Competitive Landscape
The Procter & Gamble Co Strengthens Lead as Competitors Innovate in Shaving Oils
Depilatories in the US remain highly concentrated, with The Procter & Gamble Co holding the largest value share of 39% in 2025, a figure that has increased from 38% in 2020. Edgewell Personal Care Brands, the second-ranked company, has seen its share decrease from 16% in 2020 to 13% in 2025, while Bic Corp’s share has remained relatively stable, ending at 12% in 2025.
Eos and Native Drive Growth with New Moisturising Shave Oils
Notable product innovation in 2025 and into 2026 has come from brands such as EOS and Native, with both launching new shaving oil products that emphasise moisturising benefits and appealing fragrances. In early 2025, EOS expanded its body care offering by introducing a Vanilla Cashmere Shave Oil, followed in 2026 by a Coconut Waters variant.
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Overview:
Understand the latest market trends and future growth opportunities for the Depilatories industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Depilatories industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Depilatories in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Depilatories in USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Depilatories in the US - Category analysis
Key Data Insights
Gillette Venus Drives New Features to Defend Leadership Amid Challenger Pressure
Gillette Venus Drives New Features to Defend Leadership Amid Challenger Pressure
Billie and Skintimate Fuel Product Innovation to Target Value-Driven Shoppers
Edgewell and Terracycle Collaboration Promotes Sustainable Razor Disposal
Gen Z Shifts to Redefine Purchase Drivers and Product Innovation
Device Adoption and Changing Routines Drive Volume Decline in Traditional Lines
The Procter & Gamble Co Strengthens Lead as Competitors Innovate in Shaving Oils
Eos and Native Drive Growth with New Moisturising Shave Oils
Tiktok Shop and Amazon Drive E-Commerce Sales as Subscriptions Decline
Warehouse Clubs Win Value-Seeking Shoppers as Pharmacies Lose Ground
Beauty and Personal Care in the US - Industry Overview
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Key Data Insights
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Health-Focused Innovation and Elevated Mass Offerings
Olive Young and Sephora Expand K-Beauty Reach through Partnership
Longevity and Wellness Trends to Shape the Future of Us Beauty and Personal Care
Korean Colour Cosmetics and Hybrid Sunscreen to Expand Reach through Mass Retail
At-Home Devices and Personalisation Set to Drive New Business Models and Partnerships
L’Oréal Accelerates Leadership through Acquisitions and Prestige Expansion
Church & Dwight and Elf Beauty Expand with High-Impact Acquisitions
The Shift Towards E-Commerce and Digital-First Strategies
Olive Young’S Partnership Accelerates K-Beauty’S Reach through Sephora
Country Reports Disclaimer
The following categories and subcategories are included:
Depilatories
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Depilatories research and analysis database.
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