For US consumers, hair removal is a low-priority product category. Rising prices have compounded this situation; consumers are repeatedly using the same disposable razor, while non-disposable razor users are waiting a long time before swapping out blades. US men use facial hair as a form of self-expression, while women continue to remove their body hair, even while supporting celebrities who champion body hair positivity. Hair removal brands are trying to attract consumers with value for money, additional skincare benefits, inclusivity and eco-consciousness.
Consumers in Japan are likely to outwardly agree that people should be free to choose what they do with their own facial or body hair, while personally thinking it’s better to have neither. The result is that consumers remove hair from both their body and face. Shaving is the preferred method for most. However, consumers aren’t proactive about practicing shaving care, despite understanding the strain that shaving places on the skin.
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EXECUTIVE SUMMARY
- Key points covered in this Report
- Overview
- Scope of this Report
- Global trends and key market factors
- Hair removal market in context
- Global trends in hair removal
- Overview of the Japanese market and consumers
- Japan’s hair removal market levelling off
- Consumers who choose hair removal devices put a lot of effort into at-home hair removal
- Consumers aren’t using pre- or post-hair removal products
- Opportunities in the Japanese market
- Three business opportunities in the Japanese hair removal market
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GLOBAL MARKET OVERVIEW
- US market is shrinking
- Hair removal is a low-priority category
- Graph 1: personal care purchases, 2023
- Graph 2: interest in trading up or down for select products, 2023
- Hair removal market in context (1): Cutting spending amid rising prices
- Consumers are finding value in affordable BPC products
- Consumers have strategic approach to buying BPC products at a low price
- Graph 3: actions taken when buying select beauty and personal care products, 2024
- Hair removal market in context (2): Self-expression
- Self-expression through appearance still a priority despite price hikes
- Graph 4: importance of personal style/outward appearance in expressing who you are to the world around you, 2024
- Younger consumers engage in personal care to express themselves
- Graph 5: I perform beauty and grooming tasks to… (select reasons), 2024
- Hair removal in context (3): Increasing consumer diversity
- Populations are ageing rapidly around the world
- Graph 6: select population trends, 1950-2060*
- US is seeing race and gender identity diversity increase gradually
- Graph 7: percent of US population, by race, 2018-28
- Graph 8: percentage of LGBTQ+ adults in the US, 2012-23
- Hair removal in context (4): Growing sustainability awareness
- Consumers are actively buying eco-friendly BPC products
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Global trends
- 1. Razors: budget-friendly vs eco-friendly
- Marked rise in eco-friendly claims in razors
- Graph 9: ethical & environmental claims in hair removal product launches, by sub-category, 2020-24
- A growing number of consumers are prolonging their use of the same replacement blades
- Graph 10: total retail sales and forecast of shaving and hair removal products, by segment, based on 2024 prices, 2019-29
- Growing number of consumers wave goodbye to disposable razors (1)
- Growing number of consumers wave goodbye to disposable razors (2)
- Graph 11: usage of razor products, 2022-24
- Some ditch disposables because they’re uneconomical (1)
- Some ditch disposables because they’re uneconomical (2)
- Graph 12: select behaviours around at-home hair removal methods/products, 2024
- Razor brands use a range of eco-friendly claims
- High-end Supply SE claims good long-term value for money
- 2. “Skinification” of hair removal products
- Beauty enhancing claims on the rise
- Graph 13: beauty enhancing claims in hair removal product launches, by sub-category, 2020-24
- Graph 14: moisturising/hydrating claims in hair removal product launches, 2020-24
- Rise in for sensitive skin and plant-based claims in hair removal launches
- Graph 15: for sensitive skin claims in hair removal product launches, 2020-24
- Graph 16: botanical/herbal claims in hair removal product launches, 2020-24
- Suitability for sensitive skin another priority
- Graph 17: most important factors when buying shaving or waxing products (top three), 2024
- Graph 18: most important factors when buying razors or other hair removal devices (top three), 2024
- Gentle-on-skin, beauty-enhancing hair removal products
- 3. Hair removal devices as an alternative to professional services
- Many consumers use professional hair removal services
- Graph 19: select beauty/grooming treatments received from a professional in the last 12 months, by age and gender, 2023
- Home epilators show potential for growth
- Graph 20: use of at-home laser hair removal devices, 2023
- Graph 21: in the next 12 months, regarding beauty treatments, I plan to… – try at-home alternatives to professional treatments, % agree, 2023
- Ulike X targets male sports lovers
- Nood sells The Flasher 2.0 as a set with serum
- 4. Responding to a diverse consumer base
- Implicitly genderless products on the rise
- Graph 22: ‘demographic’* claims in hair removal product launches, 2020-24
- Graph 23: ‘for men’ and ‘for women’ claims in hair removal product launches, 2020-24
- Younger consumers want gender-neutral products (1)
- Younger consumers want gender-neutral products (2)
- Graph 24: agreement with select statements about shaving/hair removal at home, by gender and age, 2024
- Graph 25: select shaving and hair removal usage behaviours, 2022
- Unisex product offerings
- Black consumers seek out products developed for Black hair
- Graph 26: select attitudes towards personal care products among men, by race, 2024
- Older consumers are particularly keen to find hair removal products for sensitive skin
- Graph 27: important factors when deciding on hair removal products – non-irritating/soothing, % agree, by gender and age, 2024
- Graph 28: important factors when deciding on a razor or other hair removal device – non-irritating/soothing, % agree, by gender and age, 2024
- Electric shaver Norelco combines ease of use with protection from irritation
- 5. Beards, body hair and self-expression
- US men grow out and style their beards
- Graph 29: prevalence of different hair types among men, 2024
- Graph 30: use of facial hair care products by men, 2024
- Younger men more likely to use facial hair for self-expression
- Graph 31: factors men rely on to express their gender – facial hair, % agree, by age, 2024
- Graph 32: men’s agreement with select attitudes towards grooming, by age, 2024
- Women have complex feelings about body hair (1)
- Women have complex feelings about body hair (2)
- Graph 33: attitudes towards shaving/hair removal at home – shaving/hair removal can be relaxing for me, % agree, by gender, 2024
- Graph 34: types of diversity consumers want to see in beauty/grooming advertising – women with body hair, % agree, by gender, 2022
- Brands and celebrities use facial/body hair to take up space and make a statement
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Japanese market overview
- Japan’s hair removal market is levelling off
- Even inflation hasn’t changed Japanese consumers’ beauty spending
- Graph 35: level of concern over inflation
- Graph 36: spending habits on beauty products and toiletries over the past 12 months*, 2025
- Gentle on skin claims have growth potential
- Graph 37: ‘moisturising/hydrating’, ‘for sensitive skin’ and ‘dermatologically tested’ claims in hair removal product launches, 2015-24
- Moisturising/hydrating and gentle on skin claims
- Japan takes a step forward with ease of use claims
- Few environmental claims, but good representation for refillable claims
- Graph 38: ethical & environmental claims in hair removal product launches, 2015-24
- Graph 39: select environment-related claims in hair removal product launches, 2015-24
- Consumer interest in refillable products high in Japan
- Graph 40: select factors of interest* in beauty and grooming products, 2025
- Kai shows stance on sustainability with limited-edition products (1)
- Kai shows stance on sustainability with limited-edition products (2)
- Graph 41: limited edition claims in hair removal launches, 2015-24
- Japanese men want to be rid of facial hair
- Facial hair is considered unconventional
- Body hair is considered unclean in Japan, but there are signs of body positivity
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Japanese consumer insights
- Consumer survey methodology
- (1) No hair removal hesitance
- Many Japanese consumers remove facial and body hair
- Graph 42: body hair removal areas, by gender, 2025
- Graph 43: facial hair removal areas, by gender, 2025
- Consumers more likely to find hair removal relaxing than to think it should be avoided
- Graph 44: agreement with select statements on the topic of hair removal, 2025
- Graph 45: ‘Hair removal is relaxing’, % agree, by gender and age, 2025
- Consumers feel fairly positive about permanent hair removal solutions
- Graph 46: “Permanent hair removal is more gentle on the skin than temporary hair removal” – by age and gender, 2025
- Younger consumers prefer gender-specific products
- Graph 47: “The hair removal products for a specific gender suit my skin better than genderless products” – % agree, by gender and age, 2025
- (2) Japanese consumers are less proactive about removing body hair than consumers in Europe, but are far from body hair positive
- Body hair removal is less common in Japan than in the UK or Germany
- Graph 48: at-home body hair removal rates, by age and gender, 2025
- Main areas of hair removal: underarms, legs/feet and arms
- Graph 49: body hair removal areas, by gender, 2025
- Very few consumers use professional hair removal services
- Graph 50: experience with select professional services, by gender and age, 2025
- Peer pressure behind hair removal for many
- Graph 51: select hair removal behaviours, by gender and age, 2025
- Men are more hesitant about body hair on women
- Graph 52: “Women are free to grow or remove body hair” – agree, % agree, by gender, 2025
- Graph 53: “Women are free to grow or remove body hair” – agree, % agree, by gender and body hair state, 2025
- Younger consumers more likely to support women’s body hair autonomy, but also have higher body hair removal rates
- Graph 54: “Women are free to grow or remove body hair” – agree, % agree, by gender and age, 2025
- Support for body hair autonomy also high among users of permanent hair removal services
- Graph 55: agreement with the statement “Women are free to grow or remove body hair” among those who had body hair removed at salons or clinics, 2025
- (3) Consumers who use electric shavers or home epilators are proactive about hair removal
- Support for non-disposable razors, disposable razors and electric shavers fairly evenly split
- Graph 56: select shaving/hair removal products used at home, 2025
- Hair removal device users engage with more types of tools
- Graph 57: select body hair removal products used, by body hair removal products used, 2025
- Consumers who want to remove hair from various areas use home epilators
- Graph 58: body hair removal areas by body hair removal products used, 2025
- Home epilator users go through a process of trial and error
- Graph 59: select hair removal behaviour, by body hair removal products used, 2025
- (4) Men prefer not to have facial hair
- Men are more enthusiastic about facial hair removal
- Graph 60: usage of select facial hair removal products, by gender, 2025
- Graph 61: facial hair removal products used, by gender and facial hair removal products used, 2025
- Electric shaver users remove hair from many areas
- Graph 62: facial hair removal areas, by gender and facial hair removal products used, 2025
- Only a small minority go to professionals for facial hair removal
- Graph 63: select actions towards hair removal, 2025
- Consumers who have body hair permanently removed are also proactive about permanent facial hair removal
- Graph 64: consumers who went to a salon or beauty clinic for permanent facial hair removal, by experience of permanent body hair removal, 2025
- Japanese men don’t use facial hair for self-expression
- Graph 65: men who grew out beard or moustache for fashion in the last 12 months, by age, 2025
- Personal preference for not having facial hair
- Graph 66: select attitudes towards hair removal, by gender, 2025
- (5) Consumers don’t use dedicated care products for pre- and post-hair removal
- Only a minority of consumers use dedicated care products before and after removing hair
- Graph 67: select body hair removal products, by gender, 2025
- Graph 68: select facial hair removal products, 2025
- Razor users don’t use dedicated care products before shaving (1)
- Razor users don’t use dedicated care products before shaving (2)
- Graph 69: pre- and post-shaving care products used, by products used on the body, 2025
- Graph 70: pre- and post-shaving care products used, by products used on the face, 2025
- Non-irritating and sensitive skin friendly claims important in hair removal products
- Graph 71: important factors when selecting hair removal products for the face and body, 2025
- Consumers know pre- and post-hair removal skincare is important (1)
- Consumers know pre- and post-hair removal skincare is important (2)
- Graph 72: select attitudes towards hair removal, by gender and age, 2025
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Opportunities in the Japanese market
- Market opportunities
- 1. Emphasise use of non-dedicated products for post-shave care
- Promote using non-dedicated products for post-shave care
- Graph 73: usage of select facial skincare products, by gender, 2024
- Lúcido covers all pre- and post-shaving care
- Eaude Muge should put more emphasis on its efficacy as a post-shaving care product
- Promote post-shave care for the rest of the body, too
- 2. Leverage gentle on skin claims
- Gentle on skin claims have growth potential (1)
- Gentle on skin claims have growth potential (2)
- Graph 74: experience sensitive skin, by gender, 2024
- Graph 75: experience with select skin problems, by gender, 2024
- Pigeon markets baby lotion as suitable for preventing razor burn
- Market opportunities lie in products suitable for sensitive areas
- Dermatologist-recommended brands and sensitive skin brands present products as gentle on skin when shaving
- Some deodorants also feature post-shave skincare claims
- 3. Target electric shaver and home epilator users with premium products
- Premium products for consumers seeking hair removal that goes the extra mile
- Graph 76: usage of electric shaver, by financial situation, 2025
- Alma Secret refreshes skin with pre-shave care and exfoliation
- Multifunctional products that serve as post-shave skincare and as primer also offer potential
- Cellmen offers men both post-shave and anti-ageing care
- Lits Moist C Moist Body Milk has premium potential
- YA-MAN hair removal device moisturises and improves elasticity as it removes hair
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APPENDIX
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