As younger generations strip their lives of “toxins” in all forms, it makes sense that they would want to do the same with their hair removal products. Gen Z’s buying power will only increase in the coming years, so expect to see more products marketed as “free from” certain ingredients.
Of course, not all women will want to ditch their hair removal products in favor of a more natural option. Some will continue to prefer the convenience and comfort of their favorite brands. So, your brand must understand what buyers want their products to be “full of” and “free-from.” We did the digging, and here’s what will be in – and what will, and should, be out – of women’s hair removal products in 2023:
A list full of “free-from”
We leveraged our AI White Space tool to identify what aspects of the women’s shave and hair removal category we predict will see an uptick in 2023 growth momentum. We did the digging, and here’s what will be in — and what will, and should, be out — of women’s hair removal products in 2023:
Talc Free
Talc tops our list as an ingredient women will want to see “free-from” in their hair removal products. The interest in talc-free products has been steadily increasing for the past few years, but we predict it will really take off in 2023. Consumers are aware of the cancer risks and ongoing litigation against Johnson & Johnson and don’t want to take any chances with their own health.
While there are many talc-free options on the market already, there’s still room for innovation in this area. Brands should consider taking their talc-free marketing messages to the next level. For example, a brand could position a product as Talc-Free (like Sirona’s Talc Free hair removal cream) and safe for women with sensitive skin. Brands that can successfully market their products as talc-free will have a leg up on the competition.
Wax Free
Wax is another ingredient women will want to see less of in their hair removal products. We predict the popularity of wax-free hair removal products will continue to grow in 2023. The competition will still be relatively low, so capitalize on the opportunity to be an early mover in this space.
A few brands like Nufree have already taken the wax-free plunge, but there’s still room for more innovation. For example, a brand could create a line of wax-free hair removal products that are specifically designed to address another consumer need that combines Wax Free with one of the other “Free-froms” on this list.
Fragrance-Free
Fragrances can be hit or miss with consumers. Some women love how their hair removal products smell, while others prefer to forgo the scent altogether. That’s why products in the shaving and hair removal category with no fragrance at all are actually fairly popular with female consumers.
We’ve forecasted that the trend for fragrance-free hair removal products will continue to grow in 2023. This is an area where competition is very low, so brands that enter the market with a fragrance-free offering will have a distinct advantage.
Gluten-Free
While most consumers associate gluten-free with their grocery list, the women’s shave and hair removal category is one place where gluten-free products are starting to make gains. With a very low competition score, this is an area ripe for newcomers.
While the strictly gluten-free audience can be limiting, promote the benefits of a gluten-free product to a wider audience. A gluten-free product that’s been formulated to be gentle on the skin could be a real game-changer in the women’s hair removal category.
Non-Greasy
Skin care-related products have been fighting against grease for years, and the women’s shave and hair removal category is no different. We believe non-greasy formulations will be a key trend in 2023 due to low competition and high consumer demand. With so many women using hair removal products on a regular basis, anything that makes the process quicker and easier is sure to be a hit. Brands should consider making their products more user-friendly, and non-greasy formulations will be a big part of that.
BIC’s tapping into the younger market with its Skincare for US unisex shave cream line. Modern packaging paired with clear “free-from” messaging on the tube helps this product stand out on store shelves. Brands should take note of BIC’s success in the shave and hair removal category and consider ways to make their products more similarly to consumers.
No Chemicals
As women, and consumers in general, become more ingredient-conscious, we predict the demand for products without harsh chemicals will continue to grow in 2023. This is an area where competition is still relatively low, so there’s a real opportunity for brands to capitalize on the trend.
In particular, products that are free from chemicals like sulfates, parabens, and phthalates will be especially popular. These are ingredients that have been linked to health concerns, so women will be looking for alternatives.
Edgewell’s recent launch of its Schick line of products is a good example of how to tap into this trend. The brand’s “No Compromises” tagline communicates to consumers that they don’t have to choose between effectiveness and safety. This is a smart move, and one that other brands in the women’s shave and hair removal category should emulate.
Vegan
Just like gluten-free, vegan is one of those terms that’s most often associated with food. But, as more and more women become vegan, they’re looking for vegan options in all aspects of their lives, including their beauty routines. But, don’t limit your brand to the vegan-lifestyle audience, and consider strategies to market the benefits of vegan products to a wider audience.
Vegan shave creams like Dr. Bronners’s Unscented Shaving Soap are a great example of how to tap into the vegan trend. The product’s simple packaging and clear labeling make it easy for consumers to see that it’s a vegan product. And, with its low price point, it’s accessible to many consumers.
Here’s Our Take
With so many women using these products on a daily basis, it’s no surprise that the women’s shave and hair removal category is one of the most competitive in the beauty industry. But, there are still opportunities for brands to succeed. We believe the trends we’ve identified – gluten-free, non-greasy, no chemicals, and vegan – will be especially popular in 2023. These are areas where competition is still relatively low, so there’s a real opportunity for brands to capitalize on the trend.
For more on the latest cracker trends for 2023, check out our blog.
If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website for more insights on key flavored water trends. Predicting need trends is just one way Simporter can help brands grow their business, so to learn more about how we can help you, please visit us at simporter.com.
