The current value growth of depilatories in Australia was slower in 2021 when compared with 2020, after unprecedented demand was driven by the closure of salons during the lockdowns in 2020. Australians tend to use more specialised services for long-term hair removal, including laser clinics, rather than at-home options.
Church & Dwight (Australia) Pty Ltd, which remained fourth in depilatories in 2021, continued to strengthen its share in the category through innovation. During the year the company launched a new range of hair removers/bleaches, the Nair Sensitive range, which includes ready-wax strips, depilatory creams, and strip-free waxes.
As in many other beauty categories, sustainability is also starting to permeate depilatories in Australia. Although products such as women’s razors and blades, which are made with numerous materials, are particularly difficult to recycle, some players have begun efforts to address the problem, including Procter & Gamble through its partnership with TerraCycle.
Cosmetic hair removal through permanent epilation, for instance using IPL and laser removal, has become more common and accepted in Australia, and this will moderate the performance of depilatories to some extent in the next five years, with slow and steady volume decline along with only slow current value growth. Consumers see this as a more permanent fix to being hair-free, and this also addresses the growing consumer demand for greater convenience.
As most women in Australia consider hair removal to be an integral part of their grooming routine, products that are easy to use and offer longer-lasting effects are often preferred, such as electrical devices. Therefore, manufacturers will have to find ways to compete with these alternative services, which include both beauty salons and smaller personal care appliances, including epilators and other at-home laser hair removal appliances, which are growing in popularity.
Consumers’ growing interest in more ethical brands will continue to influence the overall beauty and personal care industry in the forecast period, including depilatories. As a result, more companies are expected to follow initiatives similar to Procter & Gamble and Edgewell Personal Care in terms of looking to produce more sustainable alternatives in depilatories.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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