Depilatories was one of the few categories to register positive growth in 2020 which continued to grow in 2021. In 2020, the closure of beauty salons meant that Portuguese women had no choice but to perform depilation at home.
Women’s razors and blades are perceived as more convenient and less harmful in terms of composition compared to alternative methods offered by the category. Prior to the pandemic, the category was already gaining ground, being perceived as the perfect complement to definitive depilation.
As noted in many beauty and personal care categories, an increasing number of natural formulations are emerging to meet more informed consumers and their concerns regarding chemicals. After Veet Minima was launched in 2020, Body Natur launched its Clean Beauty range.
Depilatories is expected to register positive growth over the forecast period, but with predictions for slower rates. Heading into 2022, a change in consumers’ behaviour is likely to continue to drive demand for depilatories, as some are now used to at-home application whilst appreciating cost savings.
Hair removers/bleaches is predicted to be the most negatively impacted category by the potential return to beauty salons once the local economy improves. Definitive laser depilation in clinics and salons or even with devices designed for home usage were on the rise pre-pandemic.
Less harmful natural ingredients and more sustainable formulations and packaging have already emerged in hair removers/bleaches. Nevertheless, the offer is still limited when compared to other beauty and personal categories.
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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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