H1 2025 Whitepaper: China's Personal Care Market Analysis

Key Finding 1

China's online personal care market reached CN¥ 117.0 billion in MAT2025, surging +22.8% YoY as the sector returns to robust growth after a flat year.

This recovery was driven by the rise of cost-effective domestic brands, new market entrants, and frequent promotional activity across e-commerce platforms. Body care now commands 56% of the market versus 44% for hair care, and its share continues to expand as consumers invest in increasingly specialized body treatment routines.

Key Finding 2

Fragrance has become the decisive purchase factor in personal care, with scent-focused hair care products reaching CN¥ 9.37 billion (+38.5% YoY) and fragrance-retaining body care products surging +61.8% YoY.

Consumers increasingly value the emotional and mood-enhancing dimensions of personal care products. Traditional floral scents dominate sales, but emerging notes such as fig, lime, and green tea are growing at rates exceeding +300%, signaling diversification in scent preferences.

Key Finding 3

Body care usage scenarios are expanding beyond the home, with gift-giving buzz up +123.2% YoY and dating-occasion discussion surging +172.8% YoY on social media.

Premium gift sets have become a popular choice for Mother's Day and Valentine's Day, with high-end gift boxes priced above CN¥ 500 accounting for over one-third of holiday sales. This shift creates significant opportunities for brands to develop occasion-specific product lines and premium packaging.