Wet Shave Market Size, Share & Trends Analysis Report By Gender (Male, Female), By Product (Disposable Razors, Non-disposable Razors), By Distribution Channel (Hypermarkets, Supermarkets, Independent Retailers), By Region, And Segment Forecasts, 2025 - 2030

Wet Shave Market Size & Trends

The global wet shave market size was valued at USD 19.18 billion in 2024 and is expected to grow at a CAGR of 9.7% from 2025 to 2030. This is owing to an increasing number of people becoming a part of corporate culture and giving importance to personal grooming. The market is anticipated to be driven by increasing spending on personal care products and continuous innovations with regard to wet shave products. Furthermore, improved standard of living and increasing disposable income are expected to positively impact the market's growth over the forecast period.

The growing emphasis on hygiene and appearance is encouraging more people to adopt regular shaving routines. Increased knowledge about personal grooming, fueled by social media, beauty influencers, and online tutorials, is also contributing to market growth. Furthermore, the rising trend of sustainability and environmental concerns is leading consumers to opt for traditional wet shaving methods, such as safety razors and straight razors, which are more eco-friendly compared to disposable razors. The availability of a wide range of high-quality shaving products, including artisanal shaving soaps and creams, is attracting both enthusiasts and newcomers to the wet shaving culture.

The traditional method of wet shaving includes the use of razors, shaving cream or soap, shaving brush, and aftershave lotion. A wide range of razors is available in the market including disposable razors and non-disposable razors that include straight razors, safety razors, and cartridge razors. Shaving creams include soaps, gels, foams, aftershave lotions, and creams. These products are sold through numerous distribution channels, including hypermarkets, supermarkets, independent retailers, specialty stores, e-commerce websites, and drug stores, among others.

The growing e-commerce industry and innovation in razor designs are expected to positively impact the wet shave industry. However, the growing trend of growing beards and the increasing popularity of trimmers are expected to act as a restraining factor for the market's growth. Key raw materials used in the manufacturing of shaving cream include stearic acid, glycerin, triethanolamine, and parfum, among others.

Product Insights

Razor cartridges dominated the market with the largest revenue share of 24.5% in 2024 owing to the convenience and ease of use of razor cartridges make them a popular choice among consumers. They offer a quick and effective shaving experience, which is ideal for individuals with busy lifestyles. Additionally, advancements in razor cartridge technology, such as the development of multi-blade designs and lubricating strips, have enhanced their efficiency and comfort, further driving consumer preference. The availability of razor cartridges in various price ranges also makes them accessible to a broad demographic, contributing to their widespread use. Moreover, strong brand loyalty and effective marketing strategies by leading manufacturers have reinforced the market position of razor cartridges.

The blades segment is expected to grow at the fastest CAGR of 10.5% over the forecast period. The increasing preference for a closer and smoother shave is leading consumers to invest in high-quality blades. Additionally, the growing awareness about the environmental impact of disposable razors is encouraging a shift towards reusable blades, which are more sustainable and cost-effective in the long run. Technological advancements in blade design, such as precision-engineered edges and enhanced durability, are also contributing to the segment's growth. Furthermore, the rising popularity of wet shaving among younger consumers, who view it as a more traditional and effective method of grooming, is boosting demand for premium blades.

Gender Insights

Male dominated the market with the largest revenue share in 2024. Traditionally, wet shaving has been more prevalent among men, with a strong cultural and societal emphasis on grooming and appearance. The increasing awareness about personal grooming and hygiene among men has further boosted the demand for wet shave products. Additionally, the introduction of new and innovative products specifically targeted towards men, such as precision razors, advanced shaving creams, and aftershaves, has contributed to this growth. Effective marketing strategies by leading brands highlighting the benefits of wet shaving for men, including a closer and smoother shave, have also played a crucial role.

Female is expected to grow significantly over the forecast period. The increasing awareness about personal grooming and hygiene among women is a major driver. There is also a rising demand for specialized wet shave products tailored to women's needs, such as razors designed for sensitive skin and areas, moisturizing shaving creams, and aftershave lotions. Additionally, effective marketing campaigns and the influence of social media and beauty influencers are encouraging more women to adopt wet shaving routines. The expanding availability of premium and aesthetically appealing wet shave products in offline and online retail channels further contributes to the market growth.

Distribution Channel Insights

Hypermarkets dominated the market with the largest revenue share in 2024. Hypermarkets offer a wide range of wet shave products under one roof, providing consumers with the convenience of selecting from various brands and types of razors, blades, shaving creams, and aftershave products. The competitive pricing and frequent promotional activities in hypermarkets attract a large number of customers, further boosting sales. Additionally, the ability of hypermarkets to stock large quantities of products ensures better availability, which enhances consumer satisfaction. The physical presence of hypermarkets allows customers to examine products before purchasing, which builds trust and loyalty.

Independent retailer is expected to grow at the fastest CAGR over the forecast period. Independent retailers often provide a unique shopping experience with personalized customer service and a curated selection of high-quality wet shave products. They cater to niche markets and discerning consumers who seek specialized and artisanal shaving items. Additionally, independent retailers have the flexibility to quickly adapt to emerging trends and consumer preferences, offering innovative and diverse product ranges. The growing popularity of local and small businesses, supported by community-focused marketing and loyalty programs, is also contributing to their growth.

Regional Insights

Asia Pacific wet shave industry dominated the market with the largest revenue share of 30.7% in 2024. The region's large and growing population, combined with increasing disposable incomes, has resulted in a higher demand for personal grooming products. Additionally, the cultural emphasis on appearance and grooming in many Asia Pacific countries has contributed to the widespread adoption of wet shaving practices. The availability of a wide range of affordable and premium wet shave products caters to diverse consumer preferences, further boosting market growth. Furthermore, the rise of e-commerce platforms in the region has made it easier for consumers to access various wet shave products, enhancing market penetration.

Europe Wet Shave Market Trends

Europe wet shave industry held a considerable share in 2024 owing to the strong cultural emphasis on grooming and appearance in many European countries, which has led to a consistent demand for high-quality wet shave products. The region's aging population, with men seeking effective shaving solutions for more mature skin, is also contributing to market growth. Additionally, the trend towards artisanal and premium grooming products is gaining momentum, with consumers willing to spend more on luxury shaving items. Innovations in product formulations and packaging enhance wet shave products' appeal, further driving market expansion. Furthermore, the increasing popularity of e-commerce platforms is making it easier for consumers to access a wide range of wet shave products, boosting sales across the region.

North America Wet Shave Market Trends

North America wet shave industry is expected to grow at a CAGR of 9.8% over the forecast period. The increasing emphasis on personal grooming and hygiene among men and women alike is contributing to the rising demand for wet shave products. The presence of major global brands and a robust regional distribution network ensures wide availability of diverse products, from basic razors to premium grooming kits. Additionally, the growing influence of social media and grooming influencers is encouraging consumers to invest in high-quality wet shave products. The trend towards sustainable and environmentally friendly products is also gaining traction, with more consumers opting for reusable razors and eco-friendly shaving creams.

U.S. Wet Shave Market Trends

The U.S. wet shave industry is expected to grow significantly over the forecast period. The increasing awareness about personal grooming and the rising adoption of sophisticated grooming routines among men and women are major drivers. The presence of a strong retail infrastructure, including supermarkets, hypermarkets, and specialty stores, ensures easy accessibility to a diverse range of wet shave products. Additionally, the influence of social media and celebrity endorsements is playing a crucial role in shaping consumer preferences and driving demand for premium shaving products. The growing trend towards sustainable and environmentally friendly products is also contributing to market growth, as more consumers opt for eco-friendly razors and organic shaving creams.

Key Wet Shave Company Insights

Some key companies in the wet shave market include Procter & Gamble, Unilever, Edgewell Personal Care, Beiersdorf, Edwin Jagger, and others.

• Procter & Gamble (P&G) is a major player in the wet shave industry. P&G offers a diverse range of products, including Gillette Fusion, a popular razor with multiple blades for a close and comfortable shave, and Venus Embrace, designed specifically for women to offer a smooth and precise shave.

• Unilever offers a variety of products, including Gordon's shaving soap and cream, which provide a traditional wet shaving experience, and Dove Men+Care, a line of shaving products designed to provide a gentle and nourishing shave. Its product range also includes Dove Women+Care, focused on skincare and comfort for women, Gordon's Shaving Foam, known for its rich and creamy lather, and Dove Shave Gel, designed for a comfortable and effective shave.

Wet Shave Market Report Scope

Global Wet Shave Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global wet shave market report based on product, gender, distribution channel, and region:

• Gender Outlook (Revenue, USD Million, 2018 - 2030)

  • Male

  • Female

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Disposable Razors

  • Non-disposable Razors

  • Shaving Lotions & Creams

  • Razor Cartridges

  • Blades

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Hypermarkets

  • Supermarkets

  • Independent Retailers

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • Australia

    • South Korea

  • Latin America

    • Brazil

  • Middle East and Africa (MEA)

    • South Africa