Braun

What Braun does

Braun is a German-founded consumer electrical appliances brand established in 1921 and headquartered in Königstein im Taunus, Germany, now owned and operated by Procter & Gamble (NYSE: PG) as an internal brand division. Braun manufactures and sells personal care appliances across two primary end-markets: male grooming (Series 9 PRO+, Series 8, Series 7 electric shavers; All-in-One Trimmer; beard care products) and female hair removal (Silk-épil 9 Flex epilator; Skin i-expert IPL and Silk-expert Pro 5 IPL devices). The portfolio also extends into adjacent categories such as infrared thermometers for home health monitoring. Underlying technology centers on precision electric shaving heads, flexible-head epilation, and Intense Pulsed Light (IPL) hair removal with dermatological validation from the Skin Health Alliance; the most advanced offerings include the Series 9 PRO+ shaver and smart IPL devices promoted at €519.99–€719.99 UVP.

The business model is predominantly one-time hardware sales supplemented by recurring-revenue overlays: BraunCare+ extended warranty, shaver maintenance service, replacement parts, and accessories. Direct-to-consumer sales run through owned e-commerce storefronts (braun.com, us.braun.com) with Affirm financing (0%-36% APR), a product finder tool, and newsletter-driven promotions ($10 off under $100, $25 per $100 up to $125 off). Distribution is multi-channel and global: Amazon, JD.com/Joybuy brand stores across the UK, Germany, France, Netherlands, Belgium, and Luxembourg, electronics retailers, drogeries (beauty/health stores), and authorized service centers. Braun reaches customers in Europe, North America, Asia-Pacific (including China, Japan, India), and Latin America. The brand maintains active social media presence on Instagram, YouTube, Facebook, and X, runs seasonal promotional campaigns (spring, Mother's Day, summer, holidays), and is a founding sponsor of the Super Age Games longevity fitness event in NYC (November 7, 2026), signaling a strategic push into the healthspan and longevity consumer segment.

Name

Braun

Legal name

Braun (Brand of Procter & Gamble)

Website

https://braun.com

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Braun, a brand under Procter & Gamble, manufactures and sells personal care appliances — electric shavers, trimmers, epilators, and IPL hair removal devices — serving male grooming and female hair removal consumers globally through owned e-commerce, marketplaces, and retail.

Ownership category

akta.pro rank

Product category

Personal Care Appliances

NAICS

Small Electrical Appliance Manufacturing (335210), Small Electrical Appliance Manufacturing (33521)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF)

akta.pro secondary industries

Brow & Facial Hair Tools (Tweezers, Razors, Trimmers) (CRABAKAD), Men’s Grooming (Shaving, Beard Care, Aftershave) (CRADANAF)

Keywords

• Electric shavers
• Personal care appliances
• IPL hair removal
• Beard trimmers
• Epilators

Headquarters

HQ city

Königstein Im Taunus

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Hardware Sales - Electric Shavers: One-time purchase model for electric shavers including Series 9 PRO+, Series 8, and Series 7. Revenue generated from initial device sales, replacement parts, and accessory purchases.
2. Hardware Sales - Hair Removal Devices: One-time purchase model for IPL devices (Skin i-expert, Silk-expert Pro 5) and epilators (Silk-epil 9 Flex). Includes body hair, facial hair, and underarm treatment devices.
3. Hardware Sales - Grooming Accessories: Stylers, trimmers, and beard care products sold as one-time purchases. Professional precision grooming devices for body hair, head hair, and manscaping.
4. Service and Maintenance: Shaver maintenance service providing product refurbishment and lifetime extension. Replacement parts and accessories for existing device owners.
5. BraunCare+ Extended Warranty: Optional extended warranty and service program for registered devices, providing ongoing customer value and recurring touchpoints.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Braun designs, manufactures, and sells consumer electrical personal care appliances including electric shavers, beard trimmers, epilators, and IPL (Intense Pulsed Light) hair removal devices. The brand operates under Procter & Gamble and serves individual consumers globally through owned e-commerce, major marketplaces, electronics retailers, and drogeries. Its portfolio spans male grooming products (Series 9 PRO+, Series 8, Series 7, All-in-One Trimmer) and female hair removal solutions (Skin i-expert IPL, Silk-expert Pro 5, Silk-épil 9 Flex), supported by the BraunCare+ warranty and shaver maintenance service program.

Product overview

Braun, a brand under Procter & Gamble, offers a diversified portfolio of personal grooming and hair removal products centered around four core categories: electric shavers (Series 9 PRO+, Series 8, Series 7), beard trimmers and stylers (All-in-One Trimmer), epilators (Silk·épil 9 Flex), and IPL hair removal devices (Skin i·expert, Silk·expert Pro 5). The product ecosystem is supported by the BraunCare+ warranty and service program, and a network of replacement parts and accessories. The offerings span male grooming (shavers, trimmers) and female hair removal (epilators, IPL devices), with the IPL devices representing the premium segment capable of delivering up to two years of smooth skin. The portfolio emphasizes skin comfort, precision grooming, and durability, with products positioned at various price points from mid-range to premium.

Differentiator

Problem solved

Functional benefit

Products and services

• Series 9 PRO+ Electric Shaver Braun's flagship electric shaver designed for male consumers, delivering ultimate skin comfort and effortless beard care on 1, 3, or 7-day beards.
• Series 8 Electric Shaver

Quantifiable outcome

• Up to 2 years of smooth skin with regular IPL treatment regimen
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Super Age GamesflagshipGTM or Marketing Partner · 23 April 2026Braun is a founding sponsor of the Super Age Games, the world's first longevity fitness event measuring healthspan across strength, cognitive fitness, relational intelligence, and metabolic health. The event is scheduled for November 7, 2026, in New York City with 1,000 participants. Super Age has 3.7 million subscribers and positions within the $5 trillion longevity economy. Other founding sponsors include Altra, WHOOP, PUR, and NeuroTracker. Scientific advisory provided by The Buck Institute for Research on Aging.
• European Recycling Platform (ERP)coreStrategic or Co-development PartnerBraun co-founded the European Recycling Platform (ERP) through an informal coalition with Sony Europe, Electrolux, and HP via the INSEAD WEEE Forum (2003-2006). The coalition shaped EU's Waste from Electrical and Electronic Equipment Directive toward individual producer responsibility. ERP achieved 25% market share across EU member states and €100 million in turnover by 2010. ERP was acquired by Landbell Group in 2014 and expanded into packaging and textile industries.
• Skin Health AlliancecoreOthersDermatological testing and certification partner for Braun's IPL hair removal devices (Skin i-expert and Silk-expert Pro 5). Validates product safety and skin compatibility for consumer confidence.
• JD.com / JoybuycoreChannel Partner/ Reseller/ DistributorBraun operates brand stores on JD.com's Joybuy marketplace across UK, Germany, France, Netherlands, Belgium, and Luxembourg. Platform offers same-day and next-day delivery in major cities, free delivery on orders over €29/£29, with over 15 million households covered by same-day delivery via 60 warehouses across Europe.
• AmazoncoreChannel Partner/ Reseller/ DistributorBraun participates in Amazon's annual Summer Beauty Event, offering discounts up to 50% off on personal care and grooming products. Fourth year of the promotional partnership, positioned ahead of Mother's Day with daily rotating deal categories.

Scale indicators6 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• Ulike: Ulike is a fast-growing Chinese direct-to-consumer IPL hair removal brand competing directly with Braun's Skin i-expert and Silk-expert Pro 5 lines, particularly aggressive in Asia Pacific and increasingly in Western markets via Amazon and DTC.
• Panasonic (Beauty & Grooming): Panasonic competes head-to-head with Braun in men's foil shavers, beard trimmers, and women's epilators across global retail and online channels, with particular strength in Asian markets and import-driven unit share of the professional shaver category.
• Remington (Spectrum Brands): Remington is one of the four globally recognized electric shaver brands competing alongside Braun, typically positioned in the mid-tier price band, with parallel offerings across shavers, trimmers, and IPL/women's hair removal devices.
• Wahl: Wahl competes with Braun in men's beard trimmers, body groomers, and styling tools, with strong heritage in professional barbershop equipment that overlaps Braun's precision grooming positioning and consumer-facing trimmer range.
• Schick (Edgewell Personal Care): Schick competes with Braun in men's razors and women's hair removal products (via Schick Intuition and Hydro Silk ranges), operating through similar mass retail and online channels with overlapping consumer segments.
• Philips (Philips Norelco / OneBlade / Lumea): Philips is Braun's most direct global competitor across electric shavers (Norelco), trimmers (OneBlade), and IPL hair removal (Lumea), serving the same male grooming and female hair removal consumer segments with comparable premium pricing and similar distribution channels.
• SmoothSkin (CyDen): SmoothSkin is a specialist IPL hair removal brand competing with Braun in the at-home device category, with strong UK/European market presence and a focused single-category proposition that overlaps Braun's IPL device portfolio.

Emerging players

• Bevel: Bevel is a DTC men's grooming brand focused on trimmers, shavers, and beard care products for men of color, representing a niche, digitally native entrant competing in adjacent beard/body grooming use cases to Braun's trimmer portfolio.
• Harry's: Harry's is a DTC men's grooming brand that has expanded from razors into adjacent grooming categories, representing a digitally native, design-forward challenger to Braun in the broader men's grooming routine.

Broad incumbents

• Gillette (Procter & Gamble): Gillette is a sibling P&G brand in men's grooming, offering manual and electric razors plus Venus for women's hair removal. While not a direct product overlap in electric appliances, Gillette/Venus sits in the same P&G personal care portfolio and competes for the same consumer occasions and shelf space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Braun
• YouTubeyoutube.com/braun
• Facebookfacebook.com/BraunIndia
• Instagraminstagram.com/braun_global/?hl=en
• LinkedInlinkedin.com/company/braun-north-america

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Braun