Whitening for sensitive skin: China beauty trend 2025

For the latest on skincare, cosmetics, fragrances, wellness, emerging Chinese and APAC beauty brands, subscribe to our weekly Jing Beauty Newsletter. Long a cornerstone of China’s beauty industry, whitening skincare continues to evolve alongside shifting consumer expectations. While the desire for fair, radiant skin remains deeply rooted in local aesthetics, in a beauty industry that’s increasingly driven by personalization and efficacy, a powerful new category is emerging: whitening products formulated specifically for sensitive skin. Once considered incompatible goals, brightening and skin barrier protection are now being addressed together through next-generation active ingredients and advanced delivery systems. These formulations are designed not only to lighten the skin, but also to repair and protect — responding to growing demand from consumers navigating sensitivity-induced dullness, a challenge that traditional whitening products often ignore. According to industry media title FBeauty, China’s whitening skincare market is valued at 70 billion RMB ($9.6 billion), while the sensitive skin segment is at about 30 billion RMB ($4.1 billion). At the intersection of these two categories is a nascent but fast-rising track: sensitive skin whitening, currently valued at 3 billion RMB ($41 million). Though still niche, its potential lies in leveraging both segments’ scale — and addressing a clear gap in the market. Why is whitening for sensitive skin gaining momentum? Nearly 56% of Asian women report experiencing sensitivity skin issues, according to experts. This number is climbing, fueled by modern lifestyle stressors like sleep deprivation and increased exposure to environmental pollutants. Meanwhile, the growing popularity of high-concentration and potency skincare products and medical aesthetic procedures have further weakened skin barrier and increased skin susceptibility to pigmentation. Professor Yuan Chao, a member of the Chinese Medical Association’s Cosmetology Group, points out that more than 55% of adverse cosmetic reactions stem from whitening products, often manifesting as dermatitis and heightened sensitivity. Sensitive skin differs structurally from normal skin — it is thinner, more reactive, and more prone to inflammation-induced melanin production, making brightening efforts more complex. As a result, Chinese consumers are redefining their whitening goals. The emphasis has shifted from achieving a stark, porcelain complexion to cultivating a healthy, luminous glow. The new benchmark? Products that deliver visible results without compromising skin integrity. Three brands providing sensitive skin whitening solutions As this segment gains traction, several brands are standing out for their science-backed innovations and resonance with evolving consumer expectations. 1. OSM targets dullness at its inflammatory source Local skincare player OSM, known for its pearl-derived whitening technology, has reframed the conversation with its recent Sensitive Skin Whitening Report. The brand introduced a breakthrough perspective: sensitivity and skin dullness are deeply interconnected. According to OSM, inflammation in sensitive skin can trigger melanin production, leading to visible pigmentation. This process often starts with redness, then progresses into stubborn pigmentation. In response, OSM launched its second-generation Soothing Whitening Essence, featuring a dual-action mechanism centered on GM-CSF, a cytokine that connects inflammatory response with pigment synthesis. By targeting this pathway directly — rather than repairing the barrier first — the brand claims that the formula helps to reduce redness by 3.66 times, enhance whitening efficacy by 1.36 times, and boost barrier repair by 1.82 times compared to its predecessor. 2. Eucerin elevates the standard with dermatological whitening German dermocosmetic brand Eucerin has rolled out its Second Generation Spotless Brightening Pro Aesthetic Crystal Booster Serum, aiming to redefine whitening for sensitive skin through a clinical lens. At its Shanghai launch in Zhang Garden in February this year, the brand introduced the Anti-Pigment Whitepaper, emphasizing a pivot from cosmetic whitening to dermatological-grade solutions. Since launch, the serum has sold over 20,000 units on Tmall, while the hashtag “Sensitive skin whitening light essence” (#敏肌美白光引精华) has garnered over 21 million views on Xiaohongshu. Hero ingredients include Thiamidol 630, a patented molecule touted as one of the most potent, non-irritating spot-fading agents and B5+LicoA+Ectoin, a cocktail of barrier-strengthening and anti-inflammatory agents designed to prevent pigmentation triggered by sensitivity. 3. Simpcare introduces a China-developed whitening active Botanical-focused label Simpcare has launched a full whitening line centered on YangBaiYing (氧白因) — China’s first proprietary whitening ingredient formulated for sensitive skin. This compound targets tyrosinase, the enzyme responsible for melanin production, while reducing sensitivity triggers by 58%. The launch product, Whitening Reveal Essence, climbed into Tmall’s top three facial skincare sets within a week. Currently, Simpcare has introduced the YangBaiYing series, a complete whitening range for sensitive skin, including a cream, toner and emulsion set, serum, providing a comprehensive, targeted whitening regimen for sensitive skin. Implications for brands: Whitening 2.0 requires a dual approach The emergence of sensitive skin whitening marks a clear evolution in consumer priorities: efficacy is no longer enough. Modern consumers expect formulations that brighten and repair in tandem — demanding both results and reassurance. For brands, this means pivoting R&D toward biomimetic actives, gentle delivery systems, and clinically validated claims. The strategies employed by OSM, Eucerin, and Simpcare highlight the value of investing in skin tolerance as much as in whitening outcomes. To succeed in this space, brands must go beyond pigment reduction — delivering solutions that protect, soothe, and restore long-term skin health. The next phase of China’s whitening market will not be defined by who can lighten skin the fastest, but by who can do so safely, sustainably, and scientifically. The Chinese Pulse is a prospective and strategic consulting agency dedicated to accompanying brands on the Asian contemporary markets (China, S. Korea, Japan) in the beauty, lifestyle, fashion, luxury and hospitality industries.

Whitening for sensitive skin: China’s next beauty trend

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Whitening for sensitive skin: China’s next beauty trend