Competitive Landscape
Procter & Gamble and Reckitt Benckiser Extend Leadership with Innovation
Depilatories in Malaysia remained a highly concentrated space in 2025, with Procter & Gamble (M) Sdn Bhd and Reckitt Benckiser (M) Sdn Bhd collectively accounting for 74% value share. Over the review period, concentration increased, as Procter & Gamble’s share rose from 36% in 2020 to 40% in 2025, while Reckitt Benckiser also strengthened its position, climbing from 34% to 35%.
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Overview:
Understand the latest market trends and future growth opportunities for the Depilatories industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- Which are the leading brands in Malaysia?
- How are products distributed in Malaysia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- 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 Malaysia - Category analysis
Key Data Insights
Depilatories Summary
Glowcode Leverages Skin Care Infusion to Drive Value-For-Money Innovation
Veet Responds to Natural Ingredient Demand with Upgraded Formula
Private Label and Salon Competition Reshape Brand Strategies and Consumer Loyalty
Waxing Salons Set to Drive Consumers to Professional Hair Removal
Women's Razors Set for Rapid Growth as Hair Removers Maintain Market Lead
Procter & Gamble and Reckitt Benckiser Extend Leadership with Innovation
Health and Beauty Specialists Dominate Distribution
Tiktok Shop and E-Commerce Accelerate Sales Growth of Depilatories
Beauty and Personal Care in Malaysia - Industry Overview
2025 Developments
Key Data Insights
Asian Beauty Trends and Localised Innovations Drive Robust Market Growth
Clean Beauty and Science-Led Products Boost Sales
Social Commerce and Influencer Marketing Drive Beauty Sales in Malaysia
Specialists to Leverage Mass Discounts to Sustain Value Growth
Ingredient-Led Skin Care and Hybrid Sun Care to Drive Sales
Tiktok and Ingredient Innovation Set to Drive New Purchasing Behaviours
Multinationals Maintain Lead through Scale and Targeted Innovation
Watsons and Guardian Leverage Private Label and Discounts to Capture Value-Driven Shoppers
Beauty Specialists Capture Premium Brand Share as Department Stores Retreat
Online Flagship Stores and Payday Campaigns Fuel E-Commerce Gains
Evolving Consumer Demands Shape New Product Development
Hybrid Formulations and Retail Technology Lead Recent Launches
Strategic Pricing and Omnichannel Integration Secure Future Growth
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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