US Shaving and Hair Removal Products Market Report 2026
Shaving and hair removal remains a highly penetrated category, making it relatively resilient during periods of economic uncertainty.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for shaving and hair removal
- Opportunities
- Unlock precision grooming through zone-specific solutions
- Move the skinification story to long-term skin health protection
- Make advanced grooming feel effortless
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THE MARKET
- Snapshot – market size and forecast
- Consumers and the economic outlook
- Confidence in private label beauty grows
- Social shifts create new room for shaving innovation
- Inclusivity shifts from identity to efficacy
- Adjacent categories are raising expectations of shaving
- Market size and forecast
- Market size and forecast of shaving and hair removal products
- Graph 1: value fan chart, shaving and hair removal products
- Total retail sales and forecast of shaving and hair removal products at current prices
- Total retail sales and forecast of shaving and hair removal products at inflation-adjusted prices
- Market segmentation
- Retail sales of shaving and hair removal products, by segment
- Graph 2: total retail sales and forecast of shaving and hair removal products, by segment, at current price, 2021-31
- Retail sales of shaving and hair removal products, by segment
- Market share and brand share
- Market leaders hold share as challengers drive growth
- Graph 3: MULO market share of shaving and hair removal products, by leading companies, 2026
- Graph 4: MULO sales change of shaving and hair removal products, by leading companies, 2025-26
- MULO sales of shaving and hair removal products
- Refill cartridges: Harry’s gains ground as refill growth stalls
- Disposable razors: Gillette maintains its edge
- Non-disposable razors: Flamingo and Harry’s gain momentum as P&G loses share
- Shaving cream: eos continues to outpace established players
- Depilatories: Nair and Veet lead while Flamingo gains momentum
- Electric shavers: Philips strengthens its lead
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THE CONSUMER
- Navigate the evolving needs in entrenched grooming routines
- Men’s facial grooming habits are stable and ingrained
- Graph 5: area of any facial hair removal among men, 2025-26
- Beard shaving is moving toward lower-frequency upkeep
- Graph 6: beard removal frequency change among men, 2025-26
- Graph 7: beard removal frequency among men, by generations, 2026
- Men’s facial grooming driven by personal style
- Men show declining engagement in body hair removal across most areas
- Graph 8: area of any body hair removal among men, 2025-26
- Meanwhile, the daily body grooming routine has seen a jump among Gen Z men
- From manscaping to self-expression
- Female facial hair removal expands beyond core areas
- Graph 9: area of any facial hair removal among women, 2025-26
- Younger women show a greater inclination toward routine facial hair removal
- Graph 10: facial hair removal frequency by generation groups, 2026
- Women are increasingly extending hair removal to secondary body areas
- Graph 11: area of any body hair removal among women, 2025-26
- Gen X women sustain steady body hair removal habits across weekly and occasional routines
- Graph 12: body hair removal frequency among women, 2026
- Expand from core areas to micro-grooming routine
- Simple routines dominate despite broader grooming needs
- Graph 13: repertoire of grooming product usage, 2026
- Consumers want control, but not complexity
- Graph 14: hair removal behavior by gender, 2026
- Targeted solutions empower more personal grooming choices
- Flexible grooming replaces one-size-fits-all routines
- Fashion trends reset what body areas feel groomable
- Unlock targeted solutions across body zones
- Take extra care of intimate grooming
- Bring hidden hormone-shift grooming needs into the spotlight
- Rebuild trimmer relevance for Gen Z
- Graph 15: trimmer usage among men, 2025-26
- Graph 16: trimmer usage among men by generation, 2026
- Move trimmers beyond maintenance and into self-expression
- Support men’s intimate grooming
- Hair removal as skin comfort-first body care
- Skin irritation is a consistent pain point
- Graph 17: issues or frustrations associated with select hair removal methods and products, 2026
- Skin protection is entering the routine
- Graph 18: select product usage for facial hair removal, 2025-26
- Graph 19: select product usage for body hair removal, 2025-26
- Perceived quality gaps might create pressure on disposable razor dominance
- Graph 20: selected tool usage on body hair removal among men, 2025-26
- Graph 21: association with with disposable razors compared to non-disposable razors, 2026
- Non-disposable razors can capture demand for better-quality, skin-conscious shaving
- Graph 22: non-disposable razor usage among men, 2025-26
- Graph 23: association with with non-disposable razors compared to disposable razors, 2026
- Future growth opportunity sits with tools that better protect the skin
- Single-blade shaving can get a skin-first reset
- Give depilatories a skin-comfort comeback
- Neck care could be a missed opportunity in male grooming
- Treat the neckline as men’s next skincare zone
- Move neck care from technique to routine
- Reframe dermaplaning as the next skin-styling tool for Gen Z men
- Make skin health the next shave-aid upgrade
- Graph 24: select purchase factor when choosing premium or lower-priced/value shaving aid products, 2026
- Reclaim underarm skincare beyond deodorant
- Drive trade-up through tech-powered efficacy
- Price matters, but performance can close the gap
- Graph 25: purchase factor of premium or lower-priced/value razors (eg disposable, refillable, electric or trimmers), 2026
- Adoption of electric razors is growing
- Graph 26: electric razor usage, 2025-26
- Electric devices offer solutions to the shortcomings of traditional methods
- Graph 27: issues or frustrations associated with select hair removal methods and products, 2026
- Technology enables premiumization, but simplicity justifies it
- Capture growing IPL demand across diverse skin tones and hair types
- Graph 28: interests in at-home hair removal devices inspired by professional or clinic treatments among female by race or ethicity, 2026
- Pair technology with visible results for all skin tones
- Deliver added value with multi-benefit IPL devices
- Link long lasting results to body skin longevity
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PRODUCT, INNOVATION AND MARKETING
- Private labels see modest gain in share as value-driven positioning rises
- Graph 29: % of shaving and depilatories launches, by brand type, 2022-25
- Graph 30: % of shaving and depilatories launches with economy claims, 2022-25
- Justify the price-to-performance equation
- Help consumers visualize savings beyond the shelf price
- Skin-type-led shaving remains underexplored beyond sensitivity
- Graph 31: % of shaving and depilatories launches with selected claims, 2022-25
- Tailor shaving to different skin needs
- Rethink razor design to enhance skin comfort
- Drive differentiation through texture
- Graph 32: % of shaving preparation launches with top five formats and textures, 2022-25
- Turn shaving into a more sensorial skincare ritual
- Lean into the rise of playful beauty
- MANSCAPED launched ‘Razor Island’ on Fortnite
- Extend grooming into lifestyle moments
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APPENDIX
- Market definition
- The market
- Forecast methodology
- Forecast methodology (continued)
- Forecast methodology – fan chart
- Market forecast and prediction intervals
- The consumer
- Tool usage for facial hair removal among women
- Graph 33: product usage for facial hair removal among women, 2025-26
- Tool usage for body hair removal among women
- Graph 34: product usage for body hair removal among women, 2025-26
- Tool usage for facial hair removal among men
- Graph 35: product usage for facial hair removal among men, 2025-26
- Tool usage for body hair removal among men
- Graph 36: product usage for body hair removal among men, 2025-26
- Gen Z men maintain higher body grooming frequency
- Graph 37: body hair removal frequency by generation groups, 2026
- Gen Z men grooming routine
- Graph 38: body hair removal frequency among Gen Z men, 2025-26
- Graph 39: facial hair removal frequency among Gen Z men, 2025-26
- Consumer research questions
- Consumer research methodology – US
- Repertoire analysis methodology
- US generation groups
- Abbreviations
Shaving and hair removal remains a highly penetrated category, making it relatively resilient during periods of economic uncertainty. While affordability remains critical, performance is an equally important lever in purchase decisions.
Meanwhile, grooming is shifting from routine hair removal toward more personalized, choice-led self-expression. Consumers are becoming more selective about where and how they groom, with 37% interested in tools designed for specific body areas.
Brands can unlock growth through targeted, zone-specific tools, formats and guidance that support greater control and flexibility.
Skin irritation remains a persistent pain point across established hair removal methods. Growing interest in skincare-forward shaving products and coordinated shave systems signals demand for solutions that deliver comfort, skin protection and long-term skin outcomes. Brands that connect grooming with overall skin wellness and self-care routines create stronger reasons to trade up.
This Report Looks at the Following Areas:
- Economic pressures and shifting value expectations in shaving and hair removal
- Evolving shaving and hair removal routines among men and women across generations
- Changing grooming behaviors across facial and body hair removal areas
- The influence of social media and cultural trends on grooming habits
- Emerging opportunities in targeted solutions and personalized grooming needs
- The growing importance of skin comfort in grooming
- Technology-driven innovation and future trade-up opportunities
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
- Disposable and cartridge (non-disposable) razors – men’s and women’s
- Replacement blades and cartridges for cartridge (non-disposable) razors
- Shaving creams and gels
- Depilatory creams/lotions and waxing products designed for home use
Excluded from the market size, segment performance and brand sections of this Report are:
- Electric shavers and personal trimmers (only excluded from overall market size)
- Grooming scissors
- Aftershave, skin conditioners and other products for post-shaving use
- Professional/salon hair removal services
However, usage of electric razors, trimmers, skin treatment products and professional hair removal services are covered in the consumer sections of this Report.
Value figures throughout this Report are at retail selling prices (rsp) excluding sales tax unless otherwise stated
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