This report looks at the following areas:
- Beauty device market size and forecast and key factors influencing the market
- The competitive landscape of China’s beauty device market and analysis of major market players
- Competitive marketing activities and new product trends
- Beauty device user profiles and usage of different beauty devices
- Usage habits, purchase habits and purchase factors relating to beauty devices
- Barriers to frequent usage of beauty devices
- Interest in claims
- Attitudes towards skincare products related to beauty devices, concerns about beauty devices and the relationship between beauty devices and cosmetic procedures
As regulatory oversight tightens and the market undergoes restructuring, brands must focus on refining technological innovation while actively exploring synergies with skincare and medical aesthetics to expand user bases and usage scenarios.
Lucy Yang, Senior Analyst, BPC Client Advisory, China Insights
Market Definitions
This Report covers the beauty device market, including facial cleansing devices, acne/blackhead removal devices, infusion and exfoliation devices, eyecare devices, massage devices, massage infusion/radio frequency (RF) devices, facial steamers, light-emitting diode (LED) therapy devices, portable spray devices and at-home laser beauty devices.
It does not include hair removal/shaving devices, body slimming devices or beauty tools (eg nose lifters, eyelash curlers, skin scrubbers and mole removal devices).
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- China's beauty device market is set to undergo a shake-up
- Graph 1: total value sales and growth of the beauty devices market, 2023-24 (est)
- Market factors: tighter regulations are shaking up the market
- Companies and brands
- The market is changing rapidly, with emerging brands Jmoon and GEMO making impressive debuts
- Marketing activities: craft usage occasions around skincare concepts and enhance online and offline experiences
- New product trends: innovative designs enhance convenience and muscle tone rejuvenation gets an upgrade
- The consumer
- 42% of consumers have used at-home facial beauty devices
- 42% of consumers have used at-home facial beauty devices, with 16% of users having had cosmetic procedures
- Graph 2: usage of products/services, 2024
- Graph 3: overlap between beauty device and cosmetic procedure users – segmentation of beauty device users, 2024
- Entry-level single-function devices continue to dominate, while eyecare and infusion/exfoliation devices see penetration growth
- Graph 4: beauty devices used at home, 2023 vs 2024
- International brands and online channels are more favoured, especially by current beauty device users
- Graph 5: purchasing habits – online vs offline channels, by usage of beauty devices, 2024
- Graph 6: purchasing habits – domestic vs international brands, by usage of beauty devices, 2024
- Lack of portability is the biggest barrier to frequent usage of beauty devices
- Graph 7: reasons for decreased usage, 2024
- Consumers prioritise efficacy over endorsements
- Graph 8: claims of interest, 2024
- Safety and efficacy are equally important
- Safety and efficacy are equally important, and experienced device users pay special attention to complementary products
- Graph 9: purchase factors, by usage of beauty devices, 2024
- Consumers prefer applying recommended skincare products before using beauty devices
- Graph 10: attitudes towards skincare products used with beauty devices, 2024
- Issues and insights
- What we think
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The market
- Market size and forecast
- China's beauty device market is set to undergo a shake-up
- Graph 11: total value sales and growth of the beauty devices market, 2023-24 (est)
- Market factors
- The NMPA clarifies RF medical device classifications and gives brands two years to obtain certification
- Market dynamics and product portfolios face disruption
- Cross-industry players are entering the beauty device market
- Consumer trust in the beauty device market needs to be rebuilt
- Graph 12: mentions of keywords related to price reductions in the beauty device market, 2022-24
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Companies and brands
- Online market share
- The market is changing rapidly, with emerging brands Jmoon and GEMO making impressive debuts
- Jmoon captures younger demographics with savvy traffic-driven marketing
- Jinmo leverages its clinical expertise to position itself as a premium brand
- Mesmooth partners with Zhejiang University to drive innovation
- Marketing activities
- Borrowing popular skincare concepts to create everyday usage occasions
- Relax trial policies to increase conversion
- Cross-industry collaborations expand beyond the beauty space
- Pop-up stores generate buzz and enhance offline engagement
- New product trends
- Sheet mask-style devices allow for hands-free operation
- Cross over into small electronics to explore new designs for beauty devices
- HIFES ushers in a new era of muscle tone rejuvenation
- The first medical-grade RF device hits the market
- Smart colour cosmetics devices show significant potential
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The consumer
- Core user profiles
- Women aged 25-39 earning over RMB6,000 per month and living in Tier 1 cities are the core users of beauty devices
- Graph 13: usage of products/services, 2024
- Graph 14: usage of beauty devices, by demographics, 2023 vs 2024
- Usage of beauty devices differs based on prior experience of cosmetic procedures
- Graph 15: overlap between beauty device users and cosmetic procedure users, 2024
- Graph 16: segmentation of beauty device users using TGI* indicators, by demographics, 2024
- Usage of beauty devices
- Penetration of beauty devices has increased, and entry-level single-function devices continue to dominate
- Graph 17: beauty devices used at home, 2023 vs 2024
- Needs for addressing skin concerns vary significantly by age
- Graph 18: beauty devices used at home, by age, 2024
- Graph 19: skin issues, by age, 2024
- Core users show a stronger preference for high-performance devices
- Graph 20: beauty devices used at home, by core vs non-core users, 2024
- Consumers without experience of cosmetic procedures appear cautious about advanced beauty devices
- Graph 21: beauty devices used at home, by experience of cosmetic procedures, 2024
- Massage infusion devices integrate into daily routines, while portable spray devices tend to be quick-fix tools
- Graph 22: beauty devices used at home, by usage as part of a daily skincare routine, 2024
- Purchase and usage habits
- International brands and online channels are more favoured, particularly by current beauty device users
- Graph 23: purchasing habits – online vs offline channels, by usage of beauty devices, 2024
- Graph 24: purchasing habits – domestic vs international brands, by usage of beauty devices, 2024
- Consumers aged 25+ have fixed brand and channel preferences, while 18-24s are more uncertain
- Graph 25: purchasing habits – domestic vs international brands, by age, 2024
- Graph 26: purchasing habits – online vs offline channels, by age, 2024
- Beauty devices are becoming a part of daily skincare routines
- Graph 27: usage habits, by core vs non-core users*, 2024
- Graph 28: usage habits, 2021 vs 2024
- Cosmetic procedures and beauty devices are complementary, not competing
- Graph 29: usage habits, by experience of cosmetic procedures, 2024
- Beauty devices are seen as tools to enhance the effects of cosmetic procedures
- Graph 30: usage habits – synergy between beauty devices and cosmetic procedures, 2024
- Barriers to frequent usage
- Lack of portability is the biggest barrier to frequent usage of beauty devices
- Graph 31: reasons for decreased usage, 2024
- Continuous product upgrades can boost usage frequency
- Claims of interest
- Consumers prioritise efficacy over endorsements
- Graph 32: claims of interest, 2024
- Efficacy claims are crucial even for non-users
- Graph 33: claims of interest – "important to me and I am willing to pay extra for it", by usage of beauty devices, 2024
- 25-39s have stricter efficacy demands, while 40-49s are more likely to pay extra for endorsements
- Graph 34: claims of interest – "important to me and I am willing to pay extra for it", by age, 2024
- Cosmetic procedure users are more willing to pay for new technology, broader applicability and endorsements
- Graph 35: claims that are "important to me and I am willing to pay extra for it", by experience of cosmetic procedures, 2024
- Purchasing factors
- Safety and efficacy are equally important, and experienced device users pay special attention to complementary products
- Graph 36: purchase factors, by usage of beauty devices, 2024
- Safety and efficacy endorsements enhance consumer trust
- Women of different ages prioritise different factors when purchasing
- Graph 37: purchase factors, by age, 2024
- Value for money matters more to consumers without cosmetic procedure experience, whereas those with experience are highly discerning
- Graph 38: purchase factors, by experience of cosmetic procedures, 2024
- Attitudes towards beauty devices
- Consumers prefer applying recommended skincare products before using beauty devices
- Graph 39: users who agree that "before using the beauty device, pairing with the suggested skincare products (a) can achieve better results", by demographics, 2024
- Graph 40: attitudes towards skincare products used with beauty devices, 2024
- A constantly evolving market leaves consumers seeking guidance
- Graph 41: concerns about beauty devices, 2024
- Uncertainty remains over whether beauty devices are as effective as cosmetic procedures
- Graph 42: attitudes comparing beauty devices with cosmetic procedures, by experience of cosmetic procedures, 2024
- Graph 43: attitudes comparing beauty devices with cosmetic procedures, 2024
- Address unmet pre- and post-procedure needs to tap into the synergy with medical aesthetics
- Graph 44: attitudes towards beauty devices – "the usage guidance provided by beauty device brands in the market is not clear on how to use beauty devices before and after taking cosmetic surgeries", by experience of cosmetic procedures, 2024
- Offer guidance on pre- and post-procedure usage
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Issues and insights
- Tailor collaborative strategies between beauty devices and skincare products to specific contexts
- Developing customised care solutions with different skincare products
- Launch clear skincare product pairing guides
- Enhance efficacy by pairing beauty devices with proprietary skincare products
- Target customer acquisition at consumers with cosmetic procedure experience
- Profiles of beauty device users who have had cosmetic procedures
- Focus on equivalent results, not clinic-grade technology
- Integrate beauty devices into medical aesthetics for complementary and long-lasting results
- Effectively manage consumer expectations to avoid disappointment
- Specific results and timeframe
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Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Abbreviations
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