研判2025！中国睫毛膏行业发展历程、市场政策、产业链图谱、销售规模、竞争格局及发展趋势分析：高端市场仍然被国际知名品牌占据[图]

Core Insights - The mascara market in China has evolved from a "non-essential" product to a "daily necessity," driven by the younger generation's demand for natural, long-lasting, and multifunctional makeup effects [1][11] - In 2024, the total sales of mascara in China are projected to reach 2.004 billion yuan, with high-end mascara accounting for approximately 25.0% and mass-market mascara for about 74.9% [1][11] - The trend towards clean beauty and sensitivity-friendly products is pushing companies to accelerate the development of low-sensitivity, nourishing, and multifunctional mascara products [1][11] Overview - Mascara is defined as a viscous product made from a mixture of oils, water, wax, thickeners, pigments, film-forming agents, and emulsifiers, primarily used to enhance and beautify eyelashes [2] Development History - The mascara industry in China has undergone four major stages: introduction of imported products, rapid popularization, innovation and differentiation, and compliance with high-quality standards [5] - Domestic brands have shifted from imitation to breakthroughs in technology and branding, narrowing the gap with international brands [5][6] Market Policies - The Chinese government has implemented various regulations to enhance the quality and safety of cosmetics, including mascara, promoting a shift towards standardized and high-quality production [6][7] Industry Chain - The mascara industry supply chain includes raw material suppliers (oils, waxes, pigments), component suppliers (brush heads, tubes), and sales channels (department stores, beauty shops, e-commerce) [7][8] Consumer Insights - The primary consumer demographic for mascara in China is women, making up 90.3% of the market, with the age group of 18-35 years accounting for 78.6% of consumers [9][10] - Over 80% of consumers prioritize waterproof and smudge-proof features, while 40% consider ease of application as a key factor influencing repurchase rates [9][10] Competitive Landscape - The mascara market is highly competitive, featuring both international brands (e.g., Yves Saint Laurent, Lancôme, Dior) and domestic brands (e.g., Maogeping, CarziLan, Huaxizi) [11][12] - Domestic brands are leveraging insights into Asian consumer preferences and innovative marketing strategies to capture market share [11][12] Development Trends - There is a shift towards multifunctional and natural ingredient-based mascara products, with an emphasis on nurturing properties and reduced irritants [14] - Online sales channels are expected to strengthen, with innovations in marketing strategies such as social e-commerce and live streaming [15] - The rise of domestic brands is supported by the growing trend of national pride, with brands incorporating traditional cultural elements into their products [16]