China’s cosmetics market is one of the fastest-growing in the world. In 2026, total retail sales are projected to reach 1.48 trillion yuan, with online channels now accounting for over 54% of total sales. For foreign beauty brands, this is both a major opportunity and a serious challenge. You cannot approach China like your home market. The rules are different here. Take three minutes to read this before you start.
10 Most Impactful Trends Shaping China’s Cosmetics Market in 2025, distilled from Chinese-language industry analysis and translated into actionable insights for global brands:
1. “Clean Beauty” Goes Scientific (成分党 2.0)
- Demand: Consumers scrutinize ingredient lists like lab reports.
- Action: Highlight clinically proven actives (e.g., “Ceramide-B5 Complex”) not just “natural” claims.
2. Guochao 3.0: Heritage Meets Tech (国潮科技化)
- Shift: Traditional elements (TCM herbs, porcelain aesthetics) fused with biotech (fermented ingredients, AI-formulations).
- Example: Pechoin’s ginseng serums with nanoparticle delivery.
3. Douyin-Driven Discovery (抖音即搜索)
- Reality: 68% of Gen Z search directly on Douyin/TikTok—not Baidu.
- Strategy: Optimize for hashtags like #油皮护肤 (oily skin solutions) + shoppable livestreams.
4. “Stealth Wealth” Minimalism (老钱风护肤)
- Trend: Rejection of flashy packaging; quiet luxury in efficacy-focused, sustainable design.
- Target: Affluent 30+ consumers paying premium for “no-frills” pharma-grade products.
5. KOLs to KOCs: Trust Shift (素人种草)
- Data: Micro-influencers (<50K followers) drive 6× higher engagement than celebs.
- Tactic: Seed samples to niche KOCs in lower-tier cities for authentic reviews.
6. Men’s Grooming Explosion (他经济)
- Growth: Male skincare market to hit ¥20B by 2026.
- Opportunity: Gender-neutral serums + “3-second” routines (all-in-one moisturizer/SPF).
7. Dermatologist-Brand Collabs (医生品牌)
- Credibility: Products co-developed with hospital dermatologists (e.g., Winona x Shanghai Skin Disease Hospital).
- Trust Signal: “医院同款” (“hospital-approved”) on packaging.
8. AI Hyper-Personalization (AI 定制)
- Tech: Apps scan skin via phone cam + algorithm to mix foundation/serum on-demand.
- Leaders: Proya’s “O2O” custom blushes; L’Oréal’s Perso.
9. Emotional Wellness Beauty (情绪护肤)
- Insight: 52% buy for “mood enhancement” (e.g., lavender-scented masks for stress relief).
- Innovation: Packaging with ASMR sounds, “calm wave” textures.
10. Green Hushing > Greenwashing (低调环保)
- Shift: Brands silently adopt recyclable materials/refill systems—avoiding ESG bragging.
- Why: Gen Z punishes “eco-theater”; rewards tangible action.
Fast development in China’s cosmetics retail market
China’s cosmetics market has grown fast over the past decade. In 2019, retail sales reached 299.2 billion yuan. By 2021, that number was 402.6 billion yuan. In 2026, the market is projected to reach 1.48 trillion yuan in total retail value, with ecommerce now accounting for over 54%. Growth is driven by rising incomes in second and third-tier cities, a younger generation that spends more on personal care, and a clear shift from offline to online retail.
Demand is expanding beyond tier-one cities. Consumers in Chengdu, Wuhan, and Xi’an now spend at similar levels to Shanghai shoppers. Second and third-tier cities are the growth engine for the next five years.
Chinese men’s attitude toward skincare has changed fast. From 2013 to 2018, men’s cosmetics sales rose 37%. In 2026, the male skincare market is on track to hit 20 billion yuan. Brands that ignore this segment are missing one of the fastest-growing opportunities in the beauty space.
Top Selling Beauty Products in China
Here are the main categories driving growth in China’s beauty market in 2026:
- Skincare solutions: the fastest escalating sector inside the cosmetics marketplace.
- Shampoos and hair care items: a marketplace specialized niche getting saturated, observing growth decelerating.
- Make-up products and solutions: the market is significantly saturated, significantly for enhancement products, this sort of as color correcting (CC) and blemish balm (BB) products. Gross sales of eye make-up merchandise recorded major advancement in recent years.
Goods for kids: product sales of products suitable for use by small children continue on to soar. - Sunscreen goods: sunscreen products help assure income is not going gradual down during common quiet seasons.
- Anti-aging solutions: cosmetic merchandise that aids consumers to keep youthful and struggle with aging is progressively well-liked.
- ports activities cosmetics: lots of people who really like sports and health pursuits are keen to take care of a sexy visual appearance likewise. They need athletics cosmetics that will enable reduce the lack of moisture and they are anti-odor, anti-sweat, and anti-bacteria, packaged in compact, moveable measurements.
- Cosmeceuticals: individuals have growing recognition of solutions that mix cosmetic and pharmaceutical options, such as location lightening products, zits remedy lotion, and acne breakouts ointment.
- Green/natural cosmetics: containing all-natural or nutritional elements, these kinds of as aloe and vitamins.
China’s cosmetics trends
China’s skincare market is moving up in price point. Domestic brands have closed the gap with international names, but global players still dominate the high-end tier. Chinese consumers now compare ingredient lists, read dermatologist reviews, and shop based on clinical data. Price alone no longer drives purchase decisions.
Consumer preferences have shifted from price to quality and brand reputation. Premium and niche brands from Europe, Japan, and South Korea are performing well on Tmall Global. Chinese consumers trust Xiaohongshu (Rednote) peer reviews more than brand advertising. One honest KOC post can outperform a six-figure campaign.
The top three factors Chinese women consider when buying cosmetics are: product efficacy (66%), brand reputation (64%), and word-of-mouth (60%). Younger consumers weight peer reviews and short-video content heavily. Older consumers prefer science-backed formulas and pharma-grade certification.
Performance of China’s domestic cosmetics brands
Chinese cosmetics brands have gained serious market share since 2020. Proya, Florasis (花西子), and Perfect Diary built their brands almost entirely online, using Xiaohongshu seeding, Douyin live commerce, and aggressive Tmall promotions.
Florasis and Perfect Diary proved that Chinese brands could compete on premium positioning, not just price. In 618 2025, Proya ranked first on Tmall’s beauty leaderboard, ahead of Lancôme and L’Oréal Paris. The gap between domestic and international brands is closing fast.
Post-80s and post-90s foster the booming of China’s cosmetics market
Post-80s and post-90s consumers are the primary buyers of cosmetics in China. They value trends and product updates, and they are highly active on social platforms. They discover brands through Douyin videos, Xiaohongshu posts, and KOC recommendations, not TV ads.
Among Chinese women aged 20-30, 88% wear makeup regularly. For women aged 31-45, it is 83%. These numbers continue to rise as more cities reach purchasing parity with tier-one cities.
China is entering in “Male Beauty Era”
Men’s cosmetics is one of the fastest-growing subcategories in China. The male skincare market is projected to reach 20 billion yuan by 2026. Facial cleanser, moisturizer, and SPF products drive most sales. Xiaohongshu has become the main discovery platform for male grooming tutorials.
The male beauty market in China grew 31% year-on-year, ahead of women’s at 29%. Over the next five years, male skincare is expected to grow at 15.2% annually, well above the global average of 11%. According to Tmall, China is entering the ‘Male Beauty Era’.
Key categories for men: facial cleanser, moisturizer with SPF, and anti-aging serum. The ‘three-second skincare routine’ concept, meaning one multi-function product, resonates with male consumers aged 20-35.
Oil control and sun protection remain the top concerns. Masks and targeted treatments are growing fast as male consumers become more educated about skincare routines.
Cosmeceuticals: organic cosmetics
Cosmeceuticals sit between skincare and medicine. Brands like Winona (薇诺娜) built their entire positioning on sensitive skin science and hospital partnerships. Chinese consumers respond well to clinical credentials, ingredient transparency, and dermatologist endorsements.
The cosmeceuticals market in China grew from 11 billion yuan in 2010 to 62.5 billion yuan in 2017, at a compound annual growth rate of 28%. By 2026, the dermo-cosmetics segment is expected to exceed 100 billion yuan.
Regulatory note: In China, products cannot legally be labeled ‘cosmeceutical’. This term does not exist in Chinese cosmetics law. Products must register as cosmetics or as drugs. Medical claims on packaging are strictly prohibited. Work with a local regulatory consultant before entering this space.
China’s cosmetics market – opportunity & challenge for foreign companies
China’s cosmetics market offers real commercial opportunities for foreign brands. But competition is intense. Domestic brands have improved fast and know the consumer better. Foreign brands that succeed here usually do two things right: they localize their marketing message, and they pick the right platforms.
Chinese consumers are not like Western buyers. They research before buying. They trust peer reviews over brand advertising. They are highly price-sensitive outside the luxury tier. Localization, from product naming to packaging to storytelling, is not optional.
Before entering the market, decide which platform fits your brand. Tmall Global is for established foreign brands wanting a premium cross-border store. Douyin is for discovery and impulse buying. Xiaohongshu is for trust-building with younger consumers. JD is strong for health, supplements, and reliability-driven purchases.
Branding is the key to winning on the Chinese cosmetics market
Standing out in China requires a clear brand identity and consistent presence across platforms. Chinese consumers have seen too many brands come and go. They compare ingredients. They read reviews. Your brand story needs to be credible, consistent, and backed by proof.
Building a strong brand in China takes time. The brands that win do not rely on one big launch campaign. They seed content on Xiaohongshu, run KOC campaigns, optimize their Tmall store, and run Douyin live commerce consistently. Every platform reinforces the others.
EAC specializes in ecommerce and digital marketing for foreign brands entering China. We have been operating since 2012 and have helped brands across beauty, skincare, food, and health enter the Chinese market through the right channels.
Chinese Social Media boosts your cosmetics brand recognization
China has over 1.1 billion internet users in 2026, and most of them use smartphones as their primary screen. Social media is where Chinese consumers discover brands, read reviews, and make purchase decisions. WeChat, Weibo, Xiaohongshu (Rednote), and Douyin are the platforms that matter for beauty brands.
When Chinese consumers research a beauty product, they often start on Xiaohongshu or Douyin, not on Baidu. 68% of Gen Z use Douyin as their primary search engine. Your brand needs content on these platforms before consumers can find you.
EAC helps foreign beauty brands create and manage content on Chinese social platforms. We produce KOC seeding campaigns, manage brand accounts, and monitor consumer conversations about your products.
E-Commerce helps Cosmetics Brands reach more Chinese customers
In China today, most cosmetics purchases happen online. For foreign brands, the market is almost entirely digital. Offline stores in big cities increasingly function as showrooms where consumers try products, then buy online.
E-commerce in China started with Taobao in 2010. Since then, the market has fragmented into several platforms, each with a different role. Foreign brands should not try to be on all platforms at launch. Start with one or two, build sales, then expand.
The main platforms for cosmetics are Tmall Global, JD.com, Douyin Shop, and Xiaohongshu. Each has different entry requirements, fee structures, and consumer demographics. Pinduoduo works for price-sensitive products but is not well-suited for premium foreign brands.
VIPShop (唯品会) is worth considering for flash sales and inventory clearance. It has a loyal base of deal-seeking female consumers and strong conversion rates for skincare. Xiaohongshu now supports in-app purchases and is one of the most effective platforms for premium beauty brands targeting 20-35 year-olds.
6.18 Festival: The Biggest Moment for Beauty Brands in China
June 18 (6.18 or 618) is China’s second-biggest shopping festival after Double 11. It started as JD.com’s anniversary sale and has grown into a platform-wide event that now runs from May 15 to June 18. In 2026, for the first time ever, Tmall, Douyin, and WeChat ran simultaneous full-scale promotions during the same period. For beauty brands, this is the most important commercial moment of the first half of the year.
618 Beauty Results: What the Numbers Show
In 618 2025, the full-platform online retail market grew 9.8% year-on-year to nearly 2 trillion yuan. Beauty was one of the top-performing categories across all platforms.
Skincare growth by platform: JD +14.1%, Douyin +11.9%, Tmall +6.7%, Pinduoduo +2.6%. Color cosmetics and fragrance: Tmall +15.9%, Douyin +10.8%, JD +5.7%.
Top brands on Tmall 618 2025: Proya (number one, domestic), Lancôme, L’Oréal Paris. In the Tmall top 20, national brands held 5 positions and international brands held 15. Domestic brands dominated Douyin’s beauty rankings.
618 2026: Three Platforms, One Month
In 2026, the 618 dynamic shifted. Douyin launched its largest-ever 618 campaign with over 10 billion RMB in consumer coupons, zero commission on product cards, and expanded creator tools. Tmall’s 618 pre-sale drew 600+ overseas brands from 29 countries, led by the US, South Korea, Japan, France, and Australia. WeChat launched its own shopping festival for the first time at scale.
For foreign beauty brands, this means three separate channel strategies, not one. Each platform has different mechanics, different audiences, and different campaign formats. A brand that runs only on Tmall during 618 will miss the Douyin impulse buyer and the Xiaohongshu researcher.
How to Prepare for 618 as a Foreign Brand
Start preparation 90 days before June 18. Seed content on Xiaohongshu from March. Build your Douyin brand account and test live commerce in April. Set up your Tmall Global promotions and bundle offers in May. During the event itself, go live on Douyin daily and activate your KOC network to push authentic content. After the event, analyze conversion data by platform and adjust your channel mix.
EAC runs 618 campaigns for foreign brands across Tmall, Douyin, and Xiaohongshu. We handle the full execution: content production, KOL and KOC activation, store operations, and post-campaign analysis. Contact us to start planning your next 618.
Example of Case study: RENE FURTERER
René Furterer is a French premium hair care brand. EAC audited and managed their Tmall and Taobao stores, ran competitive analysis, and launched KOL campaigns across WeChat and Weibo.
- We audited their TMALL and Taobao stores to facilitate sales. An in-depth report on performance/sales stats in their e-commerce field.
- Market competition analysis; also we manage social media marketing with KOLs. TMALL optimization resulted in a sales increase. A total of 100 KOLs engaged with the brand, over 60k new followers, and a significant improvement in the brand’s visibility (2.1M views).
TMALL’s B2D Strategy is changing the distribution in China
Tmall has developed a B2D model (Business to Distributor) to simplify distribution for foreign brands. Through a dedicated platform, Tmall connects certified distributors directly with brands, cutting out multi-layer intermediaries.
A product sold from a brand to a distributor at 20 RMB could reach the consumer at 200 RMB through traditional channels. Tmall’s B2D model compresses that chain. Brands gain better margin control. Consumers get better prices.
For foreign beauty brands worried about grey-market distribution, this model gives more control over pricing and brand presentation in China. It is one of Tmall Global’s most useful tools.
When e-commerce combines with social = China’s Social commerce Craze
Xiaohongshu (Little Red Book / Rednote) started as a product review platform and has become one of China’s most powerful beauty discovery engines. It now has over 300 million registered users and more than 100 million daily active users.
Brands that succeed on Xiaohongshu do not advertise. They seed products to KOCs, real users with small followings who post honest reviews. These posts rank in Xiaohongshu search and drive traffic to Tmall or the brand’s own store. This is the most cost-effective entry strategy for new foreign beauty brands in China.
Olivier Verot’s View on China’s Cosmetics Market
By Olivier Verot, Founder of EAC, operating in China since 2008.
I have been working with cosmetics brands in China for over 15 years. The market has changed dramatically, and I want to give you an honest view of where things stand in 2026.
The number one mistake I see from foreign brands is assuming that the China market works like Europe or North America. It does not. The consumer discovery journey is entirely different here. In France, a consumer might see a TV ad, visit a pharmacy, and buy. In China, she finds a product on Xiaohongshu, checks the ingredients on Zhihu, watches a Douyin live review, then buys on Tmall at 11pm during a live session. That entire journey happens on Chinese platforms with Chinese content. If your brand is not visible at each step, you are invisible.
Second point: do not underestimate domestic competition. Proya, Florasis, Winona, and dozens of emerging brands are extremely well-run. They know the consumer better than any foreign brand ever will. The way you win against them is not by having a better product. It is by having a stronger brand story and the credibility to back it up. Chinese consumers are skeptical. They have been burned by fake products and exaggerated claims. What works is transparency, clinical proof, and authentic reviews from real users.
Third: pick your platform based on your price point and your target consumer. If you are a premium brand above 500 RMB per unit, Tmall Global is your anchor. If you are accessible luxury between 200 and 500 RMB, Douyin is where you need to be. If you have a science story, Xiaohongshu and Zhihu will build the credibility that converts browsers into buyers.
618 and Double 11 are real growth events. I have seen brands triple their annual run rate in 48 hours during a well-executed Double 11. But they require preparation. You cannot just put a product on promotion and expect it to sell. You need content ready, KOCs pre-seeded, inventory confirmed, and your store operations optimized. Brands that try to shortcut this process waste their budget. The ones that prepare properly build compounding growth year after year.
My advice to any foreign cosmetics brand considering China: start with one platform, one city, one consumer segment. Prove the concept. Then expand. The brands that go wide before they go deep all struggle with the same problem: they spread their resources too thin and cannot compete effectively on any single platform. Focus wins.
FAQ: Selling Cosmetics in China
What registration is required to sell cosmetics in China?
General cosmetics (护肤品) require registration with China’s National Medical Products Administration (NMPA) before they can be sold through domestic retail channels. For cross-border e-commerce via Tmall Global or JD Worldwide, products can be listed without full NMPA registration, but they must comply with cross-border cosmetics regulations. Special cosmetics (hair dye, sunscreen, freckle removal, perms, and deodorant) require a separate approval process and take 12 to 18 months. Work with a local regulatory partner before launching.
Which platform is best for a new foreign cosmetics brand?
For most new foreign beauty brands, Tmall Global is the recommended starting point. It offers a cross-border model that does not require a Chinese business entity or full NMPA registration. Products ship from bonded warehouses or directly from abroad. Tmall Global has strict entry criteria, so brands need at least two years of operating history and a minimum level of international brand awareness. For brands that do not qualify for Tmall Global, Douyin Shop or Xiaohongshu are alternatives.
Is Xiaohongshu (Rednote) good for cosmetics marketing?
Yes. Xiaohongshu is the most important platform for beauty product discovery in China right now. Its users are primarily women aged 18-35 in tier-one and tier-two cities. They trust peer reviews and ingredient-focused content. Brands that seed products to genuine KOCs and maintain consistent presence on the platform see strong conversion lift on Tmall and JD. Xiaohongshu also has its own shop function, which is growing fast.
How much does it cost to launch a cosmetics brand on Tmall Global?
Tmall Global charges a security deposit (between USD 8,000 and USD 25,000 depending on category), an annual service fee (around USD 5,000 to USD 10,000), and a commission on sales (between 2% and 5%). Beyond platform fees, you need to budget for store design, product photography adapted for Chinese consumers, content production for social media, KOL or KOC campaigns, and operational costs. A realistic first-year budget for a foreign beauty brand entering Tmall Global starts at USD 80,000 to USD 150,000 all-in.
How does Douyin live commerce work for beauty brands?
Douyin live commerce is a format where a host (brand employee, KOL, or professional live streamer) sells products directly to viewers in real time. Viewers click a shopping cart icon and complete a purchase without leaving the app. For beauty brands, live commerce works because products can be demonstrated visually. The key is consistency: top-performing brands on Douyin go live for two to three hours daily, not just during promotions. In 618 2026, Douyin offered zero commission on product card sales, making it the most attractive platform for new beauty brands to test live commerce.
What is the role of KOCs vs KOLs for cosmetics in China?
KOLs (Key Opinion Leaders) are celebrities or large influencers with millions of followers. They drive awareness but are expensive and their engagement is declining. KOCs (Key Opinion Consumers) are regular users with between 1,000 and 50,000 followers who post authentic reviews. Micro-influencers drive 6 times higher engagement than celebrities on average. For cosmetics specifically, KOC seeding on Xiaohongshu has become the standard entry strategy: give 200 to 500 KOCs a free product, let them post honestly, and let the content build over 60 to 90 days. The posts appear in search and drive organic traffic to your store.
Need help launching your cosmetics brand in China?
EAC is a Shanghai-based ecommerce and digital marketing agency. We have worked with foreign brands across beauty, skincare, food, health supplements, and fashion since 2012. Our team is bilingual and covers the full ecommerce chain: store setup, KOL management, Douyin live commerce, and Xiaohongshu seeding.
Contact EAC for a free consultation about entering the Chinese cosmetics market.
EAC is a certified Tmall Partner (TP) and China ecommerce agency operating since 2012. We help foreign beauty brands enter and scale on Tmall Global, Douyin, JD Worldwide, and Xiaohongshu.
Get a free cosmetics brand audit. We will assess your product, your positioning, and propose a China entry plan.
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