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The Evolution of Laser Hair Removal

Writer's picture: Tamara ReidTamara Reid

In 2025, affordable and easily accessible laser hair removal (LHR) services are ubiquitous, a far cry from the industry’s early days when treatments were considered a luxury. What changed? How did we transition from an exclusive service offered by doctors and nurses to an accessible, everyday aesthetic treatment? In this expose, we delve into the past, explore the boom of LHR, and examine how the industry’s pricing strategies have made LHR more accessible to the masses.


“Laser hair removal was not a common offering in beauty and skin clinics,” recalls Ashlee Middleton, Commercial Sales Manager at Laseraid. “Those that did offer the service charged premium prices, and it was often performed by nurses or doctors.” Accessibility was limited, and waxing or electrolysis dominated the market.


Three key factors initially positioned LHR as a premium service: high price points, limited accessibility, and the qualifications of service providers. This exclusivity reinforced the perception of LHR as a luxury treatment.


Ashlee Middleton, Commercial Sales Manager at Laseraid
Ashlee Middleton, Commercial Sales Manager at Laseraid

The shift began around 2007-2009, as Ashlee notes, when “more clinics started offering the service, making it more accessible and affordable for clients.” Franchise and corporate chains played a pivotal role in this transformation. “The emergence of franchise clinics revolutionised the laser hair removal market by making treatments accessible through competitive pricing and more locations,” she explains.


This increased competition encouraged independent clinics to adapt, often by providing services at more affordable rates. Marketing strategies such as introductory offers and package deals further normalised affordability. “Introductory specials and package deals are more strategic than direct discounting,” Ashlee suggests. “They secure client commitment and upfront payment, ensuring retention and minimising price-shopping.”


The accessibility of LHR technology also contributed to this shift. Companies like Laseraid enabled smaller clinics to acquire advanced devices through flexible rental and rent-to-buy programs. “This eliminated the need for large bank loans,” Ashlee notes, “making advanced treatments more competitive in the market.”

“LHR has transformed from a luxury treatment to a mainstream aesthetic service, but not because of discounting,” Ashlee asserts. “It’s due to widespread availability.”

With increased availability, client expectations evolved. “LHR has transformed from a luxury treatment to a mainstream aesthetic service, but not because of discounting,” Ashlee asserts. “It’s due to widespread availability.”

Today, clients vary in their priorities. “There will always be a market for efficiency, affordability, and accessibility,” says Ashlee. “But there are also clients who value quality and personalised service over price.”



The affordability and accessibility of LHR have had significant implications for businesses. “Clinics that don’t want to compete with franchise pricing have pivoted to focus on skin and other treatments that franchises don’t offer,” Ashlee observes.


To remain competitive without compromising profitability, some businesses have specialised their offerings. “Rather than providing a wide range of treatments, they focus on specific services, stacking treatments and using social media to educate clients,” she explains. Membership programs and exclusive events have also proven effective in building client loyalty.


Is there hope for shifting the narrative around affordability? Ashlee believes accessible pricing is here to stay but expects prices to rise due to increasing commercial rents, equipment costs, and staff expenses.

For clinics aiming to maintain a premium pricing model, she offers this advice: “Evaluate the role of LHR in your business. Conduct a thorough analysis of client feedback and profitability. If you continue offering LHR, focus on defining and strengthening your unique value proposition.”


Examples of value-add strategies include including complementary treatment areas, offering premium add-ons like dry body brushing, or providing post-treatment products with package purchases. “Most importantly,” Ashlee emphasises, “ensure these features are clearly communicated to clients.”

Re-educating clients to focus on value over price requires effort. Ashlee suggests comprehensive consultations, training therapists to overcome price objections, and leveraging platforms like Instagram and TikTok to highlight the quality and benefits of services.


The journey of laser hair removal from a luxury to an affordable, accessible commodity reflects broader trends in the aesthetics industry. While affordability has expanded accessibility, it’s also created challenges for clinics aiming to preserve profitability and perceived value. By specialising services, building client loyalty, and communicating unique value propositions, businesses can adapt to this competitive landscape and potentially reshape client expectations for the better.

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