Kline & Company’s blog post on male grooming states that at US $13.4 billion, the global market "posted handsome near 4% growth and is expected to reach US $15.5 billion by 2017. However, the category’s performance has not been regionally uniform. ... In Asia, the highly advanced male grooming markets in South Korea and Japan, coupled with the newer vigorous markets of India and China, are driving the growth of the industry."
According to the post, there are two distinct paradigms. Japan and South Korea benefit both from male grooming and the use of cosmetics as a socially encouraged practice. In China and India, male grooming has only recently been bolstered by greater disposable income among consumers.