This research report on the women’s razor market offers covers market sizing and forecast, market share, industry trends, growth drivers, and vendor analysis. The market study includes insights on segmentation by products (cartridge razors, disposable razors, safety razors, and straight razors), channels (offline and online), usage (facial and body), blades (carbon steel and stainless steel), and geography (North America, Latin America, Europe, APAC, and MEA).
Vendors are implementing sustainability practices to drive sales and motivate consumers to go green
The concept of gender-neutral products is emerging as one of the major drivers in the women’s razor market. Vendors are increasingly marketing products with simplistic, bold, or minimal designs. Vendors have desexualized the gender narrative by losing the clichés and choosing colors of mint, taro, and pomelo for a wide gender-neutral outlook. Further, the portability of women razors is an emerging trend in the market. As women spend more time out of home, whether on the job, while vacationing, or simply road-tripping, there is a demand for razors that portable and easy to use and carry.
Sphynx launched the world's first all-in-one portable razor, which features a refillable water spray bottle, two razor cartridges, and lather bar with essential oil.
Further, as more consumers are beginning to choose brands with a green vein and philanthropic endeavors, marketing initiatives and brand habits are expected to shift toward eco-friendly products. Vendors are following sustainability practices to drive sales and motivating consumers to go green, which is likely to fuel the women’s razor market in the coming years. Preserve, a company, introduced environment-friendly triple razor system handles for razors that are 100% recycled from no.5 (polypropylene plastics) obtained from former yogurt cups. The women’s razor market is expected to grow at a CAGR of around 4% during 2018–2024.
This market research report includes detailed market segmentation by product, channel, usage, blade, and geography.
Women’s Razor Market: Product
Increase in updates in cartridge razors is expected to influence the segment in the coming years
Cartridge razors are cost-effective, convenient, and user-friendly products for shaving in developing countries. Increased updates, which include the use of gel strips and the growing number of blades in cartridge razors, are boosting the market share. Further, cartridge razors are fitted with protective barriers, and swiveling heads that allow consumers to shave at any angle. Changing shopping behaviors and the increased competition from other hair removal agents is expected to influence the segment in the coming years. The rise of aromatherapy in the shaving industry market is expected to affect the market share of the segment in the future.
The disposable segment is expected to grow at a CAGR of 3.48% during the forecast period. Convenience and cost-effectiveness of disposable razors have increased their share in the women razor industry. However, the spurt in the middle-class population has driven the demand for low-priced products in developing countries, including disposable razors. The safety razor segment is expected to witness the fastest CAGR during the forecast period. The uptake of safety razors has been growing due to their high durability and the image of being “green.”
Women’s Razor Market: Channel
The online segment is benefitting from cutting out marketing expenses on traditional mediums and inefficiencies of the retail space
Offline channels serve as a perfect platform for product enlightenment. The offline distribution channel segment has the largest share in the women’s razor market and is dominated by large global shaving companies. Vendors rely on the lock-in retention strategy to spur sales of blades. Further, the women’s razor marker is witnessing growing partnerships among retailers that are looking to leverage the foot traffic in the digital era and are ready to put brands that are popular within certain subcultures on a pedestal.
The online segment is expected to observe promising growth during the forecast period. Online channels have gained momentum due to the growth in the millennial population that prefers to shop and purchase merchandise online. The segment is benefitting from cutting out marketing expenses on traditional mediums and inefficiencies of the retail space.
Women’s Razor Market: Usage
Vendors are coming up with women-centric razors that are sensitive, sustain the body’s moisture, and provide a burn-free shaving experience
The transformation of hair removal practice from an “optional beauty” activity to a “necessary hygiene” exercise has majorly contributed to the growth of the body razors segment. Vendors are creating women-centric razors that are sensitive, sustain the body’s moisture, and provide a burn-free shaving experience. The body razors segment captured the highest market share in 2018 and is expected to continue its dominance during the forecast period.
The increasing prevalence of polycystic ovary syndrome, which leads to excessive hair growth on the face, is contributing to the growth of facial razors. The popularity of dermaplaning, a face shaving procedure to remove facial hair and exfoliate the skin mechanically, is expected to increase the demand for facial razors. The facial razor segment is likely to witness steady growth during the forecast period. However, the segment is expected to decline in its revenue because of new trends such as colored cosmetics and contouring.
Women’s Razor Market: Blade
The demand for carbon steel razors is expected to come from low-income countries such as Indonesia and Vietnam
Vendors have largely diversified their blades offerings by adding coatings that reinforce the blade’s basis specific shave characteristics. They are continually upgrading their blade offerings and are launching eco-friendly razors and body hair products to capitalize on the growing movement to “re-right” rules regarding hair on the skin. Stainless steel razors and carbon steel razors are the two major types of blades. The stainless-steel razors segment dominated the market in 2018 and is likely to maintain its dominance over the market during the forecast period. However, vendors have not made any significant headways in improving stainless steel blade technology, thereby witnessing stagnated growth.
The carbon steel razors segment is expected to witness steady growth during the forecast period. Carbon steel razors are limited in usage; however, these razors offer a high level of comfort and quality. While a vast majority of vendors are involved in the manufacturing of stainless steel, innovative manufacturers such as Dovo still rely on carbon steel razors. Also, the demand for carbon steel razors is expected to come from low-income countries such as Indonesia and Vietnam.
Women’s Razor Market: Geography
North America has the largest market share in the women’s razor market as the practice of hair removal is a common exercise
Based upon geography, the women’s razor market can be segmented into North America, Europe, APAC, MEA, and Latin America. Shaving and grooming practices vary widely across the world. While in some region such as the Middle East, they are part of the culture’s rites of passage; they are purely aesthetic-guided routines in other countries. North America has the largest market share in the women’s razor market as the practice of hair removal is a common exercise. Shaving has heavily been preferred with almost two-thirds of the women going all clean in North America.
In Europe, the demand for women razors stands in contrast to North America. A majority of the European market do not “wet shave,” and a large proportion of the women population does not go hair-free on their legs and underarms. However, the practice of hair removal in Europe varies from country to country. Growing household disposable incomes have stimulated the Europe women's razor market.
APAC is witnessing increased spending on personal care and hygiene products. Driven by a highly active economy, the region is characterized by rising incomes and an expanding middle class. Refillable and disposable razors are likely to gain profits in the region. Korea and Australia are emerging as major profitable markets for razors. The South Korean economy is stalling. An aggravated trade war between China and the US has had negative repercussions for the export-driven country such as Korea.
Further, in Saudi Arabia, an increasing number of working women and a budding social life have driven the use of razors. Medical shops are emerging as the most significant revenue drivers for the women’s razor market in the MEA region. Razors strips with vitamin E, flower essences, and other plant-derived ingredients are expected to increase the market share in Colombia.
Key Profiled Countries
Key Vendor Analysis
The women’s razor market is heavily concentrated. Vendors are designing the razors that suit the movement through the contours of the woman’s body and make it easy to shave hard-to-reach places. The industry is ripe for disruption. There are not many motivating factors for improving the shaving experience because the product in its most basic form does its job well. However, coming up with new product lines, business models, or patented features has become an effective strategy to develop a competitive edge. Therefore, from on-demand services to environment-friendly products, a range of new companies are trying to change the face of the market.
Other prominent vendors are All Girls Shave Club, Angel Shave Club, Billie, Cavallix, Dorco, Edwin Jagger, Feather, FFS, grüum, Kai, Kaili, Oscar Razor, Oui Shave, Parker Safety Razor, Preserve, Pure Silk, ShaveMOB, Sphynx, and Super-Max.
Key Market Insights
The report provides the following insights into the women’s razor market for the forecast period 2019–2024.
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