The UK Shaving and Hair Removal Market Report identifies consumers’ attitudes towards shaving and hair removal products, leading brands’ launch activities and the impact of the cost of living crisis on the shaving and hair removal products market. This report covers the shaving and hair removal products market size, market forecast, market segmentation and industry trends in the shaving products market.
Shaving and Hair Removal Products Market – Current Landscape
As a result of rising inflation, value sales in the shaving and hair removal products market are forecast to steadily grow, however the cost of living crisis could lead to consumers reducing hair removal frequencies, and will likely see them opt for lower-priced brands and products. Brands will need to consider how they provide value beyond price to engage with consumers, for example, utilising efficacy, natural ingredients and multifunctionality claims to buoy spending.
Hair Removal and Shaving Products Market – Market Size and Trends
The body positivity movement poses a significant threat to the shaving products market, as relaxed attitudes toward hair removal become prevalent, leaving the potential for more consumers to drop out of the category. However, the rise of self-care and wellbeing presents an opportunity to offset these challenges, as hair removal innovation can elevate daily personal care grooming routines.
Key statistics for the shaving and hair removal products market
- Shaving and hair removal market size: The market is recovering, with value sales in 2022 increasing 3.2%, and a further growth of 3.6% expected in 2023, as a result of usage returning to pre-pandemic levels.
- Shaving and hair removal market share: Gillette is a leading brand in the market, accounting for 73% of retail value sales of razors and blades products.
- Shaving products market consumer behaviour: 55% of UK consumers have removed body hair from their underarms in the last 12 months.
- Shaving products market challenges: 50% of consumers agree that financial concerns would cause them to switch to a cheaper shaving/hair removal brand.
Hair Removal and Shaving Products Market Report – Future Trends
In the longer term, as financial pressure ease and consumers begin to regain confidence, growth opportunities will resurface. The ‘skinification’ of shaving and hair removal products presents an opportunity, as this can be used to premiumise the category, boost spend and trading up behaviours. There is potential for brands in the shaving products market to put skin health front and centre by offering multifunctional products that insert hair removal into daily skincare routines and exploring the link between hair removal and the skin microbiota.
Read on to discover more about the UK Shaving and Hair Removal Market Report 2022, read our UK Women’s Facial Skincare Market Report 2022, or take a look at our other Beauty and Personal Care Market Research.
Quickly Understand
- The impact of COVID-19 and the cost of living crisis on the shaving and hair removal products market.
- Launch activity and innovation in the hair removal and shaving products market.
- How and where consumers remove body and facial hair.
- Shopping channels used to purchase hair removal products.
- Claims that can encourage consumers to choose one hair removal product over another.
- Opportunities to drive higher value spend in the shaving and hair removal products market.
Leading Hair Removal Brands
Products: Wet shave hardware, electric and battery shavers, shaving preparations, depilatory products and bleaches.
Brands: Gillette, Wilkinson Sword, Bic, Harry’s, Phillips One Blade, Bulldog, Veet, NIVEA, Nair, L’Oréal, King of Shaves, Dr Harris & Co, Jolen.
Expert Analysis from a Specialist in the BPC Sector
This report, written by Shiyan Zeringa leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current trends in the hair removal products market and add expert context to the numbers.
Value sales of shaving and hair removal products increased in 2022, with growth forecast to continue, driven by inflation. The category continues to battle relaxed attitudes toward hair removal, which have led to reduced usage frequencies. The cost of living crisis is further challenging the category as it is encouraging consumers to make savvy purchase decisions, but offering value beyond price point will help brands stand out. Additional opportunities lie within the consumer’s heightened focus on skin health, making shaving and hair removal an essential step in self-care and skincare routines, with potential to expand product repertoires and drive higher value sales.”

Shiyan Zering
Beauty and Personal Care Analyst