Skincare you can wear: China’s sunwear boom

For the latest on skincare, cosmetics, fragrances, wellness, emerging Chinese and APAC beauty brands, industry moves, and more subscribe to our weekly Jing Beauty Newsletter. A jacket with a wide-brim hood and built-in face shield. Leggings infused with hyaluronic acid to hydrate while shielding skin from the sun. Face masks with chin-to-temple coverage. Ice-cooling gloves designed to drop skin temperature. In China, UV protection apparel isn’t just functional — it’s fashionable, dermatological, and high-tech. Once a niche category for hikers or extreme sports enthusiasts, China’s sunwear market has exploded into a $13 billion category blending climate adaptation, anti-aging culture, and the outdoor lifestyle wave. While other apparel segments slow, the sunwear sector is projected to reach nearly 95.8 billion RMB ($13.5 billion) by 2026 expanding at a CAGR of 9%, according to iResearch. Local brands like Beneunder and Mosion have led the charge, creating full-body “sun armor” optimized for city dwellers and social media. Global names are racing to catch up. This year, Uniqlo has launched a China-specific UV. Meanwhile, brands like The North Face are adapting messaging to meet the demands of a skincare-obsessed market. The rise of physical sun protection The term “physical sun protection” (#物理防晒) has become a cultural phenomenon on Chinese social media, with hundreds of thousands of posts demonstrating how to integrate UV jackets with everyday outfits—from casual dresses to professional officewear. For young Chinese women, sunwear items like UV jackets, gloves, and face masks have transitioned from seasonal accessories to year-round essentials. That popularity is driven as much by appearance anxiety as it is by climate. In China, where “white equals beauty” (白即是美) remains a strong cultural belief, sun exposure is often framed not as natural, but damaging. And in an age when skincare routines have grown more technical, sunwear is positioned as the ultimate anti-aging tool. On Douyin, influencers test UPF levels using UV flashlights. On Xiaohongshu, beauty KOLs treat jackets like serums — essential, daily, and ritualistic. “In China, UV jackets aren’t outerwear. They’re skincare,” says Shixin Chen, Director of Beauty at marketing agency Beeku Communication in Beijing. “It’s a lifestyle accessory that signals you care about your health, your appearance, and the latest trends.” Technical innovation driving market growth That attitude is influencing how brands design. Today’s sunwear in China includes UPF100+ fabrics, cooling and moisture-wicking layers, and even beauty-enhancing elements — like leggings that hydrate, or wrinkle-resistant materials that hold their shape through long, hot days. Aesthetics are non-negotiable. Over 80% of UV apparel buyers are women, according to an iResearch report, and they’re looking for more than protection. They want flattering silhouettes, lightweight function, and social media-friendly colors. In Q1 2025 alone, searches for #UVProtection rose 124%, while #BodyTrimming and #Breathable jumped 58% and 64%, respectively. Design-led labels like Moution (茉寻) are tapping into this demand. Its recent collaboration with UK fashion house Roksanda, shown at 2024 Shanghai Fashion Week, turned UV jackets into high fashion statements, not just protective gear. Expanding beyond womenswear What began as a women-led trend is now expanding into a full lifestyle category. Brands are no longer treating UV apparel as a niche, but as a daily essential with broad, cross-demographic appeal. Beneunder, SinSin, and Mosion remain the dominant voices among China’s homegrown specialized brands, popularizing the category through social media campaigns and visual “proof tests” with UV flashlights. But now, established domestic apparel giants are also stepping in. Bosideng, long known for winter puffers, staged a UV fashion show in 2024 to mark its debut in the category. Sportswear leaders like Anta and Li-Ning, along with outdoor brands like Camel, are targeting summer wardrobes with a similar approach. Global brands adapting to local demands International labels are adapting quickly. In March this year, Uniqlo released a cropped, slim-fit UV jacket designed specifically for Chinese consumers — complete with UPF50+ protection and fashion-forward tailoring. Since last year, The North Face has also rolled out its #ExploreWithoutFearOfSun (#探索不怕晒) campaign on Weibo and Xiaohongshu, highlighting how influencers style sunwear in both urban and outdoor contexts. The demographic base for sunwear is also widening. “Even two years ago, we still thought this was a women’s category,” says Beeku Communication’s Chen. “But now, it’s moving into menswear and kidswear. The potential is still big if brands are willing to develop market niches.” Celebrity endorsements fueling mainstream adoption Xiaomi’s CEO Lei Jun gave the category a public endorsement in 2024 when he posted a TikTok video asking fans to help him choose a UV jacket ahead of the Paris Olympics. His final pick? A Xiaomi-branded UV jacket, worn in front of the company’s Paris flagship store. Other brands are investing in male visibility, too. In February this year, China’s homegrown sunwear brand VVC named pop star Cheng Yi as brand ambassador to front its unisex sun accessories. These pieces, including neutral-toned UV visors and sun jackets with a looser silhouette, aim to normalize sunwear in men’s wardrobes. Meanwhile, children’s sunwear is fast becoming the next frontier. Homegrown kidswear brand Moontiger’s UV “skin jacket” designed for urban kids dealing with heatwaves and high UV indexes, is trending across Chinese parenting circles and lifestyle platforms. Much like leggings came to define the rise of athleisure, sunwear is now defining a new era of functional wear for China’s skincare-obsessed consumer generation. The market is no longer asking if sunwear will last. The next question is which brands will treat it not just as protection, but as the next pillar of fashion.

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Skincare you can wear: China’s sunwear boom