The global wet shave products market was valued at USD 24.2 billion in 2022 and is projected to expand at a CAGR of 5.3% from 2023 to 2030. The wet shaving industry is witnessing a steady growth owing to the growing demand for wet shaving products, such as razors, blades, and shaving creams. The increasing need for a close and smooth shave is driving the demand for wet shave products. The rising trend of facial hair styling among young men and the popularity of wet shaving among professional barbers are further augmenting the growth of the market.

The market is further driven by the rising demand for premium and value-added wet shave products. For instance, in April 2021, Gillette launched Gillette Heated Razor, a new product with advanced heating technology, claiming to provide a comfortable shave with a pleasant sensation. The heated razors are equipped with a heated bar that glides over the skin and warms it during the shave. Furthermore, the increasing demand for sustainable products is driving the demand for wet shave products.

In addition, technological advancements in the wet shave products are expected to fuel the market growth. For instance, in May 2021, Schick launched the Schick Hydro Silk TrimStyle, a razor that can be used as both a trimming razor and a wet/dry razor. The product provides a comfortable shave and trimming experience with a single stroke. The product is designed with a pivoting head and five ultra-glide blades and a hydrating serum on the razor head. Moreover, the product is waterproof and can be used in the shower.

Furthermore, growing availability of wet shave products through e-commerce platforms is expected to drive the market growth. For instance, in April 2021, Harry’s launched its products on Amazon, making its products available to millions of consumers. The brand is now offering its entire range of products, such as razors, blades, and shaving creams, on the e-commerce platform. The growing presence of wet shave products on the e-commerce platform is expected to drive the market growth in the coming years.

The shaving cream segment is projected to dominate the wet shave market during the forecast period. Shaving cream is a thick and creamy emulsion that is used to lubricate the skin and hair while shaving. The product helps to soften the hair follicles and reduces friction, thereby making shaving easier and less painful. Shaving cream also has a moisturizing effect on the skin, thus preventing skin irritation and razor burn. Increasing awareness among consumers regarding the importance of skin protection while shaving is driving the demand for shaving cream. Furthermore, rising personal grooming habits among the male population, especially in the developing countries, is propelling the growth of the segment.

The razors & blades segment is estimated to witness significant growth in the wet shave market during the forecast period. The rising demand for razors and blades is attributed to the growing trend of personal grooming and an increase in disposable income, especially in the middle-income group. Furthermore, the availability of a variety of razors & blades catering to different grooming needs is driving the growth of the segment. For instance, in 2019, Schick launched the Intuition F.A.B. Razor, which is specifically designed for women and offers a hassle-free shaving experience.

The supermarkets and hypermarkets segment is estimated to capture the major market share of over 39.2% in 2022. This growth is mainly driven by the rising consumer inclination towards supermarkets & hypermarkets as a primary source to purchase beauty and personal care products. According to a study by Market Research Future in 2021, men are more likely to buy brands after touch and feel the experience in supermarkets & hypermarkets as only 24% of men shop frequently on their mobile devices. These establishments also provide a reasonable selection of products and assist customers in making rapid purchasing decisions for the required wet shave product.

The online segment is anticipated to expand at the highest CAGR of 13.5% over the forecast period. E-commerce development in the personal care and wet shave industry has been rapid, with companies launching online websites and shopping apps to increase their brand visibility among consumers. For instance, in October 2022, Gillette launched its new website, GilletteOnDemand.com, dedicated to men’s wet shave products. The website will offer the latest products and technologies from Gillette, along with expert advice and opinions on choosing the best product. In addition, it will also provide exclusive offers and discounts for online shoppers.

The manual wet shave segment accounted for the largest revenue share of 70.2% in the year 2022. The increasing number of barbershops, the rise in disposable incomes, and the growing trend of grooming are driving the manual wet shave market. Furthermore, the advent of new technologies such as the safety razor, which helps in providing a close shave with less skin irritation, is expected to boost the manual wet shave market.

The electric wet shave segment is projected to expand at the highest CAGR of 6.1% over the forecast period. The increasing number of beauty salons and spas, the growing trend of male grooming, and the growing consciousness about hygiene are driving the growth of the electric wet shave segment. Moreover, the increasing demand for technologically advanced products such as electric razors, which provide a close, smooth shave with less skin irritation, is expected to drive the electric wet shave segment.

Europe held the largest market share in the wet shave products market in 2021 and is expected to maintain its dominance in the forecast period. This is majorly attributed to the increasing awareness regarding wet shaving among consumers in the region. Additionally, the presence of a number of prominent players, such as BIC, Gillette, and Schick, providing a range of wet shaving products in the region, is expected to drive the growth of the market. For instance, in October 2021, BIC launched a range of wet and dry razors in the UK.

Asia Pacific is expected to witness the fastest growth in the forecast period. The increasing demand for wet razors and accessories, such as blades, blades, and shaving creams, soaps, and gels, is expected to drive the growth of the market in the region. Additionally, the growing male grooming industry in the region is expected to fuel the growth of the market. For instance, in April 2022, Manly Soap Co. launched a range of wet shave products in India.

In this part of the wet shave products business plan, we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your wet shave products business. Usually, these projections are drafted for a 5-year period.

Revenue Assumptions

The main source of revenues for a wet shave products business comes from sales of wet shave products, such as shaving creams, aftershaves, razors, and blades. Other possible sources of profit include advertising and sponsorship, as well as partnerships with other businesses within the same industry.

Projecting Expenses

In this section, all the regular expenses related to keeping the wet shave products business running will be described. The list of operating expenses includes wages, advertising and marketing, packaging and shipping costs, utilities, insurance policies, and other miscellaneous expenses.

Some of the key companies operating in the wet shave products market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:

– In May 2022, Gillette launched the Fusion ProShield razor with five blades to provide a smoother and closer shaving experience.

– In October 2020, Harry’s Inc. launched a new line of men’s shaving products, including shaving cream, razors, and blades.

– In April 2022, Schick launched the Hydro 5 Sensitive razor with five blades to provide a closer shave and reduce irritation.

Some of the prominent players in the wet shave products market include:

– Gillette
– Schick
– Harry’s Inc.
– Personna
– BIC
– Edgewell Personal Care
– Razor MD
– The Art of Shaving
– Dorco USA
– Rockwell Razors

This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global wet shave products market based on product, distribution channel, type, and region:

1. Product Outlook (Revenue, USD Million, 2017 – 2030)

– Shave Creams
– Shave Gels
– Shave Soaps
– Aftershave Balms
– Aftershave Lotions
– Others

2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)

– Supermarkets & Hypermarkets
– Online
– Drug Stores
– Specialty Stores
– Others

3. Type Outlook (Revenue, USD Million, 2017 – 2030)

– Mass
– Premium

4. Regional Outlook (Revenue, USD Million, 2017 – 2030)

– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa

[Q]: What is the Potential of Product Innovation in Wet Shave Products?
[A]: Product innovation is key in wet shave products, as consumers are looking for products that are easy to use, offer convenience, and can provide a close, clean shave. Product manufacturers are continually introducing new features and functionalities to cater to consumer demands and needs. This includes items such as new blades that offer a closer shave and more comfort, as well as products that are designed for sensitive skin.

[Q]: Who are the Key Players in the Wet Shave Products Market?
[A]: Key players in the wet shave products market include Edgewell Personal Care Co, The Estée Lauder Companies Inc., The Kroger Co, Coty, Inc., L’Oréal S.A., Johnson & Johnson Consumer Inc., and Koninklijke Philips N.V.

[Q]: What are the factors driving the wet shave products market?
[A]: Key factors driving the wet shave products market are increasing male grooming awareness, rising disposable income, and the growing trend of convenience and hygiene. Additionally, the emergence of e-commerce platforms has enabled product manufacturers to reach a larger consumer base.

[Q]: Which Region Offers the Largest Opportunity for Sales of Wet Shave Products?
[A]: North America is expected to be the largest and most lucrative region for wet shave products sales, with an absolute dollar opportunity of $2.3 B (USD) over the forecast period.

[Q]: What are the Challenges Faced by the Wet Shave Products Market?
[A]: A few of the key challenges faced by the wet shave products market include the availability of cheaper alternatives such as electric razors and the lack of product differentiation. Additionally, the increasing preference for dry shave products is expected to have a negative impact on the market.