As consumers pay greater attention to skin health, aside from sensitivity/barrier damage, they will eventually turn to finer problems such as acne/pimples.
Skin issues, including sensitivity/barrier damage, and the corresponding consumer attitudes and solutions have been discussed in detail in previous reports. The report will focus on consumers’ perceptions, attitudes and product usage regarding acne in 2025.
Consumer research and market size analysis mainly focus on facial skincare products.
The market’s focus is shifting from acute treatment to full-cycle anti-acne skincare systems. The evolution from short-term quick fixes to long-term solutions provides new growth opportunities for brands.
Yali Jiang, Associate Director, China Insights
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Executive summary
- Definitions
- What you need to know
- Market factors
- New product trends
- Three major trends among consumers with acne-prone skin
- Keys to success
- What we think
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The market
- Market overview
- The prevalence of acne is high, but not enough attention has been given to it
- Expanding the market size will depend on the shift from emergency anti-acne to anti-acne skincare
- Double the market volume by transitioning from acute treatment to anti-acne skincare
- Graph 1: acne care product value sales on mainstream online platforms, 2023-24
- Graph 2: proportion of sales of acne care products on mainstream online platforms in the overall facial skincare market, 2023-24
- As the R&D and production threshold for anti-acne products is high, extending the efficacy in line with the growth cycle of acne is the only way forward
- Market factors
- The penetration of anti-acne related effects at the consumer level is still low, and demand needs to be mobilised
- Graph 3: use experience and intention of facial skincare functions, 2023
- Penetration of anti-acne skincare benefits needs to be improved
- Anti-acne skincare has gained notable popularity and discussion on social media over the past year
- Graph 4: social media engagement related to anti-acne skincare, 2023-24
- The changing skincare era sets the foundation for developing anti-acne skincare
- The causes of acne are varied, and acne has become a prevalent skin issue throughout different stages in life
- Graph 5: causes of acne, 2024
- Future opportunities in acne care lie in range expansion and long-term management
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Companies and brands
- Leading positions in the anti-acne market are being contested, hinting at opportunities for potential new entrants
- The anti-acne skincare market is emerging, and market segments are taking form
- Opportunities in current market segments: brands need to continuously strengthen the positioning of anti-acne skincare and skin health to expand beyond demographic boundaries
- New product trends
- Anti-acne skincare claims are still niche among new facial skincare products in China
- Graph 6: claims in new facial skincare products related to acne care, 2020-24
- Instant anti-acne products advertise visible effects such as ‘redness reduction’ while levelling up in time-efficiency
- Addressing stubborn acne, recurring acne and large patches of acne aligns more with the cyclical management approach for acne-prone skin
- Usage occasions of acne care products are more finely contextualised
- Fundamental benefits and claims surrounding acne comorbidities have increased significantly
- Graph 7: fastest growing anti-acne skincare product efficacy claims, 2020-24
- Anti-acne efficacy+ manifests in anti-ageing benefits in addition to skintone management
- New facial cleansers still focus on the classic anti-acne claim, with the non-acnegenic and non-comedogenic claims being notable in suncare innovations
- Graph 8: claims in anti-acne related facial skincare new products, by sub-category, 2024
- Oil control remains mainstream, while pore cleansing and mild cleansing are the current trends in new anti-acne facial cleansers
- Innovation in formulation strategy: from multiple acids to acid-enzyme synergy, and then to the combination of proprietary ingredients with acids
- Essence is the preferred texture when launching new anti-acne products
- Graph 9: formats and textures of top-ranked face/neck care products with anti-acne claims, 2020-24
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The consumer
- Younger women are the core consumer group for anti-acne skincare, and acne often coexists with other skin issues
- Women and people under 30 are the core group affected by acne
- Graph 10: profile of people affected by acne 1, by gender and age, 2025
- Graph 11: proportion of respondents troubled by acne, 2023-25
- Women and 25-29 year olds deserve more attention for their chronic acne issues
- Graph 12: acne conditions, 2025
- Oils, pores, sensitiveness and acne coexist, and simultaneously addressing them in product development can enhance acne care efficiency
- Graph 13: profile of people affected by acne 2, by skin sensitivity and skin type, 2025
- People with acne have a more pronounced demand for improving uneven skin tone, hyperpigmentation and dark spots
- Graph 14: skintone issues for people with acne-prone skin, 2025
- Acne is commonly seen on the face and body, with various causes for its occurrence; skincare is the most mainstream among diverse solutions
- Acne is distributed in multiple spots on the face, commonly seen in types such as open and closed comedones
- Graph 15: types of acne, 2025
- Graph 16: acne locations, 2025
- The causes of acne are diverse, and skincare is the preferred solution aside from lifestyle adjustments
- Graph 17: causes of acne, 2024
- Graph 18: acne treatment, 2025
- In addition to adjusting lifestyle, cleaning pores and applying medication and skincare can alleviate acne
- Skincare is the first choice for addressing mild to moderate types of acne
- Increasing the usage rate of products during the acne breakout period is key to establishing a full-cycle acne care routine
- When experiencing acne, consumers tend to make a double elimination in their beauty routines and product efficacy
- The usage rate of products during acne breakouts needs improvement, and acid-free products may serve as a mild solution
- Graph 19: targeted skincare habits for different stages of acne, 2025
- Graph 20: product usage in different stages of acne, 2025
- Targeted care is more focused on the application method
- Graph 21: application methods and areas for acne care products, 2024
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Issues and insights
- From acute treatment to anti-acne skincare, establish a phased, full-cycle management system
- By exploring extracts from acid-free plants, increase product usage among consumers during acne breakouts
- Skin type maintenance can prevent acne at its source and is an important part of full-cycle management
- From treating acne to prevention, sun protection can become an important part of daily care for acne-prone skin
- Graph 22: proportion of new suncare products with non-acnegenic claims, 2020-24
- Be the brand that provides a comprehensive anti-acne skincare from the face to the body
- Apart from the face, acne also appears on the body
- Graph 23: locations of acne, 2024
- Graph 24: proportion of acne care-related claims in new body, bath and shampoo products, 2024
- Expand the facial care level anti-acne concept to the areas of bodycare and hygiene
- Compared to Thailand and India, China’s market for anti-acne innovations is still in the exploratory phase
- Graph 25: new skincare products with anti-acne claims, 2024
- Graph 26: skincare routine purpose – treating spots/acne, 2024
- The innovative formats and textures, as well as the areas of use of anti-acne products from Thailand and India, are worth learning from
- Focus on teenage skincare and go beyond conventional acne care demographic groups to find growth
- Tearing down generational barriers: acne care can appeal to the emotions of parents of teenagers
- The proportion of new anti-acne products for teenagers has noticeably increased along with the rising popularity
- Graph 27: proportion of new anti-acne skincare products with ‘teenager’ claims, 2020-24
- Mildness and clinical effectiveness need to be considered in product innovation in addition to oil control and acne treatment
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Appendix – market size and forecast, research methodology and abbreviations
- China: mainstream skincare efficacy claims on Tmall, distinguished by value sales share, 2024
- Methodology
- Abbreviations
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