2025 Whitepaper: China's Beauty & Skincare Market Analysis

Key Finding 1

China's online beauty and skincare market reached CN¥ 454.2 billion in 2025 (+9.7% YoY), with 5.13 billion units sold (+5.5% YoY), confirming that premiumization and volume growth are advancing in tandem.

Growth was driven by structural price upgrades alongside healthy volume expansion. In skincare, the CN¥ 0-100 segment posted the fastest gains at +20.6% YoY, while premium tiers above CN¥ 500 also accelerated. In makeup, the mass-market CN¥ 0-300 range still commands 74.1% of sales, yet the CN¥ 500-plus segment is expanding at double-digit rates across categories.

Key Finding 2

Anti-aging emerged as the dominant growth engine, surging +26.3% YoY to CN¥ 129.8 billion, with body anti-aging products exploding +146.7% as consumers extend age-management routines beyond the face.

Facial care sets lead the anti-aging segment at CN¥ 34.9 billion and 26.9% share. The expansion from facial-only products to full-body treatments signals a structural shift: consumers now view anti-aging as a holistic regimen rather than a single product category.

Key Finding 3

International luxury brands such as La Mer, Helena Rubinstein, and YSL reclaimed momentum in 2025, while the domestic brand PROYA consolidated its position.

The largest brands collectively grew and expanded their combined share, deepening stratification between leaders and the mid-tier. Premium anti-aging with proprietary actives proved the winning formula across both international and domestic brands.