Depilatories in the US

PROSPECTS

Women’s shaving continues to struggle in the US

Although depilatories is still a billion dollar category, it is struggling. Depilatories is experiencing some of the same issues plaguing the men’s shaving category, namely a consumer shift toward other means of hair removal.

Cost, convenience and benefits drive sales in a declining category

Because overall depilatories is declining, the competition amongst key players has become stronger. Direct-to-consumer brands have entered women’s shaving, but have not disrupted it to the same degree as in men’s shaving.

Natural-positioned depilatories have room for growth

Depilatories is under-penetrated with products with a natural positioning. Depilatories that are formulated with plant-based ingredients beyond the well-established aloe vera, such as coconut oil, jojoba oil and manuka honey, which have been popular in other skin care categories, may spark consumers’ interest.

COMPETITIVE LANDSCAPE

Shave clubs for women enter the market, disrupting the category

Similar to men’s shaving, depilatories witnessed various entrants through the e-commerce-based subscription model over the last two years. Citing reasons for entry that echoed the benefits of subscription services in men’s shaving, these companies emphasise affordability, personalisation and convenience of delivery.

The leading subscription players

Players in subscription clubs in women’s razors and blades include Angel Shave Club, which was founded in 2016 and bills itself as the first shave club for women. It donates a proportion of its profits to overseas charities.

Continued growth for shave clubs

It is likely that more women’s shave clubs will enter the US market before one or two players emerge on top, following the ebb-and-flow that characterised the performance of Harry’s and Dollar Shave Club over the last two years. Despite a value decline in 2017 and the continued decline expected over the forecast period, women’s razors and blades currently remains a billion dollar category.

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