China's Anti-Aging Market Grew 30.3% as Body Care Rose 284%
By Jotham Lim
7 min read
China's anti-aging market reached CN¥ 65.49 billion in H1 2025, growing 30.3% year-on-year (YoY) to become the fastest-growing major segment of the country's cosmetics industry. Body care posted the highest growth rate, at 283.9% YoY, which we believe reflects consumers extending their anti-aging routines from the face to the whole body. Discussion of men's anti-aging products grew 83.7%, a sign that the consumer base is widening.
This analysis draws on Moojing Market Intelligence's H1 2025 whitepaper on China's makeup and skincare market.
Anti-Aging Market Performance: CN¥ 65.49 Billion in H1 2025#
Anti-aging products were the main source of growth in the market in H1 2025. Facial care sets were the largest category in the segment at CN¥ 17.84 billion (+37.6% YoY), which shows a strong consumer preference for complete anti-aging routines. Monthly sales peaked in May at CN¥ 14.22 billion before easing in June.
February and June posted the strongest YoY growth, at +50.8% and +48.9% respectively. Lunar New Year gifting drove February's growth, while consumers preparing their skin before summer drove June's, so both peaks can be planned for well in advance.
Anti-Aging Market Monthly Performance#
| Month | Sales (CN¥ B) | Growth (%) |
|---|---|---|
| Jan 2025 | 9.56 | +19.8 |
| Feb 2025 | 10.38 | +50.8 |
| Mar 2025 | 11.71 | +28.2 |
| Apr 2025 | 8.31 | +19.5 |
| May 2025 | 14.22 | +21.4 |
| Jun 2025 | 11.31 | +48.9 |
Body Care Leads Category Growth at 283.9% YoY#
Body care sales grew 283.9%, far ahead of the other anti-aging categories.
Sales of body anti-aging products grew 174.5% YoY while facial anti-aging grew 25.8%, a growth differential of 6.8x that we believe reflects a lasting change in consumer behaviour. This gives brands room to extend their anti-aging formulations beyond facial care into body lotions, hand creams and neck treatments.
In men's facial anti-aging, sales fell 18.6% YoY while discussion grew 83.7%. We read this as a market that is still underdeveloped and holds latent demand, since consumer interest has not yet turned into purchases, which leaves a conversion opportunity for brands that market to men directly.
Anti-Aging Category Sales vs Buzz Growth#
| Category | Sales Growth (%) | Buzz Growth (%) | Sales (CN¥ B) |
|---|---|---|---|
| Body Care | +283.9 | -9.2 | 1.81 |
| Sunscreen | +122.1 | -40.2 | 0.62 |
| Essential Oils | +103.9 | -10.7 | 1.94 |
| Facial Masks | +65.5 | -15.1 | 7.75 |
| Neck Care | +64.2 | -4.0 | 0.64 |
| Hand Care | +61.1 | -11.0 | 0.13 |
| Facial Care Sets | +37.6 | +19.1 | 17.84 |
| Lip Care | +35.1 | -2.3 | 0.14 |
| Eye Care | +32.8 | -42.4 | 7.33 |
| Facial Serums | +22.1 | +21.9 | 12.19 |
| Toner | +11.0 | -34.0 | 1.81 |
| Facial Cream/Lotion | +2.7 | -37.4 | 12.21 |
| Cleansing | -5.0 | -3.7 | 0.13 |
| Men's Facial Care | -18.6 | +83.7 | 0.70 |
| Travel Size | -16.2 | -16.4 | 0.11 |
Brand Strategies: Formulation Technology in Serums and Creams#
Although body care grew fastest, facial products remain the largest part of the anti-aging market in absolute terms. In serums, brands such as SkinCeuticals (修丽可) and Guerlain (娇兰) build on science-backed positioning and luxury heritage, and in creams, La Mer (海蓝之谜) and Lancome (兰蔻) take a similar approach. We believe this suits anti-aging consumers who look for evidence that a product works.
Brands differentiate through formulation technology, and the innovations that shape consumer preference include:
- 30% Pro-Xylane - Dual-action repair and anti-aging formulation
- Water-in-Oil Technology - Hydrating yet non-greasy textures addressing consumer preference for lightweight finishes
- Triple Collagen Complex - Multi-layered anti-aging approach targeting different skin depths
- Bionic Sebum Film Technology - Barrier protection maintaining skin health while delivering actives
- Cellular Rhythm Regulation - Formulations targeting the skin's natural renewal cycles
Consumer Demographics: 31-35 Age Group Leads Engagement#
The anti-aging consumer base widened geographically and demographically in H1 2025. Tier 1 cities account for 45.1% of social media discussion and New Tier 1 cities for 26.3%, while Tier 2 cities and below together account for 28.6%. We believe this shows room for growth as awareness of anti-aging spreads through China's smaller cities.
Anti-Aging User City Tier Distribution#
| City Tier | Share (%) |
|---|---|
| Tier 1 Cities | 45.1 |
| New Tier 1 Cities | 26.3 |
| Tier 2 Cities | 14.3 |
| Tier 3 and Below | 14.3 |
The 31-35 age group showed the highest engagement with the category, and its share of social discussion rose from 21.9% to 23.5%, an increase of 1.6 percentage points, while the 36-40 group gained 1.1 percentage points. We believe this reflects a growing awareness of preventive skincare among consumers who would rather act early than treat signs of aging later.
Anti-Aging User Age Distribution#
| Age Group | 2024 (%) | 2025 (%) |
|---|---|---|
| 16-20 | 3.5 | 3.5 |
| 21-25 | 14.1 | 13.3 |
| 26-30 | 17.4 | 18.0 |
| 31-35 | 21.9 | 23.5 |
| 36-40 | 15.1 | 16.2 |
| 41-45 | 10.3 | 10.1 |
| 46-50 | 7.4 | 6.5 |
| 50+ | 10.3 | 9.0 |
Lifestyle Scenarios: Stress and Sleep Drive Anti-Aging Conversations#
Late nights and insomnia were the most common context for anti-aging discussion, with 212,100 social mentions.
Mentions of stress-related scenarios grew 599.1% YoY, as consumers recognised how lifestyle adds to skin aging, while mentions of the menstrual period grew 260.3% and of sunburn 237.7%. These are consumer concerns that brands can address directly through their messaging and product positioning.
| Scenario | Mentions (K) | YoY Growth (%) |
|---|---|---|
| Late Night/Insomnia | 212.1 | +1.1% |
| Work/Office | 36.5 | +6.0% |
| Travel/Vacation | 23.6 | +20.6% |
| Overtime | 17.2 | +29.8% |
| Outdoor Hiking | 15.1 | +18.8% |
| Commuting | 13.1 | -10.8% |
| Sunburn | 12.7 | +237.7% |
| Menstrual Period | 7.1 | +260.3% |
| Stress | 6.1 | +599.1% |
| Nursing Period | 5.8 | +39.6% |
Collagen Cream Discussion Grew 1,592.8% YoY#
Collagen creams were the fastest-growing topic of discussion, with buzz up 1,592.8%, even though the subcategory's sales are still modest. Discussion of elixir oils grew 797.5% and of spring creams 447.3%, which we believe points to openings for new anti-aging products.
Serums had the largest volume of discussion, with 1.55 million mentions (+110.5% YoY), which confirms their place as the core product of the category. Most discussion is about product type and what a product does, which suggests that shoppers want to understand how a product works before they buy it.
Anti-Aging Product Category Social Focus#
| Product Type | Mentions (K) | Buzz Growth (%) |
|---|---|---|
| Serum | 1546.8 | +110.5% |
| Facial Mask | 579.8 | -16.1% |
| Facial Cream | 424.2 | -44.4% |
| Eye Cream | 369.8 | -56.6% |
| Collagen Cream | 221.5 | +1592.8% |
| Serum Essence | 220.7 | -4.1% |
| Essence Oil | 144.4 | +29.5% |
| Eye Mask | 100.6 | -22.0% |
| Eye Oil | 70.1 | +192.7% |
| Eye Serum | 55.8 | +236.9% |
| Essential Oil | 53.0 | -25.9% |
| Lotion | 38.4 | -38.0% |
| Elixir Oil | 30.0 | +797.5% |
| Spring Cream | 27.1 | +447.3% |
| Toner | 26.5 | -30.3% |
| Neck Cream | 24.1 | -30.6% |
| Body Lotion | 23.1 | -36.2% |
| Hand Cream | 21.1 | -8.4% |
Brand Case Study: KANS (韩束) and Age-Segmented Anti-Aging#
KANS (韩束) has built its anti-aging range on age-segmented products tailored to specific skin types, combining its own R&D with outside partnerships. Its products combine several benefits, among them wrinkle reduction, firming, repair and brightening, to meet more specific anti-aging needs.
KANS has also developed anti-aging products formulated for men's skin. The brand bases its marketing on Douyin (抖音), where it co-creates short dramas with well-known KOLs and more than 20 mid-tier influencers and places its products within these entertainment formats.
The main elements of the KANS strategy are:
- Product Segmentation - Tailored formulations targeting different ages and skin types
- R&D Investment - Independent research centres developing patented technologies
- Men's Market Entry - Anti-aging products made for men's thicker, oilier skin
- Douyin (抖音) Focus - The platform at the centre of both its marketing and its online store
- KOL Partnerships - Collaboration with mid-tier and well-known influencers
- Celebrity Endorsement - Brand ambassadors who support its premium positioning
Implications for Brands and Retailers#
The changes in China's anti-aging market call for brands to revisit their strategy, and we see three priorities:
Expand beyond facial care. We believe the growth in body care is a structural shift, and brands with strong facial anti-aging portfolios should extend their formulations into body lotions, hand creams and neck treatments to serve full-body routines.
Target emerging demographics. The rising engagement of the 31-35 age group shows that preventive skincare is becoming mainstream, so marketing should stress the benefits of early care over correction. Men's anti-aging is a conversion opportunity, since rising discussion alongside falling sales suggests unmet demand that needs targeted marketing.
Invest in collagen innovation. The rapid growth in discussion of collagen creams shows strong consumer curiosity, and brands that move early in this small category could build a strong position as it matures.
Conclusion#
We believe the brands that build on growth in body care, turn men's interest in anti-aging into sales and invest early in collagen products will be best placed in this growing market.
Download Full Report#
This article summarizes key findings from Moojing Market Intelligence's H1 2025 China Makeup & Skincare Market Analysis. The full report provides comprehensive data on market trends, brand performance, consumer behavior, and emerging opportunities across all major categories.
More from This Report#
About the Data#
This analysis draws on Moojing Market Intelligence data covering H1 2025 (January-June 2025). Moojing analyses brand and category performance across major Chinese e-commerce platforms. Social buzz data covers conversations across Xiaohongshu (小红书), Douyin (抖音), Weibo (微博), and other major platforms.
This content adheres to Moojing's editorial standards .
Frequently Asked Questions
CN¥ 65.49 billion in H1 2025, up 30.3% year on year, which made it the fastest-growing major segment of the country's cosmetics industry. Facial care sets were the largest category at CN¥ 17.84 billion (+37.6%), and monthly sales peaked in May at CN¥ 14.22 billion. Growth was strongest in February, at 50.8%, and in June, at 48.9%, when Lunar New Year gifting and skincare preparation before summer drove demand, so both peaks can be planned for months in advance.
Body care sales grew 283.9% in H1 2025, far ahead of every other anti-aging category, and body anti-aging as a whole grew 174.5% against 25.8% for facial anti-aging, a growth differential of 6.8x. We believe this reflects a lasting change, as consumers extend their anti-aging routines from the face to the whole body. It gives brands that already hold a credible facial anti-aging position room to extend the same formulations into body lotions, hand creams and neck treatments.
The 31-35 age group leads engagement, and its share of social discussion rose from 21.9% to 23.5%, a gain of 1.6 percentage points, while the 36-40 group gained 1.1 points. We believe this reflects growing interest in preventive skincare, so marketing should stress early care over correction. Tier 1 cities account for 45.1% of discussion and New Tier 1 cities for 26.3%, leaving 28.6% across Tier 2 cities and below, which we believe shows room for growth as awareness of anti-aging spreads to smaller cities.
Collagen creams, on discussion: their buzz grew 1,592.8% year on year even though the subcategory's sales are still modest, and discussion of elixir oils (+797.5%) and spring creams (+447.3%) grew in the same way. Serums had the most discussion, with 1.55 million mentions (+110.5%). Discussion of men's facial anti-aging grew 83.7% while its sales fell 18.6%, which we read as latent demand that brands have yet to convert. Mentions of stress-related scenarios grew 599.1%, of the menstrual period 260.3% and of sunburn 237.7%, and a product can be positioned against each of these occasions.
