H1 2023 Whitepaper: China's Health & Beauty Market Trends

Key Finding 1

Health & Beauty Gains Share of Beauty Sales.

The health & beauty market on a leading marketplace generated CN¥ 42.92 billion in rolling annual sales (March 2022--February 2023), and health & beauty's share of total beauty sales rose from 24.5% to 25.2%. During key promotional periods in June and November, health & beauty products posted positive YoY growth, signaling strong underlying demand and promotional resilience.

Key Finding 2

Clean Beauty Gains Mainstream Traction.

Clean beauty sales on the same marketplace grew +22.3% YoY in 2022, with revenue approaching CN¥ 3 billion and a projected trajectory to exceed CN¥ 4 billion by 2024. China's clean beauty market share surged +5 percentage points over two years, surpassing the United States, United Kingdom, Japan, and South Korea. Domestic brands such as LAN, MCL Florasis, and Simpcare are accelerating their market positioning alongside established international entrants, while regulatory frameworks including China's first "Clean Beauty Standards" are formalizing the category.

Key Finding 3

Adaptogen and Chinese Herbal Ingredients Unlock New Growth.

Chinese herbal beauty achieved +6.3% YoY sales growth, with the skincare segment accounting for over 93% of the CN¥ 3.1 billion category on the same marketplace. Emerging ingredients such as artemisia capillaris (+500% YoY), salvia miltiorrhiza (+371.6% YoY), and red ginseng (+263.0% YoY) are outpacing legacy ingredients. The adaptogen beauty concept -- featuring reishi, cordyceps, rhodiola rosea, and mushroom extracts -- is gaining social media traction with mention volumes surging above 30,000 monthly posts, presenting a largely untapped domestic market opportunity where many adaptogen ingredients lack associated beauty products entirely.

Key Finding 4

Superfood Skincare Emerges as Food-Beauty Homology Trend.

The convergence of food science and beauty formulation is driving the rise of superfood skincare, with sales on the same marketplace exceeding CN¥ 2.7 billion. Chia seed (+275.8% YoY), moringa seed (+106.1% YoY), and oat (+84.9% YoY) lead the high-growth superfood ingredient cohort. The largest brands in superfood skincare are mostly international, with products built around ingredients such as perilla and avocado, moringa seed, red pomegranate and green tea, and few domestic brands are yet among them, which highlights a significant opportunity for Chinese companies to claim this nascent category.