Cushion Foundations Surge +37.3% as China's Makeup Evolves

Executive Summary

China's makeup market is undergoing a philosophical shift -- away from heavy coverage and toward skin-enhancing beauty that preserves natural features. Beauty enhancement efficacy sales grew +15.8% YoY while social media buzz surged +70.2%, and face makeup reached CN¥ 14.6 billion (+18.6%) with cushion foundations leading all categories at +37.3% growth. Domestic brands Carslan and MGP (Mao Geping) posted the strongest gains, proving that Chinese consumers increasingly trust homegrown makeup brands to define beauty on their own terms ^[1].

The Skincare-Makeup Convergence

The boundary between skincare and makeup is dissolving, and the market data confirms it. Anti-aging product sales surged +26.3% YoY in 2025, and as skincare education spread through social media platforms like Xiaohongshu (小红书) and Douyin (抖音), "photoaging" awareness transformed sunscreen from an optional seasonal product into a daily essential. Consumers now recognize that no makeup look succeeds without a well-protected skin canvas underneath.

On the cleansing side, makeup removal buzz grew +18.8% YoY as barrier repair became a mainstream concern. The connection between gentle, thorough cleansing and long-term skin health drove demand for oil-based cleansers and micellar water formulations -- products designed to remove makeup without compromising the skin barrier that consumers had spent months rebuilding. This dual awareness of protection and preservation is reshaping what consumers expect from their makeup products: SPF, skincare actives, and a natural finish are no longer premium differentiators but baseline requirements.

Beauty Enhancement Takes Centre Stage

Beauty enhancement overtook all other makeup efficacies in 2025, recording +15.8% sales growth alongside a remarkable +70.2% surge in social media discussion. The consumer mindset has pivoted from "covering flaws" to "sculpting bone structure and preserving natural features," a philosophy that aligns with skincare's anti-aging and barrier-repair trajectory.

Several emerging trends within beauty enhancement illustrate the market's direction:

• Luminous and glitter effects: +133.4% growth, as precision shimmer techniques moved from editorial shoots into everyday routines
• Men's grooming makeup: +43.5% growth, reflecting rapidly expanding male interest in appearance management across all city tiers
• Long-lasting and non-caking formulas: now a baseline consumer expectation rather than a product differentiator -- brands that cannot deliver all-day wear are functionally excluded from consideration

Face makeup under the beauty enhancement efficacy generated CN¥ 14.6 billion in total sales (+18.6% YoY) with a +2.9 percentage point (pp) market share increase. Foundation remains the largest sub-category at CN¥ 14.57 billion, but stable growth rates indicate maturity. The real action lies in newer formats that combine convenience with skincare benefits.

Cushions post fastest growth; pressed powder and blush accelerate

Domestic Brand Success Stories

Two Chinese brands dominated the beauty enhancement growth story in 2025, each occupying a distinct market tier and proving that domestic brands can compete -- and win -- across the price spectrum.

Carslan delivered CN¥ 1.84 billion in total sales (+55.8% YoY), the highest growth rate among top beauty enhancement brands. Founded in 2001, Carslan has pursued a philosophy of "trendy makeup, within everyone's reach," and this mass-market positioning proved especially effective in Tier 3+ cities where makeup penetration continues to expand. Its hero products -- the Black Magnet Setting Powder Compact (CN¥ 76.9 million) and Night Cat Foundation (CN¥ 62.1 million) -- both emphasize long-lasting wear and natural finish at accessible price points.

MGP (Mao Geping) reached CN¥ 1.74 billion (+33.9% YoY), establishing itself as China's leading premium domestic makeup brand under the "Master of Oriental Makeup Aesthetics" identity. MGP's philosophy -- "shape beauty through makeup, craft the Oriental aesthetic" -- resonates with consumers seeking makeup techniques tailored to Asian facial contours rather than approaches adapted from Western beauty standards. Its Luxury Caviar Cushion (CN¥ 66.2 million) and Flawless Skin Foundation Stick (CN¥ 65.7 million) anchor the brand's premium positioning.

On the international side, YSL's Pink Star Limited Edition Cushion Foundation set the benchmark for premium cushion performance: CN¥ 210 million in sales (+90.1% YoY) at an average selling price (ASP) of CN¥ 662.8. The product's claims of "lawless sheer coverage" and "dewy finish" captured the essence of the rosy vitality trend, combining skincare nourishment with flawless coverage at a luxury price point ^[2].

Rosy Vitality and the New Style Landscape

"Rosy Vitality Makeup" emerged as the fastest-rising style trend of 2025, emphasizing a healthy flushed complexion that reflects inner wellness rather than cosmetic artifice. The style is defined by three principles:

• Flaw attitude: "Minor flaws -- embrace; major flaws -- lightly cover." The goal is natural vitality, not porcelain perfection. Flaws become part of authentic skin texture.
• Colour approach: Warm-toned base with rosy undertone. Shades including apricot pink, peach, coral, and red-tea brown mimic the natural flush of healthy skin glowing from within.
• Makeup hierarchy: "Focused enhancement plus light base." Shift visual attention to rosy blush or lip colour and prioritize facial fullness and dimension, while avoiding heavy colour layering.

Rosy Vitality competes with several other trending styles. Noble Chic -- nude brown and grey-pink palettes suited to formal settings -- lacks the vibrant energy younger consumers demand. K-Beauty's low-saturation, translucent "glass skin" finish remains popular but proves less flattering for warm or dark undertones common among Chinese consumers. Soft Romantic's diffused matte-blur palette offers approachability but risks a forgettable, flat-complexion look.

Cultural reinforcement extended beyond social media trends. MAC's "NUDES" pop-up on Shanghai's Tongren Road featured 50 nude shades spanning fresh nude-pink to deep nude-brown, promoting the message: "50 shades of nude refuses to be defined -- pursue 100 degrees of freedom." The campaign trended on both Xiaohongshu and Douyin. At 2025 Paris Fashion Week, glowing skin and bold eyes emerged as key aesthetic directions endorsed by major beauty houses ^[3]. Meanwhile, the popular drama Let Me Shine set trends for an "elegant yet fragile" look, demonstrating how entertainment content continues to shape beauty demand in China's social commerce ecosystem.

Key Takeaways

• Cushion foundations led all face makeup categories at +37.3% YoY growth and +19.1 pp share gain, driven by the convergence of skincare nourishment and makeup convenience
• Domestic brands are winning across price tiers: Carslan (+55.8%) dominates mass-market, MGP (+33.9%) leads premium domestic
• Luminous effects surged +133.4% and men's grooming makeup grew +43.5%, signaling that beauty enhancement is broadening its consumer base
• Rosy Vitality Makeup displaced K-Beauty and Noble Chic as the fastest-rising style trend, reflecting consumer demand for healthy, natural-looking warmth
• The skincare-makeup boundary is dissolving: products that combine SPF, skincare actives, and natural finish capture the highest growth rates

About the Data

This analysis is based on Moojing Market Intelligence data covering China's online beauty and skincare market in 2025. Moojing tracks 400,000+ brands across 30+ e-commerce platforms, representing 58-65% of China's online retail gross merchandise value (GMV). For full methodology and additional insights, see the complete 2025 Beauty & Skincare whitepaper.

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