U.S. Razor Market Size & Share Analysis - Trends, Drivers, Competitive Landscape, and Forecasts (2025 - 2030)

U.S. Razor Market Size

U.S. Razor Market Trends & Growth Drivers

Razor Subscriptions Are Trending in U.S.

• The increasing inclination toward the subscription-based model by companies is a key trend observed in the razor market.
• Companies are increasingly offering the subscription model to attract more customers, as this model consists of subscriptions of razor blades or razors that are delivered to consumers on monthly basis.
• Many companies, such as Dollar Shave Club and The Procter & Gamble Company, are majorly involved in launching subscription models.
• For instance, as part of its on-demand service in the U.S., Gillette delivers razors at consumers’ doorsteps.
• Through this service, subscribers get refill blades delivered to their homes just by texting ‘Blades’ to a special number.
•  In addition, to further enhance its subscription-based business, the company has acquired Billie Inc., which offers female grooming products through the subscription model.

Rising Focus on Personal Grooming Is Driving the Market

• The increasing focus on personal grooming is a key factor driving the market for razors in the U.S.
• Nowadays, men and women are becoming more aware of grooming and are paying more attention to their looks, with more focus on haircare.
• With the surging focus of men on personal grooming, more male consumers are preferring male-focused salons or spas to get better advice from professionals for their shaves and haircut.
• According to research by The Procter & Gamble Company, shaving accounts for the largest category of the men’s grooming segment.
• The interest in shaving and male grooming would continue to rise in the coming years, which is predominantly driven by the younger populace.
• Moreover, with the significant influence of the beauty industry, removing hair is an inherent part of personal grooming among women.
• They are on board with keeping their underarms and legs smooth.
• Thus, the rising interest of the male and female population to improve their physical allure is driving the demand for personal grooming products, including razors.

Growing Preference for Beards Could Hamper Market Growth

• Beards have become one of the most-popular trends among men with their ability to completely change the look and aesthetic.
• In a study, researchers found that a beard is more common in cities of the country with larger populations and is more popular, especially among young men in their early thirties.
• The renewed fashion of growing beards is changing the shaving frequency among men.
• Earlier men used to shave on a regular basis, but now the shaving frequency has reduced, and instead of shaving daily, they grow beards for a week or more than that.
• According to a survey, around 33% of men in the U.S. have facial hair, and 79.6% of men who can grow a beard said they consider themselves attractive.
• It typically takes 2–6 months to achieve full beard growth over time.
• Also, women who are into casual flings prefer men with a light stubble beard.
• Furthermore, shaving manually with razor blades is a ritual that demands time, patience, and care.
• It involves three main stages and requires the use of supplementary products (e.g., pre-shave lotion, shaving cream, or foam).
• A part of the market of manual razors and blades has been captured years ago by electric shavers for the greater simplicity of shaving with them and also for being safer, which also has increased the trend of growing beards.

U.S. Razor Market Analysis

Analysis by Type

The cartridge razors category holds the largest market share, of 40%, in 2024. The major factors behind the popularity of cartridge razors in the country are their convenience and faster operation, and they also provide faster shave and are easy to replace and less prone to cuts. Effective marketing is another major reason behind the fast growth in demand for these razors, since a major chunk of the population in the U.S. is convinced of using multi-blade cartridge razors as compared to conventional single blade razors, as per latest studies.

Electric razors are expected to register the highest CAGR, of 6.2%, during the forecast period. Due to significant advantages over other categories, including longevity and lower overall usage costs coupled with the growing beard trend, the U.S. populace is increasingly preferring electric razors. For instance, as of 2019, 80.22 million U.S. consumers used electric and battery shavers, and this number was further expected to increase to nearly 85.6 million by 2023.

The following types have been analyzed:

• Disposable
• Electric (Fastest-Growing Category)
• Cartridge (Largest Category)
• Safety
• Straight

Analysis by Segment

The mass category accounts for the largest revenue share, of 50%, in the U.S. razor market in 2024. The category mainly comprises disposable, straight, and safety razors, mostly made from inexpensive materials such as injection-molded polycarbonate. Also, a majority part of the category is constituted by single blade razors, making this a default choice for people with irritated skin, acne, or dryness.

The premium category is expected to witness the fastest growth, with a CAGR of 2.5%, during the forecast period. The increasing per capita income and surging trend to live a luxury lifestyle are the key factors supporting the growth of the market in this category.

We have studied the following segments:

• Mass (Largest Category)
• Standard
• Premium (Fastest-Growing Category)

Analysis by Distribution Channel

The hypermarkets/supermarkets category dominates the market with revenue of USD 1.1 billion in 2024. U.S. consumers still overwhelmingly prefer to do their shopping in supermarkets, despite an abundance of new options for buying groceries online. For instance, supermarkets are the most favored distribution channel in the U.S., with about 40% of the population visiting at least once a week, and over 20% shopping several times a week, as of the present scenario. As per a study, it has been found that most U.S. consumers (84%) like to inspect before purchasing and picking out their own products.

The highest CAGR, of 2.5%, is expected in the online category during the forecast period. Online distribution channel has increasingly become popular among consumers as well as sellers. Consumers order products online and get them delivered at their convenience. These channels also offer lots of discounts, the freedom to compare products by different brands, and pay electronically or on delivery. Additionally, several companies also sell through their social media channels, which are one of the best pathways to reach customers in today’s times.

The report offers insights on the following distribution channels:

• Supermarkets/Hypermarkets (Largest Category)
• Convenience Stores
• Department Stores
• Online (Fastest-Growing Category)
• Others

Analysis by Blade Type

The stainless steel category holds the larger market share, of 95% in 2024. Stainless-steel blades, although relatively expensive, offer numerous advantages over carbon-steel blades such as a higher aversion to rust and lasting longer. Stainless-steel blades stay sharp for a longer time, i.e., one blade would last many shaving sessions, which further decreases shaving expenses.

The segment is bifurcated as below:

• Carbon Steel (Faster-Growing Category)
• Stainless Steel (Larger Category)

Analysis by Consumer

The men category accounts for the larger market share, of 85%, in 2024. This is attributed to the dominance of the male population coupled with higher razor needs by the male population for beard grooming.

Women are expected to be the faster-growing category during the forecast period, with 2% CAGR. This is attributed to the increasing awareness of beauty and personal grooming among this gender, which involves removing unwanted hair from the arms, legs, underarms, and genital area. Additionally, the influence of social media, fashion magazines, and TV, as well as the increasing participation of women in the workforce drive the market in this category. Further, many personal care and consumer goods companies market razors especially made for women, featuring better ergonomics and the ability to move and curve around their natural body edges, with a promise of less itching and redness.

Analysis of the following consumers has been provided:

• Men (Larger Category)
• Women (Faster-Growing Category)

U.S. Razor Market Share

• The U.S. razor market is fragmented due to the presence of a huge number of global, regional, and local players.
• Because producing these goods does not demand much R&D expertise and manufacturing expenses, even small companies are able to produce them in bulk.
• Additionally, razors are not subject to safety and quality regulations, allowing even unorganized companies to flourish.
• Further, the expansion of internet connectivity and e-commerce channels have made it easy for under-funded consumer goods companies to reach customers.

U.S. Razor Market News

• In July 2024, Edgewell Personal Care Company announced a new image and promotional campaign, The Blade Masters since 1772, for its brand Wilkinson Sword.
• In June 2024, The Procter & Gamble Company hosted Derrick White, Payton Pritchard, and Al Horford of the Boston Celtics at its World Shaving Headquarters.
• In May 2024, BIC Soleil Escape launched the 5 Senses Shave Kit for women, co-developed with Love Wellness founder, TV personality, and personal care advocate Lo Bosworth. It is priced at USD 59, while stock lasts.
• In November 2023, Dorco Co. Ltd. launched a new men’s trimmer for mustaches, sideburns, beards, and other hard-to-reach spots. The trimmer is attached to the top of razors of all its marquee products, including DORCO PACE 6 PRO, DORCO PACE 5 PRO, DORCO PACE 6 PRO 3D Motion, and DORCO PACE 4 PRO.