H1 2025 Whitepaper: China's Makeup & Skincare Market Analysis

Key Finding 1

China's online makeup and skincare market reached CN¥ 235.23 billion in H1 2025 (+10.1% YoY), as value-conscious consumers drive mid-to-low-priced product dominance.

The sustained growth reflects how the "appearance economy" and "self-pleasure trend" continue to reshape consumer spending patterns. Sales volume reached 2.56 billion units (+5.5% YoY), with price-sensitive shoppers gravitating toward segments below CN¥ 100. Skincare products in this price tier gained +3.9 percentage points in market share, while segments above CN¥ 300 declined across the board.

Key Finding 2

Anti-aging products achieved breakthrough growth at CN¥ 65.49 billion (+30.3% YoY), with body care surging +283.9% YoY as consumers expand from facial to full-body anti-aging regimens.

The anti-aging consumer base now spans multiple age groups and genders. Social media mentions of men's facial anti-aging rose +83.7% YoY, signaling category expansion beyond its traditional female demographic. Collagen creams emerged as a high-potential segment with +1,592.8% buzz growth, while late nights, stress, and sunburn scenarios drove elevated consumer engagement.

Key Finding 3

The no-makeup look trend dominated social platforms with 645,000 mentions, as consumers shift from "barely-there disguise" to "authentic enhancement" that embraces natural imperfections.

Consumers reject "fake refinement" in favor of "unmodified authenticity," driving demand for primers, tinted moisturizers, and precision concealers. Skincare-makeup hybrid products grew +94.3% YoY as the "makeup meets skincare" philosophy gains mainstream traction. Niche (+309.8%) and luxurious (+326.7%) style keywords posted the strongest buzz growth, indicating consumers seek personalized expression over mainstream aesthetics.