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Market Overview

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The global women’s razor market had a value of USD 3.97 billion in 2022 and is projected to reach USD 5.28 billion by 2028, growing at a CAGR of 4.85% during the forecast period. This growth can be attributed to increasing concerns over body and facial hair, rising employment rates among women, and a growing focus on grooming and personal care.

Hair removal has long been a part of beauty and hygiene practices, serving both grooming purposes and preventing infections and unpleasant odors. Societies have traditionally swung between two extremes – removing all body hair to fit societal notions of femininity or rejecting grooming as a symbol of feminism. The issue of feminism has become a significant driver of growth in the hair removal industry. Razors have emerged as the most convenient, affordable, and accessible method for women to remove unwanted hair, contributing to the expansion of the global women’s razor market.

The influence of social media has fueled the trend of face shaving among women. Influencers, advertisements, and promotions encourage women to invest in personal care products. Facial razors are a cost-effective alternative to laser hair removal devices and epilators. Market players have also responded to the demand for eco-friendly options by introducing sustainable facial razors. Multi-purpose products that can be used for facial and eyebrow grooming have also gained popularity. Companies are investing in research and development to introduce innovative facial hair trimmers and razors. For example, BOMBAY SHAVING COMPANY offers a biodegradable face razor made from 80% wheat straw, reducing carbon emissions and waste.

Recent years have seen numerous innovations in the women’s razor market, including flexible razors, razors with exfoliating and moisturizing properties, and hybrid razors. These innovations focus on enhancing user safety, ease of use, and portability.

The demand for travel-friendly razors has been on the rise. Consumers seek razors that are compact, easy to carry, and store. Brands like Sirona and Carmesi have introduced pocket-sized travel razors that offer convenience and quick blade rinsing. These innovations and the overall improvements in razors have influenced women to choose shaving over other hair removal methods.

Facial shaving provides mechanical exfoliation, enhancing the brightness and cleanliness of the skin. While face waxing has been a popular choice, it is associated with higher costs, blisters, redness, and pain. Razors, on the other hand, offer a painless, cost-effective, and self-use option. This has contributed to the growing adoption of facial razors and, subsequently, the expansion of the women’s razor market.

Companies like Tweezerman offer precision folding razors for facial hair removal, equipped with built-in brushes for brow shaping. They also provide prep & plane facial razors that remove peach fuzz and gently exfoliate dull and dead skin. Eyebrow razors have recently emerged as a combination product alongside facial razors.

Razor subscriptions have gained popularity as they simplify women’s daily routines and eliminate the need to remember to repurchase razors. Subscription models are an emerging trend in the women’s razor market, offering more than just products. Shaving clubs provide resources to help women achieve a clean shave with less irritation. There are subscription options available for every budget, and even the most affordable razor subscription offers an upgrade from what local convenience stores offer.

Athena Club is a women’s razor subscription service that delivers high-quality razors to customers’ doorsteps. Their razors are designed for a comfortable shave, available in various colors and designs. Women can choose blades for sensitive skin, thick hair, or both, and Athena Club also offers a range of replacement blades and handle options to tailor the razors to individual needs.

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Market Segmentation

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The market is segmented based on various factors, including razor type, usage, blades, distribution channels, and geography.

Segmentation by Razor Type
Cartridge Razors
Disposable Razors
Safety Razors
Straight Razors

Segmentation by Usage
Body
Facial

Segmentation by Blades
Stainless Steel
Carbon Steel

Segmentation by Channels
Offline
Online

Segmentation by Geography
North America – US, Canada
Europe – Germany, France, UK, Italy, Spain, Russia
APAC – China, Japan, India, South Korea, Australia, Thailand, Malaysia
Latin America – Brazil, Mexico, Argentina, Columbia
Middle East & Africa – South Africa, Saudi Arabia, Turkey, UAE

The cartridge razors within the product segment accounted for the largest share (37.73%) of the global women’s razor market in 2022. The popularity of cartridge razors among women has been steadily increasing. These razors have undergone continuous upgrades over the years, including the addition of gel strips and an increasing number of blades. Cartridge razors are favored for their affordability, innovative design, and technology. They are also available through subscription services, such as Make My Shave, an Australian women’s razor subscription-based company.

In 2022, disposable razors accounted for a 34.68% revenue share of the women’s razor market. The convenience and cost-effectiveness of disposable razors have made them a significant business in the industry. Additionally, the growing middle-class population in developing countries has contributed to the demand for lower-priced consumer products, creating new opportunities for disposable razors. As travel becomes increasingly common in women’s schedules, frequent travelers are expected to drive the demand for disposable razors.

The online segment of the global women’s razor market is projected to experience faster growth, with a growth rate of 5.87% during the forecast period. This growth can be attributed to established players and start-ups adopting the direct-to-consumer (D2C) business model, offering their products on their websites and e-commerce platforms. Manufacturers are expanding their online distribution channels as customers shift from physical stores to online platforms for purchasing facial hair razors. Online channels provide vendors with the opportunity to expand their presence in regions with limited product availability due to the absence of companies and physical stores. These brands also offer subscription services that include monthly deliveries of refills directly to the customer’s doorstep.

In 2022, the body segment accounted for the largest revenue share (81.23%) of the global women’s razor market. The demand for body razors can be attributed to the increasing focus on personal grooming, both for enhancing appearance and practicing good hygiene. The desire for a hairless body has become a global norm, driving the high demand for body razors. Vendors are focused on developing a wide range of body razors enriched with features like aloe vera and vitamin E lubrication strips to keep the skin moisturized. They are also developing travel-friendly razors with ergonomic handles and 4-5 blades for precision shaving. Key market players in the body razor segment include BIC, Edgewell, Harry’s, P&G, and others. In recent years, vendors have introduced razors specially designed for bikini areas, considering its sensitivity.

Furthermore, the facial segment in the women’s razor market is expected to grow rapidly due to the increasing popularity of face shaving in several high-income countries. This trend is driven by the influence of celebrities and beauty bloggers who have adopted face shaving as part of their grooming routine.

Stainless steel razors dominate the global women’s razor market, holding the highest revenue share. This dominance is due to the ease of use and the fact that stainless steel blades rust less compared to carbon steel. The women’s stainless steel blade razor market was valued at USD 3.7 billion in 2022. Manufacturers have diversified their stainless-steel blades by adding coatings that enhance specific shave characteristics or cater to different skin types.

North America holds the largest share (33.42%) of the global women’s razor market. Hair removal practices are highly common in this region, with women rarely seen with hair on their legs and underarms. White women in North America groom themselves more compared to other ethnic or racial groups. Shaving is the preferred method of hair removal, with almost two-thirds of women completely removing their hair. Several leading women’s razor manufacturers, including Procter & Gamble, Edgewell, BIC, and Harry’s, are based in North America, along with numerous local players offering innovative razors in various categories.

The women’s razor market in Europe was valued at USD 921.76 million in 2022. The region’s growth is primarily driven by the increasing number of working women, rising household disposable incomes, and continuous product innovation in the regional market. Unlike in the United States, attitudes towards body hair removal in Europe vary from country to country, deeply rooted in cultural traditions, economic conditions, and different beauty perceptions.

The Asia-Pacific region is expected to witness the fastest growth (CAGR of 5.96%) in the global women’s razor market. This growth is driven by a highly active economy, rising incomes, and an expanding middle class. Refillable and disposable razors are likely to see significant profits in the region. Korea and Australia are emerging as major lucrative markets for razors in the Asia-Pacific region. Australia, in particular, has a mature women’s razor market, with regular shaving for legs and armpits being commonplace. Bikini razors are expected to have high demand in Australia, reflecting the growing trend of shaving in that area over the past several years.

In Saudi Arabia, the increasing number of working women and a burgeoning social life have led to an increased use of razors. Medical shops play a significant role in driving revenue in the women’s razor market in the Middle East and Africa (MEA) region. Furthermore, climate influences the frequency of shaving and the features sought in razors, which may seem unlikely. For example, women in Switzerland often complain of dry and sensitive skin, leading to a preference for razors with sensitive characteristics and moisturizing properties. Countries like Sheffield (England), Solingen (Germany), and Seki (Japan) are renowned for producing the best razors. China and India offer inexpensive options in the women’s razor market and are popular among the middle-class population.

Laser hair removal is becoming more widespread and economical, potentially impacting the demand for high-end razors. Additionally, as mass media in developing and underdeveloped countries expose consumers to the international world of beauty, the frequency of hair removal is increasing from a once-in-every-couple-of-days routine to a daily one. However, the women’s razor market faces competition from waxing, which is increasingly considered a good option for its longer duration of hair-free results and smoother skin with minimal or no irritation.

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Competitive Landscape

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The global women’s razor market is characterized by intense competition and fragmentation, with the presence of both established industry giants and emerging players boasting strong and innovative product portfolios. Established companies enjoy wide geographical coverage and possess robust portfolios. Procter & Gamble, Edgewell, BIC, Harry’s, BOMBAY SHAVING COMPANY, and Kai Corporation & Kai Industries stand out as the key players in the women’s razor market.

To expand their market presence, global players are prioritizing aspects such as quality, features, technology, and pricing. Expansion initiatives enable vendors to reinforce their global distribution networks, thereby allowing them to explore untapped opportunities. In addition, industry vendors offer a diverse range of women’s razors at competitive prices. Currently, companies operating in the women’s razor market are placing significant emphasis on the development of a comprehensive selection of body razors enriched with aloe vera and vitamin E lubrication strips, aimed at keeping the skin moisturized and ensuring convenience during travel.

Key companies profiled in this report include P&G, Edgewell, BIC, Harry’s, Alleyoop, All Girls Shave Club, BeBodywise, Bombay Shaving Company, Carmesi, Dorco, Edwin Jagger, Estrid, Feather, FFS Beauty, Grüum, Hanni, HAPPY LEGS CLUB, Jillrazor, Jungle Culture, Kai, Kitsch, LetsShave, Make My Shave, NUDDY, OSCAR RAZOR, Ouishave, Parker Safety Razor, Push, PRESERVE, Pure Silk, Redroom Technology, Shiseido Company, Sirona Hygiene Private Limited, Sterling Shave Club, ShaveMOB, Super-Max, THE WOMEN’S SHAVE CLUB, Tweezerman International, The Shave Union, Women’s India Personal Care.

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Recent Industry Developments

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In 2021, South Korean shaving care company DORCO introduced its inaugural women’s 3D motion razor. This innovative product showcases a wide tip and a micro-patterned surface, elevating the design to new heights. Furthermore, the 3D motion-rounded head, adorned in a metallic color, visually demonstrates the effortless gliding of the DORCO EVE 5 Motion along the body’s contours.

On May 18, 2021, P&G made its entry into the women’s razor market for pubic hair razors with the launch of New Venus.

BIC, a prominent player in the women’s razor market, unveiled its sustainable Soleil Click 5 handle in October 2021. Additionally, in July 2021, the company introduced Click 3 Soleil, a hybrid razor specifically designed for the European market aimed at women.

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Key Questions Answered

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What is the revenue generated by the women’s razor market?

The revenue generated by the global women’s razor market reached USD 3.97 billion in 2022.

What is the growth rate of the global women’s razor market?

The global women’s razor market is projected to experience a compound annual growth rate (CAGR) of over 4.85% from 2023 to 2028.

What are the emerging trends in the women’s razor market?

The emerging trends in the global women’s razor market include increased product innovations, the development of facial razors, and the influence of the genderless movement.

Who are the major players in the global women’s razor market?

The major players in the global women’s razor market are P&G, Edgewell, BIC, Harry’s, Bombay Shaving Company, and Kai.

Which region holds the largest market share in the global women’s razor market?

North America holds the largest market share in the global women’s razor market. The region’s dominance is attributed to factors such as a high number of consumers, the presence of leading market players, and the frequent introduction of innovative products, as the practice of hair removal is considered an essential aspect of body hygiene in the region.