In 2020, depilatories was one of the few beauty and personal care categories that experienced growth instead of decline amidst COVID-19. With salons and professional services closed, women opted to carry out their hair removal routines at home, increasing sales of depilatories.
After a period of sustained decline in hair removers/bleaches, fuelled in part by concerns over safety and ingredients, this category saw newfound growth in 2020 as a result of home seclusion and lack of access to salons or professional hair removal services. In 2021, this growth continued, but at a slower rate than in the previous year.
After a year of growth driven by home seclusion in 2020, women’s razors and blades and women’s pre-shave saw continued growth in 2021, with even higher value growth rates than seen the previous year. While in recent years professional hair removal services cut into sales of women’s razors and blades, the return of social outings, as well as travel, presented a strong usage case for these products, which are generally quicker and cheaper than either professional hair removal or the use of depilatory creams.
One trend to watch out for in the forecast period is the growth of women’s face shaving products. Traditionally, women’s hair removal focused primarily on body hair, as opposed to male grooming products geared towards the face.
Although shave clubs have taken off in the men’s grooming category, thus far the same cannot be said for products focused on women. Brands such as Billie, Athena Club and All Girls Shave Club have experienced some growth over the past few years, but their market share and sales are not yet comparable to those of the shave clubs marketed towards men.
In recent years, lifestyle branding and influencer marketing became two dominant forces in beauty products, particularly colour cosmetics and skin care. Consumers have sought out brands which actively reflect their values and preferences, and often rely on influencers for product discovery and purchase recommendations.
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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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