Competitive Landscape
Procter & Gamble Adapts to Challengers as Share Slips on Innovation Push
Depilatories in the UK remained a highly concentrated competitive environment in 2025, with Procter & Gamble and Reckitt Benckiser Group collectively holding over half of total value, with shares of 27% and 23%, respectively. The level of concentration has declined slightly over the last five years, as Procter & Gamble’s share fell from 28% in 2020 to 27% in 2025 and Reckitt Benckiser also experienced a reduction from 25% to 23% in the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Depilatories industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in United Kingdom?
- How are products distributed in United Kingdom?
- 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 United Kingdom - Category analysis
Key Data Insights
Ffs and Leaf Boost Premium Sales through Subscription and Sustainability
Ffs and Leaf Boost Premium Sales through Subscription and Sustainability
Leaf Secures Loyalty as Consumers Embrace Ultra-Premium Sustainable Razors
Subscription Brands Will Widen the Gap as Value and Premium Diverge
Women to Choose Reusable Razors and Subscription Models for Lasting Results
Personal Care Routines Shift as Population Growth Slows
Procter & Gamble Adapts to Challengers as Share Slips on Innovation Push
Estrid’S Subscription Model Challenges Boosts E-Commerce Channel
Estrid and Digital-First Brands Drive Subscription-Led Loyalty Gains
Beauty and Personal Care in the United Kingdom - Industry Overview
Coty Leverages Storytelling to Boost Premium Fragrance Spending
Key Data Insights
Coty Leverages Storytelling to Boost Premium Fragrance Spending
Coola and Neutrogena Reshape Routines with Science and Wellness
Dyson and the Ordinary Drive Ingredient Transparency and Trust
Premium and Hybrid Brands to Secure Long-Term Consumer Loyalty
Fragrances Outpace Rivals as Premiumisation Drives Value Gains
Ingredient-Led Innovation and Global Brands Reshape Expectations
L’Oréal Expands Science-Led Brands as Procter & Gamble Loses Ground
Unilever and L’Oréal Use Acquisitions to Drive Premium Growth
Neutrogena and Dyson Advance Science-Led and Transparent Innovation
Kérastase and Medicube Blend Digital and Physical Retail to Drive Engagement
Medicube and Ai-Powered Recommendations Accelerate Digital Discovery
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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