The performance of depilatories varied from product area to product area in 2021. While during the lockdown in the first half of the year consumers took care of their own grooming, consumers began returning to salons for hair removal after the lifting of pandemic-related restrictions in the second half of the year.
Women’s razors and blades saw increased activity throughout 2021, driven by lockdowns in the first half of the year. Although Billie, a trendy women’s grooming subscription service was not available in Canada in 2021, other online subscription services were active including Joy, Peachy Shaves and All Girl Shave Club.
Procter & Gamble Inc and Edgewell Personal Care Brands LLC continued to dominate depilatories collectively in 2021, thanks to their strength in women’s razors and blades and women`s pre-shave. Gillette from Procter & Gamble provides a full line of razors, blades, and pre-shave products through the Gillette Daisey, Gillette Venus and Gillette Satin Care brands, whilst Edgewell competes with its Schick razor brands and Skintimate women’s pre-shave products.
Over the forecast period, depilatories will resume its struggle of the review period, posting a decrease in constant retail value sales overall due to salons re-opening. However, sales are expected to be somewhat supported by a change in habits for hair removal/waxing with these products expected to see marginal retail value sales growth at 2021 prices from 2023.
While e-commerce is expected to continue its upward trajectory over the forecast period, sales growth through the channel in 2021 was lower than that seen in 2020. As consumers returned to beauty salons after the lifting of pandemic-related restrictions, some brands reported fall-offs in e-commerce.
The depilatories category is expected to experience a decline driven by pressure from the COVID-19 work-from-home trend in the short term as well as competitive pressures such as the launch of Flamingo shaving products, including razor systems, replacement blades and pre-shave gel by Walmart into an already competitive market. Independent brands such as Vancouver-based Well Kept are also active in the category, with sustainable safety-razors for women, creating more options for women.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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