Unit sales of depilatories rose for the first time in almost a decade during 2020. COVID-19 was the main driver of this, as it led to the closure of dermatology clinics, spas and beauty salons for an extended period.
The government’s Saudisation policy – which aims to increase labour force participation among Saudis, particularly women – also had a negative effect on volume demand for depilatories towards the end of the review period, as it led to a reduction in the number of expatriates in the country. Expatriates now have to pay high residence fees, particularly for their dependents.
Reckitt Benckiser Saudi Arabia Plc’s Veet brand remained dominant in depilatories in 2021. It has an extensive product portfolio covering both waxing and shaving, and its offerings are widely distributed.
Shaving remains the most popular at-home depilation method among Saudi women, with waxing a close second. System razors and blades continues to dominate sales of razors and blades.
As the threat posed by COVID-19 fades, daily life should continue to normalise and local consumers will gradually return to beauty salons and hair removal clinics in growing numbers. However, while depilatories is set to return to growth in retail volume terms in 2022, it will remain weak for the remainder of the forecast period.
Chemists/pharmacies and drugstores/parapharmacies are expected to remain key distribution channels for the sale of depilatories over the forecast period. This is thanks to the availability of a wide variety of products in these stores, ongoing promotional campaigns, and popular loyalty programmes.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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