Wet Shave

Global Wet Shave Market to Reach US$27.1 Billion by 2030

The global market for Wet Shave estimated at US$17.8 Billion in the year 2024, is expected to reach US$27.1 Billion by 2030, growing at a CAGR of 7.3% over the analysis period 2024-2030. Shaving Lotions & Creams, one of the segments analyzed in the report, is expected to record a 7.6% CAGR and reach US$7.3 Billion by the end of the analysis period. Growth in the Razor Cartridges segment is estimated at 6.4% CAGR over the analysis period.

The U.S. Market is Estimated at US$4.6 Billion While China is Forecast to Grow at 11.8% CAGR

The Wet Shave market in the U.S. is estimated at US$4.6 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$6.7 Billion by the year 2030 trailing a CAGR of 11.8% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 3.1% and 7.2% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 3.7% CAGR.

Global Wet Shave Market - Key Trends & Drivers Summarized

How Is Wet Shaving Evolving in the Face of Modern Grooming Trends?

The wet shave market is witnessing a resurgence in popularity as consumers increasingly seek traditional grooming experiences that offer superior results and a touch of luxury. Wet shaving, which involves the use of shaving cream, soap, brush, and razor, provides a close and smooth shave, reducing skin irritation and ingrown hairs compared to electric shaving methods. The growing trend towards self-care and grooming, particularly among men, is driving demand for high-quality wet shaving products that offer a premium and personalized grooming experience. Additionally, the rise of barbershops and grooming salons offering traditional wet shave services is further boosting the market, as consumers seek out professional grooming experiences that combine skill, relaxation, and nostalgia.

What Technological Innovations Are Enhancing Wet Shaving Products?

Technological advancements in product formulation and razor design are significantly enhancing the wet shaving experience. The development of shaving creams, gels, and soaps enriched with natural ingredients, essential oils, and skin-soothing agents is catering to consumers looking for skin-friendly and moisturizing products. Innovations in razor technology, such as multi-blade designs, pivoting heads, and precision trimmers, are providing a closer and more comfortable shave, reducing the risk of cuts and irritation. Additionally, the use of ergonomic handles and anti-slip grips is improving safety and ease of use. The integration of sustainability into product design, such as eco-friendly razors and refillable shaving creams, is also gaining traction, aligning with the growing consumer demand for environmentally responsible grooming products.

What Are the Challenges and Opportunities in the Wet Shave Market?

The wet shave market faces several challenges, including intense competition from electric razors and trimmers, changing grooming habits, and price sensitivity among consumers. Additionally, the growing popularity of beards and stubble as a fashion trend can impact the demand for shaving products. However, these challenges also present opportunities for growth and differentiation. The development of premium, natural, and skin-friendly wet shaving products that offer added benefits, such as hydration, anti-aging, and sensitivity protection, can help brands capture a larger market share. The increasing demand for sustainable and eco-friendly grooming solutions is creating new growth opportunities for products that use recyclable materials and natural formulations. Moreover, the rise of e-commerce and subscription-based models is driving the need for innovative marketing strategies and direct-to-consumer approaches, providing brands with new avenues to reach and engage with consumers.

What Is Driving the Growth of the Wet Shave Market?

The growth in the Wet Shave market is driven by several factors, including the increasing focus on grooming and personal care, rising consumer interest in traditional shaving experiences, and technological advancements in product formulations and razor designs. The growing trend towards premium grooming products, particularly among millennials and Gen Z consumers, is significantly boosting market demand, as these groups seek high-quality, natural, and personalized wet shaving solutions. Technological innovations in razors, such as multi-blade designs and precision trimmers, and the use of skin-friendly and eco-friendly formulations in shaving creams and soaps are enhancing the appeal of wet shaving products. The expansion of barbershops and grooming salons offering traditional wet shave services, coupled with the rise of e-commerce and subscription-based models, is also driving market growth as consumers increasingly seek convenient, premium, and sustainable grooming options.

SCOPE OF STUDY:

The report analyzes the Wet Shave market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Product (Shaving Lotions & Creams, Razor Cartridges, Non-Disposable Razors, Blades, Disposable Razors, Other Products); Gender (Men, Women); Distribution Channel (Hypermarkets, Independent Retailers, Supermarkets, Other Distribution Channels)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 46 Featured) -

• Andis Co., Inc.
• Edgewell Personal Care Company
• Edwin Jagger Limited
• Harry`s, Inc.
• Johnson & Johnson Services, Inc.
• L`Oreal SA
• New England Shaving Company.
• Personal Media International
• Plastic Free Amsterdam
• Procter & Gamble Company

TARIFF IMPACT FACTOR

Our new release incorporates impact of tariffs on geographical markets as we predict a shift in competitiveness of companies based on HQ country, manufacturing base, exports and imports (finished goods and OEM). This intricate and multifaceted market reality will impact competitors by artificially increasing the COGS, reducing profitability, reconfiguring supply chains, amongst other micro and macro market dynamics.

We are diligently following expert opinions of leading Chief Economists (14,949), Think Tanks (62), Trade & Industry bodies (171) worldwide, as they assess impact and address new market realities for their ecosystems. Experts and economists from every major country are tracked for their opinions on tariffs and how they will impact their countries.

We expect this chaos to play out over the next 2-3 months and a new world order is established with more clarity. We are tracking these developments on a real time basis.

As we release this report, U.S. Trade Representatives are pushing their counterparts in 183 countries for an early closure to bilateral tariff negotiations. Most of the major trading partners also have initiated trade agreements with other key trading nations, outside of those in the works with the United States. We are tracking such secondary fallouts as supply chains shift.

To our valued clients, we say, we have your back. We will present a simplified market reassessment by incorporating these changes!

APRIL 2025: NEGOTIATION PHASE

Our April release addresses the impact of tariffs on the overall global market and presents market adjustments by geography. Our trajectories are based on historic data and evolving market impacting factors.

JULY 2025 FINAL TARIFF RESET

Complimentary Update: Our clients will also receive a complimentary update in July after a final reset is announced between nations. The final updated version incorporates clearly defined Tariff Impact Analyses.

Reciprocal and Bilateral Trade & Tariff Impact Analyses:

USA
CHINA
MEXICO
CANADA
EU
JAPAN
INDIA
176 OTHER COUNTRIES.

Leading Economists - Our knowledge base tracks 14,949 economists including a select group of most influential Chief Economists of nations, think tanks, trade and industry bodies, big enterprises, and domain experts who are sharing views on the fallout of this unprecedented paradigm shift in the global econometric landscape. Most of our 16,491+ reports have incorporated this two-stage release schedule based on milestones.

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