UK Beauty and Grooming Tools and Devices Market Report 2025
Among UK beauty/grooming device users, 55% think premium devices offer better results than premium topical products.
Trusted by leading global brands
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- The outlook for beauty and grooming tools and devices
- Opportunities
- Remove barriers to usage and purchase
- Expand user bases with a focus on inclusivity
- Consumers see the value of prestige brands
- Drive investment in skincare devices
-
THE MARKET
- Snapshot – market size and forecast
- The device market sees growth
- Graph 1: market size of electric appliances for personal care, 2015-24
- Understand changed perceptions to further fuel market growth
- Tread the line between energy-saving and powerful tools
- Graph 2: the financial confidence index, 2016-25
- Stay ahead of BPC trends impacting the device market
- Ensure NPD reflects the UK’s diverse popularity
- Graph 3: ethnicity of population, by age, 2021
- Help devices fit seamlessly into existing hair, skin and hair removal regimens
- Be prepared for the looming impact of low-priced devices
-
THE CONSUMER
- How to maintain sales growth in the electrical hair tool category
- Expand the user base of hair tools
- Boast expertise with relevant collaborations
- Better cater to those with curly hair
- Heritage brands can reassert their expertise
- Design devices with accessibility in mind
- Engage male haircare users in the tools category
- Graph 4: usage of electrical hair tools and devices in the last 12 months, by gender, 2025
- Opportunities to boost usage of electrical skincare devices
- Consumers tech-ify their skincare regimens
- Understand the weight of personal proof
- Leverage peer reviews to drive the purchase of electrical skincare tools
- Remove barriers with educational content
- Strengthen perceptions of expertise
- Ensure devices fit in with consumer lifestyles
- Make skincare devices more accessible
- Reimagine electrical hair removal to improve user experiences
- The popularity of hair removal tools
- Heritage brands dominate the hair removal segment
- Disrupt the category with design-led hair removal devices
- Engage older users
- Continue to engage users with complementary products
- Show the progress of electrical hair removal
- Graph 5: frequency of electrical hair removal tool or device usage in the last 12 months, 2025
-
PRODUCT, INNOVATION AND MARKETING
- Put a focus on the needs of different hair textures
- Shark’s CryoGlow signals a step towards better inclusivity
- Incorporate AI with purpose
- Emphasise the value of high-priced devices
- Encourage device upgrades
- The opportunities for private label skincare devices
- Inspiration for future devices lies in clinics and salons
- Technological advancements in skin insights pave the way for next-gen devices
-
APPENDIX
- Market definition
- The market
- Market size of electric appliances for personal care
- The consumer
- Consumer research questions
- Consumer research methodology
- Repertoire analysis methodology
- UK generation groups
- Other data source methodologies
- Mintel Spark
- Abbreviations and terms
"Beauty/grooming devices are increasingly important in consumer routines. Opportunities for further growth lie in integrated diagnostics and inclusivity."
Georgia Stafford, Beauty & Personal Care Analyst
UK Beauty Tools and Devices Market – Trends and Insights
- Among UK beauty/grooming device users, 55% think premium devices offer better results than premium topical products. Trust in the capabilities of devices creates opportunities for the market and brands to grow if they can help consumers meet their skin and hair goals while addressing pain points.
- There are significant gaps in inclusivity, which could welcome new users or drive purchases of premium devices. Investment in representative research, so brands can substantiate claims and prove devices are suitable for diverse skin tones and hair textures, can build trust with consumers.
- The primary threat to the category comes from unbranded devices available from online marketplaces. Despite bans on exports of select devices sold on online marketplaces, 45% of UK adults trust unbranded devices are safe, creating a need for established brands and retailers to emphasise superior results to avoid losing market share.
Key Issues Covered in the Report
- Consumer respect for brand expertise in the UK BPC devices market, and how to leverage this respect
- Strategies to manage the threat of unbranded devices in the market
- Opportunities to drive long-term brand engagement
- How to engage non-users in the facial skincare device category
- The need for inclusive research and development of beauty and grooming tools and devices
| Report Attributes | Details |
|---|---|
| Published Date | November 2025 |
| Report Author | Georgia Stafford, Beauty & Personal Care Analyst |
| Market Data | 2020-2024 |
| Measurement Metrics | market size of electric appliances for personal care, in £ |
| Consumer Data | 2,000 internet users aged 16+, August 2025 |
| Products included in the scope of the Report | Facial cleansing/exfoliating/microdermabrasion devices, LED light devices with skincare benefits, Facial steaming/misting devices, Facial dermaplaning device, Facial massage/toning devices, IPL/laser hair removal devices, Electric hair trimmers, Epliators, Hairdryers, Curling irons, Straightening/flat irons, Hot rollers/hot brush, Hair multistylers |
£ 2,195 excl. Tax
Secure direct checkout
Instant PDF download
Portal access included
Need help deciding?
Get in touch
Trusted by global industry leaders
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
