Shaving Pen Market Size & Outlook, 2025-2033

Shaving Pen Market Overview

The global shaving pen market size was valued at USD 1.42 billion in 2024 and is projected to grow from USD 1.51 billion in 2025 to reach USD 2.44 billion by 2033, growing at a CAGR of 6.22% during the forecast period (2025–2033). The market growth is fueled by rising demand for personal grooming solutions, increasing aesthetic awareness, and the convenience offered by portable and precise shaving tools.

Key Market Indicators

• North America dominated the shaving pen industry and accounted for the largest share of 46% in 2024.
• Based on type, the electric shaving pen segment is the major contributor due to its precision, portability, and ease of use.
• Based on application, the eyebrow shaping segment leads the market, driven by growing consumer focus on aesthetics.
• Based on end user, the men’s segment dominated the market in 2024 owing to rising grooming trends among males.
• Based on distribution channel, the offline retail segment held the largest share as consumers prefer in-store trials before purchase.

Market Size & Forecast

• 2024 Market Size: USD 1.42 billion
• 2033 Projected Market Size: USD 2.44 billion
• CAGR (2025–2033): 6.22%
• North America: Largest market in 2024
• Europe: Fastest-growing region

A major driver of the global market is the surging influence of social media and grooming content shared by beauty influencers and professional barbers. Platforms like Instagram, TikTok, and YouTube showcase shaving pens being used for detailed beard shaping, eyebrow styling, and creative hair designs. These videos highlight the precision and ease of use of shaving pens, encouraging viewers to try them at home.

Simultaneously, professional grooming services and barbershops are increasingly using shaving pens to deliver sharp, clean finishes that appeal to customers seeking trendy looks. This professional endorsement builds trust and awareness among consumers. Additionally, collaborations between manufacturers and stylists or barbers for co-branded marketing further elevate the product's profile. As consumer interest in at-home grooming and styling rises, the visibility and perceived value of shaving pens continue to grow across various demographics.

Emerging Market Trend

Rising Popularity of Precision Grooming Tools for Eyebrows, Nose, and Ear Hair

The global market is witnessing a significant shift towards precision grooming tools, driven by consumer demand for clean, detailed, and professional-looking results at home. As grooming becomes more personalized, tools that cater to specific areas, like eyebrows, nose, and ear hair, are gaining prominence. This trend aligns with the broader surge in beauty tech and minimalist grooming devices that are easy to use and portable.

• For instance, in January 2024, Beurer launched the MN2X Precision Trimmer at Arab Health, targeting fine detailing for eyebrows, nose, and ear hair. Designed in a sleek, pen-style form, it offers compact, user-friendly grooming with German-engineered blades. The product reflects growing consumer demand for precision grooming tools, especially in the personal care electronics segment.

As convenience, hygiene, and aesthetics continue to converge, precision grooming pens are becoming essential for grooming.

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Shaving Pen Market Driver

Increasing Demand for Personal Grooming and Aesthetics

The global market is witnessing robust growth due to rising awareness of personal grooming and aesthetics, particularly among younger consumers. Grooming has transcended from being a female-centric activity to a gender-neutral lifestyle choice, with both men and women seeking precision tools for facial styling, eyebrow shaping, and defined hairlines. Shaving pens offer a compact, precise, and user-friendly solution for individuals seeking salon-like results at home.

• According to a 2023 survey by Euromonitor, 72% of men aged 18–35 globally consider grooming an essential part of their daily routine, reflecting a strong cultural shift toward personal care. This trend highlights growing male engagement in skincare, facial styling, and overall aesthetic maintenance.

As consumers increasingly prioritize appearances for personal, social, and professional reasons, the demand for advanced grooming products like shaving pens continues to surge.

Market Restraint

Limited Product Awareness in Emerging Economies

One of the key restraints in the global market is the limited product awareness in emerging economies. Consumers in these regions often rely on conventional grooming tools such as razors and trimmers, primarily due to familiarity, affordability, and limited exposure to advanced personal care devices.

The shaving pen, being a relatively niche product, lacks widespread marketing and retail presence in countries across Asia, Africa, and Latin America. Additionally, the absence of strong local distributors and educational campaigns about its benefits further hinders adoption. As a result, the market remains underpenetrated in these regions, slowing down the overall growth potential despite rising grooming awareness.

Market Opportunity

Product Diversification and Unisex Offerings

The evolving landscape of personal grooming emphasizes inclusivity and convenience, driving brands to develop unisex shaving pens with diversified functions. Consumers increasingly prefer grooming tools that offer precision for multiple uses, such as facial hair detailing, eyebrow shaping, and body grooming, regardless of gender.

• For instance, in January 2024, Philips Norelco launched the OneBlade Intimate, a unisex grooming tool designed for both men and women to manage pubic and underarm hair. This marked the brand’s first product in the U.S. that completely transcends traditional gender labeling in shaving products, responding directly to retail feedback that women often browsed men’s aisles in search of personal grooming tools.

Such innovations reflect the growing demand for versatile, inclusive products. By embracing this trend, manufacturers can expand their market reach and cater to diverse grooming needs across global consumer segments.

Regional Analysis

North America dominated the shaving pen industry in 2024 with a 46% share, driven by rising demand for advanced grooming tools and growing self-care routines among both men and women. High disposable incomes, tech-savvy consumers, and a strong presence of premium personal care brands are supporting market expansion. Social media-driven grooming trends and a surge in e-commerce purchases further propel demand. Additionally, growing adoption of unisex grooming tools and innovative designs is boosting consumer engagement, particularly among younger demographics seeking precision styling solutions.

• The United States shaving pen market is witnessing steady growth due to high consumer interest in advanced grooming tools. The rsurge of influencer marketing and self-care trends is fueling demand, especially among Gen Z. Brands like Wahl and MicroTouch are popular for their precision pens. Retailers such as Target and Amazon offer a broad range of shaving pens, supporting market expansion through accessibility and competitive pricing.
• Canada’s market is growing as consumers prioritize clean grooming tools for beard detailing and eyebrow shaping. With rising awareness of skincare and grooming, brands like Philips and Conair are gaining traction. The popularity of unisex grooming tools has also boosted demand. Retailers like Shoppers Drug Mart and Walmart Canada are offering online deals and promotions, making shaving pens accessible to a broader audience across urban and suburban regions.

Europe Market Trends

Europe's market is driven by a heightened focus on personal hygiene and appearance, particularly among urban populations. Consumers increasingly prefer sleek, minimalist grooming tools like shaving pens that offer precision and ease of use. The region’s strong beauty and cosmetics culture fosters innovation in product design and marketing. The rising popularity of gender-neutral grooming and sustainable products also supports market expansion. Retailers and brands benefit from a robust online and offline distribution network, allowing greater consumer access to specialized grooming tools and contributing to consistent market growth.

• Germany’s shaving pen market is witnessing steady growth driven by increased consumer focus on precision grooming and high-quality personal care tools. German consumers prioritize durability and engineering, favoring brands like Philips and Braun that offer advanced grooming pens. The growing popularity of beard styling and clean facial contours among young professionals is supporting market demand. Online platforms like Douglas and Flaconi further boost accessibility to a variety of shaving pens.
• The UK’s market for shaving penis thriving due to the rising male grooming trend and growing demand for multipurpose beauty tools. British consumers, influenced by fashion and social media trends, are embracing shaving pens for detailing beards and eyebrow shaping. Brands like Wilkinson Sword and Wahl are expanding their product range with precision trimmers. Retailers such as Boots and Amazon UK are driving strong e-commerce sales in the shaving pen segment.

Asia-Pacific Market Trends

Asia Pacific is experiencing significant growth in the global market, fueled by rising grooming consciousness among youth and growing beauty industry investments. The increasing penetration of social media platforms promotes grooming trends that favor detailed facial hair styling and eyebrow shaping. The region’s large population, expanding urbanization, and affordability of shaving pens attract new consumer segments. Rapid growth in online retail channels and beauty-focused mobile apps also makes these products more accessible. Additionally, a shift toward modern grooming practices in both urban and semi-urban areas is amplifying demand.

• China's market is witnessing rapid growth driven by the surging disposable incomes and a growing emphasis on personal grooming among urban men and women. The popularity of apps like Xiaohongshu has encouraged consumers to adopt precision beauty tools, including shaving pens. Brands such as Xiaomi and Flyco are launching ergonomic, rechargeable variants, targeting tech-savvy youth seeking affordable, multifunctional grooming devices for facial and eyebrow styling.
• India's market is expanding due to increasing grooming awareness among the younger population and a boom in beauty vlogging. Urban consumers, particularly in metro cities like Mumbai and Bengaluru, are embracing shaving pens for beard detailing and eyebrow shaping. Brands such as Vega and Bombay Shaving Company have introduced cost-effective pens through e-commerce platforms like Nykaa and Amazon, catering to the rising demand for convenient, unisex grooming solutions.

Type Insights

The electric shaving pens segment is witnessing growing demand due to its convenience, precision, and ease of use. These pens are preferred for quick grooming, especially for facial detailing, as they offer consistent results without requiring shaving cream or water. With rechargeable options and features like LED lighting and multiple trimming heads, they are ideal for modern consumers. Their popularity is rising among tech-savvy individuals and frequent travelers seeking efficient, portable grooming tools.

Application Insights

Eyebrow shaping is a key application segment in the market, driven by increasing aesthetic consciousness among both men and women. Shaving pens provide a pain-free alternative to tweezing or waxing, allowing users to achieve defined brows at home. Their precision tips and ergonomic design make them ideal for removing fine hair without irritation. With the influence of beauty trends and makeup tutorials, demand for eyebrow-specific grooming tools like shaving pens continues to rise globally.

End-User Insights

The men segment holds a prominent share in the global market owing to the rising focus on beard grooming, hairline detailing, and overall facial aesthetics. Shaving pens cater to men seeking clean lines and precise trimming for mustaches, beards, and sideburns. As male grooming gains prominence through media influence and changing lifestyle preferences, men are increasingly investing in compact, easy-to-use grooming tools. Shaving pens serve as versatile solutions for maintaining a well-groomed appearance with minimal effort.

Distribution Channel Insights

Offline retail remains a significant distribution channel, especially in emerging markets where the in-store experience influences purchasing decisions. Consumers often prefer testing grooming products before buying, making pharmacies, supermarkets, and specialty beauty stores key points of sale. Offline retailers also provide instant product availability and the opportunity for personal consultation. The segment benefits from brand visibility and impulse purchases, contributing to consistent sales in both urban and semi-urban regions.

Company Market Share

Companies in the global market are focusing on product innovation, incorporating advanced features like precision tips, LED lighting, and waterproof designs to enhance user experience. They are also expanding their digital marketing efforts through influencers and e-commerce platforms to reach wider audiences. Additionally, firms are investing in gender-neutral product lines and sustainable materials to appeal to diverse and environmentally conscious consumers, aiming to strengthen their market position globally.

Braun GmbH, a German consumer products company founded in 1921, is a key player in the grooming and personal care market. Known for its innovation in electric shaving technology, Braun is recognized for high-precision, durable grooming tools including electric shavers, trimmers, and stylers. Now a subsidiary of Procter & Gamble, Braun emphasizes German engineering, ergonomic design, and advanced features like AutoSense technology and precision heads, making it a trusted global brand in male grooming and personal care solutions.

• In June 2025, Braun launched its new Series 9 Pro+ (model 96xx), which is their most advanced electric shaver yet. It features AutoSense, adapting to beard density, 10,000 sonic vibrations, five synchronized shaving elements and a surgical‑grade Precision ProTrimmer. With a 6‑in‑1 SmartCare cleaning/charging station and PowerCase included, it delivers ultra‑close, comfortable performance.

List of key players in Shaving Pen Market

1. Philips
2. Panasonic Corporation
3. Gillette (Procter & Gamble)
4. Wahl Clipper Corporation
5. Remington (Spectrum Brands)
6. Braun GmbH
7. Veet (Reckitt Benckiser Group)
8. KAI Group
9. Andis Company
10. Conair Corporation

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Recent Developments

• May 2025- BIC launched the Flex 5 Sensitive razor, clinically proven and dermatologist‑tested to address sensitive skin. It features five long‑lasting flexible blades, a lubricating strip with aloe, vitamin E & licorice, and a 40° pivoting head for contour‑adaptive shaving. Each unit offers up to 13 smooth shaves, combining comfort, precision, and value.
• May 2025- Harry’s launched its most advanced razor system, Harry’s Plus, featuring a pivoting cartridge, five German-engineered blades, an aloe lubricating strip, and a sleek metal handle. Designed for optimal comfort and precision, the product marks a major innovation in men’s grooming and is available exclusively on Harrys.com with a starter kit priced at $10.
• April 2025- Philips launched the i9000 Series and Prestige Ultra AI-powered electric shavers in India. These feature SkinIQ Pro AI, Triple Action Lift & Cut, and pressure sensors for personalized shaving. Designed for precision and comfort, the launch highlights Philips’ commitment to smart grooming solutions tailored to individual skin and beard types.