How Veet Turned Consumer Insight into a Century of Growth

Today, Veet is the world’s leading depilatory brand*, available in more than 80 countries, trusted by more than 30 million consumers. Every second, three Veet cream tubes are sold.

In 2025, the brand delivered double-digit growth across regions, with Emerging Markets leading momentum, demonstrating how more than a century of consumer-led innovation continues to create value today.

That success is built on understanding consumers deeply, evolving with their changing routines and turning local insights into innovations that can scale globally.

Evolving with consumers for more than a century

Veet’s story began in 1919 in Canada with the launch of Neet, entering a market where hair removal was still a developing category. At the time, existing methods were often slow, inconvenient and difficult to use, creating an opportunity for a simpler, more accessible solution.

Later renamed Veet, from the French word “vite”, meaning “quickly”, the brand built its early reputation by delivering a faster and more convenient approach to hair removal.

But as beauty routines, lifestyles and cultural attitudes evolved, so did consumer expectations. Over the decades, consumers began looking for solutions tailored to different skin types, body areas, preferences and occasions, moving beyond a single approach to beauty and grooming.

At Reckitt, these changing expectations have continually shaped how we innovate Veet. What began as a depilatory cream has grown into a comprehensive portfolio designed around the many ways consumers approach hair removal today.

Today, Veet’s broader grooming platform spanning hair removal creams, cold and hot wax, specialist solutions, trimming and post-hair removal care, gives consumers more options to find the right solutions for their skin, body area and routine.

Turning local insight into global growth

While Veet’s century of evolution has created a strong foundation, becoming a global leader has also required understanding that consumers have different relationships with beauty, grooming and self-care.

China illustrates this approach.

The Veet Bikini depilatory cream delivered a step-change in Veet’s ability to capture unmet consumer needs, reinforcing brand leadership and driving category growth in China in 2025. By opening up new usage occasions, the launch strengthened Veet’s position in a growing depilatory market while supporting continued growth of the core portfolio.

Veet Bikini contributed around 80% of the brand’s growth, while the base business also continued to grow, underlining the strength of Veet’s overall market position and historical share. The launch was supported by a digital-led execution across livestreaming, social commerce and creator partnerships, driving awareness through channels aligned to evolving consumer behaviours.

More than a century after its launch, Veet continues to evolve by putting consumers at the heart of innovation. By combining trusted science, local insight and global scale, Reckitt continues to strengthen Veet’s leadership and build the next generation of growth.

Winning the Digital Shelf: How Veet Is Turning China's Best Practices into Global Growth

As consumer discovery, trial and purchase journeys migrate online, brands that master the digital ecosystem gain a decisive advantage. Veet has successfully adapted its best practices from China.

In the U.S., Veet is delivering high double-digit growth by executing against a simple but powerful formula: win where consumers discover, shop and buy. Through best-in-class digital shelf execution, retail media and performance marketing, Veet has strengthened its visibility and conversion across key online retailers. A standout example is the 2-Minute Gel Cream, which has earned Amazon Overall Pick status and become a consumer favorite, helping recruit new shoppers into the brand while reinforcing Veet's superiority credentials.

Inspired by China's seamless integration of content and commerce, Veet has built a strong presence on TikTok through creator partnerships and TikTok Shop activation. Influencers drive authentic product demonstrations, while frictionless purchasing allows consumers to move from discovery to checkout within seconds.

Importantly, the impact extends beyond e-commerce. TikTok Shop has become a powerful trial and awareness engine, creating a meaningful halo effect on offline sales as consumers seek out Veet products across retail channels after discovering them on social platforms.

The result is a modern growth model where retail excellence, performance marketing and social commerce work together to drive penetration. What started as inspiration from China is now proving its power in the U.S., creating a blueprint that Veet can scale across markets worldwide.