Wet Shave Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

The global wet shave market, valued at USD 20.23 Billion in 2024, has experienced significant growth, driven by consumers' ability to customise their shave with various razors, creams, and oils. The market is projected to expand at a compound annual growth rate (CAGR) of 9.00% from 2025 to 2034, potentially reaching USD 47.89 Billion by 2034, as the combination of high-quality razors, creams, and oils offers a superior shave compared to dry shaving methods.

Global Wet Shave Market Growth

Wet shaving provides a smoother finish than dry shaving, minimising irritation and leaving the skin softer. The growth of the wet shave market is supported by products such as shaving creams and gels, which moisturise the skin and reduce razor burns, offering more precision and a customised shaving routine. LeBron James, in partnership with Parlux, launched a men’s grooming line set for release in April 2024. The seven-product collection, inspired by his Emmy-winning show The Shop, includes items like exfoliating face wash, shaving cream, and beard cream, aimed at improving skin, hair, and beard care.

Wet shaving can be cost-effective in the long run, particularly with reusable razors that help reduce plastic waste, influencing the wet shave market dynamics and trends. Shaving creams and soaps create a rich lather, enhancing comfort, and the process is often considered a relaxing ritual. Proper techniques also help prevent ingrown hairs, promoting better skin health.

Key Trends and Recent Developments

The wet shave market is growing, fuelled by the demand for sustainable and eco-friendly products, an increase in male grooming items, premium shaving products, and luxurious experiences and advancements in technology for wet shaving tools are contributing to this expansion.

March 2024

Xiaomi launched the Mijia Electric Shaver S200 in March 2024, targeting budget-conscious users. The shaver features intelligent skin contact detection, an 8000 RPM micro motor, and a dual-ring blade design for a smooth shave. With IPX7 waterproofing and a compact, portable design, it offers both dry and wet shaving options.

September 2023

Gillette launched its intimate shaving range, designed for men's sensitive areas. The collection includes the Intimate Trimmer i5, razor, blades, and shaving cream. The products aim to provide a gentle, irritation-free shave and can be used on any part of the body, ensuring comfort and protection.

April 2023

Eos launched UltraProtect Men’s Shave Cream, marking its entry into the men’s grooming category. The cream is designed to prevent razor bumps and offers superior glide, moisture, and protection. Available in two scents and fragrance-free, it provides 24-hour hydration, soothing aloe, and clinically proven skin protection.

September 2022

Hybrid Razor launched the MOW™ Razor on Kickstarter in September 2022. This innovative product combines the closeness of a blade with the convenience of an electric razor. Featuring a patented roller blade, USB-C rechargeability, and replaceable heads, the MOW Razor offers a quick, smooth shave without the need for shaving creams.

Sustainability and Eco-Friendly Products are Becoming a Major Trend in the Wet Shave Market

Players in the market are increasingly prioritising sustainable options, including recyclable or reusable razors, eco-friendly shaving creams, and sustainable packaging. This shift caters to consumers who aim to reduce plastic waste and lower their environmental footprint, all while enjoying premium grooming experiences. In November 2024, SOLOMON launched a vegan shaving collection aimed at men who appreciate both artisanal grooming and sustainability. The range includes plant-based shaving soaps made with cocoa, shea, and mango butters, alongside eco-friendly tools such as vegan brushes and concrete shaving bowls. This collection offers a smooth, refreshing shave with an emphasis on environmental responsibility.

Growth of Male Grooming Products is Increasing Opportunities in the Wet Shave Market

The male grooming market, including wet shaving products, is growing rapidly as men increasingly focus on their appearance and self-care. Wet shave brands are creating specialised products such as shaving creams, oils, and balms designed for men's skin, contributing to global market growth. In July 2024, Bombay Shaving Company launched the 'Be Sensi' campaign to promote its Sensi Smart 3 razor, aimed at first-time and early shavers concerned about razor burn. The campaign, developed by agency Sideways, employed a 360-degree marketing approach across online and offline channels, highlighting the razor’s Aloe lubricating strip for sensitive skin.

Premium Shaving Products and a Luxury Experience are Impacting the Wet Shave Market Revenue

Consumers are increasingly choosing premium wet shave products, desiring superior razors, shaving soaps, and creams. This shift towards luxury shaving experiences aligns with a growing focus on self-care and indulgence. High-end brands are responding with expertly crafted razors, bespoke kits, and unique scents. In January 2021, Pacific Shaving Company launched the #ShaveWithPurpose range, featuring coloured shaving creams that support various causes. Ten percent of proceeds go to non-profits addressing health and social issues such as mental health, cancer research, and LGBTQ+ equality.

Technological Advancements in Wet Shaving Tools are Driving Growth of the Wet Shave Market

Innovation in the global market has led to the development of precision razors with ergonomic designs and durable coatings. Digital advancements, like smart razors that track shaving habits, alongside enhanced blades that minimise irritation and offer a closer shave, are boosting market growth. In January 2022, Panasonic introduced its first 6-blade Arc6 shaver, tailored for thicker stubble from working at home. Equipped with advanced Japanese blade technology and a high-speed motor, the Arc6 delivers a smoother, closer shave with reduced skin irritation, featuring a flexible head and specialized thick stubble blades for precision.

Global Wet Shave Market Trends

Wet shaving is gentler on sensitive skin, reducing irritation and promoting improved technique, which helps minimise nicks and cuts. The demand of the wet shave market is driven by the convenience of using minimal equipment at home, alongside a diverse range of products to cater to individual preferences. In December 2024, Veroshave introduced the 7D Head Shaver, designed for bald men. Its seven-blade system contours to the scalp for a close, smooth shave. With hypoallergenic materials, waterproof features, and a long-lasting battery, the device offers comfort, precision, and convenience, earning praise from early adopters.

Wet shaving provides a cleaner shave by removing hair closer to the skin, with warm water helping to soften hair and reduce discomfort, boosting the wet shave market growth. Moisturising shaving products also hydrate the skin after shaving. Additionally, wet shaving preserves cultural traditions, especially in barbering, while enhancing shave quality with high-end products.

Global Wet Shave Industry Segmentation

The report titled “Global Wet Shave Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Gender Type

• Male
• Female

Market Breakup by Product

• Razor Cartridges
• Blades
• Disposable Razors
• Non-disposable Razors
• Shaving Lotions and Creams
• Others

Market Breakup by Distribution Channel

• Hypermarkets
• Supermarkets
• Independent Retailers
• Others

Market Breakup by Region

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East and Africa

Global Wet Shave Market Share

According to the wet shave market analysis, males benefit from a more accurate and comfortable shaving experience. Wet shaving results in smoother skin with fewer irritations and razor burns, particularly with premium razors and shaving creams. It also promotes a better shaving technique, minimising nicks and cuts, ideal for men seeking a sharp, close shave. In July 2024, MANSCAPED® introduced The Dome Shaver™ Pro, an advanced electric head shaver designed for precision and comfort. Featuring FlexAdjust Technology, ultra-thin foils, and a five-blade design, it provides a smooth shave. The ergonomic, waterproof, rechargeable shaver is complemented by Dome Soother aftershave lotion to hydrate and soothe the skin post-shave.

The growth of the wet shave market is boosted as females benefit from smoother, softer skin through wet shaving, which helps hydrate and moisturise. Wet shaving reduces the likelihood of ingrown hairs and razor burns, offering a gentler alternative for sensitive skin. Additionally, the ability to personalise their shaving routine with different products ensures a more comfortable experience for women. In December 2024, KAI India launched the CAN Face Razor for Women, offering painless facial grooming with a double-coated stainless-steel blade and PTFE Technology. The razor ensures smoother, brighter skin with protective skin guards and an anti-slip handle. Priced at Rs. 279, it is available online, reflecting KAI's dedication to high-quality grooming.

Competitive Landscape

The wet shave market key players provide premium razors and grooming products straight to consumers. The company gained recognition through a viral marketing campaign that used humour and relatability to connect with customers. Initially offering affordable razor blades, it swiftly expanded its range to include shaving creams, body wash, haircare, and skincare products. Their business model disrupted conventional retail, focusing on convenience, quality, and value.

Unilever PLC

Unilever PLC, headquartered in London, United Kingdom, was established in 1929. The company is a global leader in consumer goods, with a wide range of products spanning food, beverages, cleaning agents, and personal care. Unilever is known for brands such as Dove, Axe, and Ben & Jerry’s, focusing on sustainability and innovation.

Dollar Shave Club, Inc.

Dollar Shave Club, established in 2011, is an American company headquartered in California, United States. It revolutionised the shaving market with a subscription model, offering affordable razors and grooming products delivered directly to customers. The company is known for its humorous marketing and commitment to quality at lower prices.

The Procter & Gamble Company

The Procter & Gamble Company (P&G), founded in 1837 and headquartered in Ohio, United States, is a multinational consumer goods corporation. P&G is known for a wide array of products in personal health, hygiene, and home care. Brands like Gillette, Pantene, and Tide are part of P&G’s extensive portfolio.

Edgewell Personal Care Company

Edgewell Personal Care Company, founded in 2015 and headquartered in Missouri, United States, focuses on personal care products. The company owns brands like Schick, Wilkinson Sword, and Playtex. Edgewell provides innovative grooming solutions and is known for its commitment to quality and sustainable product development.

Other key players in the wet shave market report are Edwin Jagger Limited, Godrej Consumer Products Limited, Johnson & Johnson Services, Inc., D.R. Harris & Co. Ltd, and Taylor of Old Bond Street, among others.