2026 Whitepaper: China's Beauty Sustainability & Product Format Market Analysis

It looks at sustainability in China's beauty market through the lens of product format rather than messaging — specifically refills and solid formats, which are the places where a sustainability claim changes the physical product a consumer handles. That framing is deliberate: format changes are observable in sales data and in what reviewers say after purchase, whereas sustainability messaging on its own is difficult to attribute to any commercial outcome.

Because they are the sustainability propositions that survive contact with repeat purchase. A refill only works if the consumer buys the refill, and a solid format only works if the experience holds up against the liquid version — both leave a clear trace in reorder behaviour and in review text. That makes them measurable in a way that packaging claims and corporate commitments are not, and it is why the report treats them as the leading indicator for the wider category.

Consumer review text, social conversation and e-commerce product data from the major Chinese platforms, analysed by Moojing. Review text matters more than usual in this category, because the friction points that decide whether a refill or solid format is repurchased — mess, fit, dissolve time, perceived value — surface in reviews well before they surface in sales.

It is a free PDF download from this page, sent to the work email address you provide. If you need the analysis cut to your own category or competitor set rather than the aggregate view, the contact route for that is on the same page.