Silently making fun! Shenzhen's niche hair removal device sells for 300 million yuan, quietly dominating overseas markets

The temperature is gradually warming up, and summer is about to arrive as expected.

Before early summer officially arrives, many people are quietly preparing for one thing: hair removal.

The love of beauty is an innate nature. In summer, people want to wear short sleeves and skirts freely, and smooth, clean skin is essential. Preparing for hair removal in advance avoids embarrassment and discomfort.

Don't underestimate the niche track of hair removal devices. In fact, its audience is no longer limited to young women.

Image source:JOVS

With changes in public aesthetics and lifestyle concepts, more and more men are paying attention to grooming, creating a clean and fresh appearance through hair removal. Refined care is no longer divided by gender.

This trend is particularly prominent in Japan and South Korea. If you walk into a local beauty salon, you’ll find that many men complete their hair removal plans before summer arrives.

Because the demand for hair removal continues to rise globally, it has directly driven the hair removal device niche into a period of rapid growth.

According to research data released by Grand View Research, in 2023, the global hair removal device market was valued at $1.3 billion,and it is expected to grow to $2.1 billion by 2030, with a compound annual growth rate of 7.2% over six years, showing great development potential.

Image source:Grand View Research

Looking at the global beauty device market, established giants like Panasonic and Ya-man have long firmly occupied market share, and industry competition is fierce. To break through in this red ocean, brands must create unique features and possess distinctive advantages that make people willing to choose them.

Today, I want to introduceJOVS, a high-end personal care brand that "does not follow the usual path".

It breaks out of the limitations of pure hair removal, fully upgrading its products. One device combines hair removal and skin rejuvenation functions,and in the first year of its blockbuster product launch,GMV exceeded 300 million yuan, firmly establishing itself as a top seller in this niche category.

Image source:JOVS

Starting from pain points, succeeding through innovation

According to public information,JOVS is a high-end personal care brand founded in Shenzhen in 2018.

Its creation stems from the keen insight of the two brand founders, Mr. Lin and Mr. Luo. They found that most traditional hair removal devices on the market had single functions, tended to overheat and cause pain during use, and were easily left unused after purchase. These issues made many consumers hesitant.

To solve these common pain points,JOVS chose a differentiated innovation route. The brand team collaborated with Stanford University's BioAdd Lab, and after long-term research and repeated adjustments, developed a dual-mode technology combining ice point hair removal and photon skin rejuvenation, solving the problems of pain and single function.

ButJOVSdid not stop there. They also noticed the special needs of male hair removal, as men's hair is thicker and skin is more sensitive. Therefore, the brand customized a powerful mode for male users, optimized energy output technology, ensuring hair removal results while reducing skin burden, making it gentler and more comfortable to use.

In October 2019, the first JOVS Venus multifunctional skin rejuvenation and hair removal device was officially launched, focusing on multi-use and avoiding idleness, with six customized modes and six filter heads,allowing users to freely choose according todifferent body parts.

Within just three months of launch, this new product achieved revenue of30 million yuan, surpassing overseas giants like Philips and Braun; after a full year, the single product GMV smoothly exceeded 300 million yuan, laying the foundation for the brand's development.

Image source:JOVS

Online and offline, dual-track parallel,simultaneous development

In 2020, JOVS establisheditsoverseas business unit,officially launching its Tuke strategy, gradually entering the US, UK, Japan, Southeast Asia and other overseas markets.

In terms of channel layout, the brand advances both online and offline, making a comprehensive effort.

Online, it has entered mainstream cross-border platforms such as Amazon,eBay, Rakuten Japan, Yahoo, Shopee, Lazada, etc., quickly opening up the market with platform traffic.

At the same time, it has built a global brand independent site to showcase the brand, operate users, and accumulate private domain traffic, forming a dual layout of platform stores+ independent site.

Image source:JOVS

Offline, it has entered beauty collection stores and high-end supermarkets in the UK, Japan, Southeast Asia, etc., with more than2,000 cooperation outlets. Through offline real machine trial experiences, it brings the brand closer to consumers and dispels concerns about not seeing the actual product when shopping online.

Relying on solid product strength,JOVS achieved the No.1 sales of similar products in the UK within less than a year of Tuke, and was selected as the Best Hair Removal Device of the Year by The Independent.

In2023, the brand's multifunctional hair removal device single product sales exceeded 100,000 units, topping 15 subcategories such as home appliances, beauty & health, and hair removal on Rakuten Japan.

After establishing a foothold in the market with hair removal devices,JOVS expanded its product line, officially entering the home beauty device field. It has successively launched new products such as ice point skin rejuvenation device, 4D energy wrinkle mask, Slimax ultra membrane knife beauty device, further covering diverse skincare needs.

To date,JOVS products have been sold in more than 70 countries worldwide, gaining over a million loyal users, making it a true benchmark brand in the high-end home personal care track.

Image source:JOVS

Authentic recommendations, social media explosion

As a Tuke domestic brand,JOVS did not have high brand awareness in the early stage compared to industry veterans.

Therefore, the brand cannot only focus on refining product strength and laying out online and offline sales channels, but must also proactively increase brand exposure, so that more overseas consumers can recognize and understand it.

Platforms likeTikTok and Instagram, which are popular among young people, naturally became JOVS's marketing base for expanding its voice and efficiently recommending products.

1.TikTok

JOVS mainly uses influencer collaborations as its core marketing method on TikTok, working with vertical influencers in beauty and personal care, sharing real product usage tutorials and hair removal tests, allowing potential users to see the real usage process and effects, effectively dispelling purchase doubts.

For example, TikTok beauty influencer @Valeria Deldinova, who has 362,300 followers, has worked deeply with JOVS, producing several short videos testing and recommending the hair removal device.

Image source:TikTok

Among them, the most effective one has reached12.3 million views and 680,600 likes.

In the video, the influencer unboxes the product, explains the assembly steps and functions in detail, then personally tries it out, switching between different functions, allowing users to clearly and intuitively see the actual hair removal effect.

The comment section is very lively, with many interested users asking questions about applicable areas and usage restrictions; many excited consumers directly ask about product price and purchase channels.

It is clear that this kind of real testing and authentic recommendation content is very attractive, not only retaining potential users but also effectively guiding everyone to learn more about the product, further promoting purchase decisions.

Image source:TikTok

2.Instagram

UnlikeTikTok's short video recommendation model, JOVS has turned its official Instagram account into an exclusive interactive community for users.

By continuously sharing real photos from ordinary users, with before-and-after comparison effects and personal usage experiences, it has gradually created an exclusive space for female users to communicate and share.

Long-term accumulation of such authentic content not only enhances user stickiness, but also invisibly brings the brand closer, gaining more goodwill and trust.

Image source:Instagram

Even though the total number of posts is not high, the official brand account@jovs.official has still accumulated 84,000 followers, showing that this warm community operation model is highly recognized by core consumers.

Using refined skincare and beauty as a link, gathering beauty lovers, everyone freely shares product usage tips and daily care experiences, allowing the brand's reputation to continuously accumulate and ferment through positive interaction.

Image source:Instagram

Is now a good time to enter this category?

At this point, many people may wonder: Is the hair removal device track still worth pursuing?

The answer is yes. Global market demand continues to grow and is far from saturated. More importantly, user perception is changing—hair removal is no longer exclusive to women, the male market is rapidly emerging, and trends in Japan and South Korea have already proven this.

Moreover, with mature social platforms likeTikTok and Instagram, a new brand has every opportunity to gain exposure and trust through authentic content recommendations at low cost.

For companies wanting Tuke, the doors to overseas markets are still open, and now is a good time to seriously consider and take action. Competition is fierce, but opportunities always favor those willing to focus on products and know how to tell their story through new channels.