Table of Contents
Shaving Market Overview
Shaving brands involve removing unwanted hair using tools such as razors, shaving brushes, and creams or gels. The process begins with cleaning the skin and softening the hair with warm water.
Shaving can be done manually with razors (single, multiple blades, or straight razors) or using electric razors for convenience.
The shaving technique typically follows the direction of hair growth to minimize irritation. While post-shave care, including moisturization and aftershave, helps soothe the skin.
Choosing the right tools and products depends on skin type and preferences, and using proper techniques reduces the risk of cuts, irritation, and ingrown hairs.
Market Drivers
The global shaving market is driven by several key factors, including technological advancements in shaving tools, such as multi-blade razors and electric shavers, which offer a more comfortable and efficient experience.
Product diversification to cater to personalized grooming needs and rising disposable incomes, particularly in emerging markets, also boost demand.
Changing consumer lifestyles, with an increased focus on personal grooming and hygiene, further contributes to market growth.
Additionally, the growing importance of health and hygiene, along with the expansion of e-commerce. It has made shaving products more accessible and appealing to a wider audience. These drivers collectively shape the market’s dynamics.
Market Size
The global shaving market is projected to reach USD 14.4 billion by 2033. Up from USD 8.5 billion in 2023, growing at a CAGR of 5.4% from 2024 to 2033.
List of Major Companies
These are the top 10 brands operating in the Shaving Market:
- Procter-n-Gamble
- Edgewell
- Philips
- Beiersdorf
- Church-n-Dwight
- Panasonic
- Reckitt-Benckiser
- Societe
- Spectrum
- Xiaomi
Procter-n-Gamble
Company Overview
| Establishment Year | 1837 |
| Headquarter | Cincinnati, Ohio, U.S. |
| Key Management | Jon R. Moeller (CEO) |
| Revenue (US$ Bn) | $ 84.04 Billion (2024) |
| Headcount | ~ 108,000 (2024) |
| Website | https://pg.com/ |
About Procter & Gamble
Procter & Gamble (P&G) holds a strong position in the shaving brands/sector, with brands like Gillette, Venus, and Braun offering products such as razors, blades, and grooming devices.
The company has prioritized innovation and market growth. Including plans announced in August 2024 to revamp the Gillette World Shaving Headquarters in Boston for improved operations and consumer engagement.
P&G has also incorporated artificial intelligence into its digital manufacturing processes to enhance efficiency and product quality. Reinforcing its leadership in the shaving industry through strategic investments and technology.
Geographical Presence
The Procter & Gamble Company (P&G) operates in over 180 countries and territories, with a strong presence in North America, Europe, Greater China, Asia Pacific, Latin America, and the India, Middle East, and Africa (IMEA) region.
The company has numerous manufacturing facilities worldwide. Such as in the United States, the United Kingdom, South Korea, and Pakistan, strategically positioned to meet regional demands.
P&G has tailored its product offerings to local preferences, ensuring a diverse range of consumer goods.
Its global business services structure supports operations, balancing global scale with local consumer focus across its extensive network.
Recent Developments
- In September 2024, Procter & Gamble Bangladesh Pvt. Ltd. ended its distribution agreement with Gillette India Ltd.
- In August 2024, Procter & Gamble planned to redesign the 31-acre South Boston campus of the Gillette World Shaving Headquarters.
Edgewell
Company Overview
| Establishment Year | 2000 |
| Headquarter | Shelton, Connecticut, U.S. |
| Key Management | Rod R. Little (CEO) |
| Revenue (US$ Bn) | $ 2.1 B (2022) |
| Headcount | ~ 7,000 (2022) |
| Website | http://edgewell.com/ |
About Edgewell
Edgewell Personal Care Company has strengthened its position in the shaving brands/sector. Managing well-known brands such as Schick and Wilkinson Sword, which offer a variety of razors and grooming products.
In November 2021, Edgewell expanded its portfolio by acquiring Billie Inc., a direct-to-consumer women’s body care brand, for $310 million.
This strategic move aimed to enhance Edgewell’s presence in the women’s shaving market. Financially, the company reported a 4.2% increase in net sales for the first quarter of fiscal 2024, indicating positive market performance.
Additionally, Edgewell has focused on sustainability. Releasing its fiscal 2023 Sustainability Report in June 2024, detailing progress in environmental and social initiatives.
These developments reflect Edgewell’s commitment to growth, innovation, and corporate responsibility within the shaving industry.
Geographical Presence
The Edgewell Personal Care Company, headquartered in Shelton, Connecticut, operates globally, with a presence in over 50 countries.
In the United States, it holds significant market shares in sectors such as shaving (26.1%), sunscreen, and hand tools.
Its well-known brands, including Schick, Wilkinson Sword, Playtex, and Banana Boat, are distributed across Europe, Asia, Latin America, and other regions.
The company’s global footprint is supported by an extensive distribution network, ensuring its products are accessible worldwide.
In India, Edgewell’s brands cater to the growing demand for personal care products, though specific market share data is limited.
Recent Developments
- In January 2023, Edgewell Personal Care Company recalled three batches of Banana Boat Hair & Scalp Sunscreen Spray SPF 30.
- In November 2021, Edgewell Personal Care Company acquired Billie Inc., a leading U.S. women’s personal care brand.
Philips
Company Overview
| Establishment Year | 1891 |
| Headquarter | Amsterdam, Netherlands |
| Key Management | Roy Jakobs (CEO) |
| Revenue (US$ Bn) | $ 19.6 Billion (2022) |
| Headcount | ~ 69,656 (2023) |
| Website | http://www.philips.com/ |
About Philips
Philips, through its Norelco brand, maintains a strong presence in the shaving brands/sector with a variety of electric shavers and grooming products.
In early 2024, the company expanded into the U.S. market with the OneBlade Intimate. A unisex shaver for sensitive areas, marking its first product beyond men’s grooming.
This launch reflects Philips’ focus on meeting evolving consumer needs. Additionally, the company is committed to sustainability and operational efficiency.
Aiming for organic growth and scalable innovation, as outlined in its January 2023 strategy. These efforts strengthen Philips’ position in the shaving industry.
Geographical Presence
Koninklijke Philips N.V., headquartered in Eindhoven, Netherlands, operates across multiple regions, including Europe, North America, South America, Asia, and Oceania.
The company has a significant presence in key markets such as Germany, France, the United Kingdom, the United States, Canada, Brazil, China, India, and Singapore.
In these regions, Philips focuses on sectors like healthcare, consumer lifestyle, and lighting. With manufacturing facilities and regional offices located in major cities such as Hamburg, Paris, London, Beijing, and Melbourne.
With operations in over 100 countries, Philips serves a diverse global market, driving innovation and offering solutions worldwide.
Recent Development
- In January 2024, Philips Norelco launched the OneBlade Intimate, a unisex shaver for sensitive areas, marking its first U.S. move beyond men’s grooming.
- In January 2023, Philips introduced a plan focusing on sustainable impact through organic growth, scalable innovation, and improved execution as the key driver.
Beiersdorf
Company Overview
| Establishment Year | 1882 |
| Headquarter | Hamburg, Germany |
| Key Management | Vincent Warnery (CEO) |
| Revenue (US$ Bn) | $ 9.0 Billion (2022) |
| Headcount | ~ 21,300 (2022) |
| Website | http://www.beiersdorf.com/ |
About Beiersdorf
Beiersdorf AG is a prominent player in the personal care industry. It has a notable presence in the shaving brands/sector through its NIVEA MEN brand.
In 2022, NIVEA MEN celebrated its 100th anniversary. Marking a century since the launch of its first shaving cream in 1922.
To meet growing demand, Beiersdorf commenced operations at a new production facility in Leipzig, Germany, in May 2023.
This plant produces deodorants, hair sprays, and shaving foams under the NIVEA, 8×4, and Hidrofugal brands for the European market.
These developments underscore Beiersdorf’s commitment to innovation and expansion within the shaving sector.
Geographical Presence
Beiersdorf AG, headquartered in Hamburg, Germany, operates in over 160 countries worldwide, employing approximately 20,000 people.
Its geographical presence spans Europe, North America, Asia, Latin America, and Africa, with key operations in over 58 locations across Europe.
The company has expanded its footprint in North America and continues to strengthen its position in Asia. With innovation centers in Shanghai and New Jersey.
Additionally, Beiersdorf maintains research and development centers in Hamburg, Shanghai, New Jersey, and various other regions such as Mexico, Brazil, India, and Japan. This enables the company to cater to local market demands and consumer preferences globally.
Recent Development
- In September 2024, Beiersdorf and Macro Biologics formed a multi-year partnership to develop biodegradable antimicrobial peptides for use in skincare and healthcare.
- In September 2024, Beiersdorf launched the Eucerin Hyaluron-Filler Epigenetic Serum. Featuring its patented age clock technology to measure skin’s biological age using epigenetic patterns.
Church-n-Dwight
Company Overview
| Establishment Year | 1843 |
| Headquarter | Ewing, New Jersey, U.S. |
| Key Management | Matthew T. Farrell (CEO) |
| Revenue (US$ Bn) | $ 5.4 B (2022) |
| Headcount | ~ 5,100 (2023) |
| Website | http://churchdwight.com/ |
About Church & Dwight
Church & Dwight Co., Inc. holds a strong position in the shaving brands and hair removal market through its Nair™ brand, offering products like creams, waxes, and sprays.
Recently, the company introduced the Nair™ Leg Mask™ line, combining hair removal with skin benefits such as exfoliation and moisturizing. Additionally, Church & Dwight has expanded its personal care portfolio with key acquisitions.
Including TheraBreath® for $580 million in December 2021 and Hero Cosmetics, maker of Mighty Patch®, for $630 million in September 2022. These moves highlight the company’s focus on innovation and growth in the personal care sector.
Geographical Presence
Church & Dwight Co., Inc., headquartered in Ewing, New Jersey, operates globally across three main segments: Consumer Domestic (U.S. and Canada), Consumer International (including the U.K., France, Australia, and China), and Specialty Products (focused on chemicals and animal nutrition).
The company maintains a significant presence in North America, Europe, Asia-Pacific, Latin America, and parts of Africa and the Middle East.
Offering a diverse range of household, personal care, and specialty products. This global footprint allows Church & Dwight to effectively serve a wide range of regional markets with its established brands.
Recent Developments
- In March 2024, Church & Dwight selected Rockwell Automation to strengthen its cybersecurity and reduce risks in operational technology (OT) manufacturing security.
- In November 2021, Church & Dwight Co., Inc. acquired the fast-growing TheraBreath® brand, enhancing its position in the mouthwash market with strong brand loyalty and appeal to younger consumers.
Panasonic
Company Overview
| Establishment Year | 1918 |
| Headquarter | Osaka, Japan |
| Key Management | Yuki Kusumi (CEO) |
| Revenue (US$ Bn) | $ 58.3 Billion (2023) |
| Headcount | ~ 233,391 (2023) |
| Website | http://holdings.panasonic/ |
About Panasonic
Panasonic Holdings Corporation maintains a significant presence in the shaving brands/sector through its extensive range of electric shavers and grooming products.
In October 2024, the company introduced the ES-CM3 Compact Shaver, featuring a minimalist Japanese design that fits comfortably in the palm.
This innovative product incorporates a linear motor within the shaver head, eliminating the traditional handle to enhance user experience.
Additionally, Panasonic unveiled the ES-PV6 and ES-PV3 shavers, which offer a premium five-blade system and a flexible shaving head for improved performance.
These developments underscore Panasonic’s commitment to innovation and user-centric design in the competitive shaving market.
Geographical Presence
Panasonic Holdings Corporation, headquartered in Kadoma, Osaka, Japan, operates a vast global network with key subsidiaries in the United States, Europe, and Asia.
Its major facilities include manufacturing plants in Japan, such as in Shizuoka and Niigata, and in the U.S., particularly in Nevada and Kansas.
In Europe, the company is headquartered in Amsterdam, and it operates across several countries, including Germany and France. Panasonic also maintains a significant presence in China, India, and Australia.
With approximately 233,391 employees globally, the company leverages its diverse geographical presence to offer a wide range of products and services across multiple regions.
Recent Developments
- In October 2024, Panasonic launched its revolutionary 5-blade, palm-sized shaver, featuring a minimalist Japanese design for a perfect fit.
- In October 2024, Panasonic launched the 3-blade ES-CM3 Compact Shaver with a minimalist design, placing the motor in the head for precise control and a curved, handle-free shape.
Reckitt-Benckiser
Company Overview
| Establishment Year | 1814 |
| Headquarter | Berkshire, United Kingdom |
| Key Management | Kris Licht (CEO) |
| Revenue (US$ Bn) | $ 18.2 Billion (2022) |
| Headcount | ~ 40,000 (2024) |
| Website | http://www.reckitt.com/ |
About Reckitt Benckiser
Reckitt Benckiser Group Plc (Reckitt) has a presence in the shaving brands/sector through its Dettol brand, which offers shaving creams known for their antiseptic properties.
In January 2021, Reckitt led a £4 million funding round in Bombay Shaving Company, an Indian grooming startup with a portfolio exceeding 100 products across shaving, bath and body, skin, and beard care.
This strategic investment aligns with Reckitt’s objective to engage with innovative, purpose-driven brands and expand into new markets.
By leveraging its global scale and expertise, Reckitt aims to support Bombay Shaving Company’s growth in the men’s wellness sector.
This initiative reflects Reckitt’s commitment to diversifying its product offerings and strengthening its position in the grooming industry.
Geographical Presence
Reckitt Benckiser Group Plc (RB) operates in over 68 countries across six continents. With a significant presence in North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa.
In North America, the United States is a major market, while Europe sees substantial contributions from the UK and other countries.
The company is expanding its footprint in Asia, particularly in China, where it has reported strong growth. Latin America and the Middle East also play important roles in RB’s global sales strategy.
This diverse geographical presence allows RB to adapt to regional market dynamics and consumer preferences. Solidifying its position as a leading consumer goods company.
Recent Developments
- In October 2024, Reckitt Benckiser Group entered into a partnership with GrabAds to increase sales in Southeast Asia.
- In January 2021, Reckitt Benckiser Group invested £4 million in India’s Bombay Shaving Company, highlighting its focus on innovative, purpose-driven brands and its strategy to expand into new markets.
Societe
Company Overview
| Establishment Year | 1945 |
| Headquarter | Clichy, France |
| Key Management | Gonzalve Bich (CEO) |
| Revenue (US$ Bn) | $ 2.4 Billion (2022) |
| Headcount | ~ 15,898 (2022) |
| Website | https://us.bic.com/en_us |
About Société
Société Bic S.A. holds a significant position in the shaving brands/sector, offering a diverse range of razors and grooming products under its BIC brand.
In recent years, the company has focused on innovation and sustainability within this segment. In July 2021, BIC introduced hybrid razors—the Hybrid 5 Flex for men and the Click 3 Soleil for women—in Europe.
These refillable products aim to reduce environmental impact while maintaining affordability. Additionally, BIC has expanded its product portfolio through strategic acquisitions.
In 2020, the company acquired Djeep, a manufacturer of high-end and personalized lighters, enhancing its customizable lighter range. These initiatives underscore BIC’s commitment to innovation and sustainability in the shaving industry.
Geographical Presence
Société Bic S.A., headquartered in Clichy, France, operates globally, distributing products in over 160 countries.
Its European presence is strong, with manufacturing facilities in France, Italy, Spain, Germany, and the UK. In North America, BIC has a significant market share, particularly through its subsidiary in the U.S.
The company also has a notable presence in Latin America, with operations in Brazil and Mexico, as well as in the Asia-Pacific region, including manufacturing in China and India.
Additionally, BIC is expanding in the Middle East and Africa, leveraging strategic partnerships and acquisitions to strengthen its global footprint.
Recent Development
- In August 2024, BIC’s new “Write More, Buy Less” campaign emphasized the durability of its iconic products, meeting consumer sustainability expectations while maintaining affordability.
Spectrum
Company Overview
| Establishment Year | 1906 |
| Headquarter | Middleton, Wisconsin, U.S. |
| Key Management | David M. Maura (CEO) |
| Revenue (US$ Bn) | $ 2.9 Billion (2022) |
| Headcount | ~ 3,100 (2022) |
| Website | http://www.spectrumbrands.com/ |
About Spectrum Brands
Spectrum Brands Holdings, Inc. holds a strong position in the shaving brands market through its Remington brand, offering a wide range of grooming products.
In July 2024, the company announced plans to spin off its Home & Personal Care business, aiming to create two independent entities and improve growth and operational focus.
In August 2024, Spectrum reported a 6% increase in net sales for the fiscal third quarter, driven by favorable weather, better retailer inventory in its Home & Garden segment, and continued e-commerce strength. These moves highlight Spectrum’s focus on growth and operational efficiency in the personal care sector.
Geographical Presence
Spectrum Brands Holdings, Inc. is a global diversified consumer products company with operations across four key regions: North America, Europe, the Middle East, and Africa (EMEA), Latin America (LATAM), and Asia-Pacific (APAC).
The company operates in three primary segments: Home and Personal Care (HPC), Global Pet Care (GPC), and Home and Garden (H&G).
In the fiscal year ending September 30, 2023, Spectrum Brands generated significant revenue, with $1.72 billion from the United States, $831 million from EMEA, $207 million from LATAM, and $107 million from APAC, reflecting its extensive global presence and market reach.
Recent Development
- In August 2024, Spectrum Brands entered into a partnership with Aperture Pet & Life to provide a range of exciting new products.
Xiaomi
Company Overview
| Establishment Year | 2010 |
| Headquarter | Beijing, China |
| Key Management | Lei Jun (CEO) |
| Revenue (US$ Bn) | $ 0.4 Billion (2022) |
| Headcount | ~ 32,543 (2022) |
| Website | http://mi.com/ |
About Xiaomi
Xiaomi has expanded its product portfolio to include a range of electric shavers under its Mijia brand, emphasizing innovation and user-centric design.
In June 2024, Xiaomi introduced the Mijia Electric Shaver Dual Blade Version, featuring a compact design, dual-blade system, and IPX7 waterproof rating, catering to both wet and dry shaving preferences.
Earlier, in March 2024, the company launched the Mijia Electric Shaver S200, equipped with an 8000 RPM motor and intelligent sensing technology for efficient shaving.
These product developments reflect Xiaomi’s commitment to diversifying its consumer electronics offerings and enhancing its presence in the personal grooming market.
Geographical Presence
Xiaomi Corporation, founded in 2010, has strategically expanded its geographical presence across multiple regions.
In Asia, it dominates China and has become a leading brand in India and Southeast Asia, with localized manufacturing efforts.
In Europe, Xiaomi has established a strong foothold in both Western and Eastern markets, while in Latin America, it has gradually expanded, starting with Mexico.
The company entered Africa in 2020 and maintains a limited presence in the U.S., primarily through online sales.
Xiaomi’s manufacturing strategy includes facilities in India and other regions, ensuring efficient supply chains and meeting local demand. The company’s global expansion emphasizes affordability, quality, and localization.
Recent Developments
- In June 2024, Xiaomi launched the Mijia Electric Shaver Dual Blade in China, featuring a compact design, dual blades, and IPX7 waterproofing.
- In March 2024, Xiaomi launched the budget-friendly Mijia Electric Shaver S200 in China, featuring intelligent functions and a convenient design.
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