In 2024, retail sales of depilatories in Kenya continued to grow in current value terms, driven by a stronger focus on personal grooming, especially among younger consumers. As disposable incomes rise, advanced and convenient hair removal products have become more affordable, while Western beauty trends, amplified through social media, are further amplifying demand. The market is also seeing the introduction of a wider variety of products catering to different skin types and preferences, support

Sales of depilatories saw double-digit growth in India in current value terms in 2024, reflecting the deepening importance of personal grooming routines across diverse consumer segments. Hair removers/bleaches continued to lead both in market size and growth in 2024, driven by consumers increasingly adopting these products as essential parts of their skin care and beauty routines. Women, particularly in urban areas, are moving beyond occasional use to regular, multi-step hair removal rituals tha

Price sensitivity continues to shape demand in the depilatories category, as South African consumers navigate ongoing financial pressures amid rising living costs. Many households sought to trim discretionary spending, leading to more cost-conscious choices when buying essential grooming products. Although depilatories remain a regular part of daily showering and grooming routines for many, consumers increasingly opt for more affordable formats, particularly disposable razors and private label a

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Volume sales of depilatories, which is dominated by hair removers/bleaches, continued to grow in Algeria in 2024, albeit at a slower rate than in recent years. With purchasing power declining, many consumers turned to more affordable, home-made hair removal solutions, such as honey, sugar, and lemon mixtures. Moreover, hair removers/ bleaches tend to be regarded as relatively expensive by most consumers, limiting their reach, despite a loyal core customer base.

Depilatories saw sluggish value growth in New Zealand in 2024, with volume creeping back towards a positive performance compared to 2023. While this denotes steady demand, the category is also starting to mature, which suppressed potentially stronger growth. In the current economic climate, consumers are cautious about how they spend their money, and while personal care items are important, consumers are unlikely to have expanded their range of products in the past 12 months. Consumers who are a

Value sales of depilatories increased in Germany in 2024. Despite competition from salon treatments and more permanent cosmetic procedures such as laser hair removal, depilatories experienced positive performance due to its affordability and ease of use. Clean aesthetics are still widely associated with hairlessness and remain a strong cultural driver in Germany. Innovations that speed up, simplify and make the hair removal process more comfortable, such as new cream formats or ergonomic razors,

Depilatories continued to grow in 2024 despite ongoing economic pressures, supported by shifting social patterns and increased interest in personal care. As more Moroccan women enter the workforce, there is a growing emphasis on grooming and appearance, particularly among single and financially independent women. However, limited disposable incomes have kept many consumers from investing in premium depilatory solutions. Instead, there has been a clear preference for affordable, practical product

Depilatories saw small positive value sales in Cameroon in 2024, with volume in a negative slump, albeit slightly less steep than seen in 2023. Unlike in Western markets, where beauty standards emphasise extensive hair removal, Cameroonian women feel less societal pressure to remove body hair beyond areas like the underarms and bikini line, as no one really puts emphasis on this. Additionally, the melanin skin tone makes hair less revealing. As a consequence, demand for depilatories is limited t

Depilatories saw current value growth in Nigeria in 2024. Strong value growth was driven by a significant increase in unit price. However, volume sales fell as a result of the rising prices and the poor economic situation, which was characterised by high inflation that weakened consumer spending power. While depilatories has become more popular in Nigeria over the review period, it continues to be seen as a non-essential category. As a result, during the challenging economic conditions prevailin

Depilatories registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. In addition, younger consumers, including teenagers are increasingly using depilatories. This marks a significant cultural shift, as in the past, women typically began using depilatories only after the age of 20, due to cultural norms, and in addition local traditions such as sugaring also hindered growth of depilatories. Ho

Depilatories continued to account for the smallest share of overall beauty and personal care value sales in Austria, yet the category remained stable in 2024. Hair removal remained an integral part of grooming routines for many women in Austria, particularly as smooth, shaved legs and underarms were still widely regarded as a beauty ideal. This cultural norm ensured consistent demand for hair removal products, even in a relatively mature market. In 2024, the category benefited from several facto

With only moderate growth in current value terms, depilatories was showing signs of reaching market maturity in 2024. Demand for these products is relatively consistent, with no major shifts in consumer behaviour that would have resulted in a change in the market performance for the category. The modest growth of the overall category also reflects the other alternative options available to consumers for hair removal, such as electric hair shavers which are more convenient to use and which can he

Depilatories remains a stable and highly mature category in Sweden. A smooth, hair-free appearance continues to be the norm, especially among women, but innovation is limited, and the market is defined by routine purchasing and low consumer engagement. In 2024, the category saw a small decline in retail volume terms and only moderate value growth, with growth largely supported by the continued rise of domestic brand Estrid. The brand has helped introduce a slightly more premium feel to an otherw

Depilatories saw modest current value growth in the UK in 2024 driven by an increasing consumer focus on personal grooming and self-care. Even though inflation slowed down in 2024, prices continued to rise, which supported current value growth even as volumes stagnated. The category also saw gains from ongoing innovation, particularly in women's razors and blades, where brands are focusing on sustainability and skinification benefits. As consumers continue to prioritise convenience, at-home solu

Depilatories saw current value growth in the United Arab Emirates in 2024. Grooming is a significant part of personal care routines in the country, especially amongst women, who place a high value on smooth, hair-free skin. This cultural preference, combined with the region's hot climate, in which people often wear lighter clothing, drives the consistent demand for hair removal products.

In 2024, value sales of depilatories increased in Portugal, however, growth was low. Although sales still exhibit a seasonal pattern, with peaks during the summer months, there are emerging signs that this seasonality is beginning to diminish. Portugal's mild climate and increasingly frequent periods of good weather contribute to more consistent hair removal throughout the year. In addition, another factor driving this change is the rising popularity of long-term hair removal solutions, particul

Depilatories registered minimal value growth in Latvia 2024, with volume sales falling slightly, partly due to continuing population decline. Another reason for the muted performance is that more women are investing in permanent hair removal, as well as other salon treatments. That said, at-home products still hold relevance for consumers who want a quick fix or are looking for cost-effective solutions, especially in the summer months.

Depilatories in Estonia enjoyed stability in 2024, with growth largely driven by price adjustments and regular demand for razors and blades. While consumer routines were relatively stable, the return of travel and social events boosted purchases during the spring and summer. Supermarkets and discounters helped push volume sales through multi-pack promotions, while consumers sought affordable, no-fuss solutions for at-home grooming.

Depilatories in Norway remained largely stable in 2024, showing modest growth in a category traditionally driven by routine-based usage. Hair removal continues to be considered a basic hygiene practice rather than a beauty ritual, leaving little room for reinvention or high engagement. However, the emergence of Swedish brand Estrid demonstrated that value can still be added to the category when products align with modern consumer values. Estrid’s success has been driven by its minimalistic brand

Depilatories in Lithuania recorded a small overall decrease in retail volume sales in 2024, following a moderate increase in 2023. Meanwhile, retail current value sales rose healthily at the end of the review period, if at a slower rate compared with 2023. A long summer in 2024 boosted particularly women’s razors and blades, which registered a moderate increase in retail volume sales. However, depilatories remained far from a vibrant category, with demand dominated by women’s razors and blades,

In 2024, depilatories in Indonesia experienced solid retail current value growth, although this was under the average for overall beauty and personal care, reflecting steady but niche demand for hair removal products. Opportunities in this category arise from increasing awareness of personal grooming and hygiene, especially amongst younger consumers, and women who prioritise smooth skin as part of their beauty routine. The rise of social media influencers and beauty trends promoting hair-free ae

Depilatory sales volumes in Egypt saw a modest decline in 2024, primarily due to significant price increases resulting from the substantial devaluation of the local currency in March. This devaluation had a cascading effect, resulting in higher costs for imported raw materials essential for depilatory production, such as blade metal, and further exacerbating existing shortages of foreign currency required for these imports. This combination of factors rendered depilatory products considerably mo

Depilatories saw current value growth in Ukraine in 2024. However, this was a result of natural growth after the serious decline seen during the review period with no significant basis for a more consistent revival. Indeed, despite a second consecutive year of growth, in 2024, depilatories sales remained significantly lower than in 2021, before the Russian invasion.