Consumers seek affordable DIY beauty solution in crisis

Sales of at-home hair removal products have soared in the economic crisis, as consumers opt for more affordable DIY alternatives.

The at-home hair removal category experienced a 19 percent increase in sales in the first quarter of 2009 with Nad’s, Australia’s number one hair removal expert, significantly adding to this growth.

Sue Ismiel, CEO and founder of Nad’s Hair Removal products said, “The at-home hair removal market is continually growing, but as a result of the current economic climate, more consumers are being driven to find more affordable ways of hair removal.”

The family-run, Australian owned company also had the two fastest growing products in the waxing category. The Nad’s Facial Wand experienced a 38 percent surge in sales and the Nad’s Natural Hair Removal Gel increased by 27 percent in the quarter.

Ismiel is recognised as one of Australia’s successful entrepreneurs after Nad’s, a product she made in her kitchen, became a leader in the hair removal market dominated by overseas brands.

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