Nobel Prize in physics – for a revolutionary hair removal solution

Almost like every technology we know, the hair removal market has undergone a real revolution, to the point that it can be said that in 2025 it is at a peak, with global revenues expected to surpass $4 billion per year, and forecasts predicting another doubling by 2031. The data paints a clear picture: More and more consumers are choosing to take personal care into their own hands.

The trend began during the COVID-19 period, when beauty salons were closed. It continued through the war period, especially in its early months. Alongside this, many laser clinics have suddenly closed in recent months. Of course, one cannot ignore the advanced technology that has evolved over the years and the prices that have become more accessible. Home devices have become key players in a market previously almost exclusively dominated by beauty and laser clinics.

What began to gain momentum worldwide has, of course, reached Israel as well: More than 34% of women report that they remove hair at home using IPL or laser devices with a personal device. The main demand – an effective, safe, easy-to-use product and, above all, painless. This is a competitive market full of promises, but few brands truly deliver results.

Just at the time when the market was saturated, a new player managed to enter the arena: A leading international brand called ULIKE, which conquered America, China, and South Korea, selling more than 2 million devices per year and with a global spokesperson named Kim Kardashian. “The brand brings a new language: Comfort, results, and a grooming experience that doesn’t burn, sting, or leave marks,” boasts Doron Katz, CEO of ULIKE Israel. According to him, what is happening in the grooming market is identical to what is occurring in the smartphone market.

When I ask him if there is room for everyone in this sea of competition, he explains: “Think of it as the new iPhone of hair removal. Smart, simple to operate, and personalized, without malfunctions or guesses.” The company’s flagship product, Air10, is equipped with a registered patent: A cooling technology that brings the device head’s temperature to -5.1 degrees Celsius – making the hair removal experience a true revolution.

“When ULIKE entered the U.S. and the saturated market, with many strong and leading competitors, it managed within only one year to change audience preferences. We see the same trend here in Israel and also in China – where we hold about 70% of the market share. When I received messages from customers saying ‘I have another device at home, it’s just sitting in the closet. This is the first one that really works,’ I realized we succeeded.”

Behind the development stands Professor Theodor W. Hänsch, Nobel Prize winner in Physics. Together with a team of over 100 researchers and developers, he created a system that automatically detects skin tone and adjusts the exact pulse intensity, with advanced safety sensors and optimal precision. “It’s not only pleasant, it’s also effective. After only two weeks of use, there is up to a 96% reduction in hair growth,” says Katz.

“The market is estimated at more than $4 billion per year, and ULIKE holds about 19% of it. In 2024 alone, 2.16 million units of the brand’s products were sold. In Israel, according to surveys conducted by the company, 34% of women have already switched to home hair removal treatments. Most women no longer want to deal with queues, and some feel uncomfortable exposing their bodies to strangers. In our market, tens of thousands of devices are sold annually, and the market size is huge, but there was no product that met all the needs. Now there is. We are talking about a device costing about NIS 2,300 that closes the whole story. Even our simplest model beats the most expensive models of competitors.”

So how do you change the rules in a world where “every day a new iPhone comes out”? Katz explains that it is primarily about convenience. “This hair removal event, which used to be painful, frustrating, long, and expensive, suddenly turned into an experience. The device is quiet, cold, and fast. Ten minutes for the whole body. I have employees in my office who did laser treatments and this device managed to remove hair that laser couldn’t. An ice cube passing over the body. No burning, no pain, no stress.”

“You place the device and it does the job. No need to change heads, no need for unnecessary apps. Just press and go. There are sensors that automatically detect where there is hair, what the skin tone is, and give the right pulse. Honestly, only when I tried competitors’ devices myself did I understand what we have in our hands. The men’s device is even more powerful. It has an additional cooling system because ‘we don’t like to suffer’ – in my words,” he explained.

The change in the home hair removal market reflects a broader trend of independence and personal control, which has extended to other areas. Beyond the technological aspects, it is also a change in consumer behavior and market dynamics: More consumers choose to invest in advanced devices rather than in traditional services in clinics. “It’s also economical: Ten minutes of work and you see results,” explains Katz. “In the first two weeks, treatment every other day, and then only maintenance. No queues, no pain, no monthly expenses. The use is safe, and the device is characterized by a smart ability to detect tattoos and skip them. The device does not affect dark skin or white hair.”

“We are still in the early stage. The plans include developing additional models that will fit various budgets and needs, alongside expanding the offering with complementary products such as creams and ancillary treatments, all at a high and professional level. But the company focuses on this field. Unlike other companies, which offer a wide range of products — kettles, electrical appliances, and more — we specialize only in grooming devices. This is our focus. The goal is to become the leading company in the field in the coming year and to expand activity also in the Israeli market, and we are on the right path – with new products under development that are expected to change the picture, including more accessible solutions for those who cannot bear the high current costs.”