China Cosmetics Market By Product Type (Skin care, Hair Care, Bath & Shower products, Makeup & Color Cosmetics, Fragrances & Deodorants, Others), By Demography (Men, Women), By Sales Channel (Online, Hypermarkets/ Supermarkets, Convenience Stores, Others), By Region, Competition Forecast & Opportunities, 2020-2030F

Market Overview

The China Cosmetics Market was valued at USD 9.56 Billion in 2024 and is expected to reach USD 17.23 Billion by 2030 with a CAGR of 10.37% during the forecast period. The China cosmetics market has evolved into one of the largest and most dynamic beauty and personal care markets globally. As the second-largest economy in the world, China holds a unique position in the cosmetics industry, fueled by a growing middle class, increasingly disposable incomes, and evolving consumer preferences. Over the past two decades, China has become a key battleground for international and local beauty brands, with both major global players and homegrown companies striving for a larger share of this lucrative market. The country’s massive population, particularly its expanding urban middle class, provides a vast consumer base for cosmetics products, ranging from skincare and makeup to personal care and fragrance.

CBE SUPPLY is recognized as the leader in the global cosmetics supply chain, known for showcasing trends and hotspots across the industry. With over 27 years of experience in organizing China’s largest event focused on the cosmetics supply chain, the show features over 1,500 supply chain companies. These include OEM/ODM, ingredients, raw materials, machinery, packaging, equipment, and technology providers. The event offers a comprehensive sourcing experience, bringing together prominent formulation and manufacturing companies from Asia, as well as specialized niche groups to meet various production and development needs.

International perfume brands remain optimistic about the China market. In the first half of 2024, the Estée Lauder Companies' perfume division saw a 1% growth. For LVMH, perfumes and cosmetics were among the two departments that experienced an increase, growing by 3% year-on-year. Both L’Oréal and Coty also reported a positive outlook for the perfume segment.

Key Market Drivers

Rising Disposable Income and Urbanization

One of the key drivers of the China cosmetics market is the steady growth in disposable income, particularly among the urban middle class. As Chinese consumers become wealthier, their spending habits have shifted beyond basic needs to include lifestyle and personal care products. This change is especially evident in younger generations, who see cosmetics not just as beauty enhancers, but as essential items for self-expression and daily self-care routines. Higher income levels allow consumers to explore a broader range of products, including premium and international brands. Additionally, the trend of lifestyle upgrades—such as healthier living, focus on appearance, and increased interest in grooming—has elevated the role of cosmetics in daily life. This shift is driving demand not only for makeup but also for advanced skincare and wellness-oriented beauty products. Consumers are also willing to invest in specialized treatments and luxury formulations, contributing to the expansion of both mass and high-end segments of the market.

Digitalization and Influence of Social Media

Digital transformation has revolutionized China Cosmetics Market. E-commerce platforms like Tmall, JD.com, and Xiaohongshu, combined with social media channels such as Weibo and Douyin, have created a unique online beauty ecosystem. Consumers now discover, evaluate, and purchase products digitally, often influenced by livestreams, reviews, and beauty influencers (KOLs). This online-first model offers brands a direct connection to consumers, enabling rapid feedback, personalized marketing, and viral product launches. Social commerce has become a powerful driver, allowing even small or niche brands to reach large audiences without traditional retail infrastructure. The strong integration of e-commerce and social platforms in China has significantly accelerated product trends and brand visibility, boosting overall market growth. L'Oréal China has introduced its 2025 Big Bang Beauty Tech Innovation Program, with this year's focus on the theme "Elevate the Innovation Game for the Future." The program has expanded its scope across North Asia, inviting startups in the region to fast-track their innovation initiatives.

Demand for Skincare and Clean Beauty Products

Chinese consumers are becoming more educated about skincare and increasingly seek products that offer health, anti-aging, and wellness benefits. This is driving a strong shift from traditional color cosmetics to skincare-focused products such as serums, sunscreens, and anti-pollution creams. Additionally, there's growing concern about product safety, ingredient transparency, and environmental sustainability. As a result, clean beauty and natural skincare are gaining traction. Consumers are looking for formulations free from harmful chemicals, often favoring brands that emphasize organic, vegan, or dermatologist-tested credentials. This trend aligns with broader global shifts but is especially influential in China’s post-pandemic market, where wellness and self-care are top priorities. Local and international brands that meet these expectations are seeing strong success in the market. 

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Key Market Challenges

Market Saturation and Fierce Competition

The China cosmetics market is one of the most competitive in the world. It is crowded with a mix of established international giants like L’Oréal and Estée Lauder, rising domestic brands such as Perfect Diary and Florasis, and a flood of niche and indie players. While this vibrant landscape fosters innovation, it also leads to oversaturation, making it increasingly difficult for brands—especially new entrants—to gain and maintain visibility. Chinese consumers are exposed to a constant stream of marketing campaigns, product launches, and influencer endorsements, making brand differentiation a critical challenge. Price competition is fierce, particularly in the mass and mid-tier segments, where brands often resort to discounting to capture market share. Furthermore, consumer loyalty is low; many shoppers are willing to switch brands frequently in pursuit of novelty, better pricing, or new experiences. As a result, even strong-performing brands must continuously invest in innovation, influencer partnerships, and digital strategies just to stay relevant.

Evolving Regulatory Environment

China’s regulatory landscape for cosmetics is becoming more stringent, especially with the full implementation of the Cosmetic Supervision and Administration Regulation (CSAR) since 2021. These regulations impose strict requirements on product safety, labeling, efficacy claims, and ingredient transparency. While intended to enhance consumer protection, they have also increased the compliance burden—particularly for foreign brands unfamiliar with China’s legal framework. For instance, brands must now submit detailed safety and efficacy data, work with a registered Responsible Person within China, and ensure all imported products meet local standards. Any misstep can result in delayed product launches, product bans, or reputational damage. Additionally, though China has relaxed some rules around mandatory animal testing, specific conditions still apply, creating uncertainty for cruelty-free brands. Adapting to these changing regulations requires ongoing legal oversight, increased administrative costs, and strong local partnerships, all of which can pose barriers to market entry or expansion.

Rapidly Changing Consumer Preferences

Chinese consumers, especially Gen Z and Millennials, are highly dynamic and trend-driven. Their beauty preferences evolve rapidly based on social media influence, seasonal campaigns, and the popularity of short-form video platforms like Douyin and Xiaohongshu. Unlike in Western markets where brand heritage and loyalty may provide stability, Chinese consumers are more experimental, often chasing viral trends and limited-edition products. This rapid change makes it difficult for brands to build long-term loyalty and plan product development cycles. A successful product today may become irrelevant within months if it fails to keep up with the fast-paced digital landscape. Moreover, Chinese consumers are increasingly educated and demanding—seeking high-performing, multi-functional products with clean, safe, and transparent formulations. They also expect seamless online and offline shopping experiences, personalized recommendations, and quick responses to customer feedback. Brands that can’t adapt quickly risk being left behind. To remain competitive, companies must maintain agility in product innovation, marketing strategy, and consumer engagement—no easy feat in such a fast-moving market. Bottom of Form

Key Market Trends

Rise of Skincare and Functional Beauty Products

In recent years, skincare has overtaken color cosmetics as the dominant category in China’s beauty market. Consumers are increasingly focused on maintaining healthy, radiant skin rather than just covering imperfections. This shift is fueled by growing awareness of skin health, pollution concerns, and the influence of wellness culture. As a result, demand for functional skincare products—such as anti-aging serums, brightening creams, sun protection, and hydration-focused treatments—has surged. Consumers are also seeking personalized skincare solutions based on skin type, climate, and lifestyle. Scientific, dermatology-backed, and ingredient-driven brands are gaining traction, especially those that highlight active ingredients like hyaluronic acid, niacinamide, or retinol. This trend is encouraging brands to invest in research, transparency, and product education. Additionally, the popularity of beauty-tech tools and smart skincare devices is rising, blending technology with traditional skincare to offer data-driven, customized routines. Brands that align with this skincare-first mindset and prioritize efficacy, safety, and innovation are well-positioned for success in China.

Clean Beauty and Sustainability Awareness

Chinese consumers are becoming increasingly eco-conscious, driving the demand for clean, green, and sustainable beauty products. This includes interest in products that are free from harmful ingredients such as parabens, sulfates, and synthetic fragrances, as well as those that are cruelty-free and ethically sourced. Younger consumers in particular are concerned about environmental impact and animal welfare, and are actively supporting brands that promote sustainability through recyclable packaging, water-saving production, and carbon-neutral commitments. Local brands are also entering this space by leveraging traditional Chinese medicine (TCM) ingredients and natural formulations, which resonate with both health and heritage-focused consumers. However, clean beauty in China also involves high expectations for performance—consumers expect natural products to deliver results comparable to conventional options. This dual demand pushes brands to innovate in both formulation and sustainability practices. The clean beauty movement, once niche, is rapidly becoming mainstream and serves as a key differentiator for brands aiming to win the trust of China’s next-generation beauty buyers.

Integration of Digital Technology and Social Commerce

The China cosmetics market is highly digitized, with consumers discovering, researching, and purchasing products primarily online. Social commerce—shopping integrated within social media platforms like Xiaohongshu, Douyin (TikTok), and WeChat—is a dominant force. Livestreaming, short videos, and influencer (KOL/KOC) content play a central role in shaping beauty trends and purchase decisions. This environment has given rise to real-time consumer engagement, allowing brands to interact directly with audiences, launch products, and create viral moments. In addition, technology is being used to enhance personalization through AI-powered skin diagnostics, virtual try-ons, and smart beauty devices. Consumers now expect immersive digital experiences that go beyond simple online shopping. As a result, brands are investing heavily in omnichannel strategies, combining physical stores with online touchpoints, AR/VR tools, and AI-driven customer service. The success of digital-native brands like Perfect Diary shows how a tech-first approach can disrupt the market. In this landscape, digital fluency is not optional—it's essential for any beauty brand hoping to thrive in China.

Segmental Insights

Product Type Insights

In the China cosmetics market, skincare is the dominant segment, accounting for the largest share of both revenue and consumer interest. This trend is driven by increasing awareness of skin health, a strong cultural emphasis on achieving clear and radiant skin, and the growing influence of wellness and self-care routines. Skincare products including moisturizers, serums, sunscreens, toners, and anti-aging treatments are widely used by consumers across all age groups, with particularly strong engagement from Millennials and Gen Z. One of the key factors behind skincare’s dominance is the shift in consumer behavior from enhancing appearance through makeup to maintaining healthy, youthful skin through consistent skincare routines. This “skin-first” philosophy has gained traction, especially after the COVID-19 pandemic, when people began to prioritize health and personal care. Additionally, the rising levels of urban pollution and stress have contributed to a heightened demand for protective and restorative skincare solutions. Technological innovation and ingredient transparency have further fueled growth. Chinese consumers are well-informed and often research product ingredients before purchasing. As a result, products featuring active ingredients such as hyaluronic acid, peptides, niacinamide, and traditional Chinese medicinal herbs are highly sought after. Brands that focus on efficacy, safety, and science-backed formulations are particularly successful. Moreover, local brands have capitalized on this demand by offering high-quality, affordable skincare tailored to local skin types and concerns. This has allowed them to compete effectively with global players. Overall, skincare remains the powerhouse of the China cosmetics market, with strong growth prospects in both mass-market and premium segments. 

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Regional Insights

The East region of China stands as the dominant region in the China Cosmetics Market, driven by a combination of high population density, advanced urbanization, and strong consumer spending power. This region includes major economic hubs such as Shanghai, Jiangsu, Zhejiang, and Shandong, which are home to a large and diverse consumer base. The region’s well-developed infrastructure and modern retail environment make it an ideal setting for the growth of fast-moving consumer goods like biscuits. Consumers in the East region are generally more exposed to global food trends and have higher disposable incomes, encouraging them to explore a wide range of biscuit products, from traditional varieties to innovative and premium options. The presence of modern supermarkets, hypermarkets, and e-commerce networks also ensures easy availability and visibility of biscuit products, both local and international. Additionally, manufacturers often prioritize launching new products and marketing campaigns in this region to capture the attention of trend-savvy consumers. Seasonal promotions, attractive packaging, and premium offerings gain strong traction here due to the region’s appetite for novelty and quality. With a blend of economic strength, consumer diversity, and retail accessibility, the East region continues to lead the biscuit market in China, serving as a vital engine for nationwide growth.

Recent Developments

• In 2025, The Estée Lauder Companies has launched its The Ordinary brand in China, with Deciem’s signature line now available in Sephora China. The brand will also debut on Tmall and Douyin this summer. The launch includes best-sellers and products tailored for Chinese consumers.
• In 2024, Aesop, the Australian luxury skincare brand, has recently expanded its presence in China with the opening of its first-ever store in Suzhou, Jiangsu. Located in the historic Cangjie area, the store is housed within Feng Huang Ting (Phoenix Hall), a preserved late-Qing Dynasty building, reflecting Aesop's commitment to blending modern design with cultural heritage.
• Organic German skincare brand Annemarie Börlind launched its new NatuCollagen series featuring vegan collagen in China. The collection debuted in June 2024 at the China Beauty Expo in Shanghai. The NatuCollagen skincare line uses plant-based collagen to offer a natural solution for youthful, radiant skin. Vegan collagen, a growing trend in skincare, is highlighted as an ethical and environmentally friendly ingredient.

Key Market Players

• L'Oreal SA
• Shiseido Co. Ltd
• Estee Lauder Companies Inc.
• Amorepacific Group
• Christian Dior SE
• Oriflame Holding AG
• Yves Rocher International
• Avon Products Inc.
• Henkel AG & Co. KGaA
• Yasten Group

Report Scope:

In this report, the China Cosmetics Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• China Cosmetics Market, By Product Type:

o   Skin care

o   Hair Care

o   Bath & Shower products

o   Makeup & Color Cosmetics

o   Fragrances & Deodorants

o   Others

• China Cosmetics Market, By Demography:

o   Men

o   Women

• China Cosmetics Market, By Sales Channel:

o   Online

o   Hypermarkets/ Supermarkets

o   Convenience Stores

o   Others

• China Cosmetics Market, By Region:

o   North

o   East

o   North East

o   South Central

o   North West

o   South West

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the China Cosmetics Market.

Available Customizations:

China Cosmetics Market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).