COVID-19 restrictions kept people at home in 2020, which impeded sales of depilatories. In 2021, as consumers gradually adapted to the new normal, public venues reopened and domestic travel resumed.
Schick Intuition under Schick (Guangzhou) (Edgewell) took the lead in depilatories from Reckitt Benckiser China’s Veet in 2021, accounting for a quarter of value sales. Having been in the market for a long time, Schick Intuition has built a reliable image thanks to its signature razor with built-in moisturising bar.
Depilatories in China is expected to post solid current value growth over the forecast period. As consumers’ awareness of themselves and their bodies increases, demand for hair removal is likely to increase, driving sales of razors and blades in particular and improving the penetration rate, especially as value-added features are being incorporated in new product developments.
E-commerce is the dominant distribution channel for depilatories in China, accounting for nearly two thirds of overall value sales in 2021. While the pandemic gave the share of e-commerce a boost, as offline traffic was severely negatively impacted, over the forecast period e-commerce is expected to continue its growth momentum and continue to increase its share of sales, due to convenience of purchase and ease of comparing information online.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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