Shaving Market
The future of the global shaving market looks promising with opportunities in the razor & blade, electric shaver, trimmer & clipper, shaving cream, gel & foam, and pre- & after-shave lotion markets. The global shaving market is expected to reach an estimated $6.3 billion by 2035 from $4.8 billion in 2027 with a CAGR of 3.3% from 2027 to 2035. The major drivers for this market are the increasing consumer focus on personal grooming habits, the rising demand for convenient shaving solutions, and the growing adoption of premium grooming products.
- Lucintel forecasts that, within the distribution channel category, online retail stores is expected to witness the highest growth over the forecast period due to rises in e-commerce and online grooming purchases.
- Within the product type category, electric shavers is expected to witness the highest growth over the forecast period due to more compact and electric shavers.
- In terms of regions, APAC is expected to witness the highest growth over the forecast period due to growing awareness and market for men's grooming and personal care products.
Emerging Trends in Shaving Market
The shaving market is projected to shift toward more premium, connected, and environmentally friendly products during the next few years. Higher average prices will offset slower volume growth. Expect more subscriptions and more direct sales. Look for improvements in the design of shaving products and razors.
- Sustainability: In 2025, Gillette improved its efforts to make its packaging more easily recyclable. Packaging will influence purchasing decisions as retailers attempt to minimize their own packaging waste. The packaging of the shaving products will need to be designed to allow retailers to easily remove the packaging from the product.
- Premiumization: In 2025, both Braun and Philips released new shaving products that included features to improve the precision of the product and the comfort of the user, and to reduce irritation. These features allowed the products to be sold at a higher price.
- Automation: The shaving market will benefit from automation features as users become more willing to pay a premium to gain features to improve the performance and the user experience of the product.
- Functional Products: Significant investment in dermatologist-developed products (e.g. lubricating strips and razor blades for sensitive skin) will be part of major launches planned for 2025. Functional benefits will determine choice. Irritation reduction allows manufacturers to differentiate their products and, therefore, be competitive in the market, more effectively than increasing blade count.
- Supply Chain: From 2025 to 2027, manufacturers will reduce their supply chain risk by locating multiple sites for sourcing and/or assembly. As a result, producing products in multiple sites and keeping a limited level of inventory will allow manufacturers to be flexible and improve their profit margins.
The shaving market will primarily focus on improving the current offerings, and less so on increasing the number of customers. The most significant opportunities will lie in the launch of premium electric razors, and improvement of products for sensitive skin. Automation, in conjunction with stricter government regulation, will foster a greater emphasis on product packaging and sourcing.
Recent Developments in the Shaving Market
The shaving market is projected to shift toward more premium, connected, and environmentally friendly products during the next few years. Higher average prices will offset slower volume growth. Expect more subscriptions and more direct sales. Look for improvements in the design of shaving products and razors.
- Sustainability: In 2025, Gillette improved its efforts to make its packaging more easily recyclable. Packaging will influence purchasing decisions as retailers attempt to minimize their own packaging waste. The packaging of the shaving products will need to be designed to allow retailers to easily remove the packaging from the product.
- Premiumization: In 2025, both Braun and Philips released new shaving products that included features to improve the precision of the product and the comfort of the user, and to reduce irritation. These features allowed the products to be sold at a higher price.
- Automation: The shaving market will benefit from automation features as users become more willing to pay a premium to gain features to improve the performance and the user experience of the product.
- Functional Products: Significant investment in dermatologist-developed products (e.g. lubricating strips and razor blades for sensitive skin) will be part of major launches planned for 2025. Functional benefits will determine choice. Irritation reduction allows manufacturers to differentiate their products and, therefore, be competitive in the market, more effectively than increasing blade count.
- Supply Chain: From 2025 to 2027, manufacturers will reduce their supply chain risk by locating multiple sites for sourcing and/or assembly. As a result, producing products in multiple sites and keeping a limited level of inventory will allow manufacturers to be flexible and improve their profit margins.
The shaving market will primarily focus on improving the current offerings, and less so on increasing the number of customers. The most significant opportunities will lie in the launch of premium electric razors, and improvement of products for sensitive skin. Automation, in conjunction with stricter government regulation, will foster a greater emphasis on product packaging and sourcing.
Strategic Growth Opportunities in the Shaving Market
The market is becoming more segmented as customers look for more sophisticated products in razor and blade systems. From 2024 to 2026, more premium products are expected to enter the market with an emphasis on direct-to-consumer (DTC) distribution and more sustainable production and shipping methods. According to Lucintel, a greater focus on more differentiated products will create new opportunities in the distribution channel.
- Premium Razor Systems: Continued research and development by the largest market participants will help create more sophisticated and comfortable products. In July 2025, P&G announced a 2% increase in their Men's Grooming product sales, indicating further opportunity to capture a greater consumer base with more innovative offerings.
- Women's Body Grooming: Because the U.S. Census Bureau reported in March 2025 that approximately 50% of the U.S. population is women, products for women's body grooming (i.e. legs and underarms) will be successful, especially with continued emphasis on more comfortable and sustainable systems. Innovations in product design and more ergonomic systems will enable subscription-based systems to thrive.
- More Sustainable Systems: Continued research and product development by the largest participants in the market will create more sustainable, differentiated systems to aid in compliance with the European Union's packaging legislation.
- New Market Penetration: More affordable systems will help gain a greater foothold in under-penetrated markets (i.e. South and East Asia, Africa, and Latin America).
- Aftermarket Grooming Services: It benefit from subscription models and other innovations that replace reliance on infrequent purchases. By 2025, the trend toward subscription models in consumer packaged goods is likely to advance to include broader, more frequent shipments. A focus on data-driven client retention will decrease average client attrition and boost the average value of client relationships.
Rising client expectations will require firms to expand their product offerings, particularly to include continuous and immediate improvements in the environmental sphere. Merchandising strategies will require a more determined focus on skin care and advanced product offerings tailored to the specific needs of clients. Affordable offerings will be critical to penetrating the global grooming market. Suppliers will be successful in implementing differentiated pricing strategies to gain first-time buyers if the price is right. The ideal product offerings will be broad enough to address the skin care needs of clients across various usage and purchase occasion.
Shaving Market Drivers and Challenges
The shaving industry is experiencing growth due to a number of social and economic trends. Consumers expect and appreciate continual improvement in the products they purchase. With the prevalence of online shopping, consumers expect greater sustainability and more flexible product designs. Strong competition in the market requires continual product development by manufacturers. Long-term market trends show that consumers will continue to purchase multiple razor blades, even if they purchase other grooming products from different manufacturers. Expect competition in the market to remain despite the long-term trend of consumers purchasing more premium products. Traditional razors will see a decline in market share as the overall grooming market shifts to more integrated products.
The factors responsible for driving this market include :
- Increased Purchasing: The trend of consumers purchasing more products to accomplish personal grooming will continue. Customers expect even the most basic products to be easily and quickly purchased online. An increase of premium products and replacement purchases will be made over the next few years.
- Advanced Products: Improvements in the design of shaving and grooming products will continue. Strong competition and increased market awareness will require continual product improvements. The integration of advanced features, such as product sensors and various coatings, will encourage replacement purchases.
- Product Innovation: The grooming market is evolving with a focus on compact, travel-sized, and hybrid products. More brands are launching bundled skincare and shaving products and refillable systems. Additionally, more brands are developing and marketing dermatologist-tested products. In June 2025, many grooming product companies launched systems that reduced the plastic used in their products by more than 70% compared to their disposable systems. In the next three to five years, these products will allow companies to charge higher prices, expand their consumer base to include consumers who are more price-sensitive (e.g. younger consumers), and purchase more premium products.
- Sustainability: There is growing interest in sustainable grooming systems. The EU implemented policies in April 2025 to help companies improve their product packaging. Over the next three to five years, more companies will focus on reducing their packaging and overall product waste. Companies in the grooming industry that create systems and products that facilitate sustainability and provide a positive impact on the environment may improve customer loyalty and retention.
- E-Commerce & Subscription Models: More grooming companies are using subscription and refill models. In the long-term, the internet and digital commerce will allow companies to collect customer data, gain financial security and stability, and gain independence from traditional retail and physical store distribution.
Challenges in the shaving market include:
- Raw Material and Manufacturing Costs: There are various costs involved in the production of razors and razor handles, such as costs related to steel and aluminum, plastics and electronics, and energy and transportation. Volatility in the prices of raw materials leads to increased innovation to increase lightweight designs and automation. Manufacturers have to absorb the increased costs or risk losing customers.
- Regulatory and Sustainability Changes: There are several changes in product regulations related to product and chemical safety. Razors and razor handles are required to meet several regulations. Furthermore, from a packaging perspective, several regulations are aimed at reducing packaging and increasing the responsibility of the producer after the sale of the product. Razors and razor handles are required to have, and use, different types of packaging. From a sustainability and carbon footprint perspective, several regulatory changes create an uneven playing field and increase the costs of doing business. Larger manufacturers can absorb the costs of regulatory changes more easily than smaller manufacturers.
- Vigorous Market Conditions: Established brands face challenges from private label, electromechanical devices, direct to consumer, and low-cost imports. Customer loyalty is tested by the constant flow of special promotions and discounts offered by the different market competitors. Information from personal care retail outlets indicates that during major shopping events in 2025, grooming product discounts frequently exceeded 15%. It is likely that declining product margins will force companies to differentiate themselves through product performance and design and by incorporating other elements to strengthen their value proposition.
Shaving product markets are expected to remain positive over the next five years as a result of improved digital channels and premium product offerings. Product innovation combined with the integration of subscription models to build customer loyalty and enhance product replenishment creates opportunities for product differentiation. However, profitability may be challenged by the combined effects of raw material costs, product regulation, and sustainability. It is expected that companies integrating differentiating strategies to improve product performance and reduce their ecological impact will be successful. Positive market conditions are expected, especially for products with improved sustainability.
List of Shaving Market Companies
Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies shaving market companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the shaving market companies profiled in this report include-
- The Procter & Gamble Company
- Edgewell Personal Care Company
- BIC Group
- Koninklijke Philips N.V.
- Panasonic Holdings Corporation
- Mammoth Brands Inc.
- Dollar Shave Club, Inc.
- Beiersdorf AG
- LOreal S.A.
- Dorco Co., Ltd.
Shaving Market by Segment
The study includes a forecast for the global shaving market by product type, price, distribution channel, end use, and region.
Shaving Market by Product Type [Value ($B) from 2019 to 2035]:
- Razors & Blades
- Electric Shavers
- Trimmers & Clippers
- Shaving Creams, Gels & Foams
- Pre- & After-shave Lotions
Shaving Market by Price [Value ($B) from 2019 to 2035]:
Shaving Market by Distribution Channel [Value ($B) from 2019 to 2035]:
- Supermarkets & Hypermarkets
- Convenience/Grocery Stores
- Online Retail Stores
- Others
Shaving Market by End Use [Value ($B) from 2019 to 2035]:
Shaving Market by Region [Value ($B) from 2019 to 2035]:
- North America
- Europe
- Asia Pacific
- The Rest of the World
Country Wise Outlook for the Shaving Market
The premium, electric razor and sustainable packaging markets are thriving. It is expected that during the 2025-2027 period, there will be a significant number of new razors launched. Additionally, governments are expected to place additional regulations on plastics during that time. According to Lucintel's most recent study, Companies are developing higher end razor systems.
- The United States: During the past few years Edge well has acquired and launched several razors and grooming products. Retail pharmacy chains also expanded their private label razors and grooming aids. Edge's Census data estimates the personal care market will reach 40 billion in sales by 2025. In the coming years, razor and grooming aid companies will focus on accelerating sales via the internet to increase their recurring revenue.
- China: The Chinese government passed several stimulus packages which bolstered the economy and increased consumer spending. Several local manufacturers released electric and wet razors. China's manufacturers produced over 30 million electric razors in 2025. Price wars and short product development cycles are expected for the foreseeable future.
- Germany: In 2025 the EU passed a law which increased requirements for razor and all other consumer package goods (CPG) product package and packaging. Edge well's Wilkinson Sword was expected to feel the effects of the legislation for several years and adjust their supply and packaging accordingly.
- India: Gillette India's departure left the market with affordable options, primarily in the areas of cartridge razors and electric shaver technology. Around 2025, India's organized beauty and personal care market was estimated to be around 1.8 trillion INR (16 billion US dollars). A large modern retail and distribution infrastructure will help develop the channel for branded pre-shaving products.
- Japan: Kai Industries continued to launch a range of grooming aids and razors, leveraging their recent investments in advanced manufacturing. In 2025, the company reported consolidated net sales of 52.3 billion yen. They are expected to maintain their investments to improve blade technology and strengthen Japan's export potential.
Features of the Global Shaving Market
- Market Size Estimates: shaving market size estimation in terms of value ($B).
- Trend and Forecast Analysis: Market trends (2019 to 2026) and forecast (2027 to 2035) by various segments and regions.
- Segmentation Analysis: shaving market size by various segments, such as by product type, price, distribution channel, end use, and region in terms of value ($B).
- Regional Analysis: shaving market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
- Growth Opportunities: Analysis of growth opportunities in different product types, prices, distribution channels, end uses, and regions for the shaving market.
- Strategic Analysis: This includes M&A, new product development, and competitive landscape of the shaving market.
Analysis of competitive intensity of the industry based on Porter's Five Forces model.
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This report answers following 11 key questions:
- Q.1. What are some of the most promising, high-growth opportunities for the shaving market by product type (razors & blades, electric shavers, trimmers & clippers, shaving creams, gels & foams, and pre- & after-shave lotions), price (mass and premium), distribution channel (supermarkets & hypermarkets, convenience/grocery stores, online retail stores, and others), end use (male and female), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
- Q.2. Which segments will grow at a faster pace and why?
- Q.3. Which region will grow at a faster pace and why?
- Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
- Q.5. What are the business risks and competitive threats in this market?
- Q.6. What are the emerging trends in this market and the reasons behind them?
- Q.7. What are some of the changing demands of customers in the market?
- Q.8. What are the new developments in the market? Which companies are leading these developments?
- Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
- Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
- Q.11. What M&A activity has occurred in the last 7 years and what has its impact been on the industry?