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China Colour Cosmetics Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Colour Cosmetics market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report includes colour cosmetics products for eyes, face, lips, and nails for women. The products include cushion BB/CC cream, foundation, highlighter, concealer, blusher, mascara, eye liner, eye shadow, eyebrow definer, lipstick, lip gloss and nail polish.

What you need to know

The China colour cosmetics market is estimated to draw near to RMB40 billion by the end of 2019, with a projected CAGR 11.1% over the next five years. Both imported premium and domestic mass brands are thriving and have enhanced their reach both online and offline, increasing market competition. Educated by KOLs and product reviews, consumers are becoming savvier, and questioning the value of products that fall within their budgets.

Expert analysis from a specialist in the field

Written by Anne Yin, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

When targeting a face base make-up product at women aged 30 or above, the feature ‘have benefits on skin appearance’ is listed as the most important feature to have. In 2018, claims such as ‘anti-aging’ and ‘reduce fine lines’ appeared in more new launches in China but still significantly less often than in South Korea or the UK, even though 30-39s have seen significant growth in adopting make-up wearing habits in the last two years. Anne Yin
Beauty and Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
          • Subgroup definitions (by Monthly Personal Income)
          • Executive Summary

              • The market
                • Colour cosmetics leads growth of BPC market
                  • Figure 1: Best- and Worst-case forecast of total value sales of colour cosmetics market, China, 2014-24
                • Lip segment still leads growth while eye segment is catching up
                  • Figure 2: Sales value and annual value growth rate of colour cosmetics market, by segment, China, 2017-18
                • Companies and brands
                  • Figure 3: Leading manufacturers’ share of value sales of colour cosmetics market, China, 2017-18
                • The consumer
                  • Make-up users seen across age groups and city tiers
                    • Figure 4: Rate of make-up application – Yes, by age, February 2019
                  • Cushion BB/CC creams and foundation are selected together by most users
                    • Figure 5: Colour cosmetics used in the last six months, February 2019
                  • Pinching most of their pennies on eye shadow
                    • Figure 6: Price ranges, by product, February 2019
                  • Prudent, product review driven consumers
                    • Figure 7: Consideration factors for purchasing colour cosmetics, February 2019
                  • Skin appearance benefits rank third among face base make-up features
                    • Figure 8: Important product features of face base make-up, February 2019
                  • Women using multiple dedicated products to build a flawless nude look
                    • Figure 9: Look preference, 2017 vs 2019
                  • What we think
                  • Issues and Insights

                    • Invisible price competition in lipsticks
                      • The facts
                        • The implications
                            • Figure 10: Red Earth lipstick matches & Bobbi Brown mini lipstick collection, US and China, 2018
                            • Figure 11: Carslan x Pantone Lipstick colour - living coral, China, 2019
                            • Figure 12: Products with empowering claim, US, 2018-19
                          • Building the new nude look
                            • The facts
                              • The implications
                                  • Figure 13: Examples of obvious skin caring add-ins to face base make-up, China, Japan, and South Koreas, 2018-19
                                  • Figure 14: Giorgio Armani new launches in blush, highlighter, contour with natural claim, China, 2019
                                  • Figure 15: Dior healthy glow blush, China, 2019
                                • Enhance the adoption of eye shadow palette
                                  • The facts
                                    • The implications
                                        • Figure 16: YES!IC Poster on Tmall, China, 2019
                                    • The Market – What You Need to Know

                                      • Near RMB40 billion market value of China colour cosmetics
                                        • KOLs and online/offline hybridised channels support the growth
                                          • Lip segment still leads the market but eye segment is catching up
                                          • Market Size and Forecast

                                            • Sustained strong growth
                                              • Figure 17: Total value sales of the colour cosmetics market and overall BPC, China, 2016-19 (est)
                                              • Figure 18: Best- and worst-case forecast of total value sales of colour cosmetics market, China, 2014-24
                                          • Market Drivers

                                            • Online channels offer wide reach for brands
                                              • Seamless online purchase experience helps brands thrive
                                                • KOLs shorten review-oriented consumers’ purchase cycle
                                                  • Figure 19: Watsons x Li Jiaqi OMG list online and offline, China, April 2019
                                                • Budget brands support volume growth
                                                  • Offline engagement still crucial
                                                    • Figure 20: Xiaohongshu experiential store in Shanghai, China
                                                    • Figure 21: Layouts of YES!IC and Perfect Diary offline stores, China, 2018-19
                                                • Market Segmentation

                                                  • Largest face segment grows steady
                                                    • Figure 22: Sales value and annual value growth rate of colour cosmetics market, by segment, China, 2017-18
                                                  • Fast growing lip segment
                                                    • Eye segment is booming
                                                      • Iconic brands lead premiumisation in nail segment
                                                        • Figure 23: Nail polish products, Larme de siréne and Little Ondine, China
                                                    • Key Players – What You Need to Know

                                                      • Premium and domestic brands both thriving
                                                        • A year of brand crossovers
                                                          • Caring benefits have potential across categories
                                                          • Market Share

                                                            • Premium brands support international giants’ growth
                                                              • Figure 24: Leading manufacturers’ share of value sales of colour cosmetics market, China, 2017-18
                                                              • Figure 25: Examples of popular products from L'Oréal, China, 2018
                                                              • Figure 26: Examples of popular products from LVMH, China, 2018
                                                            • Emerging domestic brands smothering imported mass brands
                                                              • Marie Dalgar – brings calming and comforting sensations to make up process
                                                                • Figure 27: YES!IC product design focusing on ‘comforting’, China, 2018
                                                              • CHIOTURE – price challenger for premium lipsticks
                                                                • Online sales boost more domestic online brands
                                                                  • Figure 28: Top 10 brands by online* values sales of colour cosmetics – face, China, 2018
                                                                  • Figure 29: Top 10 brands by online* values sales of colour cosmetics – lip, China, 2018
                                                                  • Figure 30: Top 10 brands by online* values sales of colour cosmetics – eye/eyebrow, China, 2018
                                                              • Competitive Strategies

                                                                • Impressive brand crossovers to stay top of mind
                                                                  • Figure 31: Marie Dalgar x Heineken, China, 2019
                                                                  • Figure 32: M.A.C x Wangzherongyao lipsticks, China, 2019
                                                                • Cultural collaborations
                                                                  • Figure 33: Examples of cultural crossovers, China. 2018
                                                                  • Figure 34: HENODE Glamour 90’s eye shadow palette, China, 2018
                                                                • Enhancing offline services to boost professionalism
                                                                  • Figure 35: M.A.C Make-up Services, 2019
                                                              • Who’s Innovating?

                                                                • Foundations grasp growing share against rising lip and eye colours
                                                                  • Figure 36: New launches of colour cosmetics, by sub-category, China, 2017-18
                                                                • New patterns of lipsticks to fight against colour homogenisation
                                                                  • Figure 37: New launches of lip colour, by launch types, China, 2016-18
                                                                  • Figure 38: Change in patterns and glitters to differentiate, China and US, 2018-19
                                                                • Lip colour with protection
                                                                  • Figure 39: Examples of lip colours with protection elements, France, Japan, and US, 2019
                                                                • Lip colour with premium lip caring features
                                                                  • Figure 40: Examples of lip colours with lip caring claims, China and Brazil, 2019
                                                                • Playful new formats of eye colours with eyelid caring benefits
                                                                  • Figure 41: Gel and jelly format eye-colour products, China and US, 2018-19
                                                                  • Figure 42: Innovations in helping a fuss free application, South Korea and US, 2018-19
                                                                  • Figure 43: Mascara designed for multiple tasks, UK and South Korea, 2018-19
                                                                • More skincare benefits in face make-up
                                                                  • Figure 44: Examples of face make-up with skin caring benefits, South Korea, US, and UK, 2018
                                                                • Playfulness and aromatherapy claims to bring more emotional values
                                                                  • Figure 45: Guerlain Glow powder with fragrance featuring, China, 2019
                                                                • New application sensation – Feels invisible
                                                                  • Figure 46: Shiseido ‘visible feels invisible’ series, China, 2019
                                                              • The Consumer – What You Need to Know

                                                                • Demolishing adoption gap between age groups and city tiers
                                                                  • Similar product usage picture but cushions face bottleneck
                                                                    • Foundations hold the golden ticket to premiumisation
                                                                      • Product review-oriented consumers view trends rationally
                                                                        • Performance and caring features both expected for base make-up
                                                                          • Consumers tend to have a wide inventory coverage
                                                                          • Use of Make-up

                                                                            • Fast rising adoption among 30-somethings
                                                                              • Figure 47: Rate of make-up application, by age, 2017 vs 2019
                                                                            • 20-24 year olds seek occasions
                                                                              • Figure 48: Make-up habits, by age, February 2019
                                                                              • Figure 49: Example of promotions encouraging more applicable occasions, China, 2019
                                                                              • Figure 50: VENUS MARBLE new eye shadow palettes splitting occasions into two palettes, China, 2019
                                                                            • Helping 20-24s master techniques
                                                                              • Figure 51: Confidence with make-up skills, by age, February 2019
                                                                            • Tier two or lower cities are catching up
                                                                              • Figure 52: Rate of make-up application, by city tier, 2017 vs 2019
                                                                          • Product Usage

                                                                            • Most popular products are in line with expectations
                                                                              • Figure 53: Colour cosmetics used in the last six months, February 2019
                                                                            • The gap between lipstick and lip gloss is similar to last year
                                                                              • Figure 54: Giorgio Armani offers different formats for lip colour #400, China, 2019
                                                                              • Figure 55: Lipstick and lip gloss used in the last six months, by age, 2018 vs 2019
                                                                            • Eye shadow palette remains appealing to 29% of respondents
                                                                              • Figure 56: Eye shadow palette used in the last six months, by selected demographics, February 2019
                                                                            • Cushion BB/CC cream experience bottleneck as early 20s switch
                                                                              • Figure 57: Face colour cosmetics used in the last six months, by age, China, February 2019
                                                                              • Figure 58: Examples of fix spray with illuminating factor, US and China, 2018
                                                                            • 20-24 year olds in lower tier cities show enthusiasm for make-up
                                                                              • Figure 59: Number of colour cosmetics used in the last six months, by age and city tier, February 2019
                                                                          • Price Range

                                                                            • Most consumers spend less than RMB300 per item
                                                                              • Figure 60: Price ranges, by product, February 2019
                                                                            • Lipsticks RMB100-300 essential across income levels and ages
                                                                              • Figure 61: Price ranges of lipsticks, by monthly personal income, February 2019
                                                                              • Figure 62: Price ranges of lipsticks, by age, February 2019
                                                                            • Colour-led eye colour palettes for quick fashion items
                                                                              • Figure 63: Price ranges of eye shadow palette, by age, February 2019
                                                                              • Figure 64: SHU UEMURA limited edition eye shadow palette with fashion runway association, China, 2019
                                                                            • Foundations have more room for premiumisation than cushions
                                                                              • Figure 65: Price ranges of foundation and cushion BB/CC cream, by monthly personal income, February 2019
                                                                              • Figure 66: Cushion and foundation products usage, by age, February 2019
                                                                          • Consideration Factors

                                                                            • Consumers trust product reviews
                                                                              • Figure 67: Consideration factors for purchasing colour cosmetics, February 2019
                                                                            • Products should enhance value to justify their prices
                                                                              • Low product loyalty and experimental
                                                                                • Prudent considerations drive purchase even for trendy make-up
                                                                                  • Figure 68: Consideration factors for purchasing lipstick, by age, February 2019
                                                                                  • Figure 69: Consideration factors for purchasing eye shadow palette, by age, February 2019
                                                                                • Cushions as an easy to use add-on to foundations
                                                                                  • Figure 70: Gap of consideration factor for purchasing cushion BB/CC cream and foundation (as benchmark), February 2019
                                                                              • Important Product Features of Face Base Make-up

                                                                                • Consumers desire superior functionalities and skin benefits
                                                                                  • Figure 71: Important product features of face base make-up, February 2019
                                                                                • Younger consumers expect professional products to cover up their problems
                                                                                  • Figure 72: TURF Analysis of important product features of face base make-up –, 20-29 yrs, February 2019
                                                                                  • Figure 73: Gap of important product features for face base make-up, between 20-24 yrs and total (as benchmark), between 25-29 yrs and total (as benchmark), China, February 2019
                                                                                  • Figure 74: Base make-up specifically targeting young consumers, China and Japan, 2018
                                                                                • Older groups want caring products to fix their problems
                                                                                  • Figure 75: TURF Analysis of important product features of face base make-up, 30-49 yrs, February 2019
                                                                                  • Figure 76: Guerlain L’Essentiel natural glow foundation, UK, 2019
                                                                                • Build an anti-pollution face base make-up
                                                                                  • Figure 77: Examples of anti-pollution face base products, US and South Korea, 2019
                                                                              • Make-up Attitudes and Habits

                                                                                • Make-up habits gap narrows between city tiers
                                                                                  • Figure 78: Make-up habits – ‘I wear make-up almost every day’, by city tier, February 2019
                                                                                • Occasional users also have full make-up drawers
                                                                                  • Figure 79: Colour cosmetics used in the last six months, by make-up habits, February 2019
                                                                                • Delicate look emerging among 20 year olds
                                                                                  • Figure 80: Look preference, 2017 vs 2019
                                                                                  • Figure 81: Look preference – ‘I prefer to have a delicate finish’, by age, 2019 vs 17
                                                                                  • Figure 82: Example of niche products with easy to use design, South Korea, US and China, 2018-19
                                                                                • Niche products also essential for nude look seekers
                                                                                  • Figure 83: Product usage, by look preference, February 2019
                                                                                • Half of consumers prefer dedicated products
                                                                                  • Figure 84: Product preference, February 2019
                                                                                  • Figure 85: Product preference – ‘I prefer using specific products for each make-up step when applying make-up, by selected demographics, February 2019
                                                                                • Make-up skills limit trend seekers
                                                                                  • Figure 86: Make-up style preference and skill confidence, February 2019
                                                                                  • Figure 87: Make-up style preference, by skill confidence, February 2019
                                                                                • Make daily-application colours trendy
                                                                                  • Figure 88: Attitude towards trends, February 2019
                                                                                  • Figure 89: Example of scheming glitters sparks in low key eye make-up looks, China, 2019
                                                                              • Meet the Mintropolitans

                                                                                • Mintropolitans shows less interest in cushions
                                                                                  • Figure 90: Colour cosmetics used in the last six months, by consumer classification, February 2019
                                                                                • Mintropolitans show greatest interest in skin caring bases
                                                                                  • Figure 91: Important product features of face base make-up, by consumer classification, February 2019
                                                                                • Mintropolitans also enjoy value-for-money eye shadow palettes
                                                                                  • Figure 92: Price ranges of products – spend more than RMB200 per item, by consumer classification, February 2019
                                                                                • Contradiction between trendy products and daily application
                                                                                  • Figure 93: Make-up style preference and skill confidence, by consumer classification, February 2019
                                                                              • Appendix – Market Size and Forecast

                                                                                  • Figure 94: Market value of colour cosmetics, China, 2014-2024
                                                                              • Appendix – Market Segmentation

                                                                                  • Figure 95: Value sales of colour cosmetics market, by segment, China, 2014-18
                                                                                  • Figure 96: Value share of colour cosmetics market, by segment, China, 2014-18
                                                                                  • Figure 97: Annual value growth rate of colour cosmetics market, by segment, China, 2014-18
                                                                              • Appendix – Methodology and Abbreviations

                                                                                • Methodology
                                                                                  • Fan chart forecast
                                                                                    • Abbreviations