Cheaper price points on home beauty devices could threaten salon business

The potential threat that home beauty devices pose to the professional industry has been bubbling under the surface for some time now. According to Mintel data published in Raconteur’s annual Skincare and Dermatology special report, gadgets such as cleansing brushes, LED masks and dermal rollers have helped boost the value of the UK beauty devices sector to an estimated £317 million – up by 2% in 2016.

The mass beauty industry has taken its cue from the pros, charting the changing face of the industry as needles, lights and lasers took hold and proved their efficacy. 

DIY versions that promise salon-worthy results for a fraction of the cost and from the comfort of consumers’ own homes are now used by 38% of UK adults, while professional services only grew in value by 0.3% in 2015, Mintel’s senior beauty and personal care analyst Roshida Khanom told Raconteur.

Of the women who haven’t bought a beauty device in the past two years, Mintel found that 28% were interested in purchasing one.

As the sector evolves beauty businesses could have cause for concern, said the report, particularly because of the lower price points of newer devices, with many brands starting to cater for those on tighter budgets with entry-level tools. One such product is Foreo's new Luna Play facial cleansing brush, a tiny, sonic device that has silicone bristles and retails for £39 in the UK. 

“With the most popular beauty devices being facial-cleansing and hair-removal devices, the professional sector is likely to see competition in these areas in particular,” commented Khanom.

Image: Foreo Luna Play. Gordana Sermek /