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Pakistan’s grooming market is witnessing a significant transformation as Gillette exits formal local operations. Industry experts describe this as a “reset moment” in a sector long dominated by imported brands. Treet Corporation is seizing the opportunity by expanding its product line to cater to evolving Gen Z buyers and the underserved women’s grooming market.
For years, Pakistan’s shaving sector was concentrated among a few global brands, leaving limited local innovation. However, changing demographics, rising disposable incomes, and cultural shifts have created a demand for modern grooming solutions, particularly among young consumers and women.
Syed Sheharyar Ali, CEO of Treet Corporation, stated,
“Their exit may create a gap, but for us, it is simply accelerating a direction we were already heading toward.”
Treet plans to launch over 35 new products by January 2026, including premium men’s and women’s razors, shaving gels, foams, and face washes under standalone brands.
Unlike global markets, where men dominate razor consumption, Pakistan’s women’s segment remains largely untapped.
Ali emphasized,
“There is no major player covering it seriously. Pricing was a big issue, but we will now enter it with new technologies and proper system ranges.”
The company is also enhancing its online presence to appeal to Gen Z buyers, aged 15–20, who demand convenience and quality. However, Ali warned that grey market imports, especially from India and the region, remain a challenge.
“Grey products are the biggest issue. Proper government support is essential for legitimate businesses to grow,” he said.
On exports, Treet holds a competitive edge, with China among its largest markets. While exports have slightly declined from 34% of revenue in FY22 to 22% in FY25, domestic demand is driving the company’s plans to expand production next year. “This is the start of a new chapter. Our target is simple: to become a household name at every level,” Ali added.
With Gillette’s exit and Treet’s strategic expansion, Pakistan’s grooming market is set for innovation, premiumisation, and wider inclusion of women and Gen Z consumers, signaling a dynamic shift in an evolving industry.
