Shaving Preparations Global Market Report 2025

The shaving preparations market size has grown rapidly in recent years. It will grow from $0.78 billion in 2024 to $0.89 billion in 2025 at a compound annual growth rate (CAGR) of 14%. The growth in the historic period can be attributed to changing grooming trends, razor and blade innovation, consumer education, health and hygiene.

The shaving preparations market size is expected to see rapid growth in the next few years. It will grow to $1.53 billion in 2029 at a compound annual growth rate (CAGR) of 14.7%. The growth in the forecast period can be attributed to growth in men's grooming, natural and organic products, e-commerce and dtc sales, customization and personalization. Major trends in the forecast period include gender-neutral products, sustainable packaging, multi-functional products, shaving subscription services.

The forecast of 14.7% growth over the next five years reflects a modest reduction of 0.5% from the previous estimate for this market. This reduction is primarily due to the impact of tariffs between the US and other countries. This is likely to directly affect the US by increasing grooming product prices, as shaving gel and foam ingredients imported from the UK and Germany face higher tariffs, impacting personal care markets. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

The increasing adoption of self-grooming and personal care products is driving the growth of the shaving preparations market. Through advertisements and social media blogs, both men and women are becoming more aware of how to remove body hair, leading to extensive use of hair removal products. Additionally, the introduction of sensitive razors and shaving creams that are affordable, cause less irritation, soften the beard, leave the skin smooth and moisturized, and reduce cuts while shaving, further supports this trend. For example, in September 2024, the Australian Bureau of Statistics, an Australian government agency, reported that during late spring and summer 2023-24, approximately 38.1% of individuals aged 15 and older used sunscreen with an SPF of 30 or higher on most days. Therefore, the growing demand for self-grooming products is contributing to the expansion of the shaving preparations market.

The growth of e-commerce is expected to drive the shaving preparations market. E-commerce, which involves buying and selling goods and services over the internet, has made shaving preparations easily accessible to a global audience. Consumers can conveniently browse and purchase products from anywhere with an internet connection, expanding the market reach for shaving preparation brands. For instance, in the second quarter of 2023, e-commerce estimates increased by 7.5%, while overall retail sales rose by 0.6%, accounting for 15.4% of all sales, as reported by the United States Census Bureau.

A notable trend in the shaving preparations market is the launch of facial shaving cream for women. Women are increasingly using facial shaving cream to reduce the appearance of hair over time. For example, Skinny Confidential introduced The Hot Shave Cream, a facial shaving cream for women in March 2022. This buttery cream is formulated with nourishing and hydrating ingredients to soothe and smoothen the skin, and it is complemented by The Hot Shave Razor, a refillable razor designed for gentle removal of unwanted facial hair and peach fuzz.

Shaving preparations encompass a range of products designed for the removal of body hair, primarily facial hair. Shaving creams are formulations that typically include emulsions of oils, soaps or surfactants, and water. They serve to lubricate the shaving process, soften the keratin, and provide a degree of skin desensitization.

The primary product categories of shaving preparations include shave foams, shaving creams, shaving lotions, shaving waxes, and shaving gels. These products are available through various sales channels, including beauty and drug stores, branded and specialty outlets, online retailers, convenience stores, and other retail channels. The end-users for shaving preparations include both salons and individuals for personal use.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The escalating U.S. tariffs and rising trade tensions in spring 2025 are expected to significantly affect the chemicals sector, which is facing a disproportionate impact - particularly from tariffs on petrochemicals and intermediates, where affordable domestic alternatives are limited. Specialty chemical producers, who rely heavily on Chinese raw materials, are encountering production disruptions. Meanwhile, fertilizer manufacturers are seeing their profit margins squeezed due to tariffs on phosphate imports. In response, companies are increasing investments in R&D for bio-based alternatives, forming procurement alliances to strengthen purchasing power, and relocating production to tariff-neutral countries like Saudi Arabia.

The shaving preparations market research report is one of a series of new reports that provides shaving preparations market statistics, including shaving preparations industry global market size, regional shares, competitors with a shaving preparations market share, detailed shaving preparations market segments, market trends and opportunities, and any further data you may need to thrive in the shaving preparations industry. These shaving preparations market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

Major companies in the shaving preparations market are introducing innovative product lines, such as bundle collections, to enhance their profitability. A shaving bundle collection consists of a set of shaving products packaged together for convenience, often marketed as gift sets. For example, in September 2023, Gillette, a US-based manufacturing company, launched a new shaving range specifically designed for men's intimate areas. This range includes a trimmer, razor, and shaving products formulated for sensitive skin. The Intimate line features the Gillette Intimate Trimmer i5, which is touted as the brand's first intimate hair trimmer, designed to provide a gentle shave. Additionally, the intimate razor is designed to reduce irritation, while the intimate shaving cream + cleanser acts as a protective lubricant.

In October 2022, Foundry Brands, a US-based consumer products company, acquired the men's grooming brand Supply SE. This acquisition allows Foundry Brands to enter the men's grooming market and use its resources to boost Supply's visibility in major retail outlets, which had been difficult for the brand to achieve on its own. Supply SE is a US-based direct-to-consumer (DTC) company specializing in shaving preparation products.

Major companies operating in the shaving preparations market include Procter & Gamble Company, L'Oréal SA, Gillette Company, Johnson & Johnson, Colgate-Palmolive Company, Energizer Holdings Inc., Godrej & Boyce Mfg. Co. Ltd., Beiersdorf AG, Unilever PLC, Perio Inc., Super-Max Limited, Taylor of Old Bond Street, Ahava Dead Sea Laboratories Limited, VI-John Group, Avon Products Inc., Shiseido Company Limited, Estee Lauder Companies Inc., Biotherm International, Pierre Fabre Dermo-Cosmetique USA Inc., Mary Kay Inc., Roger & Gallet SA, Bulldog Skincare Limited, Lush Fresh Handmade Cosmetics, Acqua di Parma, Crown Shaving Co., Triumph & Disaster Limited, Anthony Brands LLC., The Art of Shaving LLC., Baxter of California, Bluebeard’s Revenge, Caswell-Massey, Dollar Shave Club Inc., Beauty Planet AB.

Asia-Pacific was the largest region in the shaving preparations market in 2024. Western Europe was the second-largest region in the global shaving preparations market. The regions covered in the shaving preparations market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, and Africa.

The countries covered in the shaving preparations market report are Australia, China, India, Indonesia, Japan, South Korea, Bangladesh, Thailand, Vietnam, Malaysia, Singapore, Philippines, Hong Kong, New Zealand, USA, Canada, Mexico, Brazil, Chile, Argentina, Colombia, Peru, France, Germany, UK, Austria, Belgium, Denmark, Finland, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, Russia, Czech Republic, Poland, Romania, Ukraine, Saudi Arabia, Israel, Iran, Turkey, UAE, Egypt, Nigeria, South Africa.

The shaving preparations market consists of the sales of shaving oils, soaps, beard creams, and balms. Values in this market are factory gate values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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