Analyzing The Wet Shaving Market in 2023

Would you be interested in sharing your thoughts  Blackland Razors 

Sure. What would you like to know?

Pretty much whatever is on people's minds regarding wet shaving markets in 2023 based on historical experience and trends.  While theres no doubt that things might be tighter given inflation etc I dont think it would be a long nor interesting dialogue to just focus on things will be tough.  Your perspective as a premium razor maker is bound to be interesting.  Do you see yourself expanding your lineup?  Focussing your lineup?  What materials/metals might be coming in or going out.  SE vs DE.  I see some razor makers (Wolfman) have expanded into brushes.  Is that something we might see more of.  What trends do you like or dont like?  You know, all that kind of stuff.  If you scan the 2019 thread I linked above it will give you an idea of what people talked about - I had a really good discussion with Shawn Maher about the direction he was going in (towards perfumery and away from shaving)  and why.  It was pretty candid.  There are reasons why some artisans have been around longer than others - yeah it could be as simple as "making stuff people want to buy" but I think there is more going on with successful artisans and vendors than just that.  I think the vendor space is tough.  You have to compete on price, shipping and service.  Every transaction is an opportunity to piss somebody off.  I think most customers are reasonable but only takes one to ruin your day.  

I can go on but I'm hoping things take off and lots of members including our Merchant members artisans and vendors chime in and this thread can provide useful, interesting and even entertaining information for everyone.

Summary: I'm bullish on Blackland (shocker). Growth is accelerating, profits are increasing, customers are happy, team is growing.



On macro trends/the economy:

We're not worried about this to any significant degree. The US is at approximate full employment and inflation concerns combined with recession fears didn't seem to slow our growth last year. That said, we try to keep a healthy cash reserve so our runway is long enough for us to pivot if needed. 


On Blackland business plans:

We're hiring another employee now and will likely add an additional 1-3 by the end of 2023. We're also aggressively pushing our product development timeline and launching two full new razor platforms and several accessory products in Q1/Q2. Several more products by EOY. The pedal is pressed firmly to the floor on product growth.


On razor trends:

Interest in safety razors does not seem to be waning based on our sales. Basic three-piece DE razors that don't really innovate are having a hard time gaining traction and will continue to as the market becomes saturated with upstarts. That worked for us in 2015, but it's no longer the case. Innovation in aesthetics, price point, materials, marketing, or function is required to an increasing degree. I've stated over the last few years that Blackland will never release a new razor that doesn't move the needle forward in some way. That's more true now than it ever was.

Lightweight razors are dominating as the old school Thor's hammer approach to razors dies off.


On soap trends:

It's even harder to launch a meaningful shave soap company in 2023 than it was in 2022 (and it was really hard in 2022). As with razors, gone are the days of the crock pot kitchen warrior with Microsoft Paint labels growing a substantial business from it. There will always be outliers, but the barrier to entry is raised as the market fills will high-quality products. Rising shipping costs also make this a really tough sector.


On brush trends:

Synthetic.


On other shaving trends:

Straights and shavettes seem to have lost some of the momentum I think they had a few years ago. While safety razors appear to be growing, straights look to be largely relegated to the passionate group that already enjoys them.

Nobody talks about (or buys?) styptic pencils or alum. I know, the hardcore shave nerds still do, but I think that's about it.

Alcohol aftershaves are continuing to lose momentum. Maybe there will be a comeback? I think balms and lotions are taking over as people come to believe/understand that alcohol doesn't help your skin.

Sure. What would you like to know?

Pretty much whatever is on people's minds regarding wet shaving markets in 2023 based on historical experience and trends.  While theres no doubt that things might be tighter given inflation etc I dont think it would be a long nor interesting dialogue to just focus on things will be tough.  Your perspective as a premium razor maker is bound to be interesting.  Do you see yourself expanding your lineup?  Focussing your lineup?  What materials/metals might be coming in or going out.  SE vs DE.  I see some razor makers (Wolfman) have expanded into brushes.  Is that something we might see more of.  What trends do you like or dont like?  You know, all that kind of stuff.  If you scan the 2019 thread I linked above it will give you an idea of what people talked about - I had a really good discussion with Shawn Maher about the direction he was going in (towards perfumery and away from shaving)  and why.  It was pretty candid.  There are reasons why some artisans have been around longer than others - yeah it could be as simple as "making stuff people want to buy" but I think there is more going on with successful artisans and vendors than just that.  I think the vendor space is tough.  You have to compete on price, shipping and service.  Every transaction is an opportunity to piss somebody off.  I think most customers are reasonable but only takes one to ruin your day.  

I can go on but I'm hoping things take off and lots of members including our Merchant members artisans and vendors chime in and this thread can provide useful, interesting and even entertaining information for everyone.

Summary: I'm bullish on Blackland (shocker). Growth is accelerating, profits are increasing, customers are happy, team is growing.



On macro trends/the economy:

We're not worried about this to any significant degree. The US is at approximate full employment and inflation concerns combined with recession fears didn't seem to slow our growth last year. That said, we try to keep a healthy cash reserve so our runway is long enough for us to pivot if needed. 


On Blackland business plans:

We're hiring another employee now and will likely add an additional 1-3 by the end of 2023. We're also aggressively pushing our product development timeline and launching two full new razor platforms and several accessory products in Q1/Q2. Several more products by EOY. The pedal is pressed firmly to the floor on product growth.


On razor trends:

Interest in safety razors does not seem to be waning based on our sales. Basic three-piece DE razors that don't really innovate are having a hard time gaining traction and will continue to as the market becomes saturated with upstarts. That worked for us in 2015, but it's no longer the case. Innovation in aesthetics, price point, materials, marketing, or function is required to an increasing degree. I've stated over the last few years that Blackland will never release a new razor that doesn't move the needle forward in some way. That's more true now than it ever was.

Lightweight razors are dominating as the old school Thor's hammer approach to razors dies off.


On soap trends:

It's even harder to launch a meaningful shave soap company in 2023 than it was in 2022 (and it was really hard in 2022). As with razors, gone are the days of the crock pot kitchen warrior with Microsoft Paint labels growing a substantial business from it. There will always be outliers, but the barrier to entry is raised as the market fills will high-quality products. Rising shipping costs also make this a really tough sector.


On brush trends:

Synthetic.


On other shaving trends:

Straights and shavettes seem to have lost some of the momentum I think they had a few years ago. While safety razors appear to be growing, straights look to be largely relegated to the passionate group that already enjoys them.

Nobody talks about (or buys?) styptic pencils or alum. I know, the hardcore shave nerds still do, but I think that's about it.

Alcohol aftershaves are continuing to lose momentum. Maybe there will be a comeback? I think balms and lotions are taking over as people come to believe/understand that alcohol doesn't help your skin.

Thank you so much for the elaborated answer,
One question - are you focusing on the USA market or International markets for growth this year? How is Europe as a market?

I’ll jump in and share my kid, Teton Shaves told me that this January was his best month ever and February May top that.  He markets hard outside the hobby though.  Makes this loud salesman happy!

I’ll jump in and share my kid, Teton Shaves told me that this January was his best month ever and February May top that.  He markets hard outside the hobby though.  Makes this loud salesman happy!

We continue to experience double digit growth. As most of you may know, we don't get a ton of hobby chatter. Our main focus is the "regular Joe" customer. We continue to sell our staples over and over without continuously trying to recycle the same group of hobbyists with limited editions and seasonal releases. Go West Young Man!
Growth is outside the hobbyists.
To answer the analysis question, I see some cutting back on expenditures of the number of products purchased by hobbyists with little change in our core customers just replenishing as they use up products. They don't for the most part have a multitude of brushes or razors.

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The Sharpologist article on soaps was written nearly a year ago, so it is somewhat outdated. However, I have to agree that most of the artisans listed produce some of the very best shave soaps. Many artisans have settled in on their formulations with very little in the way of major changes being made.

Thanks for the detailed analysis Shane Blackland Razors ! Thats bang on what folks are looking for I think.  Your views on razors needing to innovate in some way are interesting.  There's no doubt that the old DE89 style razor that is so ubiquitous no longer (did it ever) captures interest.  The basic geometry of the DE razor is pretty much set and there isn't a lot you can do with that and still maintain a decent shaving razor.  So materials, aesthetics etc are where the battle will be fought.  I hope everyone has learned from the Henson experience where they made a razor with (I think) three different metals, titanium, SS and brass (I think) which caused some interesting galvanic corrosion  - chemistry rules!  

As far as Backland razors go, I've been interested in a SE for a while but I've been waiting for some to show up on a Canadian vendor site - which hasn't happened for a long time.  That international shipping cost just makes it tough.  I know that costs are costs and someone has to cover it but for now I'm sitting on my hands.  I know that you di have product on Top of The Chain a few years ago but they've been "sold out" there for a few years.  I'm not sure why Carmine doesn't just delete the items if he has no intention/ability to ever restock.  Maybe marketing, if I go there looking for one of your razors but it's sold out maybe I'll buy some other one.

Interesting thoughts on soap makers - did anyone really build a lasting business out of their kitchen?  Maybe some got started that way before scaling up or outsourcing but I agree that that isn't a good model for a successful business.  Personally I see nothing wrong with an artisan, whether a soap maker or razor maker, contracting out the work to people who actually know what they're doing, have experience and quality control, capacity etc.  I call it the Sam Adams model because when the craft beer business took off a number of years ago brands like Samuel Adams contracted out their beer making to big, skilled, experienced breweries who knew what they were doing and could essentially brew any style of beer you asked for and do it well.  I think Sam Adams eventually built/bought their own brewery but they never would have got there without contracting out and bringing excellent product to market right from the start.  Sure you can do it all yourself but think about it - can you really do every aspect of multiple processes to the level required and on the time line demanded by customers?  You don't have to drop the ball very often for customers to move on.

As far as Backland razors go, I've been interested in a SE for a while but I've been waiting for some to show up on a Canadian vendor site - which hasn't happened for a long time.  That international shipping cost just makes it tough.

We no longer wholesale our products. They're only available directly through us going forward. International shipping to Canada is just $15 or free over $250. The new customer discount easily covers that cost.

Shane has made this easy for you Marko !

Actually, consolidation of the market comes to mind.  Things are maturing, the separation is less amongst many products, interest rates on loans are very high.  Economist seem to believe there is a 4-6 quarter recession coming near the end of this year, which is unavoidable due to the fed’s money policy of fast and steep interest rate hikes.  

All of these things point to consolidation, if not now then this industry is a niche inside of a niche.

As far as Backland razors go, I've been interested in a SE for a while but I've been waiting for some to show up on a Canadian vendor site - which hasn't happened for a long time.  That international shipping cost just makes it tough.

We no longer wholesale our products. They're only available directly through us going forward. International shipping to Canada is just $15 or free over $250. The new customer discount easily covers that cost.

Thats pretty darn reasonable - I haven't looked for a while but I just assumed $25-$40 shipping.  I get the discontinuing of wholesaling.  I'll have to check things out.