Cultural and societal norms will continue to shape hair removal preferences. From the rise of trends like the “full bush in a bikini” to the growing popularity of ‘manscaping’, personal grooming choices are influenced by evolving societal pressures. Brands must embrace this diversity, champion freedom of choice, and offer tailored support to consumers as they make their own personal grooming choices.
Over six in 10 consumers want more guidance on post-shaving routines and products, highlighting a clear opportunity to educate and empower. With nearly half (46%) agreeing that social media provides inspiration for hair removal techniques, these platforms can serve as a rich source of engaging, educational content for consumers.
There is also a significant opportunity for brands to address the growing interest in skincare-driven formulations. By going beyond basic anti-irritation claims, brands can create products that not only soothe, but also improve skin health and deliver additional skincare benefits.
However, economic pressures have made consumers more price-conscious, with many opting for budget-friendly alternatives and streamlining their product choices. While multi-benefit products can hold appeal, brands must navigate the challenge of balancing value with affordability to sustain category growth in a cost-sensitive market.
This report looks at the following areas:
- At-home hair removal product usage
- Hair removal behaviours (including body parts targeted)
- Shopping behaviours
- Professional hair removal behaviours
- Market factors impacting the at-home hair removal category
For most Canadian consumers, hair removal is a routine habit. However, a growing emphasis on skin-focused formulations and sensory-rich experiences is elevating this everyday task into something more enjoyable.
Meghan Ross, Senior Research Analyst – Home & Beauty
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
- Disposable and cartridge (non-disposable) razors
- Replacement blades and cartridges for cartridge (non-disposable) razors
- Shaving creams and gels
- Depilatory creams/lotions
- Waxing products designed for home use
- Electric shavers and personal trimmers
- At-home IPL or laser hair removal devices
- Aftershave, skin conditioners and other products for post-shaving use
- Professional/salon hair removal services
Collapse All
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want & why
-
THE MARKET
- Market context
- Economic snapshot
- Market drivers
- Inflation has slowed, but the cost of daily living remains high
- Graph 1: Consumer Price Index, 2020-25
- Financial struggles continue to stress consumers
- Graph 2: perceived financial health, 2025 vs previous years
- Create meaningful connections with culturally-relevant solutions
- Graph 3: distribution of foreign-born population by region of birth, 1996-2036 (projected)
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CONSUMER INSIGHTS
- Consumer fast facts
- Product usage
- Overall razor usage has remained stable
- Graph 4: shaving tools used in the past 12 months, 2023 vs 2025
- Consumers are cutting back on discretionary categories
- Graph 5: hair removal products used in the past 12 months, 2023 vs. 2025
- Razor format choice is heavily gendered
- Graph 6: shaving tools used in the past 12 months, men vs women, 2025
- Men and women rely on different formats for their hair removal needs
- Graph 7: hair removal products used in the past 12 months, men vs women, 2025
- Clean-shaven older men help mitigate age-related declines in usage
- Graph 8: shaving and hair removal categories used in the past 12 months, by age and gender, 2025
- Cultural and biological differences impact hair removal choices
- Graph 9: shaving and hair removal categories used in the past 12 months, by racial background, 2025
- Financial factors influence support product usage
- Graph 10: shaving and hair removal categories used in the past 12 months, by change in financial status since last year, 2025
- Inclusive messaging can support skincare-focused LGBTQ+ shoppers
- Graph 11: shaving and hair removal categories used in the past 12 months, LGBTQ+ vs non-LGBTQ+, 2025
- Hair removal behaviours
- Societal norms impact hair removal routines
- Graph 12: shaving and hair removal done at home in the past 12 months on specific areas of the body, men vs women, 2025
- Hair removal priorities shift with age
- Graph 13: shaving and hair removal done at home in the past 12 months on specific areas of the body, men by age, 2025
- Hair removal priorities shift with age
- Graph 14: shaving and hair removal done at home in the past 12 months on specific areas of the body, by age and gender, 2025
- Tools are considered specialized for specific tasks
- Graph 15: shaving and hair removal tools used on different body parts, 2025
- Specialized tools enhance credibility through endorsements
- Shopping behaviours
- Approaches to shaving savings differ by age
- Graph 16: shaving and hair removal value shopping behaviours, men by age, 2025
- Blade replacement programs minimize the temptation to stretch purchase cycles
- Streamline routines with products that offer added benefits
- Multi-benefit products build value for cost-conscious consumers
- Providing reassurance with a lifetime guarantee
- Sustainability initiatives can provide a competitive edge
- Environmentally friendly razor brand highlights waste from traditional options
- Environmental advantages appeal to eco-conscious shoppers
- Professional hair removal services
- Professional hair removal is common among younger consumers
- Consumers remain flexible with professional hair removal techniques
- Graph 17: professional hair removal techniques used in the past 12 months, 2025
- Precision and efficiency are likely to influence technique choice
- Graph 18: professional hair removal techniques for facial or body hair used in the past 12 months, 2025
- The discrepancy between at-home and professional services highlights an opportunity for more education
- Graph 19: shaving and hair removal done at home in the past 12 months on specific areas of the body, men vs women, 2025
- Graph 20: professional hair removal on specific body parts in the past 12 months, men vs women, 2025
- Professional facial hair removal remains consistent with age
- Graph 21: professional hair removal on specific body parts in the past 12 months, by age, 2025
- BIPOC consumers rely more heavily on professional hair removal
- Graph 22: those who have had hair removed professionally in the past 12 months, by racial background, 2025
- Cost serves as a barrier to professional hair removal services
- Graph 23: those who have had hair removed professionally in the past 12 months, by financial health, 2025
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Consumers are investing in routines to support skincare goals
- Enthusiasm for skincare-focused products extends to hair removal
- Graph 24: “I follow a skincare routine to help prevent skin irritation from hair removal”, by age, 2025
- Skin-focused shave lotion includes free-from claims
- Ingredients position shaving products as skincare support
- Reduce irritation through product design
- Addressing irritation with a format change
- Look beyond irritation to offer additional skincare benefits
- Build enthusiasm through education
- Lean into education opportunities for a receptive BIPOC audience
- Bolster education credibility with ‘expert’ credentials
- Marketing and advertising
- Shifting cultural norms impact grooming choices
- Graph 25: societal impacts of hair removal attitudes, men vs women, 2025
- Social expectations fuel increased hair removal practices among LGBTQ+ consumers
- Graph 26: shaving and hair removal attitudes (select), LGBTQ+ men and women vs overall, 2025
- Positioning grooming choices as evolving and changing
- Normalize body hair with whimsy
- Fortnite partnership keeps hair removal playful
- Censorship spurs Kiehl’s to develop font crafted from pubic hair
- Link hair removal to wellness
- Sensory-focused innovations transform hair removal from routine to ritual
- A focus on fragrance shifts perceptions of hair removal
- Elevate shaving to ritual with luxurious designs
- Showcase the value of long-term investments
- Reusables are positioned as a way to save time, money and the planet
- Time-saving claims boost convenience benefits
- Peace of mind claims elevate convenience benefits
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APPENDIX
- Market definition
- Consumer research methodology
- Consumer questions
- Generations
- Abbreviations and terms
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