Veet is a leading global brand of chemical depilatory and hair removal products owned by the British-Dutch multinational company Reckitt (formerly Reckitt Benckiser). With over 100 years of experience, Veet is the number one depilatory brand worldwide, used by approximately 30 million people annually. Corporate Overview and History Ownership: The brand is a "Powerbrand" within Reckitt's health portfolio. Origin and Name: Originally manufactured by the Hannibal Pharmaceutical Company under the name Neet, it was trademarked in Canada in 1918 and the United States in 1922. The "Veet" name, derived from the French word vite (meaning "quickly"), was established in the UK in 1922. Reckitt Acquisition: Reckitt & Colman (Overseas) Limited acquired the brand in 1990. Global Branding: While known as Veet in most of Europe for decades, the product continued to be sold as Neet in Canada and the U.S. until 2002. Core Products and Technology Veet specializes in at-home hair removal solutions designed for various body parts, including legs, arms, underarms, bikini line, and face. Depilatory Creams: These chemical products use thioglycolic acid and potassium hydroxide to break disulfide bonds in hair keratin, allowing hair to be wiped away. Formulas often include moisturizers like shea butter or aloe barbadensis leaf extract. Waxing Products: Includes ready-to-use cold wax strips, sugar waxes, and warm wax kits. Waxing can provide smoothness for up to four weeks. Specialized Kits: Specific lines like Veet Expert and Veet Professional are formulated for tougher hair or sensitive areas and can be effective in as little as 2 minutes. Devices: The brand has expanded to include electric devices like the "Sensitive Precision" trimmer for styling facial, bikini, and underarm hair. Market Position and Brand Philosophy Global Reach: The brand operates globally with significant market presence in the UK, USA, Canada, India, and China. Target Audience: While primarily marketed as a feminine care brand, Veet also produces formulas specifically for men. Philosophy: Veet promotes "radical acceptance" of body hair, positioning its products as tools for personal choice rather than social obligation. Their slogan emphasizes "Your body, your choice". Safety and Formulation Veet products are dermatologically tested and developed for different skin types, including normal, dry, and sensitive. Products are generally considered safe for use by adults and, with supervision, teenagers over 16. Ingredients typically include stabilizers, pH adjusters, fragrances, and preservatives to ensure performance and shelf-life, which is generally estimated at three years for creams.