How China changed beauty in 2024

From the rise of light medical beauty to the increasing popularity of self-care routines for both men and women, Chinese beauty consumers have embraced a more holistic, personalized approach to their skincare and wellness over the course of 2024. Traditional boundaries between categories like skincare, hair care, and fragrance are blurring, while a growing focus on inclusivity is reshaping beauty marketing strategies. At the same time, the integration of local ingredients and cultural elements into global beauty products is gaining traction, driven by a new generation of consumers who prioritize efficacy, sustainability, and cultural relevance. These dynamic shifts show how China’s beauty market is setting new standards for innovation and consumer engagement globally. Disrupting global beauty with Chinese ingredients China’s beauty industry is shifting from a focus on imported ingredients to a more local innovation model. Homegrown brands like Proya are spearheading the development of proprietary active ingredients, with products featuring native botanicals like purslane and flaxseed cyclic peptide gaining popularity. As Chinese consumers become more ingredient-savvy, they are increasingly gravitating toward products that deliver scientifically backed results, signaling a new era of domestic beauty innovation that is poised to reshape the global market. ‘Appearance anxiety’ boosts male beauty consumption The Chinese male beauty market is flourishing, driven by a growing number of single adults and changing attitudes toward self-care. With men now accounting for a significant share of the beauty market, platforms like Douyin and Xiaohongshu are seeing sales of men’s makeup and skincare products skyrocket. The rise of male beauty influencers and increased visibility on social media have also contributed to the market’s expansion, expanding beauty from a predominantly female concern to a mainstream interest for men across China. Light medical beauty The rise of light medical beauty in China has revolutionized the aesthetics industry, introducing non-invasive treatments that target anti-aging and skin concerns. This growing sector is expected to reach $57 billion by 2030. The market has evolved from a chaotic, unregulated space in the early 2000s to one that is growing under stringent government supervision, gaining the confidence of high-end consumers, particularly in top-tier cities, who now turn to trusted practitioners for their beauty needs. Haircare as wellness Hair care in China is emerging as a key component of the wellness trend, with consumers paying more attention to scalp health alongside their traditional skincare routines. With nearly 250 million people affected by hair loss, the market is ripe for innovation, with many local and international brands offering specialized products. KOLs are shifting from skincare to hair care content, and as consumers demand more targeted solutions, China’s hair care industry continues to thrive, driven by both FMCG giants and rising niche players. ‘Skinification’ of bodycare In China, body care has moved beyond basic hygiene to become an integral part of self-care routines. The market saw body care product sales surpass facial skincare on platforms like Tmall and Taobao in 2023, as consumers increasingly seek visible skin improvements and emotional wellness from their routines. As younger generations demand high-performance products with premium textures and fragrances, C-beauty brands are upgrading their offerings to meet these elevated expectations, turning body care into a lifestyle statement. Silver economy In contrast to the youth-centric beauty narrative, brands are now targeting affluent seniors and middle-aged consumers. As China’s aging population becomes more conscious of beauty and wellness, spending by this demographic is increasing, particularly in first-tier cities. Companies like Liby have launched beauty lines specifically for women over 50, addressing skin and oral care needs, reflecting a broader shift toward inclusive beauty solutions for older generations. Sunscreen surge Sunscreen has grown to become a booming category in China, fueled by heightened awareness of sun protection, especially during extreme weather conditions. According to iiMedia, The market is set to grow from $2 billion in 2023 to $3.1 billion by 2028, as consumers embrace comprehensive UV defense. From facekinis to high-performance sunscreens, the surge in interest highlights a growing commitment to skincare that prioritizes long-term protection and health. Traditional Chinese Medicine The fusion of traditional Chinese medicine (TCM) with modern skincare design is capturing the attention of consumers seeking more holistic beauty experiences. Brands like Herbeast are incorporating TCM ingredients such as reishi mushroom into their formulations, blending cultural heritage with contemporary scents. This shift reflects a broader movement in the beauty market, where consumers are increasingly drawn to products that offer both efficacy and cultural resonance, signaling a growing appreciation for local botanical ingredients. Home scents Since the pandemic, China has seen demand for home fragrances grow as people focus on creating calming environments. Luxury brands like Bulgari have capitalized on this trend, offering everything from candles to car diffusers. The wellness tourism sector has also been quick to adopt these luxurious beauty rituals, with high-end hotels offering exclusive spa treatments that integrate fragrance and beauty, underscoring consumers’ rising desire for immersive, sensory experiences. Makeup-care The lines between skincare and makeup are blurring in China, with products like skincare-infused foundations gaining popularity. Consumers are increasingly looking for makeup that not only enhances their appearance, but also nurtures their skin. This shift is reflected in the growth of searches for terms like “healthy glow” and “blood circulation beauty” on platforms like Xiaohongshu. Brands such as Carslan and Florasis are leading the charge with multitasking products that deliver both cosmetic and skincare benefits.

How China changed beauty in 2024

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Published December 24, 2024

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How China changed beauty in 2024