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English|The Crazy Hair Removal Device Market in China

English|The Crazy Hair Removal Device Market in China
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Image Source: Visual China
Armpit hair is a beauty taboo in South Korean and Japanese culture. It is internalized in South Korea and Japan that it is impolite for girls to not shave their armpits. This is why it is a norm for Japanese and Korean girls to start removing their body hair from a very young age. For them, it is an essential part of their personal image. Girls that are better off will often go to beauty salons to undergo laser hair removal procedures.
A survey conducted in Japan in 2021 showed that over 30% of the female respondents had undergone full body hair removal procedure, while nearly 70% of female respondents had considered trying full body hair removal. Having no body hair has become a beauty standard for young women, the survey concluded.
In comparison, body hair removal is still relatively new for Chinese consumers. Less than 2% of consumers who are in school have used a hair removal device in China.
As companies realize that they can capitalize on beauty standards, we are seeing an increasing number of hair removal-related advertisements on the Internet. The demand is surely increasing in the country. Consumers are getting used to spending hours at beauty salons regularly just to get rid of their body hair.
The drive behind the rise of the hair removal market is to meet beauty standards. When societal norms dictate what beauty is and reward those who live up to it and penalize those who don’t, it is natural for women to invest lots of resources in cosmetic devices. 
However, an emerging and lucrative market also comes with safety issues.
In China, very few companies that are making hair removal devices have a medical device qualification on laser devices. Many laser hair removal devices that consumers are using at home were assembled at shabby factories that only employ a dozen of people. Many companies in the hair removal field will soon go out of business if they continue with their opportunistic operation, some entrepreneurs commented.
In this article, we will take a dive into some stories in this emerging industry in China.
Gen Z’s craze for hairless bodies“It is convenient and cheap. And they do bring good results,” this is how some young people think about hair removal devices that they can use at home.
【English|The Crazy Hair Removal Device Market in China】Living in Beijing, Zhang Yue has many Gen Z friends who have demands for hair removal-related products and services. They would for example go to a beauty salon to undergo cryotherapy for removing armpit hair or full body laser hair removal.
Recently, they have started buying up hair removal devices to remove body hair at home.
Zhang purchased a hair removal device herself as well. She purchased the device during last year’s Double Eleven Festival when she was thinking about going to learn swimming. She believed that body hair and armpit hair would make her look bad and her skin rough, and therefore she started to look up hair removal devices on the Internet. “It cost me 1,859 yuan. But I like it,” Zhang said, recalling that SmoothSkin and Ulike were both having discounts at that time.
Zhang does not like to go to beauty salons or clinics for body removal because it is just simply inconvenient. “This type of hair removal device can get the job done quickly. It would take me around six minutes in the shower to finish it (removing body hair),” Zhang explained, saying that it is very inconvenient to go to beauty salons for hair removal because it is crowded and requires appointments in advance. “I would use it once or twice a week in the beginning. Then I started using it less frequently.”
Besides the inconvenience, the higher cost is another reason why consumers tend to choose hair removal devices that are generally cheaper over going to beauty salons.

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