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China Facial Skincare Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Facial Skincare 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

  • Facial cleanser
  • Facial toner/softener
  • Facial moisturiser/emulsion/lotion
  • Facial serum/essence/concentrate
  • Facial spray (eg mineral water)
  • Eye cream/essence
  • Facial oils (eg moisturising oil, facial message oil)
  • Facial mask (including sheet mask, rinse-off and sleeping mask)
  • Suncare products (excluding colour cosmetics with suncare function eg BB cream)
  • Deep exfoliator/scrub products
  • Special treatment products (eg anti-acne, anti-blackhead)

Included in market size

The market size covers any types of skincare products for women or unisex. The market size does not cover products that specifically target men or babies. Medicated products and suncare products are also excluded from market sizing. Market size comprises sales through all retail channels including direct to consumer. It does not cover sales in the C2C market (eg WeChat business or Taobao).

Expert analysis from a specialist in the field

Written by Yali Jiang, 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.

The usage rate of basic facial skincare products has increased compared to 2017, with more uptrends seen in facial cleanser and suncare products. Although they are not high-priced products like serums, premiumisation opportunities exist for facial cleanser by offering more advanced benefits like anti-aging for mature women and soothing for young women Yali Jiang
Beauty and Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Included in the consumer survey
          • Included in market size
            • Subgroup definitions (by monthly personal income)
            • Executive Summary

                • The market
                  • Figure 1: Best- and worst-case forecast of total value sales of facial skincare market, China, 2014-24
                • Companies and brands
                  • Figure 2: Leading manufacturers’ share in value sales of facial skincare market, China, 2017-18
                • The consumer
                  • Women care more about anti-aging and skin health
                    • Figure 3: Skin frustrations in the last six months, by gender, May 2019
                  • Huge usage gaps between females and males
                    • Figure 4: Facial skincare products used in the last six months, by gender, May 2019
                  • Consumers show interest in clean beauty
                    • Figure 5: Important factors when selecting facial skincare products, May 2019
                  • Daily skincare routines dominate in skin improvement
                    • Figure 6: Methods for skin improvement, by gender, May 2019
                  • Skincare ingredients penetrate among consumers
                    • Figure 7: Awareness and Purchase of ingredients, May 2019
                  • Advanced benefits are expected besides fundamental functions
                    • Figure 8: Ideal function for facial cleanser, May 2019
                  • What we think
                  • Issues and Insights

                    • Rise of clean beauty
                      • The facts
                        • The implications
                          • Figure 9: Eastern herbal claim of Pechoin brand, China
                          • Figure 10: LUSH Zero Packaging Products, China
                          • Figure 11: LUSH Plastic Recycle Plan, China
                        • Switch from ingredients introduction to holistic storytelling
                          • The facts
                            • The implications
                              • Figure 12: DARPINE’s communication story
                            • The future of facial cleansers
                              • The facts
                                • The implications
                                  • Figure 13: Shiseido benefiance extra creamy cleansing foam, China
                                  • Figure 14: POLA B.A facial cleanser, China
                                  • Figure 15: Estée Lauder Radiant Energy 2-in-1 Cleansing Foam, China
                              • The Market – What You Need to Know

                                • Strong expansion in value
                                  • Increasing skincare awareness and continuous premiumisation drove the growth
                                  • Market Size and Forecast

                                    • Facial skincare market continued further growth in 2018
                                      • Figure 16: Best- and worst-case forecast of total value sales of facial skincare market, China, 2014-24
                                  • Market Drivers

                                    • Fundamental skincare matters
                                      • Development of lifestyle platforms and online streaming enhanced consumers’ knowledge of facial skincare
                                        • Continuous premiumisation accelerated the growth
                                          • Figure 17: Price positioning in new facial skincare product launches, China, 2017-18
                                      • Key Players – What You Need to Know

                                        • Multinational brands benefit from their premium brand image
                                          • Customisation is on the way
                                            • Higher concentrated product reflects needs for quick effectiveness
                                            • Market Share

                                              • Ranking of key players stayed the same in 2018
                                                • Figure 18: Leading manufacturers’ share in value sales of facial skincare market, China, 2017-18
                                              • Multinational makers benefited from the continuous rise of premiumisation and increased sales on online platforms
                                                • L’Oréal
                                                  • Shiseido
                                                    • Estée Lauder
                                                      • Local brands benefit from NPD, marketing campaigns and online sales
                                                        • PECHOIN
                                                          • Figure 19: Northern latitude 30°concept of PECHOIN, China
                                                        • Jala
                                                          • Figure 20: Spring Summer, China
                                                        • CHICMAX
                                                          • Figure 21: KanS premium line, China
                                                          • Figure 22: Entertainment sponsorship of THE COMING ONE, China
                                                      • Competitive Strategies

                                                        • Fight against harmful blue light
                                                          • Figure 23: Estée Lauder anti-blue light eye cream, China, 2018
                                                          • Figure 24: SKYNFUTURE eye cream, China, 2018
                                                        • Compete through customisation
                                                          • Figure 25: Customisation solutions of La Mer, China, 2018
                                                          • Figure 26: Clinique customised lotion, China, 2019
                                                        • Target the young audience
                                                          • Figure 27: Launch of WASO brand, China, 2018
                                                          • Figure 28: Launch of Spring Summer brand, China, 2018
                                                      • Who’s Innovating?

                                                        • Moisurising/hydrating furthered its leading position in facial skincare
                                                          • Figure 29: Top claims in new facial skincare launches, China, 2017 and 2018
                                                        • Brightening/illuminating claims on the rise
                                                          • Figure 30: New launches of brightening/illuminating products, China, 2018 and 2019
                                                        • Quick effectiveness through higher concentrated products
                                                          • Figure 31: New launches of higher concentrated products, China and USA, 2018 and 2019
                                                        • Freezing powder offers multi-functional solutions
                                                          • Figure 32: New launches of freezing powders, Japan, South Korea and China, 2018 and 2019
                                                        • CBD is a rising novelty ingredient overseas
                                                          • Figure 33: New launches of CBD products, USA and UK, 2018 and 2019
                                                        • Facial cleanser with advanced benefits in demand
                                                          • Figure 34: New launches of advanced facial cleansers, China, 2018 and 2019
                                                      • The Consumer – What You Need to Know

                                                        • Women are taking skin issues seriously while men are sitting back
                                                          • Women’s increased usage drove the growth of facial skincare category
                                                            • Consumers are participating in the clean beauty trend
                                                              • Consumers seek different ways to improve their skin
                                                                • Ingredients introductions stimulated penetration among consumers
                                                                  • Fundamental functions are dominant needs for facial cleansers
                                                                  • Skin Frustrations

                                                                    • Enlarged pores and dry skin frustrated both men and women most
                                                                      • Figure 35: Skin frustrations in the last six months, by gender, May 2019
                                                                    • Sensitive skin is treated as a general problem
                                                                      • Men tend to sit back until skin issues get serious
                                                                        • Figure 36: Brickell Men's Restoring Eye Cream
                                                                      • Dry skin is becoming a more severe issue than acne for men over 25
                                                                        • Figure 37: Skin frustrations in the last six months, by age, male, May 2019
                                                                      • Eye care is an important issue for women, particularly in their 20s
                                                                        • Figure 38: Skin frustrations in the last six months, by age, female, May 2019
                                                                    • Products Usage

                                                                      • Women have used 6.1 types of facial skincare products while men only used 1.7 types
                                                                        • Figure 39: Facial skincare products used in the last six months, by gender, May 2019
                                                                      • 25-29 year old women are most active in adopting facial serum and eye essence
                                                                        • Figure 40: Facial skincare products used in the last six months, by age, female, May 2019
                                                                      • Both basic products and advanced products have further penetrated among females
                                                                        • Figure 41: Facial skincare products used in the last six months, female, 2017 and 2019
                                                                      • Few usage increases among males in the past two years
                                                                        • Figure 42: Facial skincare products used in the last six months, male, 2017 and 2019
                                                                      • 30-39 year old women contributed most to the penetration increase across all the product types
                                                                        • Figure 43: Change in usage of facial skincare products (colour coded by row), by gender and age, May 2019 vs Apr 2017
                                                                    • Purchase Factors

                                                                      • Organic certifications as important as being developed by experienced experts
                                                                        • Figure 44: Important factors when selecting facial skincare products, May 2019
                                                                        • Figure 45: Organic certifications of Melvita brand, China
                                                                      • Over half of consumers value cruelty-free certification
                                                                        • Figure 46: Ecostore’s entry into China market
                                                                      • Vegan ingredients appeal to 44% of consumers
                                                                        • Possible higher requirements on packaging due to waste sorting regulations in China
                                                                          • Figure 47: Origins ‘3R’ campaign, China
                                                                          • Figure 48: Love Beauty and Planet brand goals
                                                                        • Males value evidence while female value expertise and ingredients
                                                                          • Figure 49: Important factors when selecting facial skincare products, by gender, May 2019
                                                                        • 25-29s is the best group to target for clean beauty
                                                                          • Figure 50: Important factors when selecting facial skincare products, by age, May 2019
                                                                        • Consumers with high personal income are more eco-ethical and eco-friendly
                                                                          • Figure 51: Important factors when selecting facial skincare products, by monthly personal income, May 2019
                                                                      • Methods for Skin Improvement

                                                                        • Consumers seek out quick effectiveness and take long-term actions
                                                                          • Figure 52: Methods for skin improvement, by gender, May 2019
                                                                        • Enthusiastic women aged 25-29 try everything to make skin look better
                                                                          • Figure 53: Methods for skin improvement, by age, female, May 2019
                                                                        • Skincare products are paired with beauty service/cosmetic surgery to maximize the anti-aging effects
                                                                          • Figure 54: Methods for skin improvement (colour coded by row), by skin frustrations, May 2019
                                                                      • Awareness and Purchase of Ingredients

                                                                        • Amino acid, probiotics, and hyaluronic acid see highest awareness
                                                                          • Figure 55: Awareness and Purchase of ingredients, May 2019
                                                                          • Figure 56: Olay Pro-X Spot Fading Essence, China, 2015
                                                                          • Figure 57: Whitening products with nicotinamide, China
                                                                          • Figure 58: Lancôme Advanced Genifique Youth Activating Concentrate, China, 2019
                                                                          • Figure 59: VT Cica Care Cica Mask, China, 2019
                                                                        • Females have greater usage experience of all the ingredients
                                                                          • Figure 60: Awareness and Purchase of ingredients - ‘have heard of it, and have bought’, by gender, May 2019
                                                                        • Nicotinamide appeals to women in their 20s most
                                                                          • Figure 61: Awareness and Purchase of ingredients - ‘have heard of it, and have bought’, by age, female, May 2019
                                                                      • Ideal Function of Facial Cleanser

                                                                        • Top needs focus on deep clean and hydration
                                                                          • Figure 62: Ideal function of facial cleanser, by gender, May 2019
                                                                          • Figure 63: TURF analysis of ideal function of facial cleanser, May 2019
                                                                        • Males in their 20s have a need for skin repair
                                                                          • Figure 64: Ideal function of facial cleanser, by age, male, May 2019
                                                                          • Figure 65: Nivea men’s repair facial cleanser, China, 2013
                                                                        • Women over 30 show higher demand for anti-aging
                                                                          • Figure 66: Ideal function of facial cleanser, by age, female, May 2019
                                                                        • Consumers from tier one cities have higher expectations for facial cleanser
                                                                          • Figure 67: Ideal function of facial cleanser, by city tier, male, May 2019
                                                                          • Figure 68: Ideal function of facial cleanser, by city tier, female, May 2019
                                                                      • Meet the Mintropolitans

                                                                        • Mintropolitans are more sensitive to their skin issues
                                                                          • Figure 69: Skin issues, by consumer classification, May 2019
                                                                        • Mintropolitans require more than basic skincare products
                                                                          • Figure 70: Facial skincare products used in the last six months, by consumer classification, May 2019
                                                                        • Mintropolitans seek out health and wellness rooted in organic and vegan concepts
                                                                          • Figure 71: Important factors when selecting facial skincare products, by consumer classification, May 2019
                                                                        • Mintropolitans not only rely on skincare products, but also use other ways to make their skin better
                                                                          • Figure 72: Methods for skin improvement, by consumer classification, May 2019
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 73: Total value sales of facial skincare market, China, 2014-24
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                            • Abbreviations