China beauty industry 2025: Medical aesthetics, AI technology, spiritual wellness

China’s beauty industry is poised for a transformative year as brands adapt to changing consumer preferences and technological advancements. With data-driven personalization, wellness-inspired routines, and an increasing focus on Tier 3 to Tier 5 cities, the country’s beauty sector is evolving at an unprecedented pace. This evolution is supported by robust numbers. In 2023, L’Oréal’s Dermatological Beauty division achieved 28.4% YoY sales growth in China, in part thanks to the rising prioritization of skin health among consumers. “Nearly half of Chinese respondents believe their skin is unhealthy,” says Yali Jiang, Associate Director, Beauty and Personal Care at Mintel China. “Over 60% report having experienced a damaged skin barrier, driving demand for products with scientifically proven efficacy.” These trends underscore the broader shifts shaping China’s beauty market, where technology, spirituality and regional diversity are creating new growth opportunities. Light medical aesthetic aftercare China’s light medical aesthetics (轻医美) and aftercare skincare segment is expanding rapidly, fueled by the rising popularity of minimally invasive cosmetic procedures. According to Deloitte, by 2030, China’s light medical beauty market is projected to reach $57 billion (415.7 billion RMB). This trend has fed demand for specialized aftercare skincare products that claim to accelerate recovery and enhance results. C-beauty brands like Winona and Biohyalux are innovating with barrier-repair creams and hydrating masks tailored for post-treatment care. Helena Rubinstein’s Replasty Age Recovery Night Cream is also a popular skincare choice for light medical aesthetics aftercare. “More specific consumption scenarios will be considered for product launches, e.g. skincare tailored to pre-, during, and post-medical aesthetics, will foster innovation in targeted treatments and boost demand for clinical skincare brands,” says Jiang. This surge reflects a broader consumer shift towards integrated beauty solutions that merge medical precision with skincare expertise. Spiritual wellness In Tier 1 and Tier 2 cities, spiritual wellness practices are shaping consumer attitudes toward beauty. This trend extends beyond traditional rituals — such as walking meditation, often practiced in nature, combining mindfulness with movement to deepen one’s sense of inner peace and harmony with the environment — embracing a modern ethos of balance and mindfulness. For example, fragrance brand LiTTiL draws on Buddhist flower-arranging practices for its diffuser designs, which feature artificial leaves that consumers can trim to suit their preferences. “This is what we call ‘anti-wellness,’” says Christine Chua, APAC beauty strategist at trend forecasting agency WGSN. “It’s about adapting traditional practices to fit Gen Z’s imperfect, fast-paced lifestyles.” Products that combine wellness and practicality are thriving. Boitown’s “blessed” perfumes and Documents’ conch-shaped diffusers have found favor with Gen Z consumers, who are drawn to auspicious symbols and modern interpretations of spirituality. However, brands must tread carefully to avoid crossing regulatory lines, particularly in their use of religious imagery. Chua mentions the controversy sparked by Heytea using the images of Buddhist deities on its cups. Science-backed skincare Growing demand for efficacy and transparency is also influencing the market. A Xiaohongshu report reveals that 60% of beauty buyers prioritize technologically advanced formulations, pushing brands to emphasize their products’ scientific backing and measurable results. “Consumers want to see evidence of efficacy, whether through clinical trials, ingredient transparency, or AI diagnostics,” says Mintel China’s Jiang. “This has given rise to brands like Key In, which develops formulations designed to mimic the dermis structure for optimal performance.” AI-powered tools are further elevating consumer expectations. Skincare and makeup brand Yunifang uses AI to analyze micro-expressions for fragrance preferences, while acne-focused skincare brand Beforteen customizes acne treatments using algorithmic insights. These innovations are setting a high bar for hyper-personalized offerings in the market. Minimalism and multi-use products As overconsumption loses its allure, minimalism is becoming a defining feature of beauty routines. In Tier 1 cities, consumers are focusing on skin health as the foundation of their beauty regimens, with “no make-up makeup” looks gaining traction. “This trend aligns with spiritual principles of balance and letting go of material excess,” says Chua. “It’s also about reclaiming time and money by using fewer, high quality products.” Multi-use items like lip-and-check sticks and dual purpose hair perfumes are catering to this shift. Meanwhile, categories like bodycare and haircare, previously overlooked, are experiencing renewed interest as part of a holistic approach to wellness. Emerging cities While Tier 1 and Tier 2 cities remain important, the future of China’s beauty market lies in its mid-to-lower-tier cities, home to an estimated 80 million new middle-class consumers. These regions continue to drive high growth during events like Singles’ Day, as noted by Shiseido’s recent market analysis. “Brands often overlook these consumers, assuming they are a delayed version of Tier 1 shoppers,” says WGSN’s Chua. “In reality they are forming distinct trends and preferences, which require tailored strategies.” Offline activations and interpersonal connections are particularly effective in these markets. Herbal skincare Herborist, for instance, has introduced membership programs that offer exclusive spa experiences and early product access, creating loyalty among price-sensitive consumers. ‘Dazi’ culture and AI companions One of the most fascinating phenomena shaping consumer behaviour in 2025 is the rise of “dazi” (搭子) culture. Originally referring to gaming companions, the term has evolved to describe activity-based friendships that require minimal emotional investment. This has resonated deeply in China’s fast-paced urban environments where consumers seek shared experiences without the complexities of traditional relationships. “Dazi is filling the gap between close friends and strangers,” says Lin Lin, CEO of the China International Beauty Expo. “On Chinese social platforms, mentions of this term have surged, reflecting its relevance to modern lifestyles.” Complementing this trend is the booming popularity of AI companions, with platforms like Doubao and Xinye amassing over 15 million downloads. These virtual entities go beyond simple text interactions, offering emotional connections through user-customized characters. For the beauty industry, this opens doors for brands to integrate AI into their marketing strategies, creating interactive experiences that resonate with younger, tech-savvy audiences. Preparing for the road ahead As the Chinese beauty market diversifies, brands must adopt a multi-faceted approach to thrive. For Jiang, scientific communication is key. “Brands need to simplify their messaging while providing robust, evidence-based claims to build trust with consumers,” she says. China International Beauty Expo’s Lin Lin emphasizes the importance of revisiting past strategies. “There is room for every category in the beauty industry to be reinvented, and for every existing audience to be reconnected with a new perspective,” she says. “Reinvention will be critical in 2025.” From AI-driven personalization to spiritually inspired wellness, China’s beauty industry is brimming with opportunities for brands willing to adapt to its dynamic and complex landscape.

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