Competitive Landscape
Reckitt Benckiser Widens Lead as Procter & Gamble Loses Share
Depilatories in Thailand remain highly concentrated, with the three largest manufacturers accounting for 70% of overall value in 2025. Reckitt Benckiser (Thailand) Ltd strengthened its leadership, growing its share from 42% in 2020 to 46% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Depilatories industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- 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 Thailand - Category analysis
Key Data Insights
Brands Are Emphasising Gentler, Skin-Soothing and Dermatologically Tested Formulations
Brands Are Emphasising Gentler, Skin-Soothing and Dermatologically Tested Formulations
Farbera Drives Skinification While Tiny Me Fuels Digital Shareability
Cosmic and Thanom Turn Hair Removal into a Sensory-Led, Shareable Ritual
Gen Z and Digital Creators to Redefine Grooming through Shareable Rituals
Sensitive-Skin and Skin-Care-First Formulas to Drive Premium Expectations
E-Commerce and Viral Aesthetics Fuel Growth for Smaller Brands
Reckitt Benckiser Widens Lead as Procter & Gamble Loses Share
Hypermarkets and Supermarkets Drive Routine Purchasing and Category Leadership
Watsons and Boots Boost Share with Premium and Specialist Ranges
Routine-Driven Purchasing Limits Online Channel Despite Rising Awareness
Beauty and Personal Care in Thailand - Industry Overview
Hybrid Sun Care Launches Drive Consumer Daily Routines
Key Data Insights
Hybrid Sun Care Launches Drive Consumer Daily Routines
Srichand Leverages Vegan Actives to Build T-Beauty Identity
Digital Shoppertainment Accelerates Brand-Consumer Engagement
Brands to Innovate with Climate-Adapted Benefits to Boost Daily Relevance
Shoppertainment and Social Commerce Reshape Digital Discovery and Conversion
L’Oréal Thailand Strengthens Its Lead
Emerging Local Brands Disrupt with Science-Led Launches
Watsons and Boots Drive In-Store Trials as E-Commerce Makes Gains
Tiktok Shop and Shopee Accelerate Digital Beauty Engagement
Watsons and Tiktok Shop Shape Omnichannel Beauty Strategies
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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