Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US sales and fan chart forecast of shaving and hair removal products market, at current prices, 2015-25
- Opportunities and challenges
- Offer at-home products that serve as a complement for professional services
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- Figure 2: Usage of select professional hair removal services, January 2020 and January 2021
- Renovate the hair removal experience
- Communicate a stronger beauty positioning to reach women
- Offer a higher level of personalization
- Utilize social media and partner with influencers that align with brand values
- Increase loyalty by expanding product offerings
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- Figure 3: Select shopping behaviors, January 2021
The Market – Key Takeaways
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- Shaving and hair removal market takes a short-term hit due to COVID-19
- Nearly all segments see declining sales; electric razors are having a moment
- People are taking an even more relaxed approach to hair removal routines
Market Size and Forecast
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- Shaving and hair removal market takes a short-term hit due to COVID-19
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- Figure 4: Total US sales and fan chart forecast of shaving and hair removal products market, at current prices, 2015-25
- Figure 5: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2015-25
- Impact of COVID-19 on shaving and hair removal
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- Figure 6: Short-, medium- and long-term impact of COVID-19 on shaving and hair removal, May 2021
Segment Performance
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- Nearly all segments see declining sales, particularly disposables
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- Figure 7: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2015-25
- Electric razors and trimmers are having a moment
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- Figure 8: Estimated multi-outlet sales of electric razors, 2015-2020 (est)
Market Factors
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- People are taking an even more relaxed approach to hair removal routines
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- Figure 9: Usage frequency, January 2020 and January 2021
Companies and Brands – Key Takeaways
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- Smaller players continue to steal market share from leading companies
- Expand offerings and elevate experiences; destigmatize “pubic”; focus on values
- Identify alternative benefits; be an asset to eyebrows; utilize social media
Market Share
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- Smaller players continue to steal market share from leading companies
- Sales of shaving and hair removal products by company
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- Figure 10: Multi-outlet sales of shaving and hair removal, by leading companies, rolling 52 weeks 2020 and 2021
Competitive Strategies
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- Expand product offerings to boost engagement
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- Figure 11: Instagram posts from Harry’s, March 2020 and February 2021
- Figure 12: Instagram posts from Billie, July 2020
- Cater to both bearded and clean-shaven men
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- Figure 13: Instagram posts from Gillette and Cremo, June 2020, May 2020 and July 2020
- Elevate the hair removal experience
- Who says hair removal routines can’t be fun?
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- Figure 14: Waksé’s Hard Wax Pops, January 2021
- Figure 15: Van Der Hagen’s Cooling Shave Gel and Self Heating Shave Cream, April 2021 and March 2021
- Bring self-care themes into shaving and hair removal routines
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- Figure 16: Instagram post from Marram Co, July 2018
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- Figure 17: Instagram posts from Skintimate, April 2020 and March 2021
- Gillette Venus aims to empower and destigmatize pubic hair removal
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- Figure 18: Instagram post from Gillette Venus, March 2021
- Be the brand people are proud to buy from
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- Figure 19: Instagram post about Schick Xtreme’s shave the day game, August 2020
Market Opportunities
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- Identify alternative benefits of body hair removal
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- Figure 20: Motivations for body hair removal, January 2021
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- Figure 21: Blog post from Dollar Shave Club
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- Figure 22: Instagram posts about Gillette’s Venus Radiant Skin razor, March and April 2021
- Design products for men’s body hair needs
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- Figure 23: Body hair removal with at-home products, by select areas, by age and gender, January 2021
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- Figure 24: Instagram post from James Haskell, September 2019
- Figure 25: select reasons for body hair removal, by age and gender, January 2021
- Be an asset for eyebrow maintenance
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- Figure 26: Instagram posts from Tweezerman, April 2020 and February 2021
- Utilize social media and find influencers that align with brand values
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- Figure 27: Instagram post from Dove, May 2021
- TikTok is a must for brands trying to reach Gen Z
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- Figure 28: Instagram posts from Flamingo, April 2021
The Consumer – Key Takeaways
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- Growth of professional services suggests challenges for at-home market
- Relaxed grooming routines drive down razor usage
- Innovation is needed in the shaving and hair removal product space
- Shift communication strategies to look beyond the functional nature of hair removal
- Increase loyalty by expanding product offerings
- Interest in innovation outweighs trial; offer a higher level of personalization
At-Home Hair Removal vs Professional Hair Removal Services
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- At-home hair removal dominates but relaxed approach is driving sluggish sales
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- Figure 29: Hair removal area, by location, January 2021
- More inclusivity is needed in the hair removal space
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- Figure 30: Professional hair removal – select areas, by race and Hispanic origin, January 2021
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- Figure 31: Instagram posts about Harry’s and Flamingo’s plan to be more inclusive
- Capitalize on the uptick of people taking a DIY approach
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- Figure 32: Usage of professional waxing and beard/facial hair grooming services, January 2020 and January 2021
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- Figure 33: Instagram post from Waksē, May 2020
- Figure 34: Instagram posts from Parissa, March 2021 and April 2021
- Increased usage of premium services presents challenges and opportunities
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- Figure 35: Usage of select professional hair removal services, January 2020 and January 2021
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- Figure 36: Instagram post about Kenzzzi’s laser hair removal product
- Figure 37: Gone Girl Soothing Gel
- Some adults aged 18-44 are willing to invest in pricey hair removal services
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- Figure 38: Types of professional hair removal services, by age, January 2021
Usage of Razors
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- Relaxed grooming routines drive down razor usage
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- Figure 39: Usage of razors, any razor (net), January 2020 and January 2021
- Expand product options to better reach men; address “pink tax”
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- Figure 40: Multi-outlet sales of King C Gillette non-disposable razors, rolling 52 weeks 2021
- Figure 41: Usage of razors, by gender, January 2021
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- Figure 42: Instagram posts from Billie and Flamingo, December 2017 and April 2019
- Capture young adults’ attention with sustainable yet affordable razors
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- Figure 43: Schick Xtreme3 Eco-Glide razor, March and April 2021
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- Figure 44: Usage of select razors, by age, January 2021
- Offer razors designed for Black adults’ specific grooming needs
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- Figure 45: Usage of razors, by race and Hispanic origin, January 2021
Usage of Shaving and Hair Removal Products
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- Innovation is needed in shaving and hair removal product space
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- Figure 46: Usage of shaving and hair removal products, January 2020 and January 2021
- Incorporate ingredients making inroads in skincare
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- Figure 47: Olay bodycare products
- Figure 48: Instagram post about Neutrogena’s HydroBoost shampoo, March 2021
- Tap into self-care themes to boost women’s usage of shaving products
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- Figure 49: Instagram posts about Skintimate’s Good Vibes campaign, May 2021
- Figure 50: Usage of select shaving and hair removal products, by gender, January 2021
- Adults aged 18-44 use more than just the essentials
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- Figure 51: Usage of select shaving and hair removal products, by age, January 2021
Attitudes and Behaviors toward Shaving and Hair Removal
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- Shift communication strategies to look beyond functional nature of hair removal
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- Figure 52: Attitudes and behaviors toward shaving and hair removal, January 2021
- Be more than just a shaving and hair removal solution
- Leverage a stronger beauty positioning to reach women
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- Figure 53: Select attitudes and behaviors toward shaving and hair removal, by gender, January 2021
- Build connections through authentic content
- Capture attention with multisensory products
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- Figure 54: Instagram post from Waksé, January 2021
- Figure 55: Select attitudes and behaviors toward shaving and hair removal, by age, January 2021
Shopping Behaviors
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- Increase loyalty by expanding product offerings
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- Figure 56: Shopping behaviors, January 2021
- The value gap between private label and name brands continues to close
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- Figure 57: Store brand products work just as well as name brand products, January 2021
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- Figure 58: Flamingo Desert Rose & Silver Razor Kit and CVS Pharmacy Beauty 360 Blissfully Smooth Razor
- Take notes from DTC brands on building loyalty
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- Figure 59: Select shopping behaviors, January 2021
- Eco-ethical is top-of-mind for young adults, but affordability is still key
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- Figure 60: Select shopping behaviors, by age, January 2021
Interest in Product Innovations
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- Interest in innovation outweighs trial
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- Figure 61: Interest in select product innovations, January 2021
- Offer a higher level of personalization
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- Figure 62: Interest in products designed for specific skin and hair types, January 2021
- Cater to both women who remove body hair and those who embrace it
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- Figure 63: Interest in select product innovations, any interest (net), by gender, January 2021
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- Figure 64: Instagram post about Flamingo’s Bush 2020 campaign
- Balance eco-friendly with convenience
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- Figure 65: Interest in select product innovations, any interest (net), by age, January 2021
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- Figure 66: Instagram post from Planet KIND from Gillette, April 2021
- Figure 67: Kai Group’s Paper Razor
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 68: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2015-25
- Figure 69: Average household spending on shaving and hair removal products, 2015-20
- Figure 70: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2018 and 2020
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- Figure 71: Total US retail sales and forecast of refill cartridges, at current prices, 2015-25
- Figure 72: Total US retail sales and forecast of disposable razors, at current prices, 2015-25
- Figure 73: Total US retail sales and forecast of non-disposable razors, at current prices, 2015-25
- Figure 74: Total US retail sales and forecast of shaving cream, at current prices, 2015-25
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- Figure 75: Total US retail sales and forecast of depilatories, at current prices, 2015-25
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Appendix – Retail Channels
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- Figure 76: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2015-20
- Figure 77: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2018 and 2020
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Appendix – Key Players
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- Figure 78: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 79: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2020 and 2021
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- Figure 80: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 81: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2020 and 2021
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- Figure 82: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 83: Multi-outlet sales of electric razors, by leading companies and brands, rolling 52 weeks 2020 and 2021
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