Dimples is a British personal-care and beauty brand that specializes primarily in hair-removal and depilatory products. Established in 1979 in Manchester, United Kingdom, the brand is operated by Linco Care Limited. Its product portfolio includes body wax strips, hair-removal creams, bleach creams, and depilatory spray foams.23

The brand positions itself around convenient, affordable at-home hair removal, offering alternatives to conventional shaving. Dimples products are marketed for achieving smooth, hair-free skin, with different formulations and fragrances intended to accommodate various consumer preferences.23

Dimples traces its origins to Manchester in 1979. According to official brand information, the company developed into a specialist depilatory brand and subsequently expanded beyond the United Kingdom into international markets. Linco Care describes Dimples as a British brand with decades of experience in hair removal.23

The brand’s development has centered on providing consumers with multiple methods of removing or reducing the appearance of unwanted body hair. Rather than concentrating on a single technology, Dimples has built a portfolio covering chemical depilation, waxing, and hair bleaching.3

Dimples’ current range is divided into several major categories:

• Hair-removal creams: Cream formulations designed to dissolve hair below the skin’s surface. Official product information states that the result can last up to twice as long as shaving. Some formulations contain vitamin E and pro-vitamin B5.2
• Depilatory spray foams: Aerosol foam products designed for relatively quick application over areas such as the legs and arms. Current versions include Rose and Lemon fragrances.4
• Wax body strips: Ready-to-use strips intended to remove hair from the root. The brand offers variants for different skin types and preferences.23
• Bleach creams: Products designed to lighten visible body hair rather than remove it, providing an alternative for consumers who prefer to make hair less noticeable.

Dimples occupies the mass-market/accessible beauty-care segment rather than positioning itself primarily as a luxury cosmetics house. Its central proposition is essentially salon-style smoothness at home, emphasizing convenience, ease of application, and affordability. Linco Care describes the brand as providing high-quality hair-removal products at prices intended to remain accessible.3

Product variety is also an important part of its positioning. Consumers can choose between cream, foam, waxing, or bleaching options depending on their desired result and personal preference.

Dimples uses different approaches depending on the product category.

Its depilatory creams and foams chemically dissolve hair at or just below the skin’s surface. For example, the listed spray-foam formulation contains thioglycolic acid alongside other ingredients, while the cream range is marketed as working below the skin’s surface rather than cutting hair at skin level like shaving does.24

Its wax strips, by contrast, remove hair mechanically from the root. This method generally produces a longer-lasting hair-free result than shaving, although the experience and suitability can vary between users.

Because Dimples includes chemical depilatories, proper usage is an important part of the brand’s product guidance. The company recommends patch testing, and its FAQ advises users to perform a patch test each time because sensitivity can develop even after previous successful use.12

The brand also advises against applying certain products to damaged, sunburned, or otherwise compromised skin. Instructions emphasize following the specified application time rather than leaving a depilatory product on the skin longer than recommended.12

Dimples is associated with Linco Care Limited, a UK-based personal-care company. Linco Care’s own brand page identifies Dimples as a British brand established in Manchester in 1979 and lists its hair-removal portfolio.3

A 2025 publication from the Philippine Intellectual Property Office identifies LINCO CARE LIMITED as the holder of an international registration for the Dimples mark, covering categories including cosmetics, toiletries, and depilatory products.5

The name “Dimples” gives the brand a softer, friendlier identity compared to highly clinical beauty brands. Its visual branding uses a distinctive blue stylized wordmark, which is also reflected in trademark documentation.5

The overall identity combines:

• British heritage: Established in Manchester in 1979.
• Everyday accessibility: Products designed for home use.
• Smooth-skin positioning: Centered on hair removal and body care.
• Product variety: Cream, foam, wax, and bleaching options.
• International distribution: The brand is sold both in the UK and overseas.3

1. Contact us – Dimples Depilatory
2. Dimples Depilatory
3. Linco Care
4. DIMPLES, DIMPLES DEPILATORY SPRAY FOAM 200ML – LEMON
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