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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for shaving & hair removal in India
- Hair removal and shaving is a priority for both men and women
- Graph 1: areas of women’s face/body on which hair has been removed, 2024
- Convenience-focused solutions can make hair removal more efficient and timely
- Graph 2: concerns with face shaving/hair removal, by men who have removed their face/body hair in the last 12 months, 2024
- Develop products that focus on gentleness and skin sensitivity
- Graph 3: concerns regarding facial hair removal, by women hair removers, 2024
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Shaving and hair removal is no longer just about razors
- India ranks among the top five markets driving innovation in shaving and depilatory launches
- Graph 4: top five markets, by shaving and depilatory launches, 2019-24
- Razors reign supreme
- Graph 5: shaving and depilatory launches, by sub-category, 2019-24
- Razors embrace sleek, advanced, and modern aesthetics
- New depilatory formats have entered the market
- Graph 6: shaving and depilatory launches, by top formats and textures, 2019-24
- New depilatory formats have entered the market
- Rise of laser hair removal in India
- Increased accessibility and affordability has boosted the popularity of laser hair removal
- Professional home services are highlighting convenience to reshape the grooming market
- Products are becoming more diverse, catering to all genders
- Shaving is no longer just for men
- Graph 7: shaving and depilatory launches, by top 10 claims, 2019-24
- Brands are crafting inspiring content to spur usage among women
- Products are being tailored to women’s needs
- Indian men’s grooming habits have evolved significantly
- Manscaping is on the rise
- Depilatory products are now being made ‘for men’
- Bold advertising is reshaping grooming habits in India
- Bolder communication encourages hair removal routines
- Brands in India are destigmatising pubic hair removal
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Men: shaving /hair removal usage and behaviour
- Younger men embrace trendy facial hair styles, while 35-44s prefer the clean-shaven look
- Graph 8: areas of the face that have had hair removal, by men across age groups and employment, 2024
- Metro-dwelling men invest in body hair removal
- Graph 9: areas of the body that have had hair removal, by men across city tiers, 2024
- North Indian men show greater interest in shaving
- Graph 10: areas of the face/body that have had hair removal, by men across regions, 2024
- Metro men favour disposable razors for grooming, while those in smaller cities prioritise pre- and post-shave care
- Graph 11: usage of shaving/hair removal products, by men across city tiers, 2024
- Men are exploring novel formats and services for removing unwanted body hair from larger areas
- Graph 12: usage of hair removal/shaving products and services, by men who shave body hair, 2024
- Men face a myriad of challenges when removing facial and body hair
- Graph 13: concerns with body shaving/hair removal, by men who have removed their face/body hair in the last 12 months, 2024
- Graph 14: concerns with face shaving/hair removal, by men who have removed their face/body hair in the last 12 months, 2024
- Convenience-focused NPD can allay key pain points
- Men aged 18-24 seek convenience when removing hair
- Graph 15: concerns regarding facial hair removal, by men aged 18-24, 2024
- Graph 16: concerns with body shaving/hair removal, by men aged 18-24, 2024
- Address the decline in convenience claims in razors
- Graph 17: razor launches, by claim category, 2019-24
- Graph 18: razor launches, by convenience claims, 2019-24
- Use packaging and technological innovation to drive efficiency and convenience
- Case study: Gillette offers an easy and effective solution for male pubic hair grooming
- Target ingrown hairs in post-hair removal care
- Make products compatible with sensitive skin
- Skin sensitivity is a prominent concern for Indian men
- For metro men, skin irritation is a common challenge when removing body and facial hair
- Graph 19: concerns with body shaving/hair removal, by men across city tiers, 2024
- Men see value in prioritising skin sensitivity
- Sensitive skin claims can be further harnessed in India, especially in razors
- Graph 20: shaving and depilatory launches for men with a sensitive skin claim, 2019-24
- Graph 21: shaving and depilatory launches for men with a sensitive skin claim, by sub-category, 2019-24
- Highlight sensitive skin claims in razors
- Create specific variants for those with sensitive skin
- Tackle high sensitivity with skin barrier protection and microbiome support
- Explore post-shave products that tackle skin sensitivity
- What’s next: focus on skin allergies and inhibiting bacteria
- Women: shaving/hair removal usage and behaviour
- Women primarily focus on removing facial hair
- Graph 22: areas of women’s face/body that have had hair removed, 2024
- Facial hair removal among women decreases with age
- Graph 23: areas of the face that have had hair removed, by women across age groups, 2024
- Metro women embrace intimate hair removal
- Graph 24: areas of the body that have had hair removal, by women across city tiers, 2024
- Most women rely on professional services for their hair removal needs
- Graph 25: usage of hair removal/shaving products and services, by women, 2024
- Facial hair removal requires professional expertise, while razors are the go-to for body hair removal
- Graph 26: usage of hair removal/shaving products and services, by women hair removers, 2024
- Exploring innovation opportunities in hair removal products
- Women are willing to pay more for products that are gentle on their skin
- Graph 27: factors willing to pay more for in shaving/hair removal, by women hair removal users, 2024
- Navigating women’s hair removal concerns
- Graph 28: concerns with body shaving/hair removal, by women hair removers, 2024
- Graph 29: concerns regarding facial hair removal, by women hair removers, 2024
- Razors, trimmers and epilators
- Razors need to deliver on painless and efficient body hair removal
- Graph 30: concerns with body shaving/hair removal, by total vs women razor users, 2024
- Double down on ease of use
- Case study: Gilette Venus nails down the messaging of being pain-free and easy to use
- Provide lasting hair removal for disposable razor users, and exceptional durability for reusable razor users
- Graph 31: features willing to pay more for in shaving/hair removal products, by women razor users, 2024
- Deliver long-lasting results with complementary products
- Non-disposable and epilator users seek skin-soothing benefits
- Graph 32: features willing to pay more for in shaving/hair removal products, by women razor users, 2024
- Add incremental value with a focus on skincare
- Case study: Bushbalm’s trimmer kit focuses on 360-degree care
- Pre- and post-shave products see minimal usage among women
- Graph 33: usage of hair removal/shaving products and services, by women hair razor users, 2024
- Encourage the use of pre- and post-shave products by highlighting their skincare benefits
- Hair removal creams/sprays
- A pleasant scent and long-lasting results are top priorities for hair removal cream users
- Graph 34: top two features willing to pay more for in a shaving/hair removal product, by total vs women hair removal cream/spray users, 2024
- Highlight fragrance innovation
- Focus on natural skincare ingredients to position products as skin-friendly
- Graph 35: features willing to pay more for in shaving/hair removal, by total vs women hair removal cream/spray users, 2024
- Promote skincare practices in hair removal creams
- Waxing
- Include skincare ingredients to make at-home waxing strips gentle on skin
- Graph 36: concerns with body shaving/hair removal, by total vs women at-home waxing strip/sheet users, 2024
- Include skincare ingredients to make at-home waxing strips gentle on skin
- Overcome the challenges with at-home waxing
- Graph 37: concerns with body shaving/hair removal, by total vs women at-home waxing strip/sheet users, 2024
- Convenience-focused NPD allays pain points
- Enhance the value of professional waxing by conveying how it is pain-free and long-lasting
- Graph 38: concerns with body shaving/hair removal, by total vs women who are waxed by a beautician, 2024
- Graph 39: top three features willing to pay more for in shaving/hair removal products, by women who are waxed by a beautician, 2024
- Make it painless
- Case study: Cry Baby Wax cites that it’s less painful
- Laser hair removal
- Laser hair removal is gaining remarkable popularity in India
- Pain-free, long-lasting results are desired from laser hair removal procedures
- Graph 40: top five concerns with body shaving/hair removal, by women who do laser hair removal, 2024
- Graph 41: top three concerns with face shaving/hair removal, by women who do laser hair removal, 2024
- Expand depilatory portfolios to answer post-laser care concerns
- What’s next: at-home light treatments
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APPENDIX
- Consumer survey methodology
- Social data research methodology
This Report provides a detailed examination of shaving and hair removal preferences among Indian men and women, highlighting significant variations across demographics such as age, region, and city tier.
It identifies usage behaviours among men, showcasing their predominant use of razors – particularly disposable ones – and contrasts this with the increasing use of alternative methods like creams and waxing for larger body areas.
For women, the focus remains on facial hair removal. They often opt for professional services, while body hair removal is typically undertaken at home.
We also explore key consumer concerns, particularly skin irritation and the lengthy process of hair removal, underscoring the growing demand for easy-to-use products catering to sensitive skin.
This report looks at the following areas:
- Key trends seen in India’s shaving and depilatory category
- Exploring the facial and body areas where Indians commonly shave or remove hair
- Analysing usage patterns of products and services designed for facial and body hair removal
- Identifying concerns users face when removing hair
- Key factors valued in hair removal products, and services that present opportunities for brands to enhance and differentiate their offerings
Hair removal preferences differ between men and women, yet both prioritise solutions that are efficient, easy to use, and gentle on the skin.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
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