Growth in the medical aesthetics industry is slowing, requiring closer targeting of high-potential groups and precise responses to divergent consumer trends. With pre-procedure skincare still in its infancy, brands need to prioritise education, highlight value and develop differentiated solutions. The more established aftercare segment should focus on phased care plans, core needs and expanded routines, boosting penetration and loyalty through multiple channels.
Jane Chai, Senior Analyst, China Insights
Market Definitions
This Report focuses on consumer attitudes towards facial beauty treatments and cosmetic procedures, including:
- facial skincare services (eg deep cleansing, moisturising/hydration)
- facial cosmetic procedures, including both invasive (eg skin hydration injections) and non-invasive services (eg Thermage, red/blue light therapy), and cosmetic surgery
- facial beauty/massage treatments with various functions including cleansing, hydration and relaxation
These services are provided by the following channels:
- BPC brand counters
- beauty service salons directly operated by BPC brands (eg Dior, Filorga, Dr.Ci:Labo, Clarins SkinSpa, Chando [自然堂] and AHAVA)
- comprehensive beauty service salons (ie salons that offer manicure, eyelash, scalp care/haircare and facial skin management services)
- vertical beauty service salons (eg Beauty Farm [美丽田园], Siyanli [思妍丽], Terra Spa [半亩花田])
- medical aesthetic clinics (eg Yestar [艺星])
- massage spa
The products covered in this Report include post-procedure care products, such as medical dressings with specifications.
The beauty services covered in this Report exclude hair and hair transplant services provided by hair transplant clinics, barbershops and hair salons, such as cutting, styling, colouring, treatments, extensions and male grooming/shaving. The Report also excludes hair removal, handcare, manicure, eyelash extension and eyebrow/eyeliner tint services.
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- Growth in the medical aesthetics industry has levelled off
- Category extension, brand expertise and occasion expansion
- Consumer trends
- Keys to success
- What we think
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The market
- Market factors
- Consumer confidence is rising and stabilising
- Graph 1: confidence index for improving financial situation in the next three months, 2020-25
- Retail sales are declining in cosmetics categories, and consumer sentiment is sluggish
- Graph 2: year-on-year growth rate (%) of total retail sales of cosmetics, 2022-24
- Intensified upstream competition slows growth for raw material manufacturers
- Graph 3: revenue and year-on-year revenue growth of leading aesthetic biomaterials manufacturers, 2020-24
- Growth in the number of cosmetic clinics is slowing
- Graph 4: number of specialised medical aesthetic clinics, 2023-24
- 12% of consumers have undergone facial cosmetic procedures in the past year, slightly down from early 2024
- Graph 5: uptake of facial skin treatments and facial cosmetic procedures, 2023-24
- Stricter market regulation moves the industry towards standardisation and order
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Market competition
- Marketing activities
- Skincare brands are expanding into injectable treatments, opening up new audiences with cross-category innovations
- Skincare brands are launching medical-grade products to secure long-term growth in pre- and post-procedure care
- Specialise in post-procedure recovery to strengthen brand expertise
- Combine cosmetics and medical-grade products to offer end-to-end care for procedures
- New product trends
- Products positioned for cosmetic procedures remain niche, both globally and in China
- Graph 6: share of facial skincare launches with cosmetic procedure claims, 2020-24
- Among repair-related claims, sensitive skin and redness reduction have shown significant growth
- Graph 7: share of facial skincare launches with repair-related claims, 2020-2024
- Anti-ageing products can further incorporate concepts and occasions related to medical aesthetics
- Graph 8: women’s usage of age management products and services, 2021 vs 2023
- Graph 9: women’s reasons for buying a new anti-ageing facial skincare product, 2021 vs 2023
- Borrow concepts from medical aesthetics to demonstrate skincare efficacy
- Target at-home care to prolong cosmetic procedure results
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The consumer
- Engagement with cosmetic procedures is polarised, with greater interest among sensitive, oily and combination skin types
- Facial cosmetic procedure uptake has slightly declined
- Graph 10: beauty services received, 2023-24
- High earners and Tier 1 city residents are primary audiences for facial cosmetic procedures
- Graph 11: uptake of facial cosmetic surgery (a), by select demographics, 2024
- Engagement with cosmetic procedures is polarised, with consumers’ treatment choices narrowing
- Consumers are highly willing to try photorejuvenation and Fotona 4D/5D collagen laser treatments
- Graph 12: facial cosmetic procedures received, 2024
- 25-39s and high-income women are more willing to spend on aesthetic procedures
- Graph 13: willingness to spend on cosmetic procedures vs prestige skincare products, 2024
- 25-29s are inclined to try anti-ageing treatments, while 30-39s focus on skintone management and skin repair
- Graph 14: TGI analysis of facial cosmetic procedures that respondents “have not done but want to try”, by age, 2024
- High-earning women show strong interest in anti-ageing procedures
- Graph 15: TGI analysis of facial cosmetic procedures that respondents “have not done but want to try”, by monthly personal income, 2024
- Women with sensitive skin are more inclined to try procedures due to complex skin concerns
- Graph 16: TGI analysis of facial cosmetic procedures that respondents “have not done but want to try”, by skin sensitivity, 2024
- Women with combination or oily skin are more interested in cosmetic procedures than those with dry or neutral skin
- Graph 17: TGI analysis of facial cosmetic procedures that respondents “have not done but want to try”, by skin sensitivity, 2024
- Consumers recognise the need for pre-procedure skincare and prefer specialised products
- Consumers are aware of the need to prepare skin before procedures, with soothing and stabilising as key priorities
- Graph 18: skincare preparations before cosmetic procedures, 2024
- Social media discussions surrounding pre-procedure skincare focus on skin stabilisation
- Skincare products designed for pre-procedure use attract consumer interest
- Highlight how pre-procedure skincare enhances recovery: reducing post-procedure risks and speeding up the healing process
- Hydration and repair are important in pre-procedure routines
- Consumers who have had procedures done pay more attention to pre-treatment skincare and high SPF
- Graph 19: skincare preparations before cosmetic procedures, by uptake of facial cosmetic procedures, 2024
- The concept of phased post-procedure care gains traction, with functional demands varying by treatment
- Phased care is the most popular approach to post-procedure recovery
- Graph 20: attitudes towards post-cosmetic procedure skincare, 2024
- Consumers value products with professional medical credentials
- Dedicated post-procedure skincare products are firm favourites, but price may pose a barrier
- Hydration, skin barrier repair and sun protection/skin lightening are the core functional requirements for post-procedure recovery
- Graph 21: benefits sought from post-procedure repairing products, 2024
- Non-invasive procedure aftercare: repair the skin barrier and enhance comfort
- Invasive procedure aftercare: repair wounds and reduce irritation
- Develop a post-procedure recovery product portfolio to cover different treatment types and recovery stages
- Partner with professional medical institutions to develop post-treatment recovery solutions
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Issues and insights
- Cosmetic procedure client base: focus on high-potential groups and adopt a two-pronged strategy to meet diverging needs
- Focus on high-potential groups: consumers with sensitive, oily or combination skin
- Addressing diverging consumer trends: cater to both high and low engagement levels with a two-pronged approach
- Pre-procedure skincare: demonstrate value and target specific treatments
- Strengthen pre-procedure education to build professional trust
- Tailor pre-treatment skincare solutions according to cosmetic procedure
- AI-powered concept from Mintel Spark
- Post-procedure aftercare: tailor solutions by treatment and recovery stage, covering multiple steps and channels
- Phased care: provide tailored solutions based on treatment type and recovery timeline
- Comprehensive multi-step approach: expanding post-procedure product usage occasions around core needs
- Leveraging multiple channels: strengthen partnerships between brands and clinics
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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