Sales of hair removers/bleaches remained stagnant in 2018 and are expected to continue their sluggish performance over the forecast period. These products continue to be under threat from aesthetic and clinical hair removal services, as well as women’s belief that chemical ingredients in hair removers/bleaches have a damaging impact on their skin and cause rashes and irritation.
Women’s razors and blades remained the only depilatories category to achieve current value growth in 2018. This is mainly due to manufacturers focusing on developing razors and blades with value-added benefits.
Veet by Reckitt Benckiser (S) Pte Ltd and Gillette by Procter & Gamble (S) Pte Ltd continue to dominate value sales of depilatories. Veet is the dominant brand of hair removers/bleaches but continues to redevelop its products.
With Gillette and Veet dominating the distribution landscape, it is hard for other players to compete. Private label’s value share dropped further in 2018 as consumers showed a preference for branded depilatories, which are known for their quality.
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This industry report originates from Passport, our Beauty and Personal Care market research database.