Wet Shave Market Size, Share & Trends Report

Wet Shave Market Size, Share & Trends Analysis Report By Gender (Male, Female), By Product (Disposable Razors, Non-disposable Razors), By Distribution Channel, By Region, And Segment Forecasts, 2019 - 2025

  • Published Date: Jul, 2019
  • Base Year for Estimate: 2018
  • Report ID: GVR-3-68038-237-2
  • Format: Electronic (PDF)
  • Historical Data: 2014 - 2017
  • Number of Pages: 188

Industry Insights

The global wet shave market size was valued at USD 11.2 billion in 2018 and is estimated to progress at a CAGR of 9.5% from 2019 to 2025 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 have a positive impact on the growth of the market over the forecast period.

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 as well as 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.

U.S. wet shave market

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

Manufacturers have introduced shaving creams and gels that are free from dyes, alcohol, sulfates, and parabens. Manufacturers have also introduced several innovative products that are expected to spur market growth. For instance, in 2019, Gillette, a brand owned by Procter & Gamble, introduced the Gillette Heated Razor, which features warming technology that heats up within a second and provides the comfort of a hot towel during the shaving process.

Gender Insights

Men generally practice wet shaving for the removal of their facial hair. Growing awareness with regard to self-grooming coupled with rising disposable income is expected to positively impact market growth and increasing awareness through advertisements, social media blogs, YouTube channels, and influencers are likely to augment the demand further. The male segment is expected to grow at a CAGR of 9.5% over the forecast period.

The female gender segment accounted for 28.2% revenue share of the global wet shave market in 2018. Women practice wet shaving for the removal of their leg or underarm hair. Women prefer wet shaving over waxing due to the introduction of sensitive razors and shaving creams. Safety razors cause less irritation, are more economical, provide a closer shave, and are easier to clean owing to which their popularity among women is high.

Product Insights

Shaving lotions & creams product segment is expected to grow at an estimated CAGR of 9.6% over the forecast period. Shaving lotions & creams include pre and post shaving creams, soaps, gels, foams, and lotions. These creams or foams are cosmetic creams used to facilitate shaving and contain glycerin that acts as an emollient to soften the beard and make the skin smooth & moisturized and help reduce cuts while shaving. Aftershave lotions can stop bleeding caused during shaving & help the facial skin heal faster. Moreover, they keep skin pores clean & bacteria-free and prevents acne.

The disposable razors product segment was valued at USD 1,074.1 million in 2018 and is expected to grow at a CAGR of 8.2% over the forecast period. Disposable razors are designed for limited or one-time use and are generally made from inexpensive materials using injection molding and extrusion techniques. Hence, they are available at a cheaper cost compared to non-disposable or reusable razors. These razors nowadays come with a lubricating strip that offers a smooth shaving experience and is excellent for use while traveling. All these benefits offered by disposable razors contribute to the growth of this segment in the wet shaving market.

Distribution Channel Insights

Wet shave products are sold through several distribution channels including hypermarkets, supermarkets, independent retailers, and other distribution channels. Hypermarkets distribution channel segment dominated the global market and grabbed a revenue share of 38.2% in 2018. Several manufacturers primarily sell their products through hypermarkets. Carrefour S.A., Tesco PLC., SPAR, Groupe Auchan SA, and Walmart Inc. are some of the major hypermarkets operating globally.

Global wet shave market

Others distribution channel segment is anticipated to grow at an estimated CAGR of 9.5% over the forecast period. Others include e-commerce, specialty stores, and drug stores. E-commerce acts as a major channel for the distribution of wet shave products. Wet shave products are sold through various e-commerce websites including Amazon, eBay, and Flipkart, among others, as well as through websites operating in a particular geographic area. Online portals operated by several retailers also play an important role in the sale of wet shave products.

Regional Insights

The North America market was valued at USD 2,708.6 million in 2018 and is expected to grow rapidly over the forecast period on account of the changing lifestyle of individuals coupled with increasing awareness about personal grooming. These factors are contributing to the increased sales of wet shave products in North America.

The Europe market is expected to grow at an estimated CAGR of 9.0% over the forecast period owing to increasing demand for organic and natural ingredients coupled with product innovations. These are some of the factors contributing to the growth of the market in the region. Moreover, the promotion of various wet shave products through advertisements by athletes and other dynamic personalities is expected to further augment the demand for wet shave products.

Asia Pacific emerged as the largest market for wet shave products in 2018 with a market revenue share of 29.72%. Several factors including increasing the young urban population with greater disposable income and growing overall population, especially in emerging countries such as China, and India, are expected to contribute to the market growth. Moreover, growing awareness regarding personal grooming among men coupled with an increasing number of people becoming a part of corporate culture is also expected to have a positive impact on market growth.

Wet Shave Market Share Insights

Major companies operating in the market include Procter & Gamble, Unilever PLC, Edgewell Personal Care Company, Beiersdorf AG, Johnson & Johnson, Raymond Limited, and Godrej Consumer Products Limited, among others. These companies have a wide product portfolio, extensive distribution network, and high degree of operational integration.

Major market players have invested extensively in research & development operations in recent years, which has led to the invention of several innovative products that can be employed across the market. For instance, in April 2019, Gillette Venus, a brand owned by Procter & Gamble, collaborated with Vera Bradley to develop a designer razor collection for women. Vera Bradley is a U.S.-based designer of women’s handbags, travel items and luggage, and home & fashion accessories. Edwin Jagger Limited, Taylor of Old Bond Street, Ludovico Martelli s.r.l., and D.R. Harris & Co., Ltd. are among other prominent players operating in the market.

Report Scope



Base year for estimation


Actual estimates/Historical data

2014 to 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Million, and CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America, Middle East & Africa

Country scope

U.S., Canada, Mexico, Germany, U.K., France, Italy, Spain, Russia, Denmark, China, Japan, India, Australia, Brazil, Argentina, South Africa, GCC Countries, Egypt

Report coverage              

Revenue forecast, company share, competitive landscape, growth factors, and trends

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Segments Covered in the Report

This report forecasts revenue growth at the global, regional, & country levels and provides an analysis on the industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the global wet shave market on the basis of gender, product, distribution channel, and region.

  • Gender Outlook (Revenue, USD Million, 2014 - 2025)

    • Male

    • Female

  • Product Outlook (Revenue, USD Million, 2014 - 2025)

    • Disposable Razors

    • Non-disposable Razors

    • Shaving Lotions & Creams

    • Razor Cartridges

    • Blades

    • Others

  • Distribution Channel Outlook (Revenue, USD Million, 2014 - 2025)

    • Hypermarkets

    • Supermarkets

    • Independent Retailers

    • Others

  • Regional Outlook (Revenue, USD Million, 2014 - 2025)

    • North America

      • The U.S.

      • Canada

      • Mexico

    • Europe

      • U.K.

      • Germany

      • France

      • Spain

      • Italy

      • Russia

      • Denmark

    • Asia Pacific

      • China

      • India

      • Japan

      • Australia

    • Central & South America

      • Brazil

      • Argentina

    • Middle East & Africa

      • South Africa

      • GCC Countries

      • Egypt

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