Turkish women often rely on beauty salons and hairdressers for their depilatory services despite that being a more expensive option. As they were closed during the COVID-19 pandemic, they bought depilatories which supported sales in the previous year.
New launches over the review period concentrated on convenient application, time efficiency and professional care at home. Product innovation continued to be informed by consumer behaviour, with companies responding rapidly with faster and more comfortable solutions, such as ergonomic razor systems that adapt better to the body’s contours.
The multinational Gillette and the Turkish company Kopas Kozmetik Pazarlama remained the leading players in depilatories in 2021, with the former leading on the strength of its domination of women’s razors and blades and women’s pre-shave and the latter on the basis of its leadership in hair removers/bleaches. Gillette and other multinationals operate mainly in more modern categories like women’s razors and blades, while domestic companies account for a higher share of total sales in hair removers/bleaches.
Over the forecast period, depilatories is set to record current value growth on par with that recorded over the review period, whilst volume sales should increase following previous decline. The home beauty regimes forced upon consumes due to the lockdowns are expected to continue, especially as the declining purchasing power will encourage more consumers to save money by removing hair at home rather than going to beauty salons.
In line with the health and wellness, and clean beauty trends, consumers are anticipated to increasingly prefer natural and free from formulations within depilatories. In response, companies will continue to incorporate a higher proportion of natural and soothing ingredients as well as organic extracts and ingredients into their depilatories.
Over the forecast period, depilatories is expected to see growing competition from electronic hair removal devices as the penetration of such devices continues to increase, challenging the growth potential of depilatories. Such devices simulate beauty salon experiences at home but cost less in the longer term.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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