Hair removal seekers are women weighing razors, subscriptions and at-home devices against salon visits. Some want a close, comfortable shave, others want a lasting result without salon costs. The brands here include Ulike, Gillette Venus, Billie, Joy Razor, Athena Club and Oui the People. Their ads reveal how a very old product category stays interesting: through comfort claims, design, convenience, body-positive positioning and the pitch of never running out of blades. Studying them helps you see which angle fits which sub-segment of this buyer.
Core buyers are women in their late teens to early forties who groom regularly.
Shavers want a close result without nicks, irritation or fuss.
At-home device buyers want lasting results without appointments and recurring salon costs.
Many resent the pink tax and respond to honest, reasonably priced products.
Running out of blades, travel and busy schedules push people toward subscriptions.
Athena Club is a New York-based women's personal care subscription brand founded in 2017 by Maria Chernenko, Allie Griswold, and Charles Desmarais. Starting with a razor subscription, the brand expanded into body wash, dry shampoo, and deodorant, using razor acquisition to build lifetime value across a broader personal care bundle. Also searched as Athena.
Barenaked is an ecommerce brand selling consumer products online, advertising across Meta placements to reach shoppers.
Billie is a New York-based women's razor and personal care DTC brand founded in 2017 by Georgina Gooley and Jason Bravman. Its Project Body Hair campaign — the first razor ad to show women's body hair — went viral and established the brand as a cultural voice against the pink tax and unrealistic beauty standards.
BoSidin is a Shenzhen beauty device brand offering IPL hair removal and RF anti-ageing home devices. The brand positions on clinical credibility — dermatologist endorsements and efficacy data — and has gained global traction through Amazon DTC and social advertising, competing with Ulike and Philips Lumea.
Gillette Venus is Procter & Gamble's women's shaving and hair-removal brand, selling razors, blades, and shave care products. It is the women's-focused counterpart to Gillette's razor line and sells through mass retail, drugstores, and online channels.
Hey Sugar! is an ecommerce brand selling consumer products online, advertising across Meta placements to reach shoppers.
JOVS is a Shenzhen beauty device brand founded around 2019, differentiated from clinical IPL competitors by jewellery-like industrial design and premium packaging. The brand sells IPL hair removal devices, LED face masks, and skin treatment tools through Amazon and Tmall, targeting design-conscious premium beauty buyers.
Joy is a women's razor brand owned by Procter & Gamble, operating a DTC subscription model at joyshave.com alongside broad retail distribution at Walmart, Target, and Dollar General. The brand features five-blade cartridge razors with pastel branding and positions itself as a stylish, accessible shaving option. Also searched as Joy.
Joy Shave is a women's shaving and body care brand selling razors and skincare products marketed direct-to-consumer online. It positions itself around gentle, skin-friendly shaving designed specifically for women, sold primarily through its own e-commerce site.
Oui the People is a New York-based women's personal care brand founded in 2016 by Karen Young. Its single-blade safety razor challenged both the disposable cartridge model and the body-positive framing of competitors, instead adopting a body-neutral philosophy that removes shaming language from personal care entirely. Also searched as Oui.
Pink Parlour PH is a Philippine beauty and personal care ecommerce brand selling grooming and wellness products, advertising across Meta placements to reach consumers in the region.
Strip PH is a Philippine ecommerce brand, advertising across Meta placements to reach consumers in the region.
Ulike is a Shenzhen beauty device brand founded in 2013, dominating the at-home IPL hair removal market in China and growing aggressively internationally. Its sapphire ice-cooling technology differentiates the brand from older IPL devices, and it runs some of the most aggressive Meta advertising campaigns in the beauty device category.
Hair removal ads split into two worlds. Razor and subscription brands sell routine, comfort and design. Billie and Athena Club talk about fair pricing, simple delivery and a brand voice that treats body hair as normal. Oui the People goes more premium, pitching a safety razor with design polish and no shame-based messaging. Gillette Venus and Joy lean on mainstream availability and familiar razor performance. Device brands like Ulike play a different game. The pitch is the outcome: painless, lasting, at-home results. Creative tends to include demos, before-and-after style framing, comparisons with salon visits and clear usage instructions, because the buyer needs to believe a device can replace an appointment. When researching these ads, look at the hook (a problem, a price, a feeling), the proof (demo, testimonial, creator) and the offer (starter kit, subscription, bundle). The same product can be sold as value, as design or as a result, and each choice speaks to a different part of this audience. Pay attention to format as well. Product close-ups, bathroom routines and creator voiceovers show up often because the product is personal and benefits from a human face.
Most purchases start with frustration: irritation, cost, time or the hassle of reordering. Strong ads name that frustration quickly and offer a clean fix. For shavers, the fix is comfort and a close result. For device buyers, it is freedom from repeat appointments. For subscription buyers, it is not thinking about razors again. Trust is a big lever. The product touches skin, so safety, ease of use and real-person demos reduce doubt. Creator content and honest walkthroughs usually beat glossy studio spots for devices. Tone matters. This audience has seen decades of shame-driven grooming marketing, and brands like Billie and Oui the People built identity by avoiding it. Others, like Joy and Gillette Venus, aim for approachable, mainstream comfort. Test tone as seriously as you test offers. Mistakes to avoid: vague promises about permanent results, ignoring skin sensitivity concerns, and overcomplicating the first purchase. Make the entry offer simple, show how it fits into a routine, and make the next step obvious.
The group includes Ulike for at-home IPL devices, Gillette Venus and Joy for mainstream razors, and Billie, Athena Club and Oui the People for design-led or subscription razors. Each pitches a different mix of comfort, price and convenience. Each brand takes a different angle, so comparing their creative side by side shows which hooks, offers and formats fit each part of this audience.
They emphasize convenience, fair pricing and a brand voice that feels friendly. Ads often show a simple starter kit, regular delivery and relaxed bathroom scenes. Browse Billie and Athena Club ads to compare their hooks and offers. Compare several brands in AdLibrary to see which hooks, proof and offers repeat across their ads, then adapt the pattern to your own product and audience.
Brands like Ulike focus on outcome and ease. Expect demos, comparisons with salon appointments, usage steps and creator testimonials, since buyers need confidence that a device can replace professional treatments. Compare several brands in AdLibrary to see which hooks, proof and offers repeat across their ads, then adapt the pattern to your own product and audience.
Search any of these brands in AdLibrary to view their Facebook, Instagram and TikTok ads, then compare hooks, formats and offers across razors, subscriptions and devices. Filter by platform and sort by how long an ad has been running, since long-running ads often point to hooks and offers a brand keeps funding. Save the best examples to a swipe file for reference.
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