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.
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.
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
For the purposes of this Report, Mintel has used the following definitions:
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