This report looks at the following areas:
- New product trends and the competitive landscape of the facial cleansing and makeup removal market
- Market size and forecast for facial cleansing and makeup removal products
- Changes in facial cleansing and makeup removal product usage
- Face-washing routines in different scenarios
- Attitudes towards using facial cleansing and makeup removal products
- Interest in facial cleansing and makeup removal product claims
- Consumers’ skincare needs for facial cleansing products
Amid the trend for intentional spending, facial cleansing and makeup removal products can grow their market share by focusing on all-in-one cleansing, makeup removal and nourishment, strengthening skincare benefits and exploring niche markets.
Daisy Tong, Senior Analyst, China Insights
Market Definitions
Definition of facial cleansing and makeup removal products:
- Facial cleansing products: cleansing products with exfoliating properties in bar, mousse, cream, gel and wipe format, including cleansing products claiming to also have makeup removal benefits.
- Makeup removers: makeup removal water (including wipes), gel, lotion, oil and balm, including facial makeup removal products and dedicated eye and lip makeup removal products.
The market size in this Report covers only the Chinese facial cleanser and makeup removal market. It includes sales through all retail channels including duty-free but excludes sales in the customer-to-customer market (eg WeChat Business or Taobao).
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Willingness to spend is weak, and the facial cleansing market is shrinking
- The makeup removal product market shrinks further
- Market factors
- Companies and brands
- Facial cleansing products: Kanebo retains pole position, domestic brands grow faster
- Makeup removal products: Jinjia Group jumps into fourth place, while Ositree makes the top 10 amid intense competition
- Marketing activities
- New product trends
- Graph 1: select claims in facial cleansing product launches, 2022-24
- Graph 2: select claims in makeup removal product launches, 2022-24
- Examples of products that reflect these trends
- The consumer
- Product usage remains basically the same as last year, while niche categories have grown slightly
- Graph 3: product usage, 2023 vs 2024
- Makeup removal products are an important step when removing sunscreen
- Graph 4: face washing routine in different scenarios, 2024
- Consumers’ makeup removal routines are becoming more sophisticated
- Graph 5: attitudes towards facial cleansing/makeup removal products, by skin sensitivity and age, 2024
- Ingredient claims are most attractive and safety is a key consideration
- Graph 6: interest in facial cleansing product claims, 2024
- Skincare benefits in facial cleansers: consumers want the basics, not advanced efficacies
- Graph 7: skincare needs for facial cleansing products, 2024
- Skincare benefits trump makeup removal ability in makeup removal products
- Graph 8: interest in makeup removal product claims, 2024
- Issues and insights
- What we think
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The market
- Market size and forecast
- Willingness to spend is weak, and the facial cleansing market is shrinking
- Significant contraction of the makeup removal market
- Market factors
- Willingness to spend on beauty products recovers slowly
- Graph 9: spent more than last month – beauty products, 2022-24
- Facial cleansing products are used very frequently, while brand stickiness is relatively low
- The sluggish colour cosmetics market affects growth in makeup removal products
- The market share of low-priced products has increased
- Graph 10: sales of facial cleansing products and makeup removal products – Douyin, by price segment, 2022-24
- Graph 11: sales of facial cleansing products and makeup removal products – Tmall, by price segment, 2022-24
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Companies and brands
- Market share – facial cleansing products
- Kanebo retains pole position, domestic brands grow faster
- C Ka Beauty goes viral on Douyin, achieving robust growth
- Joyruqo makes a mark thanks to live streamers
- Market share – makeup removal products
- Jinjia Group jumps into fourth place, while Ositree makes the top 10 amid intense competition
- Kimtrue continues to iterate its hero products while adding to product lines
- Ositree focuses on Douyin and affordable products
- Marketing activities
- Leverage workplace concepts to enhance product recall
- Collaborate with brick-and-mortar stores to enhance brand awareness
- Attract more potential consumers through word-of-mouth from real users
- New product trends – facial cleansing products
- Mattifying claims occupy a large share of the Chinese market, while environmental and sustainable claims remain ahead in key overseas markets
- In the Chinese market, sensitive skin, skin disorder and efficiency claims are growing faster
- Graph 12: select claims in facial cleansing product launches, 2022-24
- The proportion of botanical ingredient claims hasn’t risen, but the use of this claim has changed
- Skincare efficacy claims grow faster
- Graph 13: select claims in facial cleansing product launches, 2022-24
- Examples of skincare efficacy claims
- Emerging cleansing ingredients enhance naturalness and mildness
- Overseas products use upcycling to reduce their environmental impact
- Supermarket private labels launch highly cost-effective products
- New product trends – makeup removal products
- There is still room for sensitive skin claims to grow in the Chinese market
- Moisturising/hydrating, convenience and gentleness claims are on the rise
- Graph 14: select claims in makeup removal product launches, 2022-24
- Suitable for dry and wet hands claims enhance convenience of use
- Unique emulsification technologies enhance the efficiency of makeup removal
- Changing textures enhance makeup removal capabilities while soothing
- Botanical extracts help make products more gentle and repair the skin
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The consumer
- Skin types and skin issues
- The share of consumers with sensitive skin has stabilised, while combination skin types are on the rise
- Graph 15: skin type segmentation, 2023 vs 2024
- Graph 16: sensitive skin, 2021 vs 2022 vs 2023 vs 2024
- Skin is drying out…
- Graph 17: skin issues, 2023 vs 2024
- … mainly among consumers with non-dry skin types
- Graph 18: skin issues – dry skin, by skin type, 2023 vs 2024
- Consumers aged 25-39 have the strongest awareness of skin issues
- Graph 19: skin issues, by age, 2024
- Acne, wrinkles and dry skin are more commonly seen in consumers with sensitive skin
- Graph 20: skin issues, by skin sensitivity, 2024
- Usage of facial cleansing and makeup removal products
- Product usage remains basically the same as last year, while niche categories have grown slightly
- Graph 21: product usage, 2023 vs 2024
- 25-39s are the core users of facial cleansing and makeup removal products
- Graph 22: facial cleansing product usage, by age, 2024
- Graph 23: makeup removal product usage, by age, 2024
- Consumers with combination skin have a need for deep cleansing
- Graph 24: makeup removal product usage, by skin type, 2024
- Graph 25: facial cleansing product usage, by skin type, 2024
- Face washing routines in different scenarios
- Makeup removal products are also an important part of the cleansing process after sunscreen use
- Graph 26: face washing routine in different scenarios, 2024
- Using a combination of facial cleansing and makeup removal products to remove makeup or sunscreen is mainstream
- Graph 27: face washing routine in different scenarios, by product usage, 2024
- Consumers’ face washing habits have not changed much in the past four years
- Graph 28: face washing routines in different scenarios, 2021 vs 2024
- Attitudes towards facial cleansing/makeup removal products
- Consumers use facial cleansers more often as it becomes a regular step in morning and evening skincare routines for most
- Graph 29: time of use of facial cleansing products, 2024
- Graph 30: attitudes towards facial cleansing products – product frequency, by age, personal income, city tier and skin sensitivity, 2024
- Most consumers agree that facial cleansers need to be mild
- Graph 31: attitudes towards facial cleansing products − moderate attitudes, by skin sensitivity, 2024
- Graph 32: attitudes towards facial cleansing products − mildness, 2023 vs 2024
- Demand for additional skincare benefits in facial cleansing is higher among 40-49s and high-income consumers
- Graph 33: attitudes towards facial cleansing products − facial cleansing needs, by age, personal income, city tier and skin sensitivity, 2024
- Graph 34: attitudes towards facial cleansing products − facial cleansing needs, 2023 vs 2024
- Consumers have more detailed makeup removal routines than in 2023
- Graph 35: attitudes towards makeup removal products − product use, by skin sensitivity and age, 2024
- Graph 36: attitudes towards makeup removal products − product use, 2023 vs 2024
- For consumers with oily and sensitive skin, stronger makeup removers are more attractive
- Graph 37: attitudes towards removing light makeup, by skin type and skin sensitivity, 2024
- Graph 38: attitudes towards removing heavy makeup, by skin type and skin sensitivity, 2024
- Interest in facial cleanser claims
- Ingredient claims are most attractive and safety is also key
- Graph 39: interest in facial cleansing product claims, 2024
- 25-39s are willing to pay extra for stronger cleansing
- Graph 40: interest in facial cleansing product claims – important and willing to pay extra, by age, 2024
- Consumers with sensitive skin are more willing to pay for sunscreen removal
- Graph 41: interest in facial cleansing product claims – important and willing to pay extra, by skin sensitivity, 2024
- Graph 42: interest in facial cleansing product claims – important but not willing to pay extra, by skin sensitivity, 2024
- Skincare needs for facial cleansing products
- Skincare benefits in facial cleansers: consumers want the basics, not advanced efficacies
- Graph 43: skincare needs for facial cleansing products, 2024
- Consumers with combination skin have more complex skin cleansing needs
- Graph 44: skincare needs for facial cleansing products, by skin type, 2024
- Consumers of different ages prefer different benefit combinations
- Graph 45: skincare needs for facial cleansing products, by age, 2024
- Interest in makeup removal product claims
- Skincare benefits trump makeup removal ability in makeup removal products
- Graph 46: interest in makeup removal product claims, 2024
- On top of skincare benefits, multifunctional features and cleansing power can meet the expectations of 80% of consumers
- Consumers with oily and oily combination skin are concerned about convenience
- Graph 47: interest in makeup removal claims, by skin type, 2024
- Consumers aged 30-39 prefer products that simplify makeup removal routines, offer multiple functions and are suitable for specific skin types
- Graph 48: interest in makeup removal product claims, by age, 2024
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Issues and insights
- Streamline facial cleansing routines and explore three-in-one cleansing, makeup removal and nourishment
- Discussions about all-in-one cleansing and makeup removal are increasing on social media
- Graph 49: mentions related to cleansing, makeup removal and nourishment on Xiaohongshu, 2023-24
- Incorporate spa concepts to create a one-stop cleansing, makeup removal and nourishment experience
- Multifunctional makeup removal products further simplify skincare steps
- Clearly communicate product usage steps and methods to enhance consumer awareness
- Skinification spreads to cleansing products
- Cleansers and makeup removers with skincare benefits see value sales grow faster
- Communicate basic moisturising benefits through ingredients
- Associate products with the textures and concepts of facial skincare products
- Integrate concepts from the same skincare product line to enrich the product matrix
- Use segmented claims to precisely meet different consumer needs
- Treat the skin consumers are in to meet different needs
- More segmented usage occasions
- Makeup removal segment: makeup removal compatible with eyelash extensions
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Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast – facial cleansing products
- Market size and forecast – makeup removal products
- Methodology
- Abbreviations
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