Australia Personal Care Appliances Market Size and Share Outlook: Forecast Trends and Growth Analysis Report (2025-2034)

Australia Personal Care Appliances Market Overview

The Australia personal care appliances market is riding the wave of rising disposable incomes, enabling consumers to invest in upscale grooming solutions. Technological advancements, led by smart sensors and app-controlled devices, continue to refine user experience. In May 2025, Dyson launched the Supersonic r hair dryer in Australia, its most advanced and lightweight model yet. Featuring smart RFID-enabled attachments and the Dyson Hyperdymium motor, the tool delivered precision styling with no heat damage. Originally designed for professionals, it became available to consumers, supported by a new in-store Styling Menu experience and fashion week endorsements.

The broader health and wellness movement fuels demand, while growing male grooming preferences and a predominantly female consumer base further reinforce market scale and segmentation, positioning the sector for continued premiumisation and growth.

Australia Personal Care Appliances Market Growth

Digital transformation is fuelling e-commerce acceleration, allowing brands to reach broader and more remote audiences efficiently, impacting the Australia personal care appliances market revenue. Sustainability concerns are influencing product design, with eco-friendly appliances gaining consumer preference.  In October 2022, MANSCAPED® expanded its presence by launching its core products in over 800 Woolworths stores, providing Australian consumers with easy access to premium grooming items while promoting awareness of men’s health and hygiene. Rapid urbanisation further heightens awareness of hygiene and appearance, while rising tourism strengthens demand for travel-ready grooming devices. Demographic shifts, especially population ageing, are increasing demand for senior-accessible and ergonomically designed appliances.

Key Trends and Developments

Growth of the Australia personal care appliances market is driven by smart technology integration, rising demand for sustainable and energy-efficient devices, increased adoption of gender-inclusive grooming solutions, and the expansion of e-commerce and omnichannel retail strategies.

May 2025

Amazon Australia launched the "Amazon Beauty Finds" storefront, offering a curated selection of trending beauty products, including skincare, haircare, and beauty tools. Featuring global beauty trends, including popular items from Korea and Japan, the platform allows easy access with Prime delivery options across major cities.

March 2025

Hydrinity partnered with Device Consulting to launch its skincare range in Australia. The expansion targeted medical professionals such as plastic surgeons, dermatologists, and cosmetic GPs. Driven by growing health awareness and demand for premium skincare, the brand responded to evolving consumer behaviour, with expectations the market could nearly double in the next 5–7 years.

February 2025

Adore Beauty launched its first physical store in Melbourne and announced a partnership with tech firm Tutch to support its omnichannel strategy. It planned to open 25 stores nationwide by 2028. The retailer’s revenue rose by 2.3% to AUD 103 million in late 2024, with EBITDA increasing by 94% year-on-year.

October 2024

Oclean launched its AI-powered X Ultra S Smart Sonic Electric Toothbrush in Australia. The device featured a Maglev 3.0 motor with 42,000 RPM and TurboClean technology, offering triple the cleaning power of standard models. Its AI features personalised brushing via an interactive screen, app integration, and voice guidance.

Smart Technology Integration is Impacting the Australia Personal Care Appliances Industry Revenue

The increasing adoption of smart personal care appliances, including those with Bluetooth connectivity, app control, and sensor-driven feedback, reflects growing consumer demand for personalised, tech-enabled grooming solutions. This trend is being driven by innovation-focused manufacturers aiming to enhance convenience, precision, and performance. The shift aligns with Australia's digitally savvy population, where consumers seek functional upgrades that integrate seamlessly into connected home environments and support efficient self-care routines.

Demand for Sustainable and Energy-Efficient Devices is Driving the Demand of the Australia Personal Care Appliances Market

Eco-consciousness among Australian consumers is accelerating demand for sustainable and energy-efficient personal care appliances. Brands are innovating with recyclable materials, low-energy motors, and environmentally responsible packaging. This trend is supported by regulatory emphasis on energy labelling and green certification. It also aligns with consumer preferences for low-impact products that contribute to broader environmental goals, offering differentiation opportunities and reinforcing brand loyalty in a values-driven purchasing landscape.

Rise of Gender-Inclusive Grooming Solutions is Influecing the Australia Personal Care Appliances Market Dynamics and Trends

The market is witnessing a surge in demand for grooming appliances catering to both male and female consumers. The rise of the male grooming segment—particularly for beard trimmers, electric shavers, and multi-functional devices, is driving product diversification. At the same time, the female demographic, comprising over 51% of the population, continues to drive consistent demand for haircare and skincare appliances, resulting in expanded product lines tailored to evolving gender-neutral and inclusive preferences.

E-commerce and Omnichannel is Boosting the Australia Personal Care Appliances Market Expansion

Digital retail infrastructure has emerged as a key driver of growth, enabling brands to reach remote and urban consumers across Australia. E-commerce platforms offer personalisation, easy access to reviews, and targeted promotions, fuelling sales of personal care appliances. The rise of omnichannel strategies, combining in-store experiences with digital engagement, reflects a hybrid approach to shopping, enhancing consumer trust and facilitating product trials, especially for high-involvement grooming tools.

Australia Personal Care Appliances Market Trends

The Australia personal care appliances market demonstrates strong momentum, driven by functional product diversification that enhances value propositions and supports deeper demographic penetration. High brand affinity fosters consumer retention and encourages premium product adoption. Rising R&D expenditure continues to bolster innovation pipelines, enhancing product competitiveness. Digital transformation is crucial; e-commerce accounts for 41.5% of digital growth in 2020–21, as per the Australian Bureau of Statistics, highlighting the strategic role of influencer-led campaigns in attracting younger consumers. Additionally, evolving consumer behaviour indicates growing demand for professional-grade salon experiences at home, reshaping expectations and opening new growth avenues in premium, tech-enabled grooming solutions.

Opportunities in the Australia Personal Care Appliances Market

The growth of the Australia personal care appliances market is driven by rising consumer demand for time-efficient, multifunctional grooming tools that support busy lifestyles. Products positioned as both practical and aspirational, such as giftable wellness items, are expanding their consumer appeal. Panasonic’s May 2024 launch of its modular MULTISHAPE system, priced from AUD 299, illustrates innovation in male grooming, offering five cordless, waterproof attachments powered by a lithium-ion battery. Stringent energy efficiency and safety certifications further reinforce trust, enabling brands to meet compliance requirements while appealing to sustainability-conscious consumers. These regulatory frameworks support long-term market growth and facilitate innovation in product development and positioning.

Market Restraints

Despite promising growth, the Australia personal care appliances market faces notable constraints. High product costs, particularly for premium and smart-enabled devices, remain a barrier for price-sensitive consumers, limiting mass-market penetration. Additionally, frequent technological upgrades shorten product life cycles, contributing to consumer hesitation and delayed replacement purchases.

Regulatory compliance and certification processes, while essential for safety and sustainability, can impose significant entry barriers for smaller or emerging brands. Moreover, saturation in mature product categories such as hair dryers and electric shavers has led to slowed innovation and intense price competition.

Market Breakup by Distribution Channel

• Supermarkets and Hypermarkets
• Convenience Stores
• Specialty Stores
• Online
• Others

Market Breakup by Region

• New South Wales Region
• Victoria Region
• Western Region
• Queensland Region
• Australia Capital Territory
• Others

Australia Personal Care Appliances Market Share

Market Analysis by Type

As per the Australia personal care appliances market report, is led by the oral care segment, supported by rising awareness of dental hygiene and preventive health practices. Demand for advanced technologies, such as sonic toothbrushes, water flossers, and smart rechargeable devices, caters to a growing base of health-conscious consumers. Endorsements by dental professionals lend credibility, further influencing purchasing decisions. In June 2024, GoodSleepCo received FDA 510(k) clearance for its hushd Pro Avera oral appliance, a 3D-printed, AI-enabled device treating mild to moderate sleep apnoea. Its clinical efficacy and personalised design enhance oral outcomes, encouraging consistent consumer investment.

The beauty appliances sector in Australia benefits from heightened interest in at-home grooming and self-care. Consumers seek salon-quality results through accessible technologies such as LED therapy tools, facial cleansing brushes, and advanced hair styling devices. These appliances align with increasing disposable income and wellness-focused lifestyles. In September 2024, Kmart launched a AUD 29 cosmetic organiser that became a bestseller due to its sleek design and practicality, highlighting strong demand for efficient beauty solutions. Frequent sell-outs highlighted the device’s market impact. Continued innovation and integration with digital platforms sustain user engagement, supporting deeper market penetration and long-term growth.

Market Insights by Distribution Channel

Hypermarkets and supermarkets continue to play a pivotal role in driving Australia beauty and personal care market growth by offering diverse product assortments, recognised brands, and aggressive pricing strategies. These retail formats attract a wide demographic and support volume sales through in-store visibility and promotional campaigns. Tula Skincare’s expanded via Mecca in February 2022, entering 45 stores and online. The move reflects rising consumer demand for probiotic-infused, clean skincare, aligned with wellness-driven purchasing behaviours, strengthening the brick-and-mortar retail landscape.

E-commerce emerges as a significant market driver by enhancing consumer access, personalisation, and discovery. The convenience of online platforms, amplified by peer reviews, social media influence, and seamless delivery, has accelerated adoption across urban and regional areas. The January 2025, launch of BIOJUVE in Australia, with Xycrobe technology targeting skin microbiome health, highlights the market’s appetite for cutting-edge, science-backed products. Digital-first strategies and mobile commerce further fuel this momentum, establishing online retail as a primary growth engine in the sector.

Australia Personal Care Appliances Market Regional Insights

New South Wales Personal Care Appliances Market Overview

New South Wales leads market share in Australia, driven by high urbanisation, affluent consumer segments, and strong retail infrastructure. Consumer preferences for smart grooming technologies and sustainability support growth. As per NSW Government, the female population, around 3.8 million, represents over half the state’s population, with growing interest in skincare and sustainable beauty. Major retailers and e-commerce platforms in Sydney offer diverse product accessibility, fostering innovation adoption and premiumisation across personal care categories.

Queensland Personal Care Appliances Market Trends

Queensland’s growing middle-income population and rising health consciousness fuel demand for multi-functional and energy-efficient personal care appliances. Climate-driven needs, such as enhanced skincare and haircare devices, influence seasonal purchasing. In August 2024, L’Oreal opened an AUD 40 million distribution centre in Queensland to support growth across the region. Tourism and hospitality sectors also support demand through professional-grade appliance usage in wellness and grooming services.

Western Australia Personal Care Appliances Market Dynamics

The Western Australia market is shaped by geographic dispersion and increasing demand for convenient, low-maintenance grooming solutions. Mining and FIFO (fly-in-fly-out) workforce demographics create unique demand for portable, durable appliances. According to the Australian Bureau of Statistics, Greater Perth has a higher proportion of people aged 20-39 (29%) than the rest of the state, boosting demand in the beauty sector. Retail expansion in Perth, alongside digital sales channels, strengthens consumer access to emerging personal care technologies.

Victoria Personal Care Appliances Market Drivers

Victoria benefits from a concentrated urban consumer base with high digital literacy and a strong inclination towards premium and tech-integrated appliances. The state’s innovation-friendly retail ecosystem and wellness-driven culture accelerate adoption of AI-powered and sustainable grooming solutions. Melbourne’s trend-forward population often acts as early adopters for global product launches.

Australian Capital Territory Personal Care Appliances Market Opportunities

The ACT’s highly educated and health-aware population presents opportunities for high-end personal care appliances. Government workforce stability and high disposable incomes support spending on technologically advanced and eco-conscious grooming devices. Regulatory awareness further drives demand for certified, safe, and sustainable products, making the ACT a testing ground for innovative launches.

Competitive Landscape

Key players in the Australia personal care appliances market maintain a competitive edge through continuous product innovation, strong distribution networks, and targeted digital marketing strategies. These brands focus on premium grooming, hair styling, and oral care solutions, often integrating smart technology and energy-efficient features. Their collaborations with salons, e-commerce platforms, and influencers further enhance brand visibility, while sustained R&D investment enables them to cater to evolving consumer preferences across diverse demographics.

Key Industry Players

Philips Electronics Australia Limited: Headquartered in New South Wales, and established in 1927, Philips Electronics Australia is a key player in the personal care appliances market. The company drives innovation through advanced grooming and oral care solutions. Its strong R&D investment, brand equity, and emphasis on smart and energy-efficient devices reinforce its competitive position and consumer loyalty across multiple demographics.

Wahl Clipper Corporation: Founded in 1919 and operating in Australia from its headquarters in Victoria, Wahl Clipper Corporation is renowned for its professional-grade grooming tools. Leveraging a legacy in barbering innovation, Wahl maintains strong penetration in both consumer and professional segments. Its cordless technology, ergonomic design, and robust performance support growing male grooming and home styling trends in Australia.

Parlux Australia: Parlux Australia, established in 1986 and based in Melbourne, Victoria, is a leading distributor of high-performance Italian hairdryers and salon tools. The brand is synonymous with quality and professional durability. Its focus on salon-grade appliances, lightweight ergonomics, and energy-efficient motors appeals to eco-conscious and professional consumers, contributing to premium market growth in the hair care appliance segment.

Jemella Australia Pty Ltd.: Jemella Australia Pty Ltd., a subsidiary of ghd (Good Hair Day), was established in 2003 and is headquartered in Sydney, New South Wales. The brand has established a strong foothold in the premium styling segment through advanced heat control technology. Jemella’s strategic focus on fashion-driven marketing and salon partnerships accelerates adoption among style-conscious consumers seeking salon-quality results at home.

Another key player in the Australia personal care appliances market report is Panasonic Australia Pty. Ltd, among others.