Competitive Landscape
Procter & Gamble and Reckitt Benckiser Sustain Leadership Despite Declining Shares
The depilatories landscape in Ireland in 2025 is moderately concentrated, with the top two manufacturers, Procter & Gamble (Mfg) Ireland Ltd and Reckitt Benckiser Ireland Ltd, collectively holding 59% of retail sales value share. Procter & Gamble’s share declined from 45% in 2024 to 41% in 2025, indicating a notable erosion of dominance over the course of a single year, while Reckitt Benckiser’s share also decreased.
Indie Brands' Subscription Models and Sustainability Drive Innovation and Growth Opportunities
Innovative product launches and evolving business models, especially subscription-based razor refills, are reshaping depilatories in Ireland. Brands like Estrid exemplify this shift by removing organisational barriers for consumers through scheduled automatic deliveries, which align with growing consumer preferences for sustainable and convenient grooming solutions.
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Overview:
Understand the latest market trends and future growth opportunities for the Depilatories industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Depilatories industry in Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Depilatories in Ireland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Depilatories in Ireland?
- Which are the leading brands in Ireland?
- How are products distributed in Ireland?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Depilatories in Ireland - Category analysis
Key Data Insights
Depilatories Summary
Irish Consumers Embrace Body Hair, Moderating Category Growth
Indie Brands and Reusable Razors Gain Traction Amid Sustainability Focus
Shoreline Shaving and Billie Drive Sustainability and Inclusivity Trends
Heritage Brands to Secure Limited Growth through Loyalty and Pricing
Hair Removers and Razors to See Marginal Growth through Innovation and Sustainability
Consumer Demand for Sustainability to Reshape Offerings
Procter & Gamble and Reckitt Benckiser Sustain Leadership Despite Declining Shares
Indie Brands' Subscription Models and Sustainability Drive Innovation and Growth Opportunities
Supermarkets Dominate Sales as Shoppers Prioritise Convenience and Immediacy
E-Commerce Surges with Subscription Models Reshaping Consumer Purchase Habits
Beauty and Personal Care in Ireland - Industry Overview
2025 Developments
Key Data Insights
Steady Growth Driven by Prevention, Clean Innovation and Digital Shifts
Skin Care Leads Value Share While Colour Cosmetics Show Rapid Growth
Clean Reimagined and Longevity Surge as Beauty Norms in Ireland
Lifestyle-Driven Beauty Shapes Consumer Choices and Innovation Pathways
Consumers to Prioritise Prevention and Gentle Efficacy Driving Steady Value Growth
Brands to Align Innovation with Lifestyle Habits to Deepen Consumer Engagement
Retailers and Brands to Evolve Strategies to Capture Shifting Consumer Priorities
Leading Manufacturers Adapt to Shifting Consumer Preferences While Maintaining Dominance
Mass and Premium Players Innovate with Targeted Strategies to Capture Evolving Demand
Grocery Retailers Maintain Dominance While E-Commerce Accelerates Growth
Discounters and Beauty Specialists Grow by Targeting Value and Specialised Needs
Country Reports Disclaimer
The following categories and subcategories are included:
Depilatories
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Depilatories research and analysis database.
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