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Executive summary
- Definitions
- What you need to know
- Development of clean beauty in China
- Market factors
- The market now and future opportunities
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The market
- Market overview
- Clean beauty hasn’t changed, but Chinese consumers focus more on the cleanliness of the product itself
- Development of clean beauty in major global markets
- Development of clean beauty in China
- Market factors
- Low penetration of the clean beauty concept in the China market
- Graph 1: self-reported familiarity with the concept of clean beauty, 2025
- Botanical ingredients – gentle and comfortable to use – are perceived by consumers as the ‘cleanest’
- Graph 2: types of ingredients considered ‘clean’ in clean beauty, 2025
- National policies reinforce a sustainability makeover for BPC firms
- Favourable policies for cosmetic ingredient innovation accelerate the filing of botanical ingredients
- Botanee digs down into Yunnan flora to develop a comprehensive skincare solution for sensitive skin
- Kangaroo Mommy uses wheat plant extract as a jumping-off point to explore more diverse plant-based ingredients
- The evolution of Clean Beauty and what’s next
- Then: vague concept definitions caused market chaos
- Now: growing focus on precision skincare and natural colour cosmetics
- Next: use plant-based ingredients as a lever of innovation, explore long-term growth through sustainability + plant extract innovation
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The consumer
- Current perceptions of clean beauty: product safety and naturalness are centred, emphasis on sustainability and ethics is lacking
- Low penetration of the clean beauty concept in the China market
- Graph 3: self-reported familiarity with the concept of clean beauty, 2025
- Graph 4: profiles of consumers familiar vs. unfamiliar with the concept of clean beauty, using target group index (TGI)*, 2025
- Product ingredient safety and naturalness anchor the concept of ‘clean’ for consumers, with insufficient attention to sustainability, business ethics and other attributes
- Graph 5: perceived definition of clean beauty, 2025
- Consumers aged 30-39 particularly focus on natural and safe ingredients, those with sensitive skin pay attention to gentle, non-irritating attributes
- Graph 6: perceived definition of clean beauty, by age, 2025
- Graph 7: perceived definition of clean beauty, by skin sensitivity, 2025
- Companies also pay attention to ‘clean’ product innovation
- Graph 8: major beauty and BPC categories* and groups of claims related to clean beauty**, 2020-25
- The clean concept extends into colour cosmetics as brands explore its definition and meaning
- Innovation around clean beauty is falling in skincare and growing in colour cosmetics
- Graph 9: share of new clean beauty* product launches, by BPC category, 2020-25
- Volume sales of clean beauty colour cosmetics are rising, with suitability for sensitive skin a core focus
- Graph 10: volume sales and sales growth of products with keywords related to clean beauty within the colour cosmetics category on Tmall, 2025
- Skincare functions and staying power represent the main innovation trends in clean beauty colour cosmetics
- Graph 11: main efficacy-related claims of new clean beauty* colour cosmetics, 20-2025
- Brands are actively exploring the commercial value of clean beauty colour cosmetics
- Consumers familiar with clean beauty prefer colour cosmetics containing plant extracts
- Graph 12: purchase of BPC products containing plant extract ingredients, by familiarity with the concept of clean beauty, 2025
- Suitable for sensitive skin and plant-based skincare are focus of innovation in clean beauty colour cosmetics
- Explore the application of plant extracts in clean skincare
- Plant-derived ingredients are considered gentle and comfortable to use…
- Graph 13: perceptions of different types of ingredients, 2025
- …meaning they align best with the consumer perception of clean beauty
- Graph 14: types of ingredients considered ‘clean’ in clean beauty, 2025
- Botanical/herbal ingredients anchor ‘naturalness’ in a product, such ingredients see active innovation in face/body cleansing and skincare
- Graph 15: application of botanical/herbal claims in skincare, 2020-25
- Graph 16: major ‘natural’ claims in new launches of clean beauty* products, 2020-25
- Facial/body cleansing and skincare products containing plant-derived ingredients provide an entry to clean beauty
- Graph 17: purchase of BPC products containing plant extract ingredients, by familiarity with the concept of clean beauty, 2025
- There is a significant difference in consumers’ perceptions of botanical ingredients and their effectiveness
- Graph 18: association of botanical ingredients with different efficacies, 2025
- Application of plant-derived ingredients in facial skincare
- Expand the application of plant-derived ingredients by leveraging technology and local culture
- Boost the value of plant extract ingredients through formulation/technology innovation
- Graph 19: attractive elements of BPC products with botanical extracts, 2025
- Plant-based origins for emerging ingredients PDRN and exosome become popular in leading markets such as South Korea
- Graph 20: proportion of new facial skincare launches mentioning exosomes, 2020-25
- Graph 21: proportion of new facial skincare launches mentioning PDRN, 2020-25
- Offer skin barrier repair, anti-ageing and brightening through plant-derived PDRN and exosomes
- Enhance the content and absorption rate of active ingredients using techniques such as encapsulation, supercritical extraction and composite enzyme conversion
- Use unique regional traditions or botanical ingredients in historical records to provide cultural backing
- For plant extracts, a narrative based on technology and culture can attract over 80% of consumers
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New product trends
- US and UK remain key markets for the clean beauty concept, while its share of Asian markets is rising
- Graph 22: share of global new clean beauty** product launches in major BPC categories*, 2019-23
- Innovation around clean beauty is falling in skincare and growing in colour cosmetics
- Graph 23: share of new clean beauty* product launches, by BPC category, 2020-25
- Clean skincare: transitioning from basic benefits to advanced benefits and segmented needs
- Graph 24: main efficacy-related claims of new clean beauty skincare products, 2020-25
- Clean colour cosmetics: skincare benefits + long-lasting wear are core innovation trends
- Graph 25: main efficacy-related claims of new clean beauty* colour cosmetics, 20-2025
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Appendix – methodology and abbreviations
- Methodology: consumer survey
- Methodology: TURF analysis
- Abbreviations
In skincare, brands need to develop plant-derived ingredients to create compounding effects, boost efficacy using technology and leverage cultural backing. In colour cosmetics, brands must explore the boundaries of the definition of ‘clean beauty’.
Lucy Yang, Senior Analyst, BPC Client Advisory, China Insights
Market Definitions
Currently, there is no unified definition of clean beauty, so different brands and retailers each have their own understanding. Mintel has categorised and summarised the meaning of clean beauty at different levels based on market observations and research (see “The market”). In addition, the section “Current perceptions of clean beauty: product safety and naturalness are centred, emphasis on sustainability and ethics is lacking” can help readers understand consumers’ perceptions of clean beauty.
Discussion in this Report focuses on the following categories:
- Skincare (includes skincare products for the face and body such as soap, shower gel, body lotion, facial skincare, sun protection, deodorant)
- Colour cosmetics (including facial, lip and eye)
- Haircare (including shampoo, conditioner, hairstyling products and hair colour)
- Bodycare, soap, bath and shower products
- Oral care (toothpaste and mouthwash)
- Fragrances
Excludes:
- Shaving cream/gel, nail colour cosmetics, baby and infant personal care products
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