Competitive Landscape
Estrid Studios Drives Share Gains as Legacy Brands Try to Defend Their Positions Amid Retail Challenges
The depilatories landscape in Norway in 2025 remains quite concentrated, dominated by a handful of key manufacturers, with the Veet brand from Bonaventura Scandza and the Gillette Venus brand from Procter & Gamble Norge remaining among the leading positions. Veet maintains a share of 31%, while Gillette Venus holds 26%, together accounting for over half of the market.
Digital-First Refill Models and Retail Innovation Open Growth Avenues for New Entrants
Innovation within the depilatories category is spearheaded by digital-first brands like Estrid, which leverage subscription-based refill systems and design-led product lines to attract younger consumers and expand market presence. Estrid’s refill model, minimalist aesthetics and omnichannel retail partnerships with lifestyle stores such as H&M and Lindex enhance product discovery and consumer engagement beyond traditional grocery channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Depilatories industry in Norway 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 Norway, 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 Norway 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 Norway?
- Which are the leading brands in Norway?
- How are products distributed in Norway?
- 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 Norway - Category analysis
Key Data Insights
Digital-First Brands Challenge Legacy Players to Capture Growth
Digital-First Brands Challenge Legacy Players to Capture Growth
Razors and Blades Most Dynamic
Estrid’S Digital Engagement and Lyko’S Refill Strategy Reshape Consumer Choice
Mature Category Growth Will Be Driven by Pricing and Share Shifts
Razors and Blades Will Remain the Biggest and Most Dynamic Category
Digital Engagement and Sustainability to Shape Competitive Dynamics
Estrid Studios Drives Share Gains as Legacy Brands Try to Defend Their Positions Amid Retail Challenges
Digital-First Refill Models and Retail Innovation Open Growth Avenues for New Entrants
Grocery Retailers Continue to Lead Despite Ongoing Share Erosion
Retail E-Commerce Expands Rapidly, Driven by Digital-First Brands and Convenience
Discount Retailers and Digital Innovators Reshape Competition and Consumer Choice
Beauty and Personal Care in Norway - Industry Overview
Norwegian Consumers Drive Premium Growth Amid Steady Economic Conditions
Key Data Insights
Norwegian Consumers Drive Premium Growth Amid Steady Economic Conditions
Sales in Biggest Category Skin Care Driven by Ingredient-Led and Wellness Trends
Brands Leverage Lifestyle and Digital Engagement to Capture Consumer Loyalty
Norwegian Consumers to Drive Premium and Pharmacy Growth through Value-Focused Choices
Skin Care Will Continue to Be the Leading Category in Value Terms
Brands to Leverage Omnichannel and Influencer Strategies to Capture Evolving Consumer Loyalty
L’Oréal and Orkla Strengthen Their Positions through Broad Portfolios and Innovation
Sustainability and Omnichannel Strategies Strengthen Brand Loyalty
Fragmentation and Innovation Drive Competitive Dynamics and Growth Opportunities
Specialist Sustain Their Dominance Amid Shifting Shares
Retail E-Commerce Continues Growing, Driven by Its Convenience and Omnichannel Operations
Discounters and Omnichannel Specialists Reshaping Retail Landscape in 2026
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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