The era in which hair removal was the exclusive domain of beauty salons is coming to an end, and in recent years, a global trend has emerged toward the use of convenient home devices. What started as an alternative solution for those who could not afford expensive treatments has turned into a billion-dollar industry.
Economic advantage is one of the central factors driving the shift to home devices. A series of salon treatments is estimated to cost between NIS 8,000 and NIS 12,000, compared to a one-time cost of NIS 1,500–3,000 for a personal device, alongside savings in time and convenience. A recent consumer survey showed that 3 out of 4 women in Israel prefer a home solution.
ULIKE entered the Israeli market last March, offering a variety of home devices, in a global market estimated at $6.6 billion in 2024 and expected to reach $9.5 billion by 2030. Factors such as rising demand, technological advancements, and the conversation around self-care have made home devices a widely accepted alternative to professional services.
The company's flagship device, the Air10, features Sapphire Ice Cooling technology with a cooling effect down to minus 5.1 degrees Celsius, a dual-light system for high energy output, a skin tone sensor, and an HSR mode for stubborn hair. The device meets strict quality standards, including FDA approval in the United States and certification by the Israeli Standards Institute.
Additionally, the company is launching the ROSE model in Israel, which allows for both skin treatment and hair removal, as well as the AIR2, AIR3 models, and a device specifically for men, the UIM20 Men. The skincare product line includes the UD20 for reducing spots and wrinkles, and the 10 UM smart LED mask from the ReGlow series for skin renewal and brightening.
A study conducted last September by the "Brainpool Consulting and Interdisciplinary Research Ltd." examined four leading IPL devices in Israel. The results showed that the ULIKE Air10 was the only device providing a genuine cooling sensation during treatment and scored highly in terms of pain reduction and user comfort. The researchers noted that pain reduction is especially important in hair removal treatments.
The market in Israel is saturated with competitors, including established brands like Braun and Philips, but ULIKE's advantage lies in its technological integration, cooling effect, and fast results.
The brand is also based on collaborations with opinion leaders: Globally, Kim Kardashian serves as ambassador, and in Israel, campaigns are led by model and digital creator Julia Shachar.