US Shaving and Hair Removal Products Market Analysis
The US Shaving and Hair Removal Products Market has faced nearly a 1.5% decline, following mixed growth in previous years. However, the Shaving Products Market and Hair Removal Products Market are expected to recover with a modest growth rate in the foreseeable future, driven by shifting consumer preferences toward premium, wellness-focused, and sustainable grooming solutions.
US Shaving and Hair Removal Products Market Trends
Consumers continue to favor disposable razors for their affordability, but there’s increasing interest in premium products with added skincare benefits, such as reduced irritation and infused fragrances.
Both men and women are using specialized tools like dermaplaning devices and trimmers for facial and body hair removal.
Sustainability is a key trend, with consumers gravitating toward reusable razors and eco-friendly brands that promote clean beauty and circular models.
Professional hair removal services are influencing at-home product choices, especially among women, while budget-friendly options are gaining popularity due to inflationary pressures in the Shaving and Hair Removal Products Market.
About The Report
US Shaving and Hair Removal Products Market Report 2025 provides valuable insights into the Shaving and Hair Removal Products Market in the US, offering a comprehensive analysis of market trends, consumer behavior, product performance, and forecasts. It covers key areas such as market segmentation, including disposable and non-disposable razors, shaving creams, depilatories, and grooming tools, as well as consumer preferences, grooming routines, and emerging trends in sustainability and wellness. The Shaving and Hair Removal Products Market Report also includes data on brand performance, pricing strategies, and the impact of tariffs on product costs. Businesses in the beauty, personal care, and retail industries, including manufacturers, marketers, and retailers, will benefit from this report by gaining a deeper understanding of consumer demand, product innovations, and market opportunities in the Shaving and Hair Removal Products Market Size to inform strategic decisions and drive growth.
Key Topics Analyzed in the Report
- Macro-market factors impacting the shaving and hair removal category, including “Liberation Day” tariffs
- Updated sales performance among category leaders
- Highlights on innovative marketing strategies and new product launches
- Men’s and women’s at-home hair removal routines, including areas of concern and products used to remove facial vs. body hair
- Consumer perceptions of hair removal methods
- Consumer attitudes and behaviors towards at-home hair removal routines, including trade-down motivations
- Consumer attitudes and behaviors towards professional hair removal services
| Report Attributes | Details |
|---|---|
| Published Date | August 2025 |
| Data Range | 2020 – 2030 |
| Measurement Metrics | Revenue in US $ |
| Country Focus | United States of America (USA) |
| Consumer Data | 981 male internet users and 946 female internet users, May 2025 |
| Number of Pages | 75 |
| Market Segmentation | Disposable Razors, Non-Disposable Razors, Refill Cartridges, Shaving Creams, Depilatories, Dermaplaning Tools, Electric Shavers, Trimmers, Tweezers, Waxing Kits, Epilators, and Professional Hair Removal Services |
| Leading Companies | Procter & Gamble, Edgewell Personal Care, Harry’s Inc, BIC USA Inc, Bevel, Schick, Billie, Gillette, Joy, Flamingo, Nair, Veet, Barbasol, Pure Silk, Cremo, Skintimate, Tree Hut, Nimbi, Athena Club, Manscaped, Wahl Clipper Corporation, and Philips Electronics |
Meet the Expert Behind the Analysis
This report was written by Joan Li. Joan joined Mintel in 2023 as a Senior Analyst in Beauty and Personal Care. Prior to this role, she was an agency-side brand planner and consumer insights analyst for multiple CPG accounts.
Expanded hair removal routines and interest in elevated grooming present opportunities for brands to deliver new practical benefits and emotional appeal.
Joan Li
Senior Analyst, Beauty and Personal Care
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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- Key recommendations
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MARKET DYNAMICS
- Market context
- Market drivers
- Gen Alpha comes of age amid shifting beauty standards and fads
- Premium and masstige brands have a vested interest in the conversation around masculinity and male wellness.
- Tariffs set to impact the hair removal market – particularly razors
- Wider availability of low-cost services compete with at-home solutions
- Market size and forecast
- Retail sales and forecast of shaving and hair removal products
- Retail sales and forecast of shaving and hair removal products, at current prices
- Retail sales and forecast of shaving and hair removal products, inflation-adjusted
- Market segmentation
- Retail sales of shaving and hair removal products, by segment
- Graph 1: total retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2019-29
- Retail sales of shaving and hair removal products, by segment
- Steady growth of non-disposable razors to be challenged by the anticipated fallout of tariff policies
- Except for non-disposables, MULO dollar growth of razors is primarily inflationary
- Likewise, MULO shaving cream and depilatory price hikes offset stagnant volume sales
- MULO performance of electric shavers continues to stall
- Online, supercenters and warehouse clubs dominate market share
- Graph 2: % change of total retail sales of shaving and hair removal products, by channel, at current prices, 2023 and 2025
- Graph 3: total retail sales of shaving and hair removal products, by channel, at current prices, 2025
- Market share and brand share
- Excepting Harry’s, leading companies see stagnant to declining sales
- Non-disposable razors: Bevel emerges as a growth brand for P&G alongside Gillette’s dominance
- Refill cartridges: Harry’s and Flamingo maintain modest gains as the broader market faces challenges
- Disposable razors: Gillette maintains its lead in both razor categories
- Shaving cream: eos continues to gain MULO shares
- Depilatories: Nair and Veet remain undented by other players
- [NEW] Electric shavers: Philips leads MULO shares, while nearly one fifth of sales is fragmented among smaller brands
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INNOVATION AND MARKETING STRATEGIES
- Innovation spotlight: Gillette’s dominance in razors is backed by relevant new launches
- Marketing spotlight: Nimbi makes a media splash with clean beauty claims
- Do the math for consumers when it comes to cost savings
- Encourage body shaving as part of bodycare
- Take note from fragrance trends for the scent-motivated shopper
- Draw inspiration from professional hair removal services and salons
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CONSUMER INSIGHTS
- Consumer fast facts
- Men’s facial hair removal routines
- Most men have a regular facial hair removal routine
- Graph 4: area and net frequency of facial hair removal among men, 2025
- Beard maintenance takes place most frequently on a weekly basis
- Graph 5: area and frequency of facial hair removal among men, 2025
- Support fluctuations in facial hair styles and growth
- Disposable razors and shaving cream remain core to men’s facial hair removal
- Graph 6: product usage for body hair removal among men, 2025
- Tailor shaving aids towards changing facial skin and hair needs
- Graph 7: number of facial hair removal products used among men by generation, 2025
- Men’s body hair removal routines
- Male body hair removal is primarily focused on the pubic region
- Graph 8: area and net frequency of body hair removal among men, 2025
- Male body hair removal takes place on a weekly to monthly basis
- Graph 9: area and frequency of body hair removal among men, 2025
- Disposable razors and trimmers are primary methods of body hair removal
- Graph 10: product usage for body hair removal among men, 2025
- Introduce Gen Zs to their first body trimmer
- Graph 11: select product usage for body hair removal among men, by generation, 2025
- Women’s facial hair removal routines
- Women regularly engage in facial hair removal
- Graph 12: area and net frequency of facial hair removal among women, 2025
- For many women, facial hair maintenance takes place weekly
- Graph 13: area and frequency of facial hair removal among women, 2025
- Women who remove facial hair primarily rely on a combination of razors, tweezers, and dermaplaning tools
- Graph 14: product usage for facial hair removal among women, 2025
- Tailor dermaplaning products for maturing skin and facial skincare routines
- Graph 15: use of dermaplaning tools among women by generation, 2023-25
- Tailor dermaplaning products for mature skin and facial skincare routines
- Dermaplaning (among other at-home routines) must compete with the lure of professional services
- Graph 16: product usage for facial hair removal among women, 2025
- Women’s body hair removal routines
- Women’s body hair removal is concentrated on the legs, pubic area and underarms
- Graph 17: area and net frequency of body hair removal among women, 2025
- Half of women shave their legs and underarms once a week or more
- Graph 18: area and frequency of body hair removal among women, 2025
- Capitalize on regular pubic hair removal routines
- Graph 19: frequency of women’s pubic hair removal by generation, 2025
- Analog razors are core to women’s body shaving routines
- Graph 20: product usage for body hair removal among women, 2025
- Shaving alternatives speak to women seeking a wider range of results and cadences
- Graph 21: product usage for body hair removal among women by number of products used, 2025
- Perceptions of hair removal methods
- Convenience drives the lasting popularity of disposable razors
- Graph 22: Select perceptions of hair removal tools, 2025
- Depilatories lead in perceptions of painlessness
- Graph 23: perceptions of painlessness among hair removal tools, 2025
- Be a resource to Gen Z men who are still getting a handle on their routines
- Graph 24: perceptions of painlessness among hair removal tools by gender and generation, 2025
- Marketing towards Gen Z men means catering to their self-care aspirations
- Graph 25: association with improved mood among male users of select hair removal tools by generation, 2025
- Women find joy in elevated devices and professional services
- Graph 26: association with improved mood among female users of select hair removal tools, 2025
- Spotlight on razor preferences
- Blade and handle design are priority messaging points
- Graph 27: razor features sought, 2025
- Leverage hair- and skin-type knowledge to introduce new options and specs
- Graph 28: blade preference by race or ethnicity, 2025
- Tap into expert-led communication to capture BeautyTok and HygieneTok
- Graph 29: preference for dermatological validation for razors by generation and gender, 2025
- Raise the dermatological profile of non-disposables to combat headwinds
- Graph 30: razor use for facial hair removal, by razor features sought, 2025
- Raise the dermatological profile of non-disposables to combat headwinds
- Graph 31: razor features sought, by razor use (any body or facial hair removal), 2025
- Attitudes and behaviors towards professional hair removal
- Waxing is the most prevalent of professional hair removal services sought
- Graph 32: professional hair removal services used in the past 12 months, 2025
- While still niche, many entrants into professional services become loyalists
- Professional hair removal can inform new channel strategies and messaging
- Graph 33: select attitudes towards professional hair removal services, 2025
- Attitudes and behaviors towards at-home hair removal
- Most consumers anticipate no change to their hair removal budgets
- Graph 34: attitudes towards at-home hair removal routines, 2025
- Be in service of long-term savings and durability
- Graph 35: budgetary behaviors within shaving and hair removal, 2025
- In the case of tighter budgets, shaving aids risk being phased out
- Graph 36: attitudes towards shaving aids by age and gender, 2025
- Subscriptions can help young men cut costs – and elevate their routines
- Graph 37: interest in enrolling in subscription service as a budgetary measure by gender and generation, 2025
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Consumer bases: perceptions of hair removal methods
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast methodology (cont)
- Forecast fan chart methodology
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