Research by analysts Mintel shows that there has been a steady decline in millennial women removing hair from their legs and underarms.
In 2013 95 per cent of women aged 16 to 24 said they removed hair from their underarms. In 2016, this had dropped to just 77 per cent.
Leg-shaving is also falling out of fashion – in 2013 92 per cent said they shaved their legs, a proportion which had fallen to 85 per cent in 2016.
Industry figures show that sales of shaving and hair removal products fell by 5 per cent between 2015 and 2016, from £598m to an estimated £567m.