Top Shaving Kit Brands for a Smooth Grooming Experience

Shaving kits have become an essential part of modern grooming routines, offering convenience and precision for that perfect shave. With a plethora of brands on the market, choosing the right shaving kit can greatly enhance your grooming experience. Some brands stand out for their quality, innovation, and customer satisfaction, making them popular choices among discerning individuals. To help you make an informed decision, explore our curated list of the best shaving kit brands below.

Illustration of shaving kit

Best brands of shaving kit in 2025

Gillette

Gillette is a paramount brand in the shaving industry, boasting a dominant 70% global market share and a significant 54% market share in the U.S. razor market. The brand's cartridge razors contribute over 40% of its market share, generating around $1.2 billion in revenue. Gillette's strong brand loyalty is evident, with 89% of male consumers in the U.S. preferring Gillette shavers and razors. The brand's innovation and consistent product improvements have allowed it to maintain its leadership, such as the successful migration of 70% of consumers from the Gillette Mach 3 to the Gillette Fusion in 2005. Gillette's global presence is further reinforced by its 73% share of retail value sales of razors and blades in the UK. For more detailed insights, you can explore their comprehensive statistics.

Harry's

Harry's, founded in 2013 by Jeff Raider and Andy Katz-Mayfield, has revolutionized the shaving industry by offering high-quality, affordable shaving kits, despite entering a market dominated by Gillette, which held 66.3% of the market share. By positioning themselves as the "scrappy underdog," Harry's resonated with consumers, garnering 3 million monthly recurring customers and generating $200 million in revenue by 2017. Their marketing strategy, which included personalized and benefit-focused advertising, helped them acquire 100,000 email addresses in just one week before their e-commerce site launched. Harry's partnership with Target in 2016 and Walmart in 2018 further expanded their reach, selling products in over 2,200 U.S. stores. This approach led to a valuation of $1.7 billion in just five years.

Bevel

Bevel, a renowned brand in the grooming industry, has established itself as a leading producer of shaving kits, particularly catering to men of color who often suffer from skin irritation during shaving. Since its entry into the market in 2013, Bevel has expanded its product line to include skin care, addressing the needs of approximately 80% of the population with curly and coarse hair. The brand has secured significant funding, including a $10 million Series C in 2024, and has partnered with major retailers like Target and Amazon. Bevel's niche focus has helped it gain a loyal customer base, contributing to the decline in market share of more traditional brands like Gillette. With its direct-to-consumer approach and innovative products, Bevel continues to grow and innovate in the grooming market.

The Art of Shaving

The Art of Shaving is a renowned brand and specialty retailer of high-end men's shaving and skincare accessories, founded in 1996 by Eric Malka and Myriam Zaoui. With an estimated annual revenue of $74.2 million and 297 employees, the brand has established itself as a leader in the market, offering a complete line of natural shaving products. It is one of the best-selling men's brands at high-end department stores and operates 17 locations across the country. The brand's products cater to the growing demand for premium and personalized grooming, reflecting the broader industry trend of increasing consumer expenditure on shaving products. In the global shaving market, brands like The Art of Shaving contribute to the anticipated growth, with the market projected to reach $42.15 billion by 2029. For more information about their products, visit The Art of Shaving.

Merkur

Merkur, a renowned brand in the shaving industry, is celebrated for its high-quality shaving kits, particularly its safety razors and straight razors. Known for their durability and precision, Merkur razors are made from stainless steel and carbon steel, materials that are resistant to rust and corrosion. In the razor blade market, which is projected to reach USD 4,342.94 million by 2030 with a CAGR of 3.7%, Merkur stands out as a key player, especially in regions like North America where personal grooming awareness is high. The brand's products are popular among both men and women, with the women's segment expected to register the fastest CAGR over the forecast period. Merkur's commitment to quality and innovation has solidified its position in the competitive landscape of the razor blade market.

Edwin Jagger

Edwin Jagger, established in 1988, is a renowned brand in the wet shaving industry, celebrated for its exquisite craftsmanship and high-quality products. Based in Sheffield, England, the company combines traditional metalworking skills with modern design and manufacturing techniques, producing luxury shaving razors, brushes, and creams. As a "Gillette(r) Trusted Partner" since 2017, Edwin Jagger manufactures razors compatible with Gillette(r) Mach3(r) and Fusion(r) blade systems. The brand is globally recognized, exporting its products to over 40 countries and offering a range of synthetic fibre shaving brushes that provide a luxurious and durable shaving experience. With a strong commitment to detail and workmanship, Edwin Jagger continues to set the standard for impeccable male grooming. For more details about their offerings, visit their official website.

Feather

Feather, a renowned Japanese company, has been a leader in the shaving industry for nearly a century, particularly known for its high-quality double-edge (DE) razor blades. At its peak in 1965, Feather held 72.7% of the Japanese home-razor market, although this dominance declined with the entry of competitors like Schick. Despite this, Feather remains highly regarded for its precision and performance, with many users praising its blades for their exceptional shaving experience. The company has also expanded into professional tools, including barber's shears and medical instruments, further solidifying its reputation for quality and precision. Feather's Artist Club professional disposable-blade razors are especially popular among barbers in Japan. For more detailed insights, visit the Feather facts page for fans.

Baxter of California

Baxter of California is renowned for its high-quality shaving kits, offering products like the Super Close Shave Formula and a safety razor that provides a smooth and close shave. The brand is appreciated for its natural ingredients, such as walnut in their facial scrub and actual clay in their clay mask. Their shaving formula is highly praised for its solid and frothy texture, and the badger brush adds a touch of luxury to the shaving experience. Although the products can be pricey, they are available in a Test Drive Kit for $10, allowing users to sample before committing to a full purchase. The brand is also known for its collaboration with Birchbox, making their products easily accessible. Discover more about their offerings on their official website.

Proraso

Proraso is a renowned Italian brand specializing in high-quality shaving products, established in 1948 by Piero Martelli. Known for its innovative pre-shave cream, Proraso has become a staple in both home and professional barbershop settings, with 90% of Italian barbers using their products. The brand offers five distinct product lines, including the "Green," "White," "Red," "Blue," and "Yellow" lines, each tailored to different skin and beard types. Proraso's sales have consistently grown, reaching a turnover of 61 million euros in 2017 and approximately 67 million euros in 2021. Their products are highly regarded for their refreshing and invigorating formulas, making shaving enjoyable and flawless. Discover more about Proraso on their official website.

Philips Norelco

Philips Norelco is a leading brand in the electric shaver market, renowned for its innovative technology and personalized shaving experience. The brand dominates the rotary shaver segment and is part of the trio, along with Braun and Panasonic, that controls over 60% of the U.S. electric shavers market. Philips Norelco's electric shavers feature advanced technologies such as SenseIQ, which adapts to each user's unique skin and hair type, and dual steel precision self-sharpening blades that make up to 150,000 cutting actions per minute. Many of their models are designed for both wet and dry use, and the protective skin glide coating reduces friction on the skin by 25%. The brand has a rich history of innovation, having launched the first fully cordless razor in the early 1960s.