Australia Hair Removal Market, By Product Type (Wax Strips, Creams, Epilators, Razors & Blades, Others), By Application (Face, Body, Others), By Sales Channel (Supermarkets/Hypermarkets, Departmental Stores, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Australia Hair Removal market was valued at USD 910.01 million in 2024 and is anticipated to grow USD 1,184.08 million by 2030 with a CAGR of 4.53% during the forecast period. The Australian hair removal market is experiencing steady growth, fueled by evolving consumer preferences and heightened awareness of beauty and personal care. Rising demand for both at-home devices and professional salon treatments is driving market dynamics, as consumers increasingly seek safe, efficient, and convenient solutions. The country’s eCommerce sector demonstrated robust growth in 2023 and is projected to reach USD 35.92 billion in revenue by 2024. This positive trajectory is anticipated to continue, further supporting the expansion of the hair removal market throughout the forecast period.

Key Market Drivers

Rising Beauty and Personal Care Awareness

One of the primary drivers of the Australia hair removal market is the increasing focus on personal grooming and aesthetics. Consumers, especially women, are becoming more conscious of their appearance, viewing smooth, hair-free skin as a standard of beauty and hygiene. A recent Finder survey found that 41% of Australians approximately 8.3 million people collectively spend around USD 12.74 billion annually on personal grooming and appearance. Social media platforms, beauty influencers, and celebrity endorsements have amplified this trend, showcasing flawless skin as desirable and motivating individuals to adopt regular hair removal routines. Awareness campaigns by beauty brands and salons further educate consumers about the benefits of professional and at-home hair removal methods. This heightened beauty consciousness has not only boosted demand for traditional waxing and shaving products but also spurred interest in advanced, long-lasting solutions like laser and IPL treatments. As consumers seek effective and convenient ways to maintain a polished look, the market continues to expand, with a clear preference for methods that offer smooth results with minimal effort or discomfort.

Growing Preference for At-Home and Professional Treatments

The Australia hair removal market is significantly influenced by the rising adoption of both at-home devices and professional salon services. Busy lifestyles, convenience, and cost considerations are encouraging consumers to invest in at-home devices such as epilators, laser hair removal tools, and IPL systems, which allow treatments at their own pace and comfort. These devices are increasingly sophisticated, offering features like adjustable intensity, skin tone sensors, and long-lasting results, making them attractive alternatives to frequent salon visits. Simultaneously, professional salons remain popular for individuals seeking precise, effective, and less painful treatments, particularly for sensitive areas like the face or bikini line. The dual growth of at-home and salon solutions reflects a broader consumer trend towards flexibility and personalization, with customers seeking the method that best fits their schedule, budget, and desired results.

Increasing Demand for Painless, Eco-Friendly, and Chemical-Free Solutions

Consumer preferences are increasingly favoring pain-free, environmentally sustainable, and chemical-free hair removal methods. Traditional techniques, such as waxing and depilatory creams, can cause discomfort or skin irritation due to chemical ingredients. As a result, the market has expanded to include gentler alternatives like laser and IPL devices, hypoallergenic creams, and natural waxing products. Growing environmental awareness is also encouraging consumers to choose reusable or recyclable devices and packaging. Brands emphasizing sustainability, safety, and minimal environmental impact are gaining traction. A July 2024 report indicates that 96% of Australian consumers engage in sustainable practices, with 42% willing to pay a premium for eco-friendly products, highlighting this trend’s influence on market growth.

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Key Market Challenges

High Costs of Advanced Hair Removal Treatments

One of the primary challenges in the Australia hair removal market is the relatively high cost associated with advanced treatments, particularly laser and IPL solutions. Professional salon procedures require multiple sessions to achieve long-lasting results, which can be expensive and may deter price-sensitive consumers. Even at-home devices, such as IPL and laser hair removal tools, involve significant initial investment, often making them less accessible to a broader demographic. High costs can limit market penetration, especially among younger consumers or those in regional areas with limited disposable income. Additionally, maintenance costs, replacement parts, and occasional professional follow-ups further increase the overall expenditure. This financial barrier can slow adoption rates, as consumers may prefer cheaper, short-term alternatives like shaving or waxing, even though these methods are less effective in the long run.

Risk of Skin Irritation and Side Effects

Another significant challenge in the Australia hair removal market is the potential for skin irritation and adverse reactions. Chemical-based depilatory creams, wax strips, and even some laser or IPL devices can cause redness, itching, burns, or allergic reactions if used improperly. Consumers with sensitive skin, specific skin tones, or underlying dermatological conditions are particularly vulnerable. The fear of side effects often discourages first-time users from trying advanced treatments, limiting the expansion of the market. Moreover, improper use of at-home devices without adequate training or knowledge can exacerbate these risks, leading to dissatisfaction and negative word-of-mouth. Brands and service providers must invest heavily in educating consumers on safe usage, proper application techniques, and post-treatment care, which can be resource-intensive and challenging to implement consistently.

Key Market Trends

Integration of Advanced Technologies

Technological innovation is a defining trend in the Australia hair removal market. Advanced devices such as IPL and laser systems are increasingly incorporating features that enhance safety, precision, and effectiveness. For instance, some modern devices include automated skin detection, cooling mechanisms to reduce discomfort, and smart apps that guide users through treatment schedules. Research and development are also focusing on improving energy efficiency, reducing treatment times, and enabling multi-area coverage. These technological advancements not only improve the user experience but also expand the potential consumer base by making treatments accessible for various skin tones and hair types. Continuous innovation ensures that consumers have access to faster, more reliable, and less painful hair removal methods, driving the market forward.

Influence of Social Media and Beauty Trends

Social media platforms and beauty influencers are playing an increasingly influential role in shaping hair removal trends in Australia. Platforms like Instagram, TikTok, and YouTube showcase tutorials, product reviews, and “before-and-after” transformations that highlight the effectiveness of both at-home and professional hair removal methods. Influencers and content creators help demystify advanced treatments such as IPL and laser, making them more approachable for a wider audience. Viral trends and challenges further encourage experimentation and adoption of new techniques. Brands are leveraging these platforms for marketing campaigns, tutorials, and engagement strategies, ensuring visibility among tech-savvy, trend-conscious consumers. Social media not only educates consumers but also drives aspirational behavior, reinforcing the demand for smooth, hair-free skin as a beauty standard.

Segmental Insights

Product Type Insights

In the Australia hair removal market, wax strips dominated due to their affordability, convenience, and effectiveness for quick hair removal at home. They are widely accessible through supermarkets, pharmacies, and online platforms, making them a preferred choice for a broad consumer base. Wax strips provide smooth, long-lasting results compared to shaving, without requiring expensive equipment or professional assistance. Their ease of use, portability, and ability to remove hair from multiple body areas further enhance their popularity. Additionally, brands are increasingly offering sensitive-skin and natural ingredient variants, catering to growing consumer demand for gentle and eco-friendly hair removal solutions.

Sales Channel Insights

In the Australia hair removal market, supermarkets and hypermarkets dominated as the primary distribution channels due to their extensive reach, convenience, and ability to offer a wide variety of products under one roof. Consumers prefer these outlets for purchasing hair removal products such as wax strips, creams, and epilators because they provide immediate availability and competitive pricing. The presence of popular domestic and international brands in these stores enhances consumer trust and choice. Additionally, supermarkets and hypermarkets frequently run promotions and bundle offers, further attracting buyers. Their widespread presence in urban and suburban areas ensures consistent accessibility, reinforcing their leading position in the market.

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Regional Insights

In the Australia hair removal market, the Australia Capital Territory (ACT) and New South Wales (NSW) dominate due to higher urbanization, disposable income, and beauty-conscious populations. Consumers in these regions have greater access to salons, professional clinics, and retail outlets offering a wide range of hair removal solutions, from traditional wax strips to advanced IPL and laser devices. The presence of leading beauty brands and frequent promotional campaigns further drives adoption. Additionally, social media influence and lifestyle trends are more pronounced in urban centers, encouraging regular grooming practices. These factors collectively make ACT and NSW the most significant markets for hair removal products and services in Australia.

Recent Development

• In May 2023, Svish has introduced the world's first Made Safe-certified hair removal spray for men, ensuring safety and effectiveness. Dermatologically tested and enriched with natural ingredients like aloe vera, chamomile, witch hazel, and shea butter, it offers a gentle solution for unwanted hair removal.

• In April 2025, Wilkinson Sword Intuition has launched the 'Any Hair, Anywhere' campaign, aiming to portray women's hair removal experiences authentically. The campaign highlights real-life scenarios, emphasizing that body hair is natural and personal.

• In Feb 2025, BIC Australia launched the EasyRinse razor through an integrated outdoor and digital campaign, highlighting its advanced anti-clog technology for a smoother, faster shave. The campaign features compelling visuals and emphasizes the product's superior performance.

• In May 2023, Panasonic has introduced its new Elite 6-Blade Shaver in Australia, featuring six precision blades and a high-speed linear motor delivering 84,000 cross-cutting actions per minute. Designed for all skin types, it offers a premium shaving experience.

Key Market Players

• Abbvie Inc.
• Advanced Clinics Australia
• Alma Lasers International
• Braun GmbH
• Candela Corporation
• Asear Healthcare Pvt Ltd (SVISH)
• Koninklijke Philips N.V.
• Lumenis Inc.
• Oriflame Holding AG
• Wahl Clipper Corporation

Report Scope:

In this report, the Australia Hair Removal Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Australia Hair Removal Market, By Product Type:

o   Wax Strips

o   Creams

o   Epilators

o   Razors & Blades

o   Others

• Australia Hair Removal Market, By Application:

o   Face

o   Body

o   Others

• Australia Hair Removal Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Departmental Stores

o   Online

o   Others

• Australia Hair Removal Market, By Region:

o   Australia Capital Territory & New South Wales

o   Northern Territory & Southern Australia

o   Western Australia

o   Queensland

o   Victoria & Tasmania

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Australia Hair Removal Market.

Available Customizations:

Australia Hair Removal Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).