Competitive Landscape
Estrid's Subscription-Led Expansion Reshapes the Competitive Landscape
The depilatories category in Sweden remained moderately concentrated in 2025, with leading manufacturers broadly maintaining their positions. Estrid Studios AB leads the category with a 37% retail value share, a significant increase from 19% in 2020, driven by its design-led razor systems, refill cartridges and strong online, subscription-based distribution model, which prove particularly effective in capturing younger consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Depilatories industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- 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 Sweden - Category analysis
Key Data Insights
Value-Driven Beauty Sustains a Mature, Routine-Driven Category with Limited Volume Upside
Value-Driven Beauty Sustains a Mature, Routine-Driven Category with Limited Volume Upside
Digital Consumer Journey Reshapes Category Engagement through Subscription and Social Commerce
Sustainability Drives Demand for Refill-Based Razor Systems and Reduced-Plastic Packaging
Swedish Depilatories See Stable Volume and Steady Value Growth through Premiumisation
Price Competition to Intensify as Discount Expansion and Private Label Growth Pressure Traditional Retailers
Sustainability Set to Play a More Important Role in Product Design and Brand Differentiation
Estrid's Subscription-Led Expansion Reshapes the Competitive Landscape
Grocery Retailers Lead as Discount Chains and E-Commerce Intensify Competitive Pressure
Beauty and Personal Care in Sweden - Industry Overview
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Key Data Insights
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Sustainability Becomes a Baseline Expectation across Formulations, Packaging, and Retail Models
The Digital Consumer Journey Reshapes Discovery, Validation, and Purchasing across Beauty and Personal Care
Affordable Premium and Pharmacy Brands Set to Drive Steady Market Growth
Lifestyle-Driven Beauty and Fragmentation Set to Sustain Dynamic Growth in Premium and Niche Categories
Omnichannel Retail and Digital Engagement Set to Remain Central to Category Growth
L'oréal and Key Distributors Sustain Leadership as Niche and Lifestyle Brands Gain Incremental Share
Beauty Specialist Retailers Lead Premium Categories Whilst E-Commerce Expands through Established Omnichannel Ecosystems
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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