Salons were allowed to function in Singapore for the majority of 2021, and thus consumers did not have to resort to DIY hair removal options such as depilatories, as some people did in 2020, although many did not bother with hair removal at all during home seclusion. Consumers in Singapore enjoy visiting salons to be treated by professionals, and consumers see a trip to a salon as a valuable and well-deserved pampering session after a year of on-and-off lockdowns, restrictions and home seclusion.
When it comes to shaving or using hair removal products, most consumer complaints in Singapore are around the issues of skin sensitivity and irritation. These products tend to be harsh, irritate the skin and can cause cuts and bacterial infections if not used with care.
The hair removers/bleaches category saw current value decline throughout the review period, including in 2021, and is set to continue to decline, as consumers are beginning to become wary of the potentially harmful ingredients present in hair removal creams. As these are essentially meant to “melt” the hair, it is possible for consumers to experience chemical burns if the cream is left on for an extended period of time.
Professional services such as waxing, which offer longer-term hair removal, have been threatening the performance of the depilatories category for a few years. Nowadays, however, treatments such as laser hair removal and IPL hair removal are also gaining popularity amongst consumers.
The demand for depilatories remained weak in 2021, even with the easing of social restrictions in Singapore. Opportunities for long-term growth are limited within this category due to its maturity, and volume sales will struggle to return to the pre-pandemic level during the forecast period.
Depilatories is a small category in Singapore; however, there are opportunities for players to develop new strategies and jump on the trends that have arisen due to COVID-19. Products with an organic positioning, such as razors coated with aloe vera, which is gentle on the skin, or hair removal creams made from natural and organic ingredients, could be popular amongst consumers in Singapore.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Depilatories
This report originates from Passport, our Depilatories research and analysis database.
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