Hair Removal Wax Pen Market - By Ingredients, By Skin Type, By Price, By Application Area, By Consumer Group, By End Use, By Distribution Channel Analysis, Growth Forecast, 2025 - 2034

Hair Removal Wax Pen Market Size

The global hair removal wax pen market size was estimated at USD 60.9 million in 2024. The market is expected to grow from USD 64.1 million in 2025 to USD 119.5 million in 2034, at a CAGR of 7.2%. The market is driven by surging preference for at-home hair removal, focusing on personal hygiene and health, increasing demand for personal grooming along with the rising disposable income and spending capacity.
 

Increased awareness towards body grooming and cleanliness, particularly in the younger generations, has increased demand for hair removal products. According to this statistic based on the U.S. Census data and Simmons National Consumer Survey (NHCS), 26.30 million Americans used hair removal products (bleaching, depilatories or waxing) in 2020. This figure is anticipated to decrease to 24.27 million in 2024.

 

Manufacturers are developing more advanced wax formulas that enable a less painful, smoother application, and stronger adhesion to the skin. Such developments have opened up waxing to a wider population and made it more appealing. Some of the wax pens include additional features like temperature adjustment or dual-use functionality like waxing and skin calming, making them more convenient and attractive to customers.
 

Furthermore, consumer spending on grooming is further boosting the market growth during forecasted period. As per the Attest U.S. Beauty & Grooming consumer survey, American men are increasingly shopping for makeup 54% of Americans interact with beauty & grooming brands on social media. A significant 35% of men aged 26-40 say they shop for makeup at least once a month, and nearly half of all Millennial men buy it at least occasionally. American consumers are most likely to say they spend between $26-50 per month on beauty/grooming products (27%), while the next largest percentage (23.5%) spend just $10-25 monthly.  
 

Hair Removal Wax Pen Market Trends

• Use of natural and organic raw material and shifting consumer preference are one of the major trends shaping market. Key manufacturers are manufacturing wax from plant-based materials, offering a gentle experience to sensitive skin.
   
• This trend towards cleaner, natural products is favouring not only for the skin but also for the growing consumer demand for sustainability in beauty. With more people being aware of their footprint, organic wax usage will be even more on the rise.
   
• The appeal of home waxing kits has never been lacking, but developments over the past few years make it possible to have salon-standard treatments at home. The latest kits have easy-to-use applicators, precise temperature control, and step-by-step instructions so that the process is smooth one.
   
• In recent years, post-wax care and healthy skin have become even more prominent. Products are being developed specially for aftercare, such as soothing gels and moisturizing creams with vitamins and antioxidants. These gels and lotions are designed to soothe the skin and repair it so that it remains smooth and healthy until the next wax.
   

Hair Removal Wax Pen Market Analysis

The market by ingredients is segmented into organic and synthetic. In 2024, the synthetic segment dominates the market generating revenue of USD 51 million and organic segment is expected to grow at CAGR of around 6.9% during the forecast period 2025 to 2034.
 

• Increasing demand for natural and organic products is majorly boosting the growth in the global removal wax pen market. Consumers are becoming more aware of the ingredients used in their personal care products and hence are demanding products that are natural and organic in nature, as they are perceived to be safer and healthier for the skin.
   
• According to Ulta’s Beauty Consumer Insights survey for the year 2023, it found that 90% of Gen Z and younger millennials expect to buy into the products offered in the clean beauty category over the next few years. More than 50% of Gen Z is cautiously evaluating the ingredients of beauty products before making a purchase.
   
• According to the Centre for the Promotion of Imports (CBI), nearly all large cosmetics companies have implemented programmed on sustainability, and many of them are setting ambitious targets to reduce their environmental impacts and resource use, indicating that sustainability has entered the mainstream.
   

According to the consumer group, the hair removal wax pen market is segmented into men and women. Women made up 77% of the market in 2024, due to social media influence, demand for natural products, self-care trends along with increasing women workforce.
 

• The market for hair removal wax pen is driven by the rising working women followed by increasing disposable income. According to the U.S. Bureau of Labor Statistics, the workforce participation rate for women in their prime working age hit an all-time high in June 2023, reaching 77.8%.
   
• As per the statistical office of the European Union, in 2022, the European Union employment rate for women at 69.3 %. Among the European Union Member States, the employment rate in 2022 ranged from 82.9 % in the Netherlands to 64.8 % in Italy. For instance, as per the Advanced Dermatology survey on average, Americans spend $722 on their appearance, including skin care, each year.   
   
• The rise and acceptance of natural and clean beauty trends among women’s have created a heightened interest in transparency and sourcing of ingredients, and as a result, women are likely to move toward brands that align with this value.
   

According to the distribution channel, the hair removal wax pen market is segmented into online and offline. Online made up 64% of the market in 2024, due to convenience and availability of wide range to choose.
 

• Online platforms such as Amazon, eBay, and niche beauty e-commerce websites are becoming increasingly preferred for the buying of hair removal products. The convenience of being able to search various products, read feedback, and compare prices and features from home is valued by consumers.
   
• Many online platforms such as Amazon, eBay, Walmart etc., provide information of products, product ingredients, consumer feedback, and instructional videos, which establish credibility and inform consumers regarding the advantages and application of hair removal wax pens. The convenience of finding detailed information and actual experiences is fueling online sales.
   
• Offline distribution channels that include physical retail outlets, beauty supply stores, department stores, and pharmacies, are still preferred by customers for purchasing the hair removal market. Most customers like to see products in person before they buy. The in-store experience offers instant product availability and direct access to knowledgeable sales personnel.   
   

With about 74% of the North American hair removal wax pen market share and estimated USD 13.4 million in revenue, the United States led the market in 2024. The expansion of the U.S. market is primarily driven by heightened awareness of hair removal products, preference for traditional methods like shaving and waxing for hair removal.
 

• Customized advertising and targeted promotion for overall personal care are widely dominant in the U.S. market of hair removal wax pen. By adoption of data science and artificial intelligence technology, manufacturers and brands can provide personalized marketing platforms depending on their online behavior and preferences.
   
• Some brands in U.S. have AI-powered platforms that scan the skin type and hair removal requirements of the customer and offer personalized products and advice. Such customization maximizes consumer experience and repeat purchase chances. Targeted marketing on social media and e-commerce websites also enables brands to reach out to potential customers more efficiently, leading to increased conversion rates.
   
• Beauty and skincare professionals are collaborating with brands to endorse products and gain visibility. The collaborations are usually product reviews, tutorials, and sponsored posts, which enhance brand credibility and visibility.   
   

Europe: The rising demand for personal care and grooming products across the globe attracted counterfeits. These fake products pose serious risks to consumers, which often contain harmful substances like arsenic and lead. Counterfeit cosmetics are fake products designed to mitigate genuine ones, including packaging and branding.
 

The European Union has implemented regulations in place concerning track and trace to fight counterfeiting, ensuring the safety of the product. Indeed, measures by the EU Falsified Medicines Directive part of FMD were laid out to verify prescription medicines and some cosmetic products. Moreover, the EU Cosmetics Regulation (EC) No 1223/2009 ensures traceability within the EU market and sets out obligations for manufacturers and importers of cosmetic products.    
 

Hair Removal Wax Pen Market Share

• The top five companies in Church & Dwight, Sally Hansen, Parissa, GiGi, Reckitt Benckiser and they collectively hold a share of 10%-15% in the market.
   
• These companies continue to acquire and merge with others, expand facilities, and make various collaborations to increase their product offerings, access customer bases, and secure their market positions.
   
• Church & Dwight announced the Company exceeded its outlook with stronger than expected sales growth. Full year 2024 net sales increased 4.1% to $6,107.1 million, ahead of the Company’s outlook of approximately 3.5% growth. The Company drove strong consumer demand across its portfolio and geographies in 2024. Organic sales increased 4.6% due to higher volume of 3.3% and positive pricing and mix of 1.3%.
   
• Reckitt Benckiser Group predicted modest growth in 2025 as it continues to focus on its high margin 'power brands' and offload other units. Revenue slipped by 3% to USD 18.1 billion in 2024 from USD 18.2 billion a year prior but increased 1.4% on a like-for-like basis. Hygiene sales increased 4.2% in 2024, and Health sales rose 2.1%, but Nutrition sales dropped 7.3%.
   

Hair Removal Wax Pen Market Companies

Major players operating in the hair removal wax pen industry are:

• American International Industries
• Brow FX
• Church & Dwight
• Darent Wax
• GiGi
• Harley Waxing
• Jax Wax
• Miss Cire
• Parissa
• Reckitt Benckiser
• Sally Hansen
• Sanfe
• SmoothSkin
• Wakse
• Waxxxie       
   

To improve the services and market share key players are constantly investing in technological activities and are also entering into partnerships to provide improved and better solutions for the customers. These investments are benefiting both companies and customers as they help develop and offer solutions as per the changing technological trends and thus the customer requirements.
 

Hair Removal Wax Pen Industry News

• In March 2022, Reckitt Benckiser Group plc ("Reckitt") announce that it has entered into an agreement to sell the Dermicool brand (the "Sale") to Emami Limited. The sale is another step forward in Reckitt's plan to actively manage its portfolio for greater growth following the recent divestment of the IFCN business in China, the Scholl and E45 brands and the acquisition of Biofreeze and Queen V.
   
• In March 2021, American International Industries has announced plans to launch its new innovative product "Italwax Solo Glowax Kit" for facial removal, suitable for home and professional use. Specially designed for sensitive skin, the product is formulated with a special hot film wax that is applied in several directions and ensures hygienic removal. The company plans to expand its product range, which will help increase the customer target worldwide.
   

This hair removal wax pen market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue (USD Million) and volume (Million Units) from 2021 to 2034, for the following segments:

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Market, By Ingredients

• Organic
• Synthetic   

Market, By Skin Type

• Dry skin
• Oily skin
• Normal skin
• Sensitive skin    

Market, By Application Area  

• Forehead
• Upper lips
• Chins/jaw
• Nose
• Bikini area
• Others (underarms, arms etc.)       

Market, By Consumer Group

• Men
• Women       

Market, By End Use

• Individual
• Professional     

Market, By Price

• Low
• Medium
• High      

Market, By Distribution Channel

• Online
  • E-Commerce
  • Company site
• Offline
  • Specialty stores
  • Pharmacy
  • Others (departmental stores etc.)     

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico
• MEA
  • UAE
  • Saudi Arabia
  • South Africa