SHAVERS MARKET ANALYSIS

Market Concentration and Competitive Landscape

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Rise of Male Grooming Industry

The male grooming industry has witnessed tremendous growth over the past decade driven by changing attitudes towards masculinity. The stigma around men caring for personal appearance and hygiene has reduced significantly. More men are incorporating multi-step skincare routines into their self-care habits just like women. Whereas earlier male grooming was limited to trimming facial stubble, it now incorporates various categories including hair styling, skincare, deodorants, fragrances, and others.

With the advent of social media, the visibility of male celebrities and influencers stylizing their looks through well-groomed hair and facial hair has proliferated. What was once considered vain for men is now portrayed as taking pride in oneself. Beauty product companies too have recognized this shift and cater their marketing campaigns towards the male audience. As caring for skin health and appearance becomes normalized among men, their spending on beauty products is also on the rise. Shavers have emerged as one of the key beauty essentials for men, and they are now considered as important as trimming nails or brushing teeth.