Depilatories in Brazil

2021 DEVELOPMENTS

Despite local preference for depilation, category continues to struggle

The term “Brazilian wax” is familiar and popular around the world. The common local practice can be carried out at home or by professionals in the high number of salons located across Brazil.

Fierce competitive environment sees beauty salon expand through franchising

Chains of beauty clinics offering depilation are increasingly focusing on laser hair removal and thus represent a stronger substitute for traditional depilatories purchased from retailers. Some of these chains are expanding through franchising, including Não+Pelo, Giolaser, D´pil, Mais Depil and Depyl Action.

Thousands of closed salons hamper access to more sophisticated options

Local consumers understand the brands of depilatories offered to them when visiting beauty salons, as most professional products used in salons can also be found in beauty specialist retailers. The mass closure of salons not only reduced sales of the products for professional use, but also reduced the visibility of such brands to be considered by consumers for use at home.

PROSPECTS AND OPPORTUNITIES

Increasing qualification of professionals expected to retain consumers

Professional hair removal has been increasingly pressurising at-home depilatories distributed via retailers. In addition, the expansion of beauty salons via franchising offers Brazilian women employment opportunities.

Launch of new technology set to offer further competition to depilatories

LED technology offered by beauty clinics (that claims to be more effective for diverse tones of skin colours) and new electronic devices to be used at home with laser solutions are emerging as alternative depilation solutions to local consumers. Devices directed to end consumers represent a relatively more affordable expense in comparison to a course of 10 sessions from professional clinics.

Polarised consumption expected to make hi-low offers the most relevant

Brazilian consumers with lower purchasing power have been facing a more vulnerable situation with the reduction in average incomes combined with rising inflation. This scenario is expected to be slowly diluted over the forecast period, leading to lower retail volume declines and eventual growth for depilatories.