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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:
- Organic traffic leaders and fastest climbers
- Brand demand and social reach benchmarks
- What content-led growth looks like in practice
- Technical signals that support stronger rankings
Download the Full 69-Page Report
Which brands dominate organic traffic?
Organic traffic snapshot (Mar 2025 vs Mar 2024)
| Overall rank | YoY change (rank) | Website | Traffic Mar 2025 | Traffic Mar 2024 | 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% |
What the table shows:
Philips remains the biggest organic traffic winner in the sector. The most striking momentum comes from brands pairing strong category coverage with content that answers specific grooming problems, not just product pages.
- Philips – highest monthly visits in the sector.
- Gillette – holds #2 despite an 8% YoY dip.
- Braun – strong growth (+18%) while staying top three.
- Wahl – standout growth (+45%) in the top five.
- Braun Shop – steady growth from a commerce-led footprint.
Key insight: The fastest climbers are not just winning head terms. They’re expanding into thousands of long-tail queries (how-to, comparisons, maintenance, and problem-solving content) that keep demand flowing year-round.
Who leads in branded search and social reach?
Branded search volume reveals brand recognition. Top performers by monthly searches include:
- 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. Owned social score considers followers and engaged conversations on major social platforms. Strong owned audiences influence SEO through brand demand and entity signals, and social content (especially short video) is increasingly visible in the SERP.
Top social scores in the sector:
- Philips – 20,032
- uk.dollarshaveclub.com – 7,319
- Braun – 4,131
Digital brand awareness leaderboard
| Brand name | Site | Brand searches per month | Owned social score | Rank |
|---|---|---|---|---|
| Philips | philips.co.uk | 27,100 | 20,032 | 1 |
| Manscaped | uk.manscaped.com | 74,000 | 1,118 | 2 |
| Braun | braun.com | 14,800 | 4,131 | 3 |
| Dollar Shave Club | uk.dollarshaveclub.com | 6,600 | 7,319 | 4 |
| Gillette | gillette.co.uk | 27,100 | 749 | 5 |
| Harrys | harrys.com | 18,100 | 819 | 6 |
Why it matters: Brand demand and owned audiences do not just drive direct traffic. They can lift click-through rates, increase repeat searches, and reinforce entity signals that help brands stay resilient through algorithm changes.
How did Salt Grooming outplay the giants?
Salt Grooming is a perfect case study in content-led growth. In 12 months, they achieved a 399% increase in organic traffic, rising from ~6,000 to ~30,000 visits per month. That surge pushed them to #8 overall, ahead of long-standing names, while their average branded search volume stayed below 1,000 per month.
Read our Salt Grooming case study to see the full story.
Strategic takeaways for 2025
- Win the long tail with helpful content. Build guides that answer grooming problems (ingrowns, sensitive skin, beard shaping, clipper maintenance) and link them to relevant ranges.
- Turn authority into coverage. Leaders combine strong domain authority with broad topic depth. Challengers can compete by owning a niche and publishing consistently.
- Use social to create search demand. Short-form content can spark branded queries and help surface your products in blended SERPs.
- Strengthen trust signals. Reviews, expert authorship, and clear product education reduce bounce and improve conversion from organic sessions.
Ready to benchmark your brand against the UK male grooming market?
You can learn more about how we design campaigns for humans, not algorithms. Learn more about our human-first SEO approach.
Want more content like this delivered daily? Connect with Michael or myself on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.
Method note: Organic traffic figures reflect an estimated visibility proxy for market comparison across ranking keywords. Branded search and owned social metrics indicate brand awareness and audience strength, not a substitute for first-party analytics.
