Competitive Landscape
Reckitt Benckiser Dominates Depilatories Amid Evolving Competition
In 2025, depilatories in the Philippines was highly concentrated, as Reckitt Benckiser held an overwhelming 64% share of retail value sales. Procter & Gamble Philippines Inc and Watsons Personal Care Store Philippines Inc both followed with 9%, respectively, reflecting a gradual increase over the 2020–2025 period.
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Overview:
Understand the latest market trends and future growth opportunities for the Depilatories industry in Philippines 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 Philippines, 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 Philippines 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 Philippines?
- Which are the leading brands in Philippines?
- How are products distributed in Philippines?
- 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 Philippines - Category analysis
Key Data Insights
Consumers’ Preference for Gentle and Affordable Hair Removal Shapes Sales Decline in 2025
Consumers’ Preference for Gentle and Affordable Hair Removal Shapes Sales Decline in 2025
Women’S Razors and Blades Drives Growth in Depilatories
Watsons and Veet Leverage Relatable Lifestyle Messaging to Build Loyalty
Depilatories Set to Recover From Decline Amid Shifting Hair Removal Preferences
Women’S Razors and Blades to Lead Growth
Reckitt Benckiser Dominates Depilatories Amid Evolving Competition
Offline Retail Maintains Lead as E-Commerce Accelerates Growth
Online Shopping Gains Traction as Digital Platforms Offer Accessibility
Beauty and Personal Care in the Philippines - Industry Overview
Multifunctional Products Drive Premiumisation Amid Evolving Consumer Behaviour
Key Data Insights
Multifunctional Products Drive Premiumisation Amid Evolving Consumer Behaviour
Colour Cosmetics Leads Growth Driven by Gen Z and Digital Strategies
Lifestyle Trend Drives Demand for Beauty and Personal Care
Dove Serum Caters to Hot Weather and Sensitive Skin
Digital-First Platforms Set to Empower Filipino Consumers and Drive Category Growth
Skin Care Set to Maintain Lead in Sales While Colour Cosmetics Accelerates
Consumer Demand for Multifunctional, Climate-Friendly Products to Shape Innovation
Preventative Health and Everyday Wellbeing to Continue Driving Premiumisation
Unilever Maintains Leading Position with Well-Established Brands
Digital-First Strategies Drive Brand Growth and Differentiation
Retail Offline Dominates Distribution as Consumers Shift Towards Hybrid Shopping Models
Retail E-Commerce Accelerates Growth Driven by Digital Engagement and Live Selling
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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