In a cross-category trend, private label is expected to gain ground in depilatories over the forecast period. Indeed, such competition is expected to intensify, with the expansion of private label brands owned by major corporations, such as Tottus under Falabella, and Balanze under Intercorp.
Third-placed brand Depilé has expanded its product portfolio, which now includes a variety of formats from creams to waxes, and also a post-depilatory gel. The brand does not invest strongly in marketing, but its wide distribution, alongside its variety of presentations and sizes, are expected to grant it a faster growth pace over the forecast period – strengthening its position against Veet, which has not expanded its portfolio at the same pace.
New retail opportunities will contribute to growth in depilatories over the forecast period. For example, as seen with initiatives such as Leonisa’s Allies, which includes a special section of beauty and personal care products in its e-commerce portfolio.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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