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UK Beauty Devices and Appliances market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Beauty Devices and Appliances market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Products covered in this Report

This report concentrates on consumer usage and purchasing of beauty devices, defined as electronic equipment designed for the purpose of beauty enhancement, which can be purchased and used at home. As beauty devices and appliances are primarily aimed at women, this report will be focused on women’s usage and attitudes towards beauty devices and appliances.

The following skincare devices are included in the scope of this report:

  • Facial cleansing/exfoliating/microdermabrasion devices
  • Laser hair removal devices
  • Epilators
  • LED light devices with skincare benefits
  • Acne treatment devices (eg with laser or heating properties)
  • Massagers/infusion systems
  • Diagnostic tools
  • Teeth whitening devices
  • Hairdryers
  • Curling irons
  • Straightening/flat irons
  • Hot rollers

Expert analysis from a specialist in the field

Written by Roshida Khanom, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The beauty devices and hair appliances sector is expected to rise in value in 2016 driven by NPD; however expense remains a barrier, particularly for beauty devices. Those interested in buying beauty devices also cited a lack of research as a reason for not buying, suggesting education opportunities. In the hair appliance sector, changes in styling trends as well as damage concern are impacting usage frequency. Roshida Khanom
Associate Director - Beauty & Personal Care

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Small growth in value estimated for 2016
            • Effortless hair trends impacting appliances
              • Innovating beyond skincare and hair removal
                • Interest in beauty devices is high
                  • Figure 1: Usage of beauty devices and hair appliances, August 2016
                • Time and money are motivators for usage
                  • Figure 2: Reasons that have/would encourage usage of beauty devices, August 2016
                • Washing hair is the highest usage occasion for hair appliances
                  • Figure 3: Usage occasions of hair appliances, August 2016
                • Frequency of usage of hair appliances is on the decline
                  • Figure 4: Changes in usage of hair appliances, by youngest demographic, August 2016
                • Damage concern is driving changes in hair appliance usage
                  • Figure 5: Reasons for changes in usage of hair appliances, August 2016
                • Expense is a barrier to purchase for beauty devices and hair appliances
                  • Figure 6: Barriers to purchasing beauty devices and hair appliances, August 2016
                • What we think
                • Issues and Insights

                  • Opportunities for education in the beauty device sector
                    • The facts
                      • The implications
                        • Saving time and money are key motivators
                          • The facts
                            • The implications
                              • Damage concern and changing styles are driving hair appliance usage
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Overall growth in the category
                                      • Older women present growth opportunities
                                        • Salon treatments are more affordable
                                          • Inside-out beauty may be impacting the sector
                                            • Effortless hair trends
                                            • Market Segmentation

                                              • Beauty devices sees small growth
                                                • Figure 7: UK retail value sales of the women’s hair appliances and beauty devices market, 2015-16 (est)
                                              • Haircare appliances see a boost in interest
                                              • Market Drivers

                                                • Opportunities for older women
                                                  • Figure 8: Trends in the age structure of the UK female population, 2011-21
                                                • Working from home may free up time
                                                  • Salon treatments are becoming more affordable
                                                    • Figure 9: Attitudes towards spas and salons, June 2015
                                                  • High consumer awareness of skin health
                                                    • Figure 10: Lifestyle statements, July 2015
                                                  • Demand for effortless hair
                                                    • Figure 11: Special occasion styling habits, January 2016
                                                    • Figure 12: ‘A courageous beauty’ curly hair tutorial, June 2016
                                                • Key Players – What You Need to Know

                                                  • Innovating beyond skincare and hair removal
                                                    • Targeting a wider audience
                                                      • Devices for convenience
                                                        • Hair removal brands see biggest rise in advertising spend
                                                          • Hair appliances saw immersive campaigns
                                                          • Launch Activity and Innovation

                                                            • Beyond skincare and hair removal
                                                              • Hair growth opportunities
                                                                • Figure 13: LaserBrand 82 by HairMax, March 2016
                                                              • Make-up application devices
                                                                • Figure 14: Temptu, July 2016
                                                                • Figure 15: Clinique sonic makeup applicator, March 2016
                                                                • Figure 16: Color Me Pro Edition device, April 2016
                                                              • Designing for a wider consumer base
                                                                • Devices for more skin tones
                                                                  • Figure 17: Iluminage TOUCH Permanent Hair Reduction System, July 2016
                                                                • Opportunities in the natural hair movement
                                                                  • Devices for men
                                                                    • Convenience and tracking technology
                                                                      • Multi-functional devices
                                                                        • Diagnostics and tracking technology
                                                                          • Innovations in hair appliances
                                                                          • Advertising and Marketing Activity

                                                                            • Hair removal devices see rise in advertising spend
                                                                              • Figure 18: Recorded above-the line, online display and direct mail advertising expenditure of key brands in the beauty devices sector, 2014-15
                                                                            • Controversial campaigns
                                                                              • Immersive campaigns for hair appliances
                                                                                • Figure 19: Recorded above-the line, online display and direct mail advertising expenditure of key brands in the hair appliances sector, 2014-15
                                                                                • Figure 20: Remington in-store campaign, October 2016
                                                                              • Nielsen Ad Intel coverage
                                                                              • The Consumer – What You Need to Know

                                                                                • Interest is not translating to usage
                                                                                  • Instant and long-lasting results desired
                                                                                    • Saving time and money is important
                                                                                      • Washing hair is the highest usage occasion
                                                                                        • Damage concern is driving down hair appliance usage
                                                                                          • Purchase and interest in hair appliances is high
                                                                                            • Expense is a barrier
                                                                                            • Usage of Beauty Devices and Hair Appliances

                                                                                              • Hair removal devices garner interest
                                                                                                • Figure 21: Usage of beauty devices, August 2016
                                                                                              • Facial focus for older women
                                                                                                • Figure 22: Interest in facial beauty devices, by age, August 2016
                                                                                              • The curl evolution
                                                                                                • Figure 23: Usage of hair appliances, August 2016
                                                                                              • Styles that could make a comeback
                                                                                              • Reasons for Using Beauty Devices and Appliances

                                                                                                • Women want instant and long-lasting results
                                                                                                  • Figure 24: Reasons that have/would encourage usage of beauty devices, by overall usage of beauty devices August 2016
                                                                                                • Saving time and money is important
                                                                                                  • Boosting traditional products…
                                                                                                    • Figure 25: Selected reasons that have/would encourage usage of beauty devices, by oldest and youngest demographics, August 2016
                                                                                                  • …vs replacing traditional products
                                                                                                  • Usage of Hair Appliances

                                                                                                    • Washing hair is the highest usage occasion
                                                                                                      • Figure 26: Usage occasions of hair appliances, August 2016
                                                                                                    • Frequency of hair appliance usage is on the decline
                                                                                                      • Figure 27: Changes in usage of hair appliances, by youngest demographic, August 2016
                                                                                                    • Damage concern is high
                                                                                                      • Figure 28: Reasons for changes in usage of hair appliances, August 2016
                                                                                                    • Older women more concerned about damage
                                                                                                      • Figure 29: Selected reasons for changes in usage of hair appliances, by age, August 2016
                                                                                                    • Scalp protecting opportunities
                                                                                                      • Young women have time and money concerns
                                                                                                        • Figure 30: Lifestyle and money reasons for changes in usage of hair appliances, by age, August 2016
                                                                                                    • Purchase of Beauty Devices and Hair Appliances

                                                                                                      • Purchase and interest in beauty devices is high
                                                                                                        • Figure 31: Purchase of beauty devices, August 2016
                                                                                                      • Buyers of hair appliances and beauty devices are likely to be the same
                                                                                                        • Figure 32: Buyers vs non-buyers of beauty devices and hair appliances, by age, August 2016
                                                                                                      • Expense is the biggest barrier to purchase
                                                                                                          • Figure 33: Barriers to purchasing beauty devices and hair appliances, August 2016
                                                                                                        • Driving education to encourage purchase
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology