China Cosmetics Market Size, Share & Analysis, By Product (Haircare, Skincare, Makeup, and Others), By Gender (Men and Women), By Distribution Channel (Specialty Stores, Hypermarkets & Supermarkets, Online Channels, and Others), 2025-2032

The China cosmetics market size was worth USD 38.90 billion in 2024. The market is estimated to grow from USD 41.31 billion in 2025 to USD 68.00 billion by 2032, exhibiting a CAGR of 7.38% during the forecast period.

China has emerged as one of the most dynamic cosmetics markets globally, driven by a mix of cultural heritage, modern consumerism, and digital influence. Local brands often referred to as “Chinese beauty,” are gaining significant ground by leveraging traditional Chinese ingredients, heritage storytelling, and affordable innovation. Consumers, particularly younger generations, are showing strong preference for products that reflect cultural identity and national pride, pushing local brands into competition with international brands. At the same time, premiumization is shaping purchasing behavior. Consumers are increasingly willing to pay for products that promise efficacy, luxury appeal, or a sense of exclusivity.

China Market Trends

Rise of Chinese Beauty Brands

Chinese consumers, especially Gen Z and millennials, are increasingly drawn to homegrown brands that integrate traditional chinese medicinal principles, cultural narratives, and modern aesthetics. This shift is fueled by growing national pride “guócháo” often referred to as China-chic movement and the perception that local brands understand consumer needs better in terms of skin type, climate, and lifestyle. Many C-beauty players are also highly agile, launching new products quickly and leveraging digital channels such as Douyin and Xiaohongshu to capture viral trends. Consequently, C-beauty is competing head-to-head with international giants and is also expanding abroad, signaling a global push of Chinese cosmetics innovation.

For instance, the Chinese skincare brand Proya saw its retail sales jump by about 56% during the 3.8 Women’s Day campaign in the first half of 2023, reflecting strong strong consumer uptake of domestic brands.

Key takeaways

• By product, skincare accounted for around 31.50% of the China cosmetics market in 2024.
• By gender, women’s market size was valued at USD 33.26 billion in 2024.
• By distribution channel, online channels segment is projected to grow at a year on year CAGR of 8.29% in the forecast period.
• The cosmetics market in China was worth USD 38.90 billion in 2024.

Market Growth Factors

Digital Commerce and Influencer-Driven Consumption to Drive Market Growth

Chinese market is primarily driven by the dominance of digital commerce and influencer-led marketing. Platforms including Douyin, Xiaohongshu, and Tmall have transformed how beauty products are discovered, reviewed, and purchased. Consumers, especially younger generations, rely heavily on live-streaming sales, short-form videos, and KOL (Key Opinion Leader) endorsements to guide their buying decisions. This digital-first ecosystem accelerates product visibility and allows brands to launch trends at lightning speed and engage directly with consumers in highly interactive ways. Moreover, rise in cross border e commerce has further increased consumer interest in international products. As a result, beauty products companies that effectively leverage social commerce and influencer partnerships gain a significant competitive advantage, fueling rapid China cosmetics market growth.

·     One trend observed in the first half of 2025 is that Chinese consumers now expect more from cosmetics not just looks, but also functional benefits (e.g. treating skin concerns), personalization (custom-fit routines or formulations), and ingredient transparency.

Market Restraints

Intensifying Competition and Market Saturation to Hamper Market Growth

China cosmetic market growth is mainly hampered by intense competition and saturation in key urban centers. The rapid rise of both international giants and agile domestic players has created an overcrowded landscape, particularly in first-tier cities like Beijing, Shanghai, and Guangzhou. With a constant influx of new product launches, viral trends, and aggressive promotional campaigns, consumers are inundated with choices, making it difficult for brands to build lasting loyalty. This saturation drives up marketing and acquisition costs but also pressures profit margins, as brands compete heavily on pricing, speed of innovation, and influencer collaborations. Ultimately, the key challenge for many companies lies in cutting through the noise and sustaining growth in such a highly fragmented, fast-moving industry, thereby restraining market growth.

·   Shiseido, an established international personal care brand has publicly stated that rising price sensitivity among Chinese consumers is intensifying price competition. The company noted that online platforms are offering deep discounts and coupons, while offline retailers are sacrificing margins to stay competitive. In FY 2024, the company suffered a 73% drop in full-year profit, owing to weakening demand in China and heightened competitive pressures in the beauty market.

Market Segmentation Analysis

By Product 

Based on product, the market is segmented into haircare, skincare, makeup, and others.

The skincare segment dominated the market in China 2024. Skincare fits into daily routines more naturally than makeup, with products, including cleansers, moisturizers, sunscreens, serums, masks viewed as essential parts of self-care, wellness, and healthcare rather than merely beauty enhancement. Moreover, consumers are increasingly seeking products that deliver visible skin health benefits, including hydration, anti-aging, barrier repair, brightening rather than just aesthetic looks. In addition, skincare products are typically used continuously and replaced regularly, creating more stable consumption compared to many makeup items, which tend to be more seasonal or trend-driven, driving segmental revenue growth.

By Gender 

Based on gender, the market is segregated into men and women.

Women hold the dominant China cosmetics market share, largely since beauty and personal care are deeply ingrained in women’s consumption habits, cultural expectations, and lifestyle choices. For many Chinese women, makeup and skincare are not viewed as optional indulgences but as daily essentials tied to self-care, confidence, and social image. This perception extends across all age groups from young Gen Z consumers experimenting with new beauty routines to older generations prioritizing anti-aging and wellness-focused skincare. Additionally, women demonstrate show a higher willingness to spend on premium and innovative products, particularly in skincare and makeup, compared to men. 

By Distribution Channel 

Based on distribution channel, the market is segmented into specialty stores, hypermarkets & supermarkets, online channels, and others.

Hypermarkets and supermarkets dominate cosmetics distribution in the China in 2024. These offline distribution centers allow consumers to buy makeup products along with groceries and daily essentials. As people visit supermarkets regularly, these channels provide repeated exposure and impulse purchase opportunities further driving segment’s growth. Moreover, as urbanization expands, supermarkets and hypermarkets are spreading into tier-2, tier-3, and lower-tier cities. They help brands reach consumers who may not be as active online or who prefer physically inspecting products before buying.

List of Key Companies in Market

In China’s cosmetic market, global leaders such as L’Oréal, Estée Lauder, Procter & Gamble, and Shiseido contribute significantly with strong brand recognition, premium positioning, and expansive distribution networks. These companies invest heavily in localized product development, digital engagement, and collaborations with Chinese platforms and influencers to resonate with evolving consumer preferences. Their strategies also emphasize premium skincare, clean beauty, and sustainable innovation, aligning with the rising demand for efficacy and transparency.

At the same time, emerging and innovative domestic players such as Florasis, Perfect Diary, Proya, and Judydoll are reshaping the competitive landscape. These brands thrive by leveraging social commerce, live-streaming, and “guochao” (China-chic) cultural branding, while maintaining agility in launching trend-driven products. Their strategies focus on storytelling, ingredient innovation, and consumer engagement through platforms such as Douyin and Xiaohongshu, enabling them to build strong loyalty among younger generations and challenge established global giants. 

LIST OF KEY COMPANIES PROFILED:

·       L’Oréal USA (France)

·       The Estée Lauder Companies Inc. (U.S.)

·       Procter & Gamble Co. (U.S.)

·       Shiseido Company, Limited (Japan)

·       Amorepacific Corporation (South Korea)

·       Beiersdorf AG (Germany)

·       Coty Inc. (U.S.)

·       Florasis (China)

·       Perfect Diary (China)

·       Proya Cosmetics Co., Ltd. (China)

KEY INDUSTRY DEVELOPMENTS:

September 2024: Huaxizi (known internationally as Florasis), a Chinese beauty brand, held its first global product launch in Shanghai, introducing its latest “Hua Yang Yu Rong” series. The collection, comprising foundational makeup items such as foundation, loose powder, and high-quality serum lipsticks, is underpinned by novel cosmetic technologies developed over four years.

December 2023: Chinese makeup brand, Perfect Dairy launched a new lipstick, the BioLip Essence Lipstick, integrating lip essence and mask benefits through its patented Biolip technology. The formula incorporates a pomegranate-peptide complex developed in collaboration with a French R&D team, designed to deeply plump lip skin and improve radiance. This launch reflects Perfect Diary’s strategy to meet evolving consumer demand for makeup products that offer skincare benefits and aesthetic appeal.

REPORT COVERAGE

The market report provides a detailed analysis of the market. It focuses on market dynamics and key industry developments, such as mergers and acquisitions. Additionally, it includes information about the trends in the cosmetics industry including clean ingredients, ethical sourcing, safe formulations, among others. Besides this, the report also offers insights into the latest industry trends and the impact of various factors on the demand for cosmetics.

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Report Scope & Segmentation