“With the exception of 2021, the market has experienced sluggish sales since 2017, which can partially be attributed to the highly saturated landscape and value-driven mindset of category shoppers. Although the US is somewhat entering the recovery phase of the COVID-19, most consumers are still taking a relaxed approach to the category, also preventing the market from experiencing sales growth. Incorporating benefits beyond hair removal, particularly those related to skincare, may not only help lift sales in the near term but also increase category potential for the longer term.”
– Olivia Guinaugh, Senior Beauty & Personal Care Analyst
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