The growth of the electrical segments within this market would suggest that speed and convenience are what matter most to consumers. However, non-electrical tools remain popular thanks to design innovation that allows users to express themselves through their products. While consumers use a proliferation of brushes and other tools, their electrical beauty regime is small, and some users are looking to rationalise even further with new multipurpose appliances.

Further opportunity lies in closing the gap between behaviour and intent, especially when it comes to the environment and ethics; many consumers understand the importance but are not fully aware of what they can do in this market to make an impact. Very few show ethical or environmental considerations when choosing certain products, meaning well-known brands can do more to publicise the importance of these practices and increase their ‘feelgood’ factor.

For the purposes of this Report, Mintel has used the following selection of non-electrical beauty tools and accessories in its market research:

• Hairbrushes and combs

• Nail files, foot files, pumice stones

• Facial washcloths

• Tweezers

• Face make-up brushes, sets and sponges

• Hair rollers

• Eyelash curlers.

Electrical beauty devices and appliances included in the scope of this Report are:

• Facial cleansing/exfoliating/microdermabrasion devices

• IPL/laser hair removal devices

• Epilators

• LED light devices with skincare benefits

• Acne treatment devices (eg with laser or heating properties)

• Massagers/infusion systems

• Hairdryers

• Curling irons

• Straightening/flat irons

• Hot rollers.