Outdoor beauty in China: High stakes, high rewards

Few industries in China are powering ahead as forcefully as outdoor sports. And beauty is riding the wave. The country’s outdoor market surged 23% YoY in 2024, hitting 150.4 billion RMB ($21.2 billion), according to the Outdoor Market Report from the China Sporting Goods Federation. Once considered a niche pastime, hiking, cycling, diving, and trail running are now cultural touchstones for Gen Z and millennials seeking escape from crowded cities. That shift is impacting beauty consumption. Sunscreen and makeup designed for outdoor use already account for 70% and 60% of category sales, respectively, across Tmall, JD, and Douyin. Products promising “high SPF, full-spectrum, waterproof, sweat-proof” functionality have become baseline expectations. Sport-proof makeup sales have jumped 40-fold in 2025, and major players from L’Oréal to Proya are competing fiercely during mandatory military training season for high school and university students, usually September, a lucrative moment to capture participants as loyal users. “The outdoor and sports beauty segment can sustain growth if it connects emotionally to consumers’ passion for the outdoors,” says Zoey Zhong, cultural and marketing consultant at Cherry Blossoms Intercultural Branding agency. “Outdoor activities give this generation a greater sense of control over both body and soul. Running or climbing in nature helps them feel the rhythms of their own existence. Physical freedom triggers spiritual awakening, leaving stress and worries behind.” Outdoor activities: Health and self expression are new luxuries The rise of outdoor culture comes as luxury softens and sports surge, reshaping what Chinese consumers consider “worth spending on.” The contrast is striking: after years of luxury dominance, young consumers now see sports and nature as vehicles for health, self-expression, and emotional balance. “The chaos, noise, and overstimulation of Chinese cities have made escape to the countryside, or mountains a permanent consumer need,” says Allie Rooke, CEO of Cruelty-Free Beauty Asia, which advises indie brands on entering Asian markets. “This isn’t a post-Covid blip; it’s a permanent mindset shift toward health and wellness.” That shift aligns with Beijing’s Healthy China initiative, which promotes active lifestyles nationwide. It also reflects broader generational changes in values, moving from the external markers of status to inner wellbeing and authentic experiences. “The halo effect of the sports industry is huge: from apparel to nutrition to beauty, and we’re still at the early stages of growth,” says Zarina Kanji, managing director UK and Europe at WPIC Marketing + Technologies. “Sports like frisbee, cycling, Hyrox training, and even skateboarding, fueled by the Olympics, are opening up more activities for consumers to explore. Beauty brands are just beginning to tap into that.” Sport-proof beauty’s high bars Chinese consumers have become uncompromising when it comes to product claims. For sport-proof beauty, the bar is higher than ever. “High-level sun protection, waterproof, sweat-proof, long-lasting formulas are the core demand,” says Zhong. “But now reviews are highly segmented: ‘test of setting spray for marathon,’ or ‘test of waterproof makeup for diving.’ These scenario-based reviews get more engagement than regular beauty tutorials.” Kanji echoes this point: “Performance is a fundamental requirement for ‘skin-tellectual’ Chinese consumers. They expect proven claims, high SPF, broad spectrum protection, waterproof and sweat-proof formulas and they check the levels of actives to make sure the product delivers. They want efficacy and skin health together.” Indeed, data shared by WPIC shows that online retail sales of facial sports makeup grew more than 60% year-on-year, compared with a 1.7% average for the overall beauty category. Rooke points to the variety of consumer expectations: “Some want extreme sweat and friction resistance for cycling, or saltwater resilience for diving. Others prefer multipurpose products like BB or CC creams with high SPF. And a smaller but growing group wants eco-friendly products, especially for diving or nature-oriented sports.” Tech breakthroughs and problem-solving as differentiators The next breakthroughs in outdoor-ready beauty will be technological. Zhong highlights “sunscreens that incorporate skincare benefits, or products that combine sun protection with nourishing ingredients,” citing Winona’s sunscreen for sensitive skin and Aesop’s herbal-infused lotion as examples. Kanji sees “formulations that solve specific problems” as the future, whether that’s chlorine protection for swimmers, cold-weather resilience for skiers, or non-irritant, clean foundations for content-driven Gen Z users. Rooke points to the importance of hair and scalp care innovations. “UV protection sprays, leave-in conditioners to prevent color fading, and post-workout dry shampoos will all be important,” she says. “Body sunscreen and post-sun repair lotions are also poised for growth.” Domestic vs global players The competitive dynamics are also shifting. Domestic brands are finding an edge by combining performance with cultural resonance. “Judydoll launched high-performance sports makeup with campaigns celebrating beauty with vitality,” says Zhong. “They addressed doubts about whether wearing makeup while exercising makes sense, and delivered the message that beauty in sports is about freedom of self-expression.” Mao Geping went further, partnering with the national artistic swimming team under the slogan “highlight even as you hit the water.” Zhong says that this tapped into patriotism and showcased the strength and beauty of Chinese athletes. International brands, by contrast, emphasize their heritage in outdoor performance. Kiehl’s staged a campaign in Mohe, China’s northernmost city, highlighting its Ultra Facial Cream as “helping the brave enjoy winter first.” Estée Lauder hosted a 24-hour DW Nude Tennis Court to showcase its foundation staying power (though the campaign drew criticism for its lack of authentic sports connection). “Chinese brands are faster to test, innovate, and iterate,” says Kanji. “Judydoll even created a sub-brand with five claims: waterproof, sweat-proof, sun-proof, abrasion-proof, and heat-proof. They also excel at engaging through social commerce. Global brands are catching up, but are less agile.” “International brands are perceived as stronger in R&D, but local brands are better at honing in on consumer insights,” Rooke says. “Their packaging and imagery are more approachable, making consumers feel closer to the brand.” Outdoor extends beyond sunscreen and makeup The outdoor boom is expanding beyond traditional categories. After-sun sprays surged 26-fold in 2025, while deodorants, post-workout shower products, and “sport-proof” hair styling items are also on the rise. “Body care is the obvious next step,” says Kanji. “Anti-chafe balms, odor-control shower products, and after-sun creams will serve as functional solutions to sport-related problems.” Rooke underscores the head-to-toe potential. “Consumers need UV protection for hair, sweat-proof styling products, lightweight body sunscreens, and water-resistant cleansers to remove heavy sunscreen after exercise,” she says. “These areas are still underserved.” From seasonal trends to year-round engine Crucially, outdoor beauty is no longer seasonal. Xiaohongshu data shows “48-hour outdoor weekends” are becoming a default lifestyle for urban youth, with social media posts tagged “outdoor weekend” surpassing 1 million in H1 2025. “Women are breaking the stereotype that you shouldn’t wear makeup while doing sports,” says Zhong. “For them, sports mean freedom — and beauty in sports is part of that freedom.” For instance Chinese hurdler Wu Yanni is known as much for her bold tattoos, makeup, and distinctive style as for her speed on the track. Cultural resonance is extending demand beyond sunscreen and makeup into all aspects of personal care. The opportunity is vast, but will demand sharper product development and storytelling. Brands need sophisticated demand insight capabilities and rapid R&D to achieve product breakthroughs. “We are still at the early stages of growth,” Kanji says. “As Gen Alpha comes of age, the sports and beauty connection will only expand.”

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Outdoor beauty in China: High stakes, high rewards