Industry News: 2024 Global Personal Care Appliances Market Trends Analysis Report

Recently, Meetsocial Group’s subsidiary, Meet Intelligence, released the Global In-Depth Insight Report on the Personal Care Appliances Market, offering a detailed analysis of market trends, key countries, and market strategies for the global personal care appliance industry.

In recent years, the personal care appliances market has experienced slight fluctuations in growth, but with the steady recovery of the global economy, this market is expected to enter a more stable growth phase. Data shows that from 2020 to 2023, China's personal care market achieved an average annual compound growth rate of 8.2%, with a year-on-year growth of 15.8% post-pandemic in 2023. In the first four months of 2024, sales reached 31.72 billion RMB, and it’s expected that by 2025, the market will exceed 140 billion RMB.

According to the Global In-Depth Insight Report on the Personal Care Appliances Market, while household cleaning appliances dominate the small home appliance sector, personal care appliances hold a smaller share. As living standards rise, consumers are more willing to invest in products that enhance their personal lifestyles. This creates a favorable environment for the growth of personal care devices, with their market growth expected to outpace that of other small home appliances.

Consumers' increasing desire to enhance their personal image, coupled with a recovering business environment and increased brand activity, will significantly drive the expansion of the personal care appliances market in the coming years. Data shows that the demand for refined appearances and the growing penetration of products through e-commerce will positively impact the personal care appliances market in the years ahead. The overall market is expected to continue growing, with forecasts indicating that by 2026, the market size will surpass $35 billion.

Data Source: Euromonitor, Meet Intelligence

Within the personal care appliance sector, body and hair care products account for over 80% of the market share, followed by oral and facial care products. Mature products like hair dryers and electric shavers have already established a massive retail presence globally. Emerging products such as head massagers and laser hair removal devices are providing new growth momentum for the industry.

Global Market Characteristics

Looking at opportunities in the global personal care appliances market, each region displays unique characteristics.

Data shows that the Northeast Asia market is the largest, followed by North America and Western Europe. The Middle East, Africa, and South America show promising growth potential, but their market sizes remain limited.

In North America and Oceania, the personal care appliances market has a high product penetration rate. This high penetration is driven by the abundance of brands and the habitual use of personal care devices by local consumers.

In Western and Northern Europe, although product renewal cycles are relatively slow, the strong purchasing power and preference for premium products offer market players substantial growth opportunities.

Data Source: Euromonitor, Meet Intelligence

Differentiated Opportunity Categories Driven by Market Characteristics

For brands, precisely targeting markets and selecting the right products are key to formulating an effective international expansion strategy. Among the four major categories of personal care appliances—oral care, facial care, body care, and hair care—we have carefully designed more than 10 targeted product entry strategies based on category characteristics and market demand. Here are some examples:

1.Mature Categories + High Penetration Markets: Driving Iteration Demand with Cutting-edge Technology

In mature markets like Europe and the U.S., hair dryer penetration is nearing saturation, and competition among brands is increasingly focused on innovation and optimization. To stand out in this highly competitive market, brands are striving to launch more convenient and efficient hair dryers to stimulate consumer demand for upgrades.

In recent years, “cutting-edge technology” has become the key to product iteration. Many brands introduce advanced technologies like intelligent temperature control and high-speed motors to enhance user experience and justify higher price points.

Data Source: GWI, Meet Intelligence

2.Mature Categories + Low Penetration Markets: Lowering Prices to Boost Regional Penetration

In emerging markets like Southeast Asia, the high price of electric toothbrushes and water flossers compared to traditional toothbrushes makes them luxury items for consumers with limited purchasing power.

As prices gradually decline, electric toothbrushes and similar oral care devices are becoming accessible to a broader consumer base, and their penetration rates in these markets are expected to increase.

Data Source: GWI, Meet Intelligence

3.Non-mature Categories + Low Penetration Markets: Creating New Demand with a Focus on Wellness

In Northeast Asia, increasing work and life pressures have brought scalp health issues into focus, driving the rapid growth of scalp care products. Urban youth are placing more importance on daily scalp care, bringing professional-grade treatments into the home.

Forward-thinking brands have already identified this need, launching home-use scalp care devices and promoting a transition from manual to automated solutions.

Data Source: GWI, Meet Intelligence

Conclusion

In today’s lifestyle-focused era, consumers are placing unprecedented attention on personal care. As this demand continues to rise, personal care appliances are quickly becoming market favorites, providing not only essential daily care but also offering convenience, efficiency, and personalized experiences.

To stay updated on the latest industry developments for products like electric shavers and hair dryers, follow us at the Shanghai International Personal Care Expo. We will host the 2025 Guangzhou International Personal Care Expo from April 15-17 at the Nan Fung International Convention Center in Guangzhou, showcasing cutting-edge technologies and offering a one-stop solution for product procurement and trade cooperation.

Driven by the demand for premium consumption, the personal care and beauty appliance market is becoming increasingly diverse and complex. Consumer needs are shifting from basic and improvement-driven to comfort, convenience, and personalized style. Meanwhile, the introduction of new regulations for devices such as RF beauty instruments and eye massagers, along with the expansion of the male personal care appliance market, brings significant opportunities for industry growth.

To help companies better navigate this wave of premium consumption, the 2025 Guangzhou International Personal Care Expo will be held from April 15-17, 2025, at the Nan Fung International Convention Center in Guangzhou. The event will be followed by the 2025 Shanghai International Personal Care Expo from December 17-19, 2025, at Shanghai New International Expo Center, showcasing the latest industry innovations and offering comprehensive procurement and trade solutions.

To further help businesses seize global opportunities, PCE will also connect with its events in Jakarta and Dubai, promoting a dual-cycle development strategy that covers both domestic and international markets, jointly shaping the global personal care appliances industry.