P&G controlled about 50% of the men's razor market with Gillette in 2019, according to Euromonitor. ![]() Procter & Gamble unveiled a new line of shaving and beard care products last year under the King C. Increasingly, the two largest razor brands in the US say that they are looking to replicate that niche, DTC-style with their grooming businesses. Its revenue forecast for 2027 is $75.8 Billion. The men's personal care market was valued at USD $47.5 billion in 2019, according to Grand View Research. Other nascent men's care brands include Lumin, which has raised $9 million for cosmetics to tackle dry skin and dark eye circles, as well as Disco, a direct-to-consumer label that has raised $2 million for products like face scrubs and moisturizers. Startups dedicated to personal care items for men outside of shaving are also gaining ground, too, according to a recent CB Insights report: Startup Bravo Sierra, which has raised $34 million, notes that its soap, sunscreen, and other products are tested by members of the US military, for example. Harry's Co-CEO Jeff Raider told Insider in November that the company was expanding the range of products it sells, including personal care goods, in the wake of its proposed deal with Edgewell. "In the past year, we've seen men's grooming expand beyond shaving with DTC brands offering products like skincare specifically designed for men," she added. "With the pandemic, many consumers are upgrading their at-home grooming routines and looking to achieve salon-quality results from home," Kenya Watson, intelligence analyst at CB Insights, told Insider. On top of these blows, shaving brands of all sizes are trying to win purchases from an increasingly large group of men who are not shaving as often as they used to - a trend that has been accelerated by the spread of coronavirus over the past year. This story is available exclusively to InsiderĪnd start reading now. In December, the FTC came out against Procter & Gamble's bid for women's shaving brand Billie. The FTC blocked Edgewell's proposed acquisition of Harry's in February 2020. But two Federal Trade Commission decisions over the past year have pushed both companies to look more seriously at other areas for growth. Razors, while still a big part of the business, are no longer the sole focus.Īs the largest razor makers in the US, Gillette and Schick have spent decades focusing on building their razor businesses, both by introducing new products and growing their shares of the market. Now, its plans for the future include shave balms, a stubble eraser, and everything else consumers use to maintain facial hair. One year ago, Edgewell Personal Care, maker of Schick, was set to create a new razor powerhouse to challenge Procter & Gamble's Gillette. Visit Business Insider's homepage for more stories.More men are keeping their beards during the pandemic and razor M&A is off the table, experts say.It's the latest move by a major razor maker to diversify grooming into areas like skincare.Edgewell relaunched its Schick Hydro brand Tuesday with an emphasis on grooming, not just shaving.Schick also manufactured Trac II and Atra-compatible cartridges (the "Super II"), just as ASRCO continues to do.Account icon An icon in the shape of a person's head and shoulders. ![]() Schick's Slim Twin, introduced in 1988,, the Tracer in 1991,, the Protector in 1997, which contains safety wires perpendicular to the blades, the Quattro in 2003, and the 3- and 5-bladed Hydro in 2010. Schick's "Personal Touch" cartridge razor, aimed at women, debuted in the 1970s. Schick began producing twin-blade injector blades not long after Gillette introduced the Trac II, and Gillette also began producing twin-blade injector blades. ![]() Schick, now owned by Energizer, currently offers cartridge and disposable razors. In the past, the companies that bore his name or purchased his assets produced DE and injector blades and razors, including the modestly popular Krona. was doing well, he sold his assets in the company to pursue the manufacture of what became the Schick Dry Shaver. More than a blade shaver, he wanted to create an electric/dry shaver. Schick is a US brand established in 1925 by Army Lieutenant Colonel Jacob Schick, when he formed the Magazine Repeating Razor company.
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