China beauty market trends H1 2025: 5 key shifts

A post-pandemic, knowledge-empowered consumer base is pushing the boundaries of what it means to be “beautiful” — and brands that fail to meet these heightened expectations risk being left behind. From minimalist routines to personalized solutions designed for specific moments, dubbed “scene-based beauty” by Mintel, the first two quarters of 2025 have ushered in the rise of pragmatic skincare. Meanwhile, behind the scenes, the building blocks for a more technological future are being laid, with delivery systems, medical aesthetics-inspired products, and longevity-led R&D gaining traction. “Chinese consumers value high-performance products backed by science, ingredients, and routine,” Fran Law, vice president of commercial and business development at Shiseido Travel Retail Asia Pacific, tells Jing Daily. “We see strong interest in what we call ‘enduring beauty’ — a long-term investment in skin resilience.” From entertainment-driven retail to hybrid skincare, here are the most important beauty trends defining H1 2025 – and what they signal for the rest of the year. Scene-based skincare: Lifestyle meets lab Of all emerging trends in 2025, scenario-driven skincare has shown the strongest potential. Whether it’s sunscreens for hiking trips, serums for post-laser care, or products tailored for on-the-go use, consumers are demanding relevance and functionality. “‘Scene-based beauty’ has the strongest potential to become a long term structural change,” says Yali Jiang, category director of beauty and personal care at Mintel China. “It is being driven by lasting changes in consumer lifestyles, the rise of medical aesthetics, and the demand for more personalized and convenient solutions.” Brands are responding with segmented lines tailored for niche scenarios. Peterson’s Lab and SkinCeuticals have rolled out targeted products for recovery after phototherapy and aesthetic procedures, while Ositree is designing kits for men, frequent travelers, and sensitive skin types. Innovations in textures, packaging and portability support consumer needs without sacrificing efficacy. What sets this trend apart is its alignment with broader post-Covid behavior. Outdoor activities, rising interest around skin sensitivity, and increased awareness of pollution have pushed consumers to reevaluate their routines through a situational lens. This trend’s scalability lies in its adaptability and relevance across consumer segments. Medical aesthetics: Skincare as pre- and post-treatment care The medicalization of skincare is accelerating. What once was a niche segment is now entering the mainstream, with medical aesthetics increasingly influencing skincare language, positioning, and development. According to Euromonitor data, from 2021 to 2024, China’s medical aesthetics market expanded at a compound annual growth rate of over 20%, making it the fastest-growing segment in the broader consumer sector. A research report by Citic Securities estimates that the market could surpass 1.3 trillion RMB ($180 billion) by 2030. “Interest in medical aesthetics continues to surge,” says Jiang. “Consumers are seeking specialized skincare products to use before, during, and after treatments, especially those that focus on skin barrier repair, hydration, and sun protection.” This shift is visible in both product innovation and content marketing. Biohyalux, for instance, developed its Elasticity Filler Single Use Essence to mirror the layered approach seen in professional aesthetic treatments. Meanwhile, brands are using medical aesthetics not just as inspiration, but as a core positioning strategy. Online, discussions around aesthetic procedures and related skincare regimens have surged on platforms like Xiaohongshu (also known as RedNote) and Douyin. The effect is twofold: it raises consumer expectations for efficacy and safety while pushing brands to back claims with scientific validation. Rise of skintellectuals: Delivery systems and ingredient transparency Today’s beauty shoppers — especially younger urban Chinese — are evolving beyond basic ingredient literacy. Increasingly they scrutinize not just what’s in a product, but how it works, focusing on stability, penetration, and delivery technology. “The integration of advanced delivery systems and penetration boosting technologies in skincare could become a breakout movement by year-end or into 2026,” Jiang says. “Chinese consumers — especially the so-called ‘skintellectuals’ — are becoming more sophisticated.” According to Mintel data, 41% of Chinese consumers say they pay attention to ingredient penetration, and 38% look into extraction methods. Despite the niche nature of this category (only 6% of facial skincare launches featured delivery claims, as of September 2024), the upward trend is steady. In a saturated market, scientific storytelling around encapsulation and biotech delivery can offer meaningful differentiation. However, effective communication remains a challenge. Brands able to translate science into digestible and demonstrable benefits may capture higher-value audience and lay claim to a premium market segment. Demographic shift: Lower-tier cities drive functional demand While much of the beauty market’s innovation targets Tier-1 and coastal consumers, lower-tier cities are proving increasingly receptive to new skincare concepts — particularly those that emphasize trust, functionality, and value. “Consumers in lower-tier cities are showing a positive attitude toward emerging skincare concepts such as skin barrier protection,” Jiang says. “They value authenticity, efficiency, and brand reputation.” Domestic brands have been quick to seize this opportunity, tailoring communication styles and investing in education. Improvements in packaging and product design have also helped elevate the perception. Rather than being treated as secondary markets, these regions now serve as vital growth engines — requiring long term strategic investment from both local and global players. Entertaining retail formats China’s beauty ecosystem has been moving from commerce to content, and now to entertainment as retail infrastructure. This evolution is particularly visible in the rising use of gamification, livestream, mini-dramas, and theatrical offline experiences. Platforms like Douyin are seeing the rise of shoppable serial dramas — short narrative arcs featuring embedded product placements that drive real-time conversion. Shiseido Travel Retail, which unveiled its 2025 “Beauty in Motion” trends earlier this year, points to this convergence of beauty and entertainment as a defining pillar. “We are bringing Shiseido science to life through immersive discovery, expert storytelling, and personalized services,” says Shiseido Travel Retail’s Law. “This new retail culture meets travelers’ needs, while also enhancing how beauty is experienced — not just consumed.” The evolution of retail, from airport experience centers to art-gallery inspired stores, also reflects the importance of sensorial and cultural engagement. ‘Makeup care’ goes mainstream The merging of skincare and makeup is no longer experimental. In 2025, “makeup care” has become a prominent force, especially in base products like foundation, cushion compacts, and lipsticks. According to MIntel, 91% of Chinese now check for active ingredients in makeup, while 76% believe in the efficacy of skincare infused formulations. These expectations are pushing brands to reformulate for function. Foundations now come with peptides and SPF, while lipsticks hydrate, soothe, and even double as skincare. While this trend has clear traction among Gen Z and premium shoppers, its continued rise will depend on how well brands communicate efficacy, avoid ingredient overload, and maintain aesthetic appeal. “Consumers want visible results, but they also want simplicity and convenience,” Jiang says. Superfood beauty and holistic health Beauty’s link to nutrition is deepening, with superfood-infused formulas gaining traction among China’s wellness-minded youth. While once confined to beverages and supplements, superfoods like kale, beetroot, and tremella are now appearing in facial masks, serums, and even lip balms. The superfood tag (#超级食物) on Xiaohongshu has surpassed 430 million views, underscoring growing interest in inside-out beauty. This reflects a broader shift toward functional, health focused branding that intersects with China’s cultural understanding of food-as-medicine. The momentum suggests that ingestibles, topical nutrition hybrids, and holistic lifestyle positioning will play a larger role in future product pipelines. Outlook for H2 2025 As the Chinese beauty industry heads into the second half of the year, clarity is emerging around which trends are transient and which are transformative. “Scene-based skincare” and precision science are no longer niche, they’re becoming the new normal. Consumers expect performance, and brands are being pushed to provide not just products, but proof. The winners in 2025 won’t be those with the loudest campaigns, or the biggest celebrity endorsements. Instead, they’ll be the ones who meet consumers where they are — in daily routines, medical clinics, emerging cities, and travel hubs — with products that are relevant, transparent, and rooted in science.

2025 beauty trends: From makeup care to medical aesthetics

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2025 beauty trends: From makeup care to medical aesthetics