Men's grooming products are very diverse and plentiful in the world today. In recent years, Vietnamese men have approached beauty trend, the old conception of beauty is also gradually changing. The demand for male beauty in Vietnam in recent years indicates that men's awareness of beauty products. The potential for grooming products for men in Vietnam is huge, but in-depth studies on this topic are limited. It is important to have specific studies analyzing the consumption of grooming products for men in Vietnam, contributing to promoting the potential of these products for business benefits. The study collected data from 458 respondents are male, analyzed the factors affecting consumer attitudes, thereby opening a specific view on men's grooming consumption in Vietnam.