During 2020, Brazil did not witness as severe COVID-19 lockdowns as seen in other countries in Europe and the Americas. Probably because of this, social isolation measures lasted for much longer than expected, and the virus continued to spread throughout the whole country, leading to much longer waves of infection.
During the pandemic, many consumers adopted or consolidated self-care routines as an escape from the anxiety and stress it caused. These rituals usually included skin care, hair care and oral care products.
For many years now, professional services for longer-term hair removal, either through wax or laser, have been pressuring the performance of at-home depilatories. While having professional hair removal in a beauty salon or hairdresser’s using waxing is common (and affordable, for middle-income consumers), laser procedures have also become increasingly popular.
Apart from the competition from professional services, depilatories is also expected to suffer competition from a more paradigm-breaking concept: of embracing natural body hair. For global and Brazilian beauty standards, this still sounds like a far reality, but the trend has been gaining supporters from all social economic levels and regions of the country.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Depilatories research and analysis database.
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