Depilatory market goes organic

By Louise Prance

- Last updated on GMT

Manufacturers are gearing up for the impending summer season by
launching innovative products that tap into the growing depilatory
trend currently gripping the personal care industry.

According to market research company Mintel's database, the category's growth is being driven by strong sales in products that are tapping into the booming natural and organics market while actively promoting anti-animal testing. "The use of botanical/herbal ingredients continues to be the most widespread positioning within the sub-category, as manufacturers tap into the fact that consumers are increasingly attracted to more natural and 'better for you' products"​ a spokesperson said. Market research company, Organic Monitor stated that the European market for natural and organic products is estimated to be growing at 20 per cent a year, and set to surpass a value of €1bn, depilatory manufacturers are now tuning into the consumer desire for products 'which appear more natural and traditional rather than industrial and artificial in origin.' Following this trend, Maverick launched a warm wax in Spain, based on resins of beeswax, almond oil and marigold. Likewise, GlaxoSmithKline used Greece as the launch pad for its Strep Relax Depilatory strips. The strips were made from extracts of marine algae that are known for skin balancing properties and Vitamin E extracts that leave the skin with a soft feel. Likewise, the trend is also growing within the US depilatory market, with American International Industries releasing Honey Wax Strips under the Surgi Wax brand. The honey extracts are said to help remove the hairs straight from the root. Depilatory products have also been growing increasingly popular for men in recent years, but this has meant that many men have had to settle for products marketed towards women. Newly launched products in this category for men are being marketed on the strengths of bolder, more masculine packaging, as well as the fact that they have been developed to cater for the more specific needs of coarser hair. In the USA Sally Hanson released Maximum Strength Hair Removal Strips and Lotion under its Hanson for Men brand names, whilst releasing Hair Remover for Men in the UK market. However, following a dramatic increase in depilatory products in the second quarter of 2006, manufacturers are now attempting to stay abreast of competition by releasing products that not only tap into the organic market, but are also breaking into micro-segmentation in a bid to entice the fickle consumer. Deodorant manufacturers are beginning to capitalise on the trend and are creating under arm products that also contain hair retardant ingredients. IBR Dormin, invented and manufactured by IBR and distributed by worldwide fragrance and cosmetic manufacturer Symrise, is a narcissus bulb extract said to decrease hair growth by slowing down cell proliferation - marketed for use in under arm products.

Related topics: Color Cosmetics

Related news

Show more

Related products

show more

ROELMI HPC, Your partner in sustainable innovation

ROELMI HPC, Your partner in sustainable innovation

Roelmi HPC | 18-May-2021 | Data Sheet

ROELMI HPC is the partner company committed to driving innovation, focused on research, planning, development and production of functional and active ingredients....

Uncover the secrets behind Rockstar CFOs

Uncover the secrets behind Rockstar CFOs

Oracle NetSuite | 13-Apr-2021 | Technical / White Paper

CFOs have never worked harder, but what makes a successful CFO such a rockstar? High-performing CFOs understand the mission, goals and objectives of the...

CameleonCaps™ Brochure: Asian Shade Chart

CameleonCaps™ Brochure: Asian Shade Chart

Tagra Biotechnologies | 22-Feb-2021 | Product Brochure

Asian skin tones often present a challenge for cosmetics manufactures so; we created a special brochure with a shade chart dedicated to Asian skin tones...

Mineral SunCaps™ overcome formulation challenges

Mineral SunCaps™ overcome formulation challenges

Tagra Biotechnologies | 08-Feb-2021 | Data Sheet

Made of cellulose-based polymer, Cellu TitanCap™ and Cellu ZinoCap™ are microcapsules of mineral UV filters. Their innovative formulations improve functionalities...

Related suppliers

Follow us


View more