United States Razor Market Assessment, By Product Type, By End-user, By Blade Type, By Price Range, By Distribution Channel, By Region, Opportunities and Forecast, 2018-2032F

United States razor market is projected to witness a CAGR of 1.66% during the forecast period 2025-2032, growing from USD 2.73 billion in 2024 to USD 3.11 billion in 2032F, owing to consumer demand for grooming products, sustainability concerns, and the rise of e-commerce and subscription models. One of the key drivers is the growing emphasis on personal grooming, with higher beauty standards for men and women fueling demand for quality shaving products. Technological innovations are further influencing the market, with developments like multi-blade cartridges, heated razors, and skin-friendly coatings improving shaving accuracy and comfort. Electric shavers are becoming popular due to convenience and long-term cost-effectiveness, especially among young consumers who prefer low-maintenance grooming options.

E-commerce's expansion and the power of the digital world have also further strengthened sales, driven by online shops and social network marketing in impacting consumer buying patterns. Sustainability, too, became a key area, with sustainability-driven consumers causing demand for environmentally friendly, recyclable razors, refillable blades, and metallic safety razors as substitutes against plastic-intensive throwaway razors. At the same time, demographic changes, such as the values of Millennials and Gen Z for sustainability, convenience, and gender-free products, are transforming the market landscape. Competitive pricing and value-driven products from legacy brands and private-label options provide accessibility across consumer segments.

For instance, in July 2024, Edgewell Personal Care, a well-known American company specializing in skin care and grooming, rolled out a fresh image and promotional campaign, "The Blade Masters since 1772" for its Wilkinson Sword brand. This campaign proudly highlights an impressive 250 years of expertise in crafting blades.

Rising Focus on Personal Grooming Drives the United States Razor Market

The increased emphasis on grooming is becoming a main growth driver of the United States razor market. As beauty standards in society continue to change, both men and women are spending more on appearance, which is boosting demand for quality shaving products. The men's category has particularly witnessed growth with the trend of beard culture, boosting sales of precision trimmers and niche razors for detailed grooming. Concurrently, the women's market is growing dramatically as brands create custom-built razors for women's shaving demands, featuring ergonomic handles and skin-conducive attributes. This heightened focus on personal care goes beyond mere shaving to include a more comprehensive grooming experience. Consumers increasingly see razors as more than mere utilitarian devices but as an element in their self-grooming routine, which increases their willingness to pay for high-end offerings. The trend exists particularly among youth demographics, as Millennials and Gen Z consumers showcase increased interest in looking well-groomed. Social media channels have intensified the effect, as beauty experts and influencers highlight product use and techniques for grooming. For instance, in May 2024, BIC USA Inc. rolled out the 5 Senses Shave Kit for women, a collaboration with Lo Bosworth, the founder of Love Wellness, a TV personality, and a passionate advocate for personal care. This kit is all about encouraging women to embrace self-care, starting with their shaving routine.

This grooming boom shows no signs of slowing, with market analysts predicting sustained growth as consumers continue to prioritize personal appearance and invest in high-performance shaving solutions that deliver both functionality and an enhanced grooming experience.

Technological Advancements Fuel the United States Razor Market Growth

The United States razor market is being revolutionized by cutting-edge technologies that are shaping new shaving experiences. Top companies are using high-tech engineering and materials science to create razors with unparalleled accuracy, comfort, and ease. Multi-blade cartridge systems, now with seven flexing blades and skin guards, offer closer shaves with less irritation. Technological advances in coating blades, such as diamond-like carbon and vitamin E or aloe-infused lubricating strips, dramatically reduce friction and razor burn. Developing "smart" razors with onboard technology is among the most outstanding innovations. Devices now come equipped with features such as Bluetooth connectivity to monitor shaving routines, internal LED lights to guide precision shaving, and even heated blades that warm upon application for a spa-like experience. These technological advances drive function and open up new premium segments, as customers increasingly consider investing in advanced shaving systems in their grooming regimens. With R&D continuing to gather pace, the next frontiers are AI-empowered skin analysis razors and environmentally friendly blade materials that remain sharp for longer. These advancements are creating new benchmarks in the industry, compelling rivals to innovate and providing consumers with more advanced, personalized shaving offerings.

For instance, in November 2024, Dorco Co. Ltd. unveiled a brand-new men's trimmer designed for mustaches, sideburns, beards, and those tricky spots that are hard to reach. This handy trimmer conveniently attaches to the top of all their popular razors, including the DORCO PACE 6 PRO, DORCO PACE 5 PRO, DORCO PACE 6 PRO 3D Motion, and DORCO PACE 4 PRO.

Electric Type Segment Dominates the Growth of the Market

The U.S. razor market is transforming significantly as electric razors surge to the forefront, becoming the fastest-growing category and redefining contemporary grooming norms. This change is fueled by a potent mix of technological advancement, convenience, and changing consumer attitudes that prioritize efficiency and sustainability. In contrast to conventional blade razors, modern electric razors are now cordless and waterproof, with quick dry and wet shaving capabilities, no shaving cream required and are perfect for busy lives and constant travelers. Innovations such as self-cleaning bases, AI sensors that adapt to beard thickness, and laser-guided precision trimmers have transformed electric razors from simple grooming aids to advanced personal care devices. As successive generations prioritize efficiency, tech integration, and eco-friendliness in shopping, electric razors are well on their way to ruling the future of grooming. With advances such as solar-powered operation and AI-powered skin analysis looming in the future, the electric razor market is not just expanding - it is essentially redefining the entire shaving industry.

For instance, in September 2024, Manscaped, LLC, a U.S. men's grooming company and lifestyle consumer brand, introduced The Chairman Pro electric foil shaver and The Chairman Pro Package face shaving kit. The Chairman Pro has two interchangeable blade heads with SkinSafe Technology, the SkinSafe Four-Blade Foil trims up to five days of stubble, and the SkinSafe Stubble Trimmer keeps your scruff in check.

Impact of the U.S. Tariffs on United States Razor Market

Tariffs on imported razors and components (such as steel blades and plastic handles) have forced brands to either absorb higher costs or pass them on to consumers.

Tariffs have particularly impacted price-sensitive shoppers, driving some toward long-term alternatives like electric razors or safety razors with replaceable blades.

To mitigate tariff costs, several brands have begun reshoring production or shifting sourcing to countries like Mexico, Vietnam, and Germany.

Key Players Landscape and Outlook

The United States razor market features a dynamic and competitive landscape dominated by a mix of well-established legacy brands and innovative newcomers. Electric razors are anticipated to be the fastest-growing segment due to trends in beard grooming and consumer preference for convenience. The competitive environment will remain intense, with companies balancing innovation, pricing strategies, sustainability initiatives, and consumer engagement to maintain or increase market share. Emerging niche brands focusing on sustainability, personalization, and direct-to-consumer sales are poised to gain traction alongside established giants, ensuring a vibrant and evolving market landscape. The competitive dynamics of the market are shaped by continuous investment in research and development, with companies introducing technologically advanced features, including multi-blade

systems, pivoting heads, lubrication strips, and ergonomic designs. Companies are also diversifying their product lines to address both men's and women's grooming needs, including razors designed for sensitive skin and dermaplaning tools, thereby capturing a wider range of consumers.

For instance, in December 2024, VEROSHAVE launched a 7D head shaver, aiming to revolutionize grooming for bald men across the United States. This cutting-edge device blends advanced technology with ease of use, catering to the grooming needs of bald men around the globe.