US Shaving and Hair Removal Products Market Report 2025
2025-08-29T00:02:24+00:00
REP9E0F8B96_077E_4981_AFE5_AD3D9DFA87C4
3695
186154
[{"name":"Shaving and Hair Removal","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/shaving-hair-removal"},{"name":"Market Intelligence Reports","url":"https:\/\/store.mintel.com\/report-type\/market-intelligence-reports"},{"name":"US","url":"https:\/\/store.mintel.com\/markets\/us-market-research"}]
Report
en_GB
The shaving and hair removal market, currently valued at $3.7 billion, has experienced a 1.6% year-over-year decline as the consumers remain largely driven by functionality and convenience. Such motivations keep…
US
Shaving and Hair Removal
simple
US Shaving and Hair Removal Products Market Report 2025
"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
Collapse All
EXECUTIVE SUMMARY
What you need to know
Market size & forecast
Market predictions
Key recommendations
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
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
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
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
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
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
Instant delivery when paying by credit card, invoice orders may take longer
Save up to 20% when you purchase multiple reports
Save 10% when you purchase two reports together.
Save 15% when you purchase three reports together.
Save 20% when your purchase four or more together.
Discount automatically applied at checkout
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.