In 2025, depilatories in Kenya experienced continued growth as hair removal is becoming an integral part of everyday grooming routines, particularly among young professionals in Nairobi and Mombasa seeking a polished appearance for both work and social settings. This shift from occasional beauty treatment to routine self-care is supported by rising incomes among urban women, bolstered by empowerment initiatives that make advanced depilatory creams and strips more accessible. Budget-friendly opti

In 2025, depilatories in South Korea demonstrated characteristics of a mature and stable market, with retail value sales increasing by 9% in current terms to KRW45.3 billion. Consumers predominantly prefer professional hair removal methods such as waxing salons, dermatology clinics, and laser hair-removal services over at-home solutions. Among at-home options, simple tools like eyebrow razors or men's shaving products are commonly used for quick touch-ups. However, the most notable growth arises

In 2025, the retail sales value of depilatories in Germany reached EUR162 million, reflecting a growth of 2% on 2024, despite a slight decline in retail volume. This indicates that while the quantity of products sold may be stagnating or slightly falling, consumers are spending more per unit, suggesting premiumisation or price increases. This trend aligns with Germany's stable population of approximately 83.6 million in 2025 and growing consumer expenditure. The median disposable income in Germa

Depilatories in the UK in 2025 demonstrated a solid performance, with current value growth of 3%?for sales to reaech GBP212 million. This growth was notably ahead of the wider Western Europe context, where similar beauty and personal care categories often faced stagnation or only marginal increases, particularly in functional areas. The ongoing expansion of the UK population, which reached 69.1 million in 2025, continues to underpin demand, providing a stable consumer base for everyday personal

In 2025, depilatories in the Philippines experienced a decrease of 3% in retail value sales to PHP423 million. This is in contrast to the modest recovery that is forecast in subsequent years, but it highlights immediate challenges in maintaining sales momentum. The decline is influenced by consumer preference shifts towards gentler, low-irritation hair removal solutions, driven by concerns over skin sensitivity and darkening, as well as a competitive balance between at-home and professional se

Depilatories in India experienced robust growth of 11% in 2025 to reach INR34.7 billion , driven by evolving consumer preferences, expanding e-commerce distribution, and continued innovation from digital-first brands. This double-digit value growth highlights India’s strong momentum as at-home hair removal routines become increasingly entrenched in daily personal care, particularly among younger consumers and urban households.

In 2025, depilatories in Thailand recorded 4% current value growth, reaching sales of THB449 million. The resilience of depilatories in Thailand is closely linked to their affordability and accessibility, especially when compared with the expanding presence of laser clinics in urban areas, supporting continued demand beyond major city centres.

Depilatories in Mexico in 2025 recorded a rebound in retail value, reaching MXN1,873 million, representing a 4% increase after a contraction in 2024. This growth was achieved in a context of value-focused consumer behaviour, with shoppers seeking cost-effective and convenient at-home solutions following recent inflationary pressures. Despite value growth, volume sales remained under pressure due to persistent competition from professional hair removal services among higher-income consumers, and

In 2025, depilatories in China achieved modest growth, with retail values rising from CNY1,310 million in 2024 to CNY1,364 million in 2025, representing a 4% increase. This followed stagnation in 2024 and contrasts with the higher rates seen in some other Asia Pacific countries. Growth in China was primarily driven by price increases rather than strong expansion in underlying demand, with the volume performance more subdued due to consumer interest in longer-lasting hair removal options, such as

L’Oréal Groupe is the leading player in the global beauty and personal care industry. It is the number one company in the prestige, premium and mass segments, with its strongest growth currently coming in dermocosmetics, through its La Roche-Posay and CeraVe brands. L’Oréal Groupe also continues to make targeted acquisitions, including the recently announced takeovers of Kering’s beauty business as well as Medik8 and Color Wow.

Procter & Gamble is the fifth biggest fmcg company in the world, leading the home care and tissue and hygiene industries and ranking second in beauty and personal care. It has a strong innovation pipeline and is also continuing to restructure to make savings that can be re-invested in R&D, new products and marketing and promotion. Through deep consumer insights, Procter & Gamble is actively shaping the evolving consumer landscape, rather than simply responding to it.

In 2024, depilatories saw relatively slow growth compared to most other categories within Brazil’s beauty and personal care industry, reflecting a broader change in consumer behaviour. As professional beauty services and waxing in particular regained momentum, demand for at-home depilatory products softened. The revival is powered by independent professionals and increasingly supported by large companies. From January to September 2024, more than 170,000 small beauty businesses opened an average

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

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 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.