Philips Lumea 9900 Pro lands as epilator and IPL reviews crowd the market

Analysis

The week's biggest device news is Philips' launch of the Lumea 9900 Pro, billed as the first at-home Intense Pulsed Light (IPL) hair removal device with real-time audio feedback and motion guidance that talks the user through treatment ^[1]. Dated 1 September, the launch lands squarely into a crowded late-summer review cycle: Which? published its tried-and-tested "Best epilators 2026" verdict on 31 August ^[2], while Women's Health and Forbes both ran at-home laser device round-ups in late August, framed respectively around getting smooth for summer and cutting down on shaving ^[3][4]. A Gulf News round-up of five Amazon.ae epilator picks shows the same at-home, longer-lasting positioning playing out in other markets ^[5].

Demand signals on the commercial side look healthy. Insider Media reports surging profits at a 300-strong hair removal products firm, with the group described as "well positioned to pursue diverse opportunities" ^[6].

The standout consumer trend is male grooming in Japan, where men are turning to hair removal to cope with a scorching summer ^[7], and where The Times reports men being shamed for hairy "dad legs" are now smoothing things over with laser treatment ^[8]. UK marketers watching the men's category should note the heat-driven, comfort-first framing rather than a purely aesthetic one ^[7][8]. On in-clinic treatment, coverage aimed at New York clients stresses that timing is everything when booking laser hair removal in summer ^[9]. Finally, a reminder that "hair removal" search traffic is not all beauty: The Guardian tested 18 cat hair removal tools this week ^[10].