2025年中国美容行业的白皮书（英文版）_43页_9mb

Summary of Daxue Consulting's 2023 China Beauty Industry White Paper

Introduction

The lifting of China's Zero-COVID restrictions in 2023 reopened the market and boosted consumer confidence. The COVID-19 pandemic intensified interest in self-care, transforming China's beauty and personal care market. Key trends include diversification and premiumization, with new concepts like anti-EMO, streamlined skincare, and mask makeup driving consumption. Digitalization and Gen-Z influence are reshaping consumer behaviors and brand strategies.

Section I: Impact of COVID-19 on China’s Beauty Market

Prior to COVID-19, China's beauty market, valued at over ¥425 billion by 2019, showed trends like premiumization and social e-commerce growth. Post-pandemic, the market saw accelerated shifts due to lockdowns. Skincare gained prominence, especially among Gen-Z, with a focus on repair and basic care. Makeup routines simplified, mask makeup emerged, and anti-EMO content addressed mental health. Challenges included reduced in-person shopping, but digital tools and loyalty to domestic brands helped maintain growth.

Section II: Rising Segments

The male beauty market is expanding rapidly, with Gen-Z and Millennials leading adoption. E-commerce and platforms like Douyin drive engagement. Clean beauty faces challenges from mandatory animal testing but sees growth with relaxed regulations and consumer demand for eco-friendly products. Hair loss is a growing concern, particularly among post-90s consumers, creating opportunities for anti-loss treatments. These segments highlight new market opportunities for brands.

Section III: Skincare

China's skincare market is shifting from price-sensitive to quality-driven, with a 17% annual growth rate expected. Trends like streamlined skincare (advocating minimal routines for specific needs) and sensitive skin address consumer demands for natural ingredients. Anti-aging is gaining traction among younger consumers, fueled by social media and product innovation, with Gen-Z showing higher interest in functional and TCM-inspired formulations.

Section IV: Fragrances in China

The perfume market in China, though small (4.1% of global market value), is growing quickly, driven by Gen-Z consumers. Key trends include a preference for natural ingredients, gender-neutral scents, and strong emotional connections to fragrances. Domestic brands are leveraging Chinese cultural elements to stand out, and social media accelerates discovery and purchase. Clean beauty and niche imports are key growth areas.

Section V: Digitalization

Technology is central to China's beauty retail, with AR and AI enabling personalized virtual try-ons and recommendations. At-home beauty devices, such as anti-aging tools, are booming, valued at over ¥20 billion by 2026. New offline retail formats, like multi-brand stores, provide enhanced experiences but face competition. An O2O strategy integrating online and offline channels supports consumer engagement and data collection.

Conclusions: 5 Tips for Beauty Brands in China

1. Target Emerging Niches: Focus on growing segments like male beauty, clean beauty, and hair loss to capitalize on consumer shifts.
2. Leverage Technology: Use AR and AI for personalized experiences to meet digital-savvy consumers' demands.
3. Emphasize Localized Storytelling: Build emotional connections through cultural narratives and values.
4. Promote Word-of-Mouth Marketing: Reliance on authentic reviews and recommendations is key for brand loyalty.
5. Prioritize Functional Ingredients: Use natural and TCM-based components to address specific consumer needs and stand out in a competitive market.