Transforming skincare: The rise of light medical beauty in China

This article will soon be exclusive to Jing Daily Pro* subscribers, with a membership that accesses our most focused, insightful coverage yet. Pre-register for a free trial, coming this summer. - The term “light medical beauty” (轻医美), coined by private medical beauty institutions in China, refers to non-invasive or minimally invasive treatments. These procedures include advanced products and instruments aimed at tackling anti-aging and specific skin issues. Key treatments in this category are photoelectric treatments, injections, and other fine-tuning methods. By 2030, China’s light medical beauty market is projected to reach $57 billion (415.7 billion RMB), nearly twice the size of the surgical medical aesthetics market. The early 2000s saw a chaotic phase for light medical beauty, marked by scant regulations, illegal clinics, and numerous medical accidents that tarnished the industry. However, government intervention through the National Health Commission and the National Medical Products Administration has resulted in comprehensive supervision, transforming the market into a safer one by 2022. Today, Chinese high-end consumers feel confident in undergoing light medical treatments, primarily in top-tier cities, often selecting practitioners based on word of mouth. “In Shanghai, I have a regular doctor who has his own clinic. I got his contact through a friend’s recommendation,” says Ray Liu, a 38-year-old resident of Shanghai and an avid user of light medical treatments. This trend is becoming a staple in the beauty routines of an increasing number of urban Chinese consumers, women and men, starting at a younger age. According to Tencent Marketing Insight, 65% of consumers trying light medical beauty are under 30. This shift is reshaping skincare expectations among consumers. The expansion of these treatments is challenging traditional skincare perceptions and practices. To delve into these shifts and their impact on skincare preferences, The Chinese Pulse conducted a qualitative study, issuing a report on "light" medical beauty users in China. The study surveyed local advanced consumers and experts, leveraging social media and existing data. Fast beauty efficacy The fast treatment process with minimal recovery time aligns well with the fast-paced lives of consumers in top-tier cities. Chinese consumers are becoming highly sophisticated and knowledgeable about skincare ingredients, formulations, and principles. They demand professional and effective results backed by scientific research and clinical data, prompting them to opt for light medical beauty treatments with mature technology for immediate anti-aging and skin improvements. "I rely on 'light' medical aesthetics to achieve functional effects, such as whitening and refining my skin. The results are more obvious and long-lasting," says Yang Ying, a 30-year-old regular user of these cosmetic procedures from Beijing. Another trend reflecting Chinese youth's demand for fast beauty efficacy is the use of beauty tech devices at home. Last year, during the 618 shopping festival, Seayeo’s LED facial beauty light sold out within 20 seconds, driving a record $13.9 million in sales. From standardized to natural beauty The rising popularity of light medical beauty is also linked to the evolving aesthetics of Chinese consumers, who now favor a healthy, natural look that reflects individuality. The pursuit of celebrity-like features through plastic surgery, such as thin chins and exaggerated European double eyelids, is becoming outdated. “In the past, everyone would blindly follow some celebrities. We often heard: I want my eyes to look like Fan Bingbing’s, or my face to look like Angelababy’s,” says Zoe Xue, a beauty salon founder in her 30s living in Beijing. Today, consumers recognize the uniqueness of their skin and facial features, opting for light medical procedures to maintain their natural look. “For people like us who have studied and lived abroad, we pursue a high-end, natural look that aligns with our age,” says Ning Zheng, a 33-year-old from Shanghai. Dermocosmetics in skincare routines The rise of light medical beauty is significantly impacting skincare needs. In the past decade, Chinese beauty consumers focused on anti-aging and whitening, but now ‘repair’ has become the second-largest demand, closely tied to the new integrated beauty routine. To better repair the skin post-procedures, Chinese consumers prefer safe, clinically verified dermocosmetics with a medical background and doctor endorsements. “I have special care after treatments. The doctor and consultant nurse advised me to moisturize with medical dressings post-photoelectric treatment. I also use brands with a derma background, such as La Roche-Posay,” says Ning Zheng. And consumers are willing to pay high prices as the effects are good. For instance, Helena Rubinstein’s Replasty Age Recovery Night Cream, priced at $389, is seen as a skin recovery accelerator. Many users on Xiaohongshu recommend it for post light medical treatments. Although Chinese dermatology skincare brands emerged later, brands like Winona and Comfy are now also highly competitive, especially in the sensitive skin realm. As light medical beauty continues to grow, skincare brands must closely monitor and adapt to the trend if they are to keep up. The Chinese Pulse is a creative marketing consulting agency based in Paris, dedicated to decipher trends on the Chinese contemporary market and accompany brands in the fashion, beauty, luxury and lifestyle industries.

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The rise of light medical beauty in China