | 18,434 | 28% | 18% |
| 12 | -4 | murdocklondon.com | 20,131 | 24,725 | -19% | -29% |
| 13 | -4 | wilkinsonsword.com | 19,755 | 22,784 | -13% | -23% |
| 14 | 11 | barberblades.co.uk | 14,907 | 7,578 | 97% | 87% |
| 15 | -2 | uk.bulldogskincare.com | 14,424 | 18,126 | -20% | -30% |
| 16 | -1 | cornerstone.co.uk | 13,833 | 14,009 | -1% | -11% |
| 17 | -3 | thegroomingclinic.com | 11,072 | 15,468 | -28% | -38% |
| 18 | -1 | shavers.co.uk | 10,639 | 12,620 | -16% | -26% |
| 19 | 0 | mobros.co.uk | 10,261 | 11,160 | -8% | -18% |
| 20 | 2 | pallmallbarbers.com | 10,191 | 8,184 | 25% | 15% |
| 21 | 2 | slickgorilla.co.uk | 9,800 | 7,998 | 23% | 13% |
| 22 | 2 | skullshaver.co.uk | 9,502 | 7,919 | 20% | 10% |
| 23 | -2 | uk.dollarshaveclub.com | 8,569 | 8,429 | 2% | -8% |
| 24 | 7 | cutthroatclub.co.uk | 8,471 | 5,345 | 58% | 48% |
| 25 | -9 | theenglishshavingcompany.com | 7,981 | 13,164 | -39% | -49% |
| 26 | 1 | scottishfinesoaps.com | 7,550 | 6,299 | 20% | 10% |
| 27 | 13 | luminskin.com | 7,453 | 3,604 | 107% | 97% |
| 28 | -10 | kentbrushes.com | 6,917 | 11,353 | -39% | -49% |
| 29 | -3 | tayloroldbondst.co.uk | 6,843 | 6,546 | 5% | -5% |
| 30 | 0 | tedsgroomingroom.com | 6,332 | 5,854 | 8% | -2% |
At the top are:
- Philips – the highest monthly visits in the sector.
- Gillette – rapid growth, up strongly YoY.
- Braun – stable rank among the top three.
- Le Labo Fragrances and uk.manscaped.com – rounding out the top five.
These leaders combine strong domain authority, high‑value backlinks and consistent content output to stay ahead.
Who leads in branded search and social reach?
Branded search volume reveals brand recognition. The top performers by monthly searches are:
- uk.manscaped.com (74 000)
- philips.co.uk (27 100)
- gillette.co.uk (27 100)
- cornerstone.co.uk (27 100)
- harrys.com (18 100)
On social media, engaging content matters most. Owned social score considers followers and engaged conversations on all major social platforms. A strong owned audience now influences SEO more than ever—brand queries feed Google’s entity understanding, soften the impact of core updates and now, social content such as TikTok videos and Instagram reels are starting to be pulled into the SERP!
The sector’s top social scores are held by:
- Philips – 20 032.
- uk.dollarshaveclub.com – 7 319.
- Braun – 4 131.
Digital brand awareness describes how familiar consumers are with your brand or products online, whether they are searching for your brand or interacting with it on social media. To calculate this figure, we blend branded search metrics with the performance and reach of social channels for brands across the sector.
| Brand Name | Site | Brand Searches Per Month | Owned Social Score | Rank |
| Philips | philips.co.uk | 27100 | 20032 | 1 |
| Manscaped | uk.manscaped.com | 74000 | 1118 | 2 |
| Braun | braun.com | 14800 | 4131 | 3 |
| Dollar Shave Club | uk.dollarshaveclub.com | 6600 | 7319 | 4 |
| Gillette | gillette.co.uk | 27100 | 749 | 5 |
| Harrys | harrys.com | 18100 | 819 | 6 |
| Skull Shaver | skullshaver.co.uk | 18100 | 512 | 7 |
| Cornerstone | cornerstone.co.uk | 27100 | 108 | 8 |
| Slick Gorilla | slickgorilla.co.uk | 5400 | 539 | 9 |
| Lumin Skin | luminskin.com | 3600 | 777 | 10 |
| Wilkinson Sword | wilkinsonsword.com | 6600 | 274 | 11 |
| Braun Shop | braunshop.co.uk | 260 | 4131 | 12 |
| Horace | horace.com | 5400 | 166 | 13 |
| Lynx for Men | lynxformen.com | 320 | 2128 | 14 |
| Mankind | mankind.co.uk | 18100 | 36 | 15 |
| America Crew | americancrew.com | 1900 | 341 | 16 |
| Bulldog Skincare | uk.bulldogskincare.com | 5400 | 63 | 17 |
| Uppercut DeLuxe | uk.uppercutdeluxe.com | 1300 | 256 | 18 |
| Teds Grooming Room | tedsgroomingroom.com | 12100 | 24 | 19 |
| Truefitt and Hill | truefittandhill.co.uk | 5400 | 54 | 20 |
| Wahl | wahl.co.uk | 9900 | 29 | 21 |
| Le Labo Fragrance | lelabofragrances.com | 140 | 1758 | 22 |
| Barber Blades | barberblades.co.uk | 2900 | 74 | 23 |
| Taylor Old Bond St | tayloroldbondst.co.uk | 4400 | 38 | 24 |
| Murdock London | murdocklondon.com | 2400 | 57 | 25 |
| Clean Shaven | cleanshaven.co.uk | 2900 | 27 | 26 |
| Kent Brushes | kentbrushes.com | 1900 | 39 | 27 |
| Edwin Jagger | edwinjagger.co.uk | 1300 | 46 | 28 |
| Shavers | shavers.co.uk | 9900 | 6 | 29 |
| Dr Harris | drharris.co.uk | 1000 | 32 | 30 |
How did Salt Grooming outplay the giants?
Salt Grooming is a perfect case study in content‑led growth. In just 12 months, they achieved a 399 % increase in organic visibility, leaping from around 6,000 to 30,000 visits per month. That rise put them at #8 overall, ahead of long‑standing names – all while their average branded search volume stayed below 1,000 per month (compared to Gillette’s 27,000).
Read our Salt Grooming case study to see the full story.
You can learn more about how we design campaigns for humans, not algorithms. Learn more about our human‑first SEO approach.
These steps will help you capture search share, build trust signals and drive lasting demand. In 2025, being content‑led and niche‑focused is the quickest route to beating the behemoths. Now the ball’s in your court.
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