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.

The rate of growth in retail current value sales of depilatories accelerated sharply in 2024, with hair removers/bleaches remaining both the largest and most dynamic category. A key driver of this growth was a decrease in purchases by Uruguayan consumers in neighbouring Argentina, along with a reduction in smuggling from Argentina to Uruguay. This decline in contraband purchases can be attributed to an exchange rate adjustment made by the Argentine government, which significantly reduced the inc

In 2024, depilatories in Pakistan recorded robust growth. While economic pressures made consumers more cautious with their spending, hair removal remained an essential routine, especially for women preparing for weddings, Eid, and formal events. Social media tutorials promoting at-home waxing and shaving routines further supported category demand.

Retail current value sales of depilatories in Turkey rose dynamically in 2024. While high inflationary pressure on prices skewed retail value sales, all categories of depilatories posted strong increases in retail volume sales. Salon visits are on the rise, following the downturn during the COVID-19 crisis, but budget constraints are driving many consumers to maintain their at-home hair removal routines. Depilatories are held to offer a more affordable alternative to salon visits, creating a con

Depilatories saw only a slight rise in sales in current value terms in Saudi Arabia in 2024. The category continued to face strong competition from dermatology clinics and beauty centres as consumers increasingly shifted towards longer-lasting hair removal solutions. Traditional methods such as sugaring, waxing, shaving, and bleaching are losing traction due to the convenience and effectiveness of professional treatments, which are becoming more accessible through expanded clinic networks and fr

Value sales in depilatories in Canada declined in 2024, driven by consumers cutting back on spending due to the increased cost of living. While consumers traditionally trade down from salon or spa services to self-care options during economic challenges, the sustained rise in living costs has impacted all hair removal categories, leading to declines across the board.

Depilatories saw moderate growth in value and volume terms in 2024. The category is facing strong competition from other hair removal techniques and professional services, such as waxing and advanced technologies such as laser treatments and epilation. More stable inflation enabled more consumers to turn to these alternatives that generally offer longer lasting results and which are therefore often preferred by consumers. Furthermore, volume sales of hair removers/bleaches declined in 2024 due t

In 2024, depilatories in Malaysia saw its fastest increases in retail volume and current value sales of the review period. The largest category in retail volume and current value terms, hair removers/bleaches, continued to lose ground and shares to women’s razors and blades. This performance was partly due to women’s razors and blades seeing more new product launches, in comparison with hair removers/bleaches, towards the end of the review period.

Depilatories continued to register positive growth in both volume and current value terms in Slovenia in 2024. However, inflationary pressures have accelerated a shift towards private label offerings. While inflation began to ease in 2024, Slovenian consumers remain highly budget-conscious, increasingly turning to cost-effective alternatives that still meet their hair removal needs.

Depilatories registered positive growth in current value terms in Guatemala in 2024, although volume sales saw a more modest increase. This reflects the already high market penetration of affordable disposable razors, which remain widely accessible across income groups. Cultural beauty norms - particularly the preference amongst Guatemalan women for smooth, hair-free skin - continue to underpin demand, a trend now being embraced by younger generations who are also showing a heightened interest i

Sales of depilatories in Kazakhstan saw strong growth in current value terms in 2024, driven by the development of modern formulas featuring gentler, safer, and more skin-friendly ingredients. These innovations have broadened the category’s appeal, especially among consumers with sensitive skin.

Retail current value sales of depilatories in Argentina rose exponentially in 2024, driven by very high inflation rates. Retail volume sales fell sharply amid a tough economic situation. Women's razors and blades continued to dominate depilatories in 2024, posting the fastest growth in retail value sales. The popularity of women's razors and blades is due to greater affordability and their immediate-use benefit over hair removers/bleaches. However, women's razors and blades, the most dynamic cat