Core Viewpoint - The Chinese makeup market is undergoing a significant transformation, with a new force of domestic brands priced around 50 yuan emerging to redefine market dynamics and competition [3][5][12]. Market Dynamics - The makeup market is divided into three main forces: international luxury brands (e.g., YSL, Estée Lauder) dominating the high-end segment, local leading brands (e.g., Mao Geping, Huaxizi) focusing on brand upgrades, and the emerging "new makeup" brands priced around 50 yuan [5][7]. - The 0-50 yuan price segment accounts for one-fifth of the overall market, with over 50% market share in eye makeup, indicating its dominance in this category [7][11]. Sales Performance - Brands priced around 50 yuan have shown strong sales performance on platforms like Douyin, with several brands achieving over a million units sold during events like Double 11 [11][12]. - The brands in this price range have demonstrated consistent ranking in sales, with some brands maintaining top positions for several months, showcasing their operational stability [10][12]. Consumer Behavior - The rise of 50 yuan makeup brands reflects a fundamental shift in consumer logic, where younger consumers prioritize practical solutions over luxury branding [15][22]. - The success of these brands is attributed to their ability to address specific consumer pain points with high cost-performance ratios [15][22]. Brand Evolution - The emerging brands can be categorized into three types based on their establishment years: 1. Established brands (before 2017) that adapted to new channels [16]. 2. New brands (2018-2021) that grew alongside content e-commerce [18]. 3. Native Douyin brands (after 2022) that focus on efficiency and niche markets [20][22]. Strategic Development - These brands are transitioning from a focus on traffic to building brand assets through multi-channel strategies, including entering physical retail spaces [24][25]. - Brand image is being enhanced through celebrity endorsements, aiming to create deeper emotional connections with consumers [26][28]. Conclusion - The 50 yuan makeup brands are reshaping the market landscape, proving the power of niche segments and high cost-performance ratios, while emphasizing the importance of product barriers and brand value for long-term success [28].

Core Insights - The skin health industry in China is transitioning from a phase of external variable exploitation to a focus on internal structural refinement, emphasizing the need for continuous solutions from medical treatment to home care [2] - The theme of the SIA2025 conference is "Beauty Across Borders, Professionalism Without Boundaries," highlighting the industry's consensus on cross-disciplinary collaboration [3][5] Group 1: SIA Alliance and Its Initiatives - The SIA Alliance aims to address the challenges of effective collaboration across systems and languages by establishing itself as an "industrial operating system" [5] - The SIA Think Tank has gathered 193 experts from various fields, providing a foundation for quality content and professional insights within the industry [5][6] - The SIA100 scientific evaluation system serves as a bridge between laboratories and the market, establishing unified standards for product evaluation [6] Group 2: Key Reports and Findings - The "2025 China Medical Skincare Clinical Insight Report" was released, translating complex clinical language into actionable guidelines for the industry, focusing on common skin issues [9][11] - The results of the "SIA100 Scientific Products and Technology Achievements Collection" were announced, showcasing significant improvements in the quality and scale of entries compared to 2024 [11][12] Group 3: Research and Innovation - The conference highlighted a shift from "ingredient claims" to "mechanism claims" in efficacy skincare, with research showcasing the neurobiological mechanisms of skin conditions [12][18] - The "Regenerative Medicine Frontier" report illustrated the path from basic research to industrial application, emphasizing advancements in stem cell and exosome research [18] Group 4: Industry Collaboration and Future Directions - The "Medical Research Co-Creation Forum" aims to bridge clinical needs with industry innovations, showcasing the importance of collaborative efforts in addressing unmet clinical demands [19] - The SIA2025 conference reflects a clear industry shift towards cross-disciplinary integration, with success depending on the depth and systematic nature of professional collaboration [20]

前三季度净利润翻番之后，上海家化把下一步棋落在了CS渠道。这个在中国美妆行业中曾创 造无数国货奇迹的线下场景，经历数年深度震荡后再度站到风口中央。 在行业重新洗牌的关键时刻，上海家化交出了一套"产品力×渠道力"双线并进的答案：以典萃 为抓手，在CS渠道推行新机制、新技术、新产品，重塑从品牌到消费者的整条价值链。 " CS渠道非常有生命力，非常顽强。还有那么多消费者愿意来到店铺里和店员做朋友，买东 西，这是渠道非常重要的群众基础和未来发展空间。 " 上海家化美妆事业部总经理陈旻 指 出 对线下市场的两个洞察：" 另外一个就是功效护肤，真正的科学护肤和功效护肤，在线下市场 还有很多空间。这是两个巨大的机会，也是为什么典萃今天站在这里。 " 上海家化美妆事业部总经理陈旻 面对一个回暖却更复杂的线下战场，上海家化的动作像是一记提前落子的信号——CS渠道， 还有得做，而且会越做越重要。 过去5年，中国CS渠道经历了它历史上最艰难的一段周期：线上平台挤压线下生意，客流锐减 导致门店经营承压，消费者的选品逻辑与决策方式被彻底重塑。曾经哺育无数国货品牌的"毛 细血管"，一度走向边缘化。 然而最新数据却释放出一个清晰而强烈的信 ...

Core Insights - The personal care and cleaning market has undergone significant changes from 2022 to 2025, shifting from a broad growth model to a more segmented and precise approach driven by specific scenarios, efficacy, and emotional value [5][19]. Market Overview - The overall personal care market maintains an 11.2% CAGR, but growth is not uniform across categories [5]. - New growth engines include "body care" (CAGR +17.2%) and "oral care" (CAGR +12.2%), with "intimate care" showing an impressive growth rate of 68.6% [5]. - Traditional "hair care" is experiencing slower growth at 8.1%, with a 1.8% decline in average price, indicating a price war in the saturated market [5]. - "Men's care" has seen a negative growth of 8.4%, suggesting a shift in male consumer preferences towards more neutral and specialized products [6]. Consumer Behavior - Consumers are less willing to pay a premium for basic cleaning functions, with sales growth (9.8%) outpacing average price growth (1.3%) [7]. - Only products with upgraded efficacy or emotional attributes can support a robust pricing structure [7]. Key Categories and Trends - **Shampoo**: Evolving from a "cleanser" to a "scalp conditioner," focusing on specific pain points like "sensitive scalp" and "fine hair" [11]. - **Body Wash**: Growth is slow (3.6%), but consumers are demanding skincare standards, leading to increased interest in ingredients like "acids" for skin issues [14]. - **Hair Oil**: Outpacing the hair care market with a growth rate of 15.5%, shifting from "repair" to "styling" [16]. Brand and Retail Strategies - Brands should pivot from ineffective competition in basic cleaning to focus on "scalp health" and "emotional value" [20]. - Retailers need to adjust product selection by reducing traditional large bottles and increasing the display of specialized products [20]. - Emphasizing ingredient education in stores can lower consumer decision-making barriers and enhance cross-selling opportunities [20]. Supply Chain Recommendations - Innovation in raw materials should focus on "skincare-grade scalp ingredients" and "gentle high-activity acid technologies" [21]. - Development of non-greasy lightweight oil substitutes and new polymers to address consumer pain points [21]. Conclusion - The personal care market in 2025 will prioritize precision over simple scale expansion, with brands and retailers needing to adapt quickly to the shift towards refined, efficacy-driven, and emotionally resonant consumer demands [23].

Core Viewpoint - The PDRN anti-aging market is rapidly gaining traction, with major beauty brands like L'Oréal launching products centered around PDRN, indicating a significant shift in the skincare industry towards this ingredient [3][5][7]. Market Dynamics - L'Oréal's recent release of the "PDRN Skincare Application: Technology and Innovation White Paper (2025)" marks a strategic move to establish authority in the PDRN space, a rare occurrence for the company [5][13]. - The global PDRN market is projected to grow from approximately 180 million in 2023 to 3 billion by 2030, with a compound annual growth rate (CAGR) of 43% from 2024 to 2030, showcasing strong growth potential [7][10]. - PDRN is anticipated to become a benchmark skincare ingredient, similar to hyaluronic acid and collagen, due to its robust biological activity and high development ceiling [7][10]. Competitive Landscape - Numerous brands are entering the PDRN market, including domestic brands like Zhenmei and Huaxi Biology, as well as Unilever's AHC brand, which is targeting the medical beauty segment with new product launches [5][10][25]. - Zhenmei has established a first-mover advantage in the topical PDRN segment, utilizing proprietary technology to enhance skin penetration [17][19]. - Unilever's AHC brand has successfully launched products like the "B5 Star Mask," leveraging consumer demand for "water-light skin" effects while maintaining a strong medical beauty positioning [23][25]. Scientific and Technical Considerations - PDRN's entry into traditional beauty products is facilitated by its established efficacy and safety in the medical beauty sector, reducing the need for extensive consumer education [10][11]. - However, the scientific evidence supporting PDRN's efficacy in traditional skincare remains insufficient, necessitating further research to build consumer trust [14][15][16]. - The lack of standardized quality for PDRN raw materials poses challenges, as variations in source, preparation methods, and molecular weight can affect efficacy [15][31]. Future Outlook - The PDRN market is entering a phase of intensified competition, with brands focusing on research and development to establish technological barriers and enhance product efficacy [29][30]. - Companies are exploring diverse sources of PDRN, including plant and microbial origins, to differentiate their offerings and improve product stability [30][31]. - The potential applications of PDRN extend beyond facial care to include scalp health and eye care, indicating a broadening of its market scope [33].

Core Insights - The core viewpoint of the article is that the power dynamics in China's anti-hair loss market have shifted from traditional daily chemical brands to pharmaceutical companies, driven by a growing consumer base and evolving market demands [4][5]. Market Dynamics - The anti-hair loss market in China has seen a significant transformation, with over 300 million people affected by hair loss, particularly among the 26-35 age group, indicating a shift from a minor issue to a widespread concern [4]. - Pharmaceutical companies, particularly those with OTC pipelines and dermatological resources, have emerged as the primary players in the market, leading to a dual oligopoly dominated by Sanofi's Mandi and Zhendong Pharmaceutical's Dafeixin [4][8]. - The market for anti-hair loss products has reached 5.247 billion yuan in sales within the first ten months of 2025, reflecting a year-on-year growth of over 47% [10][13]. Brand Strategies - Pharmaceutical companies are creating a new narrative of "anti-hair loss = medicine + consumer," leveraging high margins and professional barriers while extending their product lines into daily care categories [5][19]. - Brands like Mandi and Dafeixin are combining pharmaceutical and cosmetic products, promoting them through "scientific anti-hair loss salons" to capture consumer interest [6][9]. Competitive Landscape - Traditional daily chemical brands are struggling, with companies like Bawang reporting a significant decline in profits despite a slight revenue increase, highlighting a structural challenge in the market [8]. - The consumer focus has shifted from "shampoo for hair loss" to "medical treatment and scalp management," indicating a demand for more scientifically-backed solutions [9][10]. Emerging Trends - The average price of anti-hair loss products has risen to over 113 yuan, suggesting consumers are willing to invest more in effective scalp care solutions [13]. - New brands such as EHD and Off&Relax are gaining traction, with EHD leading in sales at 371 million yuan, showcasing a trend towards professional and functional care [16][18]. Future Directions - To compete effectively, beauty brands must transition from traditional narratives to scientific and medical language, focusing on the mechanisms behind hair loss and scalp health [19][23]. - The integration of devices with hair care products is emerging as a trend, with brands like Kérastase introducing scalp care devices that enhance treatment efficacy [25][27]. Conclusion - The anti-hair loss market is evolving into a sector characterized by scientific, medical, and long-term management approaches, with pharmaceutical companies redefining the rules and traditional brands being compelled to adapt [19].

2 0 2 5 年 双 十 一 ， 美 妆 行 业 的 竞 争 底 层 逻 辑 发 生 了 深 刻 转 向 。 从 过 去 的 " 爆 发 式 促 销 " 到 如 今 的"品牌试金石"，这场大考的核心，归根结底是"信任"之战。 一个大背景是，高端美妆的"增长难题"正在中国市场显现。在过去十年中，国际品牌凭借渠 道、认知与科技壁垒，稳坐金字塔顶层；但随着用户心智成熟、消费理性化、信息透明化、国 产势力崛起，"高端美妆"的光环正被重新定义。在这场转型的考验中，谁能以文化、科技与信 任的复合力赢得消费者，谁才能在新周期中稳立潮头。 而在消费者端，"求真" "向实"的趋势愈发明显，理性消费成为主流，消费者愿意为真正的价值 付费，高端护肤领域的购买呈现 果断与稳健 的双重特征。表明今年双十一传递出一个清晰的 行业趋势——决定品牌生态位的，不再是谁折扣更大，而是谁能持续提供 稳定的信任、真实 的品质和长期的价值 。而当双十一从GMV战场转向长期主义的考场，能够穿越周期的，也将 是那些持续建设品牌、积累信任资产的长期玩家。 那么，在这场信任的竞赛中，究竟是谁赢得了领先优势？ 衡量这份优势的标尺，已从市场销量，延伸至了国家信 ...

Core Insights - The Chinese peptide cosmetics market is rapidly growing, becoming one of the fastest-growing segments in the global beauty industry due to unique market vitality and local innovation [3][29] - Domestic brands, exemplified by Kans, have successfully captured consumer attention through precise positioning and technological breakthroughs, leading to a market dominated by local products and multi-polar competition [4][29] Market Size Expansion - The market size of Chinese peptide cosmetics surged from 4.73 billion yuan in 2019 to 12.21 billion yuan in 2023, with a compound annual growth rate (CAGR) of 26.5% [6] - Projections indicate that the market will reach 19.45 billion yuan in 2024, reflecting a year-on-year increase of 59.3% [7] Supply Chain Growth - The growth in finished products has significantly boosted the entire supply chain, particularly the raw materials segment, which is expected to reach 2.32 billion yuan by 2025, with a CAGR of 12.5% from 2021 to 2025 [9] Product Registration Surge - As of July 31, 2025, the number of cosmetics registered with "peptide" as a keyword reached 63,510, with 25,727 products still valid, indicating a rising trend in new product registrations [10] Domestic Brand Dominance - International brands have failed to leverage their early advantages in the peptide sector, while domestic brands like Kans lead the market with a 34.59% share in 2024 [13][14] - The success of domestic brands is attributed to concentrated resource investment, broader price coverage, and efficient online channel conversions [13] Diverse Applications - Peptides are predominantly used in skincare (89.68%), followed by hair care (5.95%) and oral care (1.67%), with skincare products focusing on hydration and anti-aging [15][16] Ingredient Competition - The leading ingredients in the peptide cosmetics market are Myristoyl Pentapeptide-8 (22.85%) and Hexapeptide-9 (21.78%), indicating a concentrated competitive landscape [17] Innovation Pathways - The market is characterized by two main innovation trends: synergistic formulation and ingredient iteration, with a significant number of new peptide ingredients registered since 2021 [19] Driving Forces of Growth - The explosive growth of the peptide cosmetics market is driven by three core forces: rising consumer demand for effective anti-aging solutions, regulatory reforms enhancing innovation, and advancements in biotechnology and supply chain maturity [21][29] Future Trends - The market is expected to face challenges such as intensified competition and high consumer education costs, while also moving towards deeper technological innovation, expanded application scenarios, and more precise efficacy claims [31]

Core Viewpoint - The entry of the domestic beauty brand CENSTO into Sephora marks a significant shift in Sephora's brand selection strategy, moving from a focus on high-end products to embracing market-validated and user-recognized brands, indicating a potential recalibration of the definition of "high quality" in the beauty market [7][9][10]. Group 1: CENSTO's Entry into Sephora - CENSTO officially announced its entry into Sephora on November 20, 2025, with four key eyebrow makeup products available in Sephora's offline flagship store [3]. - CENSTO is the only domestic brand focusing on professional eye makeup among the new brands entering Sephora China in 2025 [4]. - The four core products from CENSTO are priced around 50 yuan, significantly lower than the mid-to-high price range typically associated with Sephora's offerings [8][9]. Group 2: Market Trends and Consumer Behavior - The beauty market in China is experiencing a "value return" trend, with younger consumers shifting their purchasing logic from "high price equals good quality" to "good quality justifies high price" [10]. - There is a growing demand for professional makeup products at accessible price points, particularly in the eyebrow and eye makeup categories, where convenience and user-friendliness are prioritized [10][11]. - CENSTO's products, such as the dual-head eyebrow pencil and mascara, represent innovative solutions that meet real consumer needs, allowing the brand to build a broad user base [10][11]. Group 3: CENSTO's Growth Strategy - CENSTO's rapid growth is attributed to its focus on product functionality, effective e-commerce strategies, and reasonable pricing, making it a model for other domestic beauty brands [18][24]. - The brand has successfully captured market share in the eyebrow product segment, with its eyebrow pencil ranking first in sales on major platforms like Douyin and JD [16][18]. - CENSTO is expanding its product line to include lip products, indicating its ambition to transition from an eye-focused brand to a comprehensive makeup brand [21][22]. Group 4: Industry Implications - CENSTO's entry into Sephora may signal a new norm in the beauty industry, where domestic brands can successfully penetrate high-end retail channels by addressing genuine consumer needs and offering differentiated products [11][35]. - The case of CENSTO illustrates that domestic brands are not limited by channel opportunities but must focus on understanding user needs and delivering stable, popular products [35].

Core Viewpoint - The article highlights the emergence of recombinant collagen as a significant anti-aging ingredient developed in China, marking a shift in the beauty industry where domestic brands gain authority in core raw materials, moving from a follower to a leader position in the global market [3][4][5]. Group 1: Company Overview - Marubi Biotech is one of the few companies in China that has achieved full-chain self-research and production of recombinant collagen, positioning itself as a representative of high-end beauty technology in the country [5][6]. - The company has played a crucial role in establishing national industry standards for recombinant collagen, transitioning from an industry participant to a standard setter, which signifies its technical authority [6][7]. Group 2: Technological Advancements - Marubi has developed a comprehensive research and production chain in the functional protein field, including gene editing, fermentation expression, structural verification, separation purification, and formula application [7][11]. - The establishment of the "National Recombinant Functional Protein Technology Research Center" under Marubi indicates its capability to not only serve its product development but also provide technical output to the industry [11][12]. Group 3: Product Development and Efficacy - Marubi's products, such as the "Recombinant Double Collagen," have achieved significant breakthroughs, including the first global production of high-activity recombinant human collagen through self-research and the use of translation pause technology [13][14]. - Clinical trials have shown that Marubi's products can effectively reduce wrinkle volume, with a reported 56.83% reduction in under-eye wrinkles and 13.18% in nasolabial folds after seven days of use [17][20]. Group 4: Market Strategy and Future Outlook - Marubi aims to establish a global presence by setting up research centers abroad and forming joint ventures, reflecting a shift from merely exporting products to a more comprehensive output of technology, standards, and brand culture [28][29]. - The company's vision includes creating a beauty standard that transcends cultural boundaries, emphasizing the importance of scientific research and long-term commitment to quality over short-term gains [28][30].