“十全大补”面膜神话落幕：又一外资护肤品撤离中国

Core Insights - Filorga, a well-known French skincare brand, announced its withdrawal from the Chinese market, closing its Tmall flagship store on January 31, 2026, along with its 3.03 million followers and popular products like the "Ten Full Nourishing Mask" [1] - The exit of Filorga is part of a broader trend, with over 60 foreign beauty brands leaving the Chinese market between 2024 and 2025, indicating a significant retreat of foreign skincare brands [1] - Domestic beauty brands have gained market share, surpassing foreign brands for the first time in 2023, with Proya becoming the first domestic brand to exceed 10 billion yuan in revenue [1] Group 1: Filorga's Market Performance - Filorga entered the Chinese market in 2015 and quickly gained popularity, achieving a sales record of over 1 billion yuan during the 2018 Double Eleven shopping festival, with a year-on-year growth of 148% [2] - However, growth slowed significantly after 2020, attributed to ineffective pricing strategies and a lack of competitive advantage against domestic brands [2][3] - The brand's high-priced star product, the mask priced at 599 yuan, failed to maintain its premium image due to frequent discounts, while domestic competitors offered more affordable alternatives [2] Group 2: Challenges in Channel Operations - Filorga's online sales performance was poor, with only 2.5 million to 5 million yuan in sales on Douyin in 2025, indicating a lack of effective online marketing strategies [3] - The closure of physical stores resulted in a loss of high-end brand image and direct consumer engagement opportunities [3] - In contrast, other brands under the L'Oréal group, such as La Roche-Posay and Kiehl's, maintained strong market positions through effective product offerings and operational strategies [3] Group 3: Broader Industry Trends - The withdrawal of Filorga aligns with Colgate's global strategy to streamline operations, as the company's personal care segment saw a 2.05% decline in net sales in the first half of 2025 [4] - Similar strategic adjustments are occurring across the foreign beauty sector, with brands like Shiseido and LVMH also closing stores or withdrawing from the market due to declining performance [5] - Domestic brands like Proya and Winona have shown significant growth, with Proya achieving over 10.778 billion yuan in revenue in 2024, marking a year-on-year increase of over 20% [5] Group 4: Future Outlook - Analysts suggest that the challenges faced by foreign brands are not solely due to their foreign status but rather their inability to adapt to the Chinese market and consumer preferences [6] - L'Oréal's success is attributed to its localized operations, contrasting with Filorga's failure to establish a coherent market strategy in China [6] - The Chinese high-end beauty market is expected to continue facing challenges, but opportunities remain for brands that can effectively engage with local consumers [6]