The depilatories market is mature and faces a notable threat from electronic alternatives, such as epilators. This could escalate amid growing consumer interest in healthier and more natural hair removal alternatives considering that hair removal creams, specifically, often contain harsh ingredients.
Hair remover blades/razors are the least expensive and most convenient tool to remove unwanted hair and are experiencing a rebound in growth due to female consumers returning to the physical workplace as COVID-19 restrictions have been eased. Companies have also pushed for bundle packs of such products over e-commerce, which has helped to maintain demand.
Reckitt Benckiser (Philippines) Inc retained its dominant position in depilatories in 2021, benefiting from its leadership of the most popular format, hair removers/bleaches, with its brand Veet. The latter offers a range of products including Veet Brightening Hair Removal Cream, which claims to produce visibly brighter skin due to the use of microbeads.
The easing of restrictions and the resumption of activities outside the home, such as returning to the workplace, exercise, visiting the beach and socialising, are likely to encourage consumers to focus on their appearance. This will drive growth in depilatories.
Players are likely to look to innovation to add interest and value to depilatories due to competition from both beauty salon services and DIY methods that some consumers traditionally try, such as the use of natural ingredients such as sugar, lemon juice and salt to create an alternative sugar wax. This trend has been supported by the internet and social media with articles and online tutorials appearing for natural treatments, which claim to be less harmful to the skin and to have longer lasting results.
The distribution of depilatories in the Philippines has potential to further expand over the forecast period in favour of e-commerce, as players and retailers look for ways to extend their consumer reach, particularly amongst tech-savvy younger consumers, who tend to spend longer periods of time on their digital devices and are increasingly exposed to and influenced by online promotions, advertising, and social media collaborations. Moreover, heavy discounting tends to occur more frequently online compared to physical retailers, with the likes of Watsons benefiting from an omni-channel strategy.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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