At-home devices still growing

Fueled by such professional technologies as lasers and wearable mask devices, the at-home beauty devices market continues to heat up, increasing globally by nearly 14% in 2014, according to Kline & Co., a market research and management consulting firm.

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“With price points at two ends of the spectrum, from under $30 to over $500, new companies jumping on the beauty devices bandwagon and existing brands expanding their portfolio beyond cleansing and hair removal, this market has evolved into a very competitive place for manufacturers. With a wider range of prices and product choices, it has also become much more accessible to a larger consumer base,” said Karen Doskow, director at Kline’s Consumer Products Practice.



The trend is especially robust in prestige. According to global information company NPD Group, in the 12 months ended February 2015, prestige body and facial devices grew in both dollars and units. Specifically, laser/ light therapy device types are gaining popularity, with more than 90% growth in dollar sales and 30% in unit sales after two years of decline. Dollar sales of cleansing devices, which make up the lion’s share of the market, grew 12%, while units increased by 29%.