The global grooming industry is undergoing a significant transformation as shaving routines evolve from basic hygiene tasks into sophisticated skin-care rituals. Western Market Research indicates that the market is shifting toward "skin-first" formulations, moving away from harsh chemicals toward soothing, nutrient-rich ingredients.
Global Shaving Lotions and Creams Market Overview
Western Market Research predicts that the Global Shaving Lotions and Creams Market was valued at USD 8.42 Billion in 2025 and is expected to reach USD 13.15 Billion by the year 2036, growing at a CAGR of 4.15% globally.
This research study involves the analysis of shifting consumer behavior, where the "at-home spa" experience is driving the demand for premium lathers, transparent gels, and post-shave balms. The report encompasses historical data and technological innovations in aerosol-free dispensing and eco-friendly packaging to forecast market management through 2036.
Impact of COVID-19 on the Shaving Lotions and Creams Market
The pandemic initially hindered the market as remote work and "lockdown beards" reduced the frequency of shaving. In 2020, sales for mass-market shaving foams dipped significantly. However, the market saw a counter-surge in the premium and therapeutic segment. Consumers began investing in higher-quality creams and aftershave lotions as part of a broader "self-care" trend. Post-pandemic, the market has stabilized with a permanent shift toward e-commerce and subscription-based grooming kits.
Global Shaving Lotions and Creams Market Segmentation
By Product Type:
-
Pre-Shave: Oils, Creams, and Gels designed to soften follicles.
-
Shaving Creams/Foams/Gels: The core segment providing lubrication and protection.
-
Aftershave Balms & Lotions: Focused on skin recovery, hydration, and antiseptic properties.
-
Shaving Soaps: Traditional pucks experiencing a resurgence in the "classic wet shaving" niche.
By Category:
-
Mass Market: High-volume, affordable aerosol foams and gels.
-
Premium/Luxury: High-end botanical creams and artisan aftershaves.
-
Organic/Natural: Paraben-free, sulfate-free, and vegan-certified formulations.
By Distribution Channel:
-
Offline: Supermarkets, Pharmacies, and Professional Barbershops.
-
Online: Direct-to-Consumer (DTC) brands, Subscription services, and E-retailers.
By Application:
-
For Male: Focused on facial grooming and sensitive neck areas.
-
For Female: Focused on leg, underarm, and bikini line care with high moisturizing content.
Top Key Players
The market features global conglomerates and fast-growing artisan disruptors:
-
Global Leaders: Procter & Gamble (Gillette, The Art of Shaving), Beiersdorf (Nivea Men), Unilever (Dove Men+Care, Dollar Shave Club), L'Oreal (Men Expert), Colgate-Palmolive (Palmolive).
-
Grooming Specialists: Edgewell Personal Care (Schick, Edge, Skintimate), Energizer Holdings, Harry’s Inc., Cremo Company.
-
Heritage & Luxury Brands: Taylor of Old Bond Street, Proraso (Ludovico Martelli), Acqua di Parma, Castle Forbes, Truefitt & Hill.
-
Regional & Niche Players: Godrej Consumer Products, Super-Max, Perio (Barbasol), AHAVA Dead Sea Laboratories, Bold for Men, Pacific Shaving Co.
Regional Analysis
-
North America: The largest market by value. Driven by the "subscription box" economy and a high demand for multi-functional products (e.g., aftershave with SPF).
-
Europe: The hub for traditional "Wet Shaving" and luxury creams. Germany, UK, and Italy show high preference for heritage brands and sustainable, glass-packaged lotions.
-
Asia-Pacific: The fastest-growing region. Rapid urbanization and the rise of the "metrosexual" consumer in China and India are fueling a massive surge in male grooming.
-
South America: Brazil is a key growth market, with high consumer spending on personal hygiene and fragrance-heavy shaving products.
Porter’s Five Forces Analysis
-
Bargaining Power of Suppliers (Low): Raw materials like glycerin, alcohol, and fragrances are widely available from numerous chemical suppliers.
-
Bargaining Power of Buyers (High): Low switching costs and a vast array of brands in the digital space allow buyers to be highly selective.
-
Threat of New Entrants (Moderate): Low for mass-market (due to distribution barriers), but high for niche DTC brands utilizing social media marketing.
-
Threat of Substitutes (Moderate): Competition from electric shavers and the "beard trend," which reduces the total volume of shaving products needed.
-
Competitive Rivalry (Very High): Intense price wars between Gillette and Edgewell, alongside disruption from low-cost subscription models.
SWOT Analysis
-
Strengths: High daily usage; strong brand loyalty in the aftershave segment; recession-resilient nature.
-
Weaknesses: Dependency on fashion trends (e.g., the prevalence of beards); environmental impact of aerosol cans.
-
Opportunities: Expansion of the Female Shaving segment; growth in CBD-infused soothing aftershaves.
-
Threats: Rising popularity of laser hair removal; volatility in raw material prices (essential oils and packaging).
Trend Analysis
-
The "Skin-Care" Infusion: Shaving creams are now being formulated with Hyaluronic acid, Vitamin E, and Niacinamide to treat skin while shaving.
-
Sustainability: A move toward Aerosol-free creams and lotions packaged in aluminum tubes or recycled glass.
-
DTC Dominance: Brands like Harry's and Dollar Shave Club continue to bypass traditional retail to build direct consumer data.
Drivers & Challenges
-
Drivers: Increased focus on male aesthetics; rising disposable income in emerging markets; innovation in sensitive-skin formulations.
-
Challenges: The "Beard Culture" causing a decline in daily shaving frequency; strict regulations on chemical ingredients in the EU.
Value Chain Analysis
-
R&D: Focus on "glide" technology and dermatological safety.
-
Sourcing: Procurement of lubricants, emulsifiers, and fragrance oils.
-
Manufacturing: Blending, stabilization, and high-speed pressurized filling (for aerosols).
-
Marketing: Leveraging influencers and professional barber endorsements.
-
Distribution: Global reach through pharmacies and e-commerce logistics.
Quick Recommendations for Stakeholders
-
For Manufacturers: Focus on Aerosol-free Gels and Creams. Consumers are increasingly eco-conscious and prefer the higher "glide" quality of non-foaming gels.
-
For Investors: Look toward the Asia-Pacific grooming startups, where the transition from basic shaving to premium skincare is just beginning.
-
For Retailers: Cross-merchandise shaving lotions with SPF moisturizers and beard trimmers to capture the "hybrid grooming" consumer.
1. Market Overview of Shaving Lotions and Creams
1.1 Shaving Lotions and Creams Market Overview
1.1.1 Shaving Lotions and Creams Product Scope
1.1.2 Market Status and Outlook
1.2 Shaving Lotions and Creams Market Size by Regions:
1.3 Shaving Lotions and Creams Historic Market Size by Regions
1.4 Shaving Lotions and Creams Forecasted Market Size by Regions
1.5 Covid-19 Impact on Key Regions, Keyword Market Size YoY Growth
1.5.1 North America
1.5.2 East Asia
1.5.3 Europe
1.5.4 South Asia
1.5.5 Southeast Asia
1.5.6 Middle East
1.5.7 Africa
1.5.8 Oceania
1.5.9 South America
1.5.10 Rest of the World
1.6 Coronavirus Disease 2019 (Covid-19) Impact Will Have a Severe Impact on Global Growth
1.6.1 Covid-19 Impact: Global GDP Growth, 2019, 2020 and 2021 Projections
1.6.2 Covid-19 Impact: Commodity Prices Indices
1.6.3 Covid-19 Impact: Global Major Government Policy
2. Covid-19 Impact Shaving Lotions and Creams Sales Market by Type
2.1 Global Shaving Lotions and Creams Historic Market Size by Type
2.2 Global Shaving Lotions and Creams Forecasted Market Size by Type
2.3 Aftershave
2.4 Pre-shave
2.5 Others
3. Covid-19 Impact Shaving Lotions and Creams Sales Market by Application
3.1 Global Shaving Lotions and Creams Historic Market Size by Application
3.2 Global Shaving Lotions and Creams Forecasted Market Size by Application
3.3 For Female
3.4 For Male
3.5 Others
4. Covid-19 Impact Market Competition by Manufacturers
4.1 Global Shaving Lotions and Creams Production Capacity Market Share by Manufacturers
4.2 Global Shaving Lotions and Creams Revenue Market Share by Manufacturers
4.3 Global Shaving Lotions and Creams Average Price by Manufacturers
5. Company Profiles and Key Figures in Shaving Lotions and Creams Business
5.1 Gillette
5.1.1 Gillette Company Profile
5.1.2 Gillette Shaving Lotions and Creams Product Specification
5.1.3 Gillette Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.2 Beiersdorf
5.2.1 Beiersdorf Company Profile
5.2.2 Beiersdorf Shaving Lotions and Creams Product Specification
5.2.3 Beiersdorf Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.3 Unilever
5.3.1 Unilever Company Profile
5.3.2 Unilever Shaving Lotions and Creams Product Specification
5.3.3 Unilever Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.4 L'Oreal
5.4.1 L'Oreal Company Profile
5.4.2 L'Oreal Shaving Lotions and Creams Product Specification
5.4.3 L'Oreal Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.5 Colgate-Palmolive
5.5.1 Colgate-Palmolive Company Profile
5.5.2 Colgate-Palmolive Shaving Lotions and Creams Product Specification
5.5.3 Colgate-Palmolive Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.6 Energizer Holdings
5.6.1 Energizer Holdings Company Profile
5.6.2 Energizer Holdings Shaving Lotions and Creams Product Specification
5.6.3 Energizer Holdings Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.7 Godrej
5.7.1 Godrej Company Profile
5.7.2 Godrej Shaving Lotions and Creams Product Specification
5.7.3 Godrej Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.8 Johnson & Johnson
5.8.1 Johnson & Johnson Company Profile
5.8.2 Johnson & Johnson Shaving Lotions and Creams Product Specification
5.8.3 Johnson & Johnson Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.9 Perio
5.9.1 Perio Company Profile
5.9.2 Perio Shaving Lotions and Creams Product Specification
5.9.3 Perio Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.10 Super-Max
5.10.1 Super-Max Company Profile
5.10.2 Super-Max Shaving Lotions and Creams Product Specification
5.10.3 Super-Max Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.11 Taylor of Old Bond Street
5.11.1 Taylor of Old Bond Street Company Profile
5.11.2 Taylor of Old Bond Street Shaving Lotions and Creams Product Specification
5.11.3 Taylor of Old Bond Street Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.12 Acqua di Parma
5.12.1 Acqua di Parma Company Profile
5.12.2 Acqua di Parma Shaving Lotions and Creams Product Specification
5.12.3 Acqua di Parma Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.13 AHAVA Dead Sea Laboratories
5.13.1 AHAVA Dead Sea Laboratories Company Profile
5.13.2 AHAVA Dead Sea Laboratories Shaving Lotions and Creams Product Specification
5.13.3 AHAVA Dead Sea Laboratories Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.14 Bold for Men
5.14.1 Bold for Men Company Profile
5.14.2 Bold for Men Shaving Lotions and Creams Product Specification
5.14.3 Bold for Men Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
5.15 Castle Forbes
5.15.1 Castle Forbes Company Profile
5.15.2 Castle Forbes Shaving Lotions and Creams Product Specification
5.15.3 Castle Forbes Shaving Lotions and Creams Production Capacity, Revenue, Price and Gross Margin
6. North America
6.1 North America Shaving Lotions and Creams Market Size
6.2 North America Shaving Lotions and Creams Key Players in North America
6.3 North America Shaving Lotions and Creams Market Size by Type
6.4 North America Shaving Lotions and Creams Market Size by Application
7. East Asia
7.1 East Asia Shaving Lotions and Creams Market Size
7.2 East Asia Shaving Lotions and Creams Key Players in North America
7.3 East Asia Shaving Lotions and Creams Market Size by Type
7.4 East Asia Shaving Lotions and Creams Market Size by Application
8. Europe
8.1 Europe Shaving Lotions and Creams Market Size
8.2 Europe Shaving Lotions and Creams Key Players in North America
8.3 Europe Shaving Lotions and Creams Market Size by Type
8.4 Europe Shaving Lotions and Creams Market Size by Application
9. South Asia
9.1 South Asia Shaving Lotions and Creams Market Size
9.2 South Asia Shaving Lotions and Creams Key Players in North America
9.3 South Asia Shaving Lotions and Creams Market Size by Type
9.4 South Asia Shaving Lotions and Creams Market Size by Application
10. Southeast Asia
10.1 Southeast Asia Shaving Lotions and Creams Market Size
10.2 Southeast Asia Shaving Lotions and Creams Key Players in North America
10.3 Southeast Asia Shaving Lotions and Creams Market Size by Type
10.4 Southeast Asia Shaving Lotions and Creams Market Size by Application
11. Middle East
11.1 Middle East Shaving Lotions and Creams Market Size
11.2 Middle East Shaving Lotions and Creams Key Players in North America
11.3 Middle East Shaving Lotions and Creams Market Size by Type
11.4 Middle East Shaving Lotions and Creams Market Size by Application
12. Africa
12.1 Africa Shaving Lotions and Creams Market Size
12.2 Africa Shaving Lotions and Creams Key Players in North America
12.3 Africa Shaving Lotions and Creams Market Size by Type
12.4 Africa Shaving Lotions and Creams Market Size by Application
13. Oceania
13.1 Oceania Shaving Lotions and Creams Market Size
13.2 Oceania Shaving Lotions and Creams Key Players in North America
13.3 Oceania Shaving Lotions and Creams Market Size by Type
13.4 Oceania Shaving Lotions and Creams Market Size by Application
14. South America
14.1 South America Shaving Lotions and Creams Market Size
14.2 South America Shaving Lotions and Creams Key Players in North America
14.3 South America Shaving Lotions and Creams Market Size by Type
14.4 South America Shaving Lotions and Creams Market Size by Application
15. Rest of the World
15.1 Rest of the World Shaving Lotions and Creams Market Size
15.2 Rest of the World Shaving Lotions and Creams Key Players in North America
15.3 Rest of the World Shaving Lotions and Creams Market Size by Type
15.4 Rest of the World Shaving Lotions and Creams Market Size by Application
16 Shaving Lotions and Creams Market Dynamics
16.1 Covid-19 Impact Market Top Trends
16.2 Covid-19 Impact Market Drivers
16.3 Covid-19 Impact Market Challenges
16.4 Porter
Global Shaving Lotions and Creams Market Segmentation
By Product Type:
-
Pre-Shave: Oils, Creams, and Gels designed to soften follicles.
-
Shaving Creams/Foams/Gels: The core segment providing lubrication and protection.
-
Aftershave Balms & Lotions: Focused on skin recovery, hydration, and antiseptic properties.
-
Shaving Soaps: Traditional pucks experiencing a resurgence in the "classic wet shaving" niche.
By Category:
-
Mass Market: High-volume, affordable aerosol foams and gels.
-
Premium/Luxury: High-end botanical creams and artisan aftershaves.
-
Organic/Natural: Paraben-free, sulfate-free, and vegan-certified formulations.
By Distribution Channel:
-
Offline: Supermarkets, Pharmacies, and Professional Barbershops.
-
Online: Direct-to-Consumer (DTC) brands, Subscription services, and E-retailers.
By Application:
-
For Male: Focused on facial grooming and sensitive neck areas.
-
For Female: Focused on leg, underarm, and bikini line care with high moisturizing content.
