P&G, Philips, and Conair Lead the Charge in the $7.8 Billion U.S. Electric Shaver Industry

As per NMSC analysis, the U.S. Electric Shaver Market is poised for continued growth, with the market size expected to see significant expansion between 2025 and 2030, reaching approximately USD 4.62 billion in 2024 and is expected to reach USD 5.23 billion by the end of 2025. The industry is projected to grow, hitting USD 7.8 billion by 2030. 

In terms of volume, the market size was 402,93 thousand units in 2024 and is projected to reach 46755 thousand units by 2025. Additionally, the industry is expected to continue its growth trajectory, reaching 78210 thousand units by 2030, with a CAGR of 8.5% between 2025 and 2030. This growth is driven by innovations in electric shaver technologies, such as AI-powered shaving algorithms, long-lasting batteries, and customizable grooming features. 

The increasing demand for premium, eco-friendly, and energy-efficient grooming products is further propelling the electric shaver market in the U.S., while evolving trends in personal care routines, particularly among men, are reshaping consumer behaviour. Significant opportunities are emerging across various sectors, including retail, e-commerce, and the wellness industry, as electric shavers become a staple in modern grooming routines.

U.S. Electric Shaver Industry Overview

The U.S. electric shaver market growth is driven by evolving consumer preferences and rising disposable incomes. As more individuals embrace self-care routines, particularly men seeking convenience and efficiency, electric shavers have become an essential tool for personal grooming. 

The U.S. electric shaver market is seeing an increasing demand for premium, high-performance shavers that promise quicker, more precise results. Consumers are also leaning towards products offering versatility, such as wet/dry functionality and multi-directional shaving heads, catering to diverse grooming needs. Technological innovations are at the forefront of transforming the sector. 

Advances in shaving performance, such as AI-driven shaving algorithms and advanced skin sensitivity sensors, are enhancing the overall user experience. Additionally, manufacturers are integrating features like longer-lasting batteries, faster charge times, and quieter operation. 

The growing trend of IoT-enabled devices allows users to track their shaving performance, making it easier to personalize their grooming routine. These innovations ensure that electric shavers remain competitive, providing both functionality and a seamless experience for consumers.

Several major companies dominating the U.S. electric shaver industry include Procter & Gamble, Philips, Conair Corp, Panasonic, Spectrum Brands, Wahl, Andis, Manscaped, Dollar Shave Club, and Meridian Grooming, among others. These companies are investing heavily in research and development to incorporate cutting-edge technologies, improve product durability, and enhance customer satisfaction. 

With a focus on eco-friendly materials and energy-efficient designs, these industry leaders are also aligning with the rising consumer demand for sustainable products. Their commitment to quality, performance, and innovation continues to shape the U.S. electric shaver market trends, positioning them as key influencers in the personal grooming sector.

Need an in-depth analysis of U.S Electric Shaver Industry? Download FREE Sample Now!

Highlights Of Procter & Gamble

Procter & Gamble (P&G), headquartered in Cincinnati, Ohio, is a global consumer goods company established in 1837. Committed to enhancing lives through daily meaningful actions, P&G focuses on quality, sustainability, and innovation. Their product range includes renowned brands such as Tide, Pampers, Gillette, and Crest, all designed to improve consumers' lives. P&G invests heavily in research and development to create improved solutions in the market. As part of P&G, subsidiaries Braun and Gillette are leaders in electric shavers and grooming products, providing precision, comfort, and superior quality. Their commitment to innovation reflects P&G's dedication to improving lives globally.

In 2025, Braun (P&G) introduced the updated Series 9 Pro+, which highlights the brand's dedication to premium grooming, featuring enhanced performance and design upgrades for a superior shaving experience. In addition, P&G shifted its razor blade steel sourcing from Japan and Sweden to India’s Jindal Stainless, reducing input costs by 20–25%. This moves strengthened P&G's competitive pricing strategy in the U.S. electric shaver market, allowing for more cost-effective product offerings.

Highlights of Koninklijke Philips

Philips, officially Koninklijke Philips N.V., is a respected multinational company headquartered in the Netherlands since 1891. Philips has grown into a leading technology company focused on healthcare, consumer lifestyle, and grooming products. With a global presence and a strong dominance in the U.S. market, the company operates across various sectors, providing innovative solutions to improve people's lives. Philips offers consumer products such as electric shavers, personal care items, and grooming solutions, catering to everyday needs. The company’s commitment to innovation and enhancing quality of life has established it as a trusted brand in the U.S. electric shaver market.

In 2025, Philips Norelco launched its i9000 Prestige Ultra Shaver, powered by AI, which offers superior comfort, precision, and personalization, meeting the growing demand for smart, high-performance grooming devices in the U.S. market. Additionally, in early 2024, Philips Norelco introduced its first unisex intimate shaver in the U.S., designed for sensitive areas like underarms and the bikini line. This launch marked a shift beyond traditional men’s grooming, responding to growing interest from customers and retailers.

Highlights of Conair LLC

Conair LLC, founded in 1959 by Leandro Rizzuto and his family, began with a focus on hair rollers and dryers, eventually growing into a diverse personal care powerhouse. Today, the company offers a wide range of products across hair care, men’s grooming, personal health, skincare, beauty tools, and home solutions. With renowned brands like Babyliss and Conair under its umbrella, the company has secured over a thousand patents, showcasing its commitment to innovation. 

In the U.S. electric shaver industry, Conair has established itself as a key player by delivering high-performance grooming tools that blend cutting-edge technology with affordability. The brand’s mission to empower individuals to look and feel their best aligns seamlessly with the needs of modern consumers seeking reliable and efficient grooming solutions. Backed by over six decades of experience, Conair continues to influence the evolving U.S. grooming landscape through continuous product development and a customer-first approach.

In 2023 developments, Conair debuted its all-in-one women’s grooming line with the Girlbomb Shaver & Body Polish Kit, featuring a dual-action shave and exfoliation system. The first three products in the line launched at Ulta.com, Amazon.com, and Bed Bath & Beyond, with the fourth slated for Target in March 2023. 

Highlights of Panasonic Corporation

Panasonic Corporation, a leading Japanese multinational headquartered in Kadoma, Osaka, was founded in 1918 by Kensuke Matsushita and became Panasonic Holdings Corporation in 2022 after transitioning to a holding company structure. While globally known for its wide-ranging innovations in consumer electronics, automotive systems, industrial solutions, and home renovation, Panasonic has also carved a notable presence in the U.S. electric shaver market expansion. Its electric shavers are recognized for advanced Japanese blade technology, ergonomic design, and skin-friendly performance, reflecting the company’s commitment to precision engineering and enhancing daily consumer experiences.

In 2024, Panasonic furthered its sixty-five-year legacy of personal care innovation with the announcement of its new Palm Shaver and exciting new attachments for its popular MULTISHAPE, both of which are ideal for use at-home or on-the-go, at the Consumer Electronics Show (CES) 2024 in Las Vegas. Additionally, Panasonic's announcement of the Panasonic ARC3 3-Blade Shaver (ES-SWLT2W), inspired by the classic Star Wars trilogy, is a strategic move aimed at business expansion. By capitalizing on the popular Star Wars franchise, Panasonic targets dedicated fans and taps into a broader market segment.

Highlights of Spectrum Brands Holdings, Inc.

Founded in 1906, Spectrum Brands Holdings, Inc. is a diversified consumer goods company headquartered in Middleton, Wisconsin, with a strong presence in the U.S. electric shaver market through its well-known Remington brand. Acquired in 2003, Remington is one of the most recognized names in personal grooming, offering a broad range of electric shavers, trimmers, and styling tools for both men and women. 

Positioned as an affordable and accessible brand, Remington products are widely distributed across major U.S. retailers and online platforms. Spectrum Brands has leveraged this brand to maintain a competitive foothold in a growing market, driven by rising consumer demand for convenience, personal care, and grooming technology. 

As a key player in the North American electric shaver segment, Spectrum continues to innovate while capitalizing on its strong retail partnerships and brand equity. In 2024, Remington’s Balder Pro Head Shaver was ranked the #1 Brand of Head Shavers in the U.S. by Circana, based on 12 months of retail and consumer data, highlighting Remington’s product innovation and strong consumer appeal.

Highlights of Wahl Clipper 

Wahl Clipper Corporation, established in 1919 and headquartered in Sterling, Illinois, is a global leader in grooming products, including electric shavers, clippers, and trimmers. Known for its high-quality and durable tools, Wahl is trusted by professionals and everyday users alike. In the growing U.S. electric shaver market demand, Wahl stands strong among top brands, offering cordless, lithium-ion, and precision-engineered tools like the Trim N’ Vac and Hi-Viz Trimmer. With features such as ergonomic designs and wet-dry usability, Wahl continues to innovate to meet evolving consumer needs. Its commitment to excellence makes Wahl a top choice in grooming worldwide.

In 2024, Wahl Professional introduced the 5-Star Vanish Vapor, the first shaver in the industry with an adjustable balding blade, offering barbers unmatched precision and control. This innovative launch reinforces Wahl’s leadership in the U.S. electric shaver market, where demand for advanced, high-performance grooming tools continues to grow among professionals. 

Similarly, in July, Wahl Professional launched its new global brand platform, "Make It with Wahl," showcasing the creativity and skill of barbers and stylists worldwide. This brand evolution, including a refreshed logo, bold packaging, and enhanced digital presence, not only reinforces Wahl’s legacy of innovation and quality but also strengthens its competitive position in the U.S. electric shaver market share, where professional-grade tools and brand trust play a key role in consumer and salon purchasing decisions.

Summary of the U.S. Electric Shaver Market

The U.S. electric shaver industry is experiencing a significant transformation, driven by technological advancements, evolving consumer preferences, and rising disposable incomes. While the demand for basic shavers remains steady, there is a noticeable shift towards premium products with advanced features such as AI-powered shaving systems, skin sensitivity sensors, and improved battery life. The market is also seeing an increase in the demand for eco-friendly and energy-efficient grooming solutions as consumers become more environmentally conscious.

Both established global brands and emerging players are focusing on innovation, incorporating smart features such as app connectivity for performance tracking, customizable shaving modes, and faster charging capabilities. These advancements are particularly relevant as consumers seek more efficient and personalized grooming experiences. 

Additionally, the rise of e-commerce and subscription services is driving the sector, making it easier for consumers to access a variety of electric shaver products tailored to their needs. This evolving landscape highlights the growing importance of innovation, sustainability, and consumer-centric solutions in the U.S. electric shaver market.