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2025 Beauty and Personal Care Trends Overview

This analysis summarizes user trends in the beauty, fragrance, and personal care industries based on data from Plattform Sina, focusing on 2025. Key trends include collaborations, emotional needs, and lifestyle applications, with emphasis on data-driven growth and cultural influences.

Beauty and Fragrance Trends

• Collaboration with Cultural IPs: Brands increasingly partner with anime, game, and toy IPs, boosting user engagement and loyalty, as seen in high search growth for "谷子彩妆" and "乙游联名" products.
• Emotional Scenarios: Color makeup features themes like island-inspired looks for vacation and stress relief, driving significant search increases, while fragrances emphasize energy and memory storage, linked to reader and search trends.
• Natural and Functional Looks: No foundation makeup and light textures address daily demands, with rising interest in durable scents and DIY applications.

Personal Care Trends (Washing, Hair, etc.)

• Seasonal and Cultural Scents: Scents evolve with seasons, with Chinese-inspired elements like traditional odors gaining traction, and DIY routines becoming popular for customization.
• Lifestyle Integration: Products like the body milk and hair oils are mixed for longer-lasting fragrances, while outdoor and travel use highlights growing concerns for convenience and hygiene.

Women's Personal Care Products

• Health and Wellness Focus: Items like sleepwear and incontinence pads address emotional and physical issues, with open discussions on topics like menstrual discomfort and unmet needs.
• Versatility and Expansion: Categories such as face towels and private care products see high demand for everyday use and portability, supported by increasing user engagement and readability.

Overall, trends reflect a shift toward experiential consumption, driven by digital platforms, with significant year-over-year growth in searches and engagements.