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.
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
Market Definitions
This Report examines the UK beauty/grooming devices, tools and accessories market. Products included in the scope of this Report are as follows:
- 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
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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
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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
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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
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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
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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
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