It's Not Me, It's You: An Official Breakup Letter to My Old Hair Removal Routine

Rhea-AI Summary

Philips (NYSE:PHG) has launched its Lumea IPL hair removal device in the United States market. As the global #1 IPL brand, Philips brings 25 years of research experience to home hair removal technology. The device promises salon-like results with 90% hair reduction in three sessions, requiring touch-ups only every four weeks.

The Philips Lumea IPL features SenseIQ Technology for personalized treatment and comes with four attachments for different body areas. The product is available exclusively on Amazon at prices ranging from $399.99 to $579.99, including a five-year warranty with registration. The device has been tested by over 3,000 consumers and is currently used by more than 6 million people globally.

Positive

• Product requires 50% fewer treatments compared to other leading IPL brands
• Achieves 90% hair reduction in just three sessions
• Currently used by over 6 million people globally
• Includes extended five-year warranty with registration

Negative

• Premium pricing ranging from $399.99 to $579.99
• Limited availability - exclusively through Amazon US store

Insights

Consumer Technology Analyst

Philips enters US market with Lumea IPL hair removal device, expanding its beauty tech portfolio amid growing home beauty solutions demand.

Philips has strategically entered the US beauty tech market with its Lumea IPL hair removal system, already the global #1 IPL brand with over 6 million users worldwide. This product launch represents a significant expansion into the high-margin beauty technology sector, where Philips can leverage its established healthcare and personal care expertise.

The timing is particularly noteworthy as the at-home beauty device market continues to grow post-pandemic, with consumers increasingly preferring professional-grade treatments without salon visits. Philips is positioning this premium-priced product ($399.99-$579.99) to capture market share in this expanding segment.

The Lumea IPL's competitive advantages include requiring half as many treatments as competing brands and delivering results in just three sessions with 90% hair reduction. The product's SenseIQ Technology and specialized attachments for different body areas demonstrate Philips' focus on differentiation through technology and user experience in a crowded beauty tech marketplace.

This US launch expands Philips' recurring revenue opportunities through replacement cartridges and accessories while strengthening its position in the personal care category. The exclusive Amazon distribution strategy suggests a targeted direct-to-consumer approach that could yield higher margins while providing valuable consumer data and reducing traditional retail costs.

CAMBRIDGE, Mass., Aug. 20, 2025 /PRNewswire/ -- Dear Wax Strips, Tweezers, Razors, Lasers and all you other traditional hair removal methods,

We need to talk...

After years of stubborn stubble, nicks and burns, I think you knew this was coming. Our relationship has always been a bit, one-sided. I gave you my time (seriously, so much time), my money and my trust, but I never got the lasting results I needed. And now, it's time I moved on. There's someone new in my life – Philips Lumea IPL – and they're everything I've been searching for.

Let me tell you about them, because Philips Lumea Intense Pulsed Light (IPL) is already turning heads (and legs, and arms…). As the global no. 1 IPL brand, now entering the United States market¹, Philips brings 25 years of research and proven results right into my home. No more frantic bathroom sprints or last-minute waxing appointments. Philips Lumea IPL offers a gentle, effective alternative to everything you've put me through.

With its advanced IPL technology, Philips Lumea IPL treats hair at the root, sending follicles into a resting phase. Hair sheds naturally and growth is inhibited. The result? Salon-like hair removal from the comfort of my home. In just two sessions, I could see visible results. In three sessions, over 90% of unwanted hair was gone². And with touch-ups only needed every four weeks, I've reclaimed my time and my confidence.

You know what gets me about the Philips brand? Its innovation. Improving lives has always been at the heart of everything the brand does. "Here at Philips, we have always pushed boundaries in beauty tech to empower people to feel confident in their own skin," said Rafael Viestel da Silva, Philips Grooming and Beauty Marketing Director. "Philips Lumea IPL brings the science behind salon-like results into the home, delivering powerful, long-lasting hair removal that's easy, comfortable and truly transforms the everyday routine."

Here's why I'm crushing hard. Philips Lumea IPL is clinically proven to deliver long-lasting smooth skin³. And during the initial treatment period, half as many treatments are needed as with other leading IPL brands⁴. That's not just talk; it's been tested by over 3,000 consumers and currently is used by over six million people around the globe. Plus, Philips Lumea IPL has SenseIQ Technology that uses sensors to measure my skin tone and suggest a comfortable light intensity setting that's even suitable for sensitive areas⁵. And since Philips Lumea IPL 9000 Series comes with four attachments, just about every inch of me⁶ gets the VIP treatment, from face to underarms, bikini line and legs. It even has a free app that I have the option to download via the Apple App Store or Google Play that gives me personalized guidance and reminders, ensuring I get my best results.

So, to wax strips, tweezers, razors and lasers everywhere: thanks for the memories (or not!) but I'm ready for something better. Philips Lumea IPL is available now exclusively in Amazon's U.S. store with a suggested retail price of $399.99 - $579.99 and an extended five-year warranty with product registration. The future is smooth, and I'm stepping into it feeling free.

No hard feelings, but I won't miss you.

Sincerely,
Embracing Smoothness (and Loving It!)

About Royal Philips 

Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and well-being through meaningful innovation. Philips' patient- and people-centric innovation leverages advanced technology and deep clinical and consumer insights to deliver personal health solutions for consumers and professional health solutions for healthcare providers and their patients in the hospital and the home. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, ultrasound, image-guided therapy, monitoring and enterprise informatics, as well as in personal health. Philips generated 2024 sales of EUR 18.0 billion and employs approximately 67,300 employees with sales and services in more than 100 countries. News about Philips can be found at www.philips.com/newscenter.

¹ Market leader research institute, retail value MAT Dec '24. Outside US only.
² Median results on lower legs
³ Measured on lower legs at 12-month follow-up, 84% of participants agree or strongly agree
⁴ Bi-weekly treatments vs weekly treatments in first 4 weeks
⁵ Excluding contraindicated areas
⁶ Excluding contraindicated areas

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SOURCE Philips Beauty

FAQ

What is the price of Philips Lumea IPL in the US market?

The Philips Lumea IPL is priced between $399.99 to $579.99 and is available exclusively on Amazon's U.S. store.

How effective is the Philips Lumea IPL hair removal system?

Clinical studies show it achieves 90% hair reduction in three sessions, with maintenance needed only every four weeks.

Where can I buy the Philips Lumea IPL in the United States?

The Philips Lumea IPL is available exclusively through Amazon's U.S. store.

How does Philips Lumea IPL compare to other IPL brands?

Philips Lumea IPL requires 50% fewer treatments compared to other leading IPL brands and features SenseIQ Technology for personalized treatment.

What warranty does Philips (PHG) offer for the Lumea IPL?

Philips offers an extended five-year warranty with product registration for the Lumea IPL device.