魔镜洞察：2025年，美妆人必须关注三大趋势

Core Viewpoint - The beauty and skincare industry experienced a subtle performance in the first half of 2025, with sales increasing by 10.1% year-on-year, indicating a shift in market dynamics towards lower-priced skincare and a rapid rise of mid-tier brands, while high-end brands maintained steady growth [3][5]. Group 1: Market Performance - The beauty and skincare market achieved a sales figure of 235.23 billion yuan in the first half of 2025, with a year-on-year increase of 10.1%, and a volume of 2.564 billion units sold, up by 5.5% [5]. - The low-price segment of the beauty market saw a market share increase of 0.5%, while the skincare market's segment of products priced at 100 yuan and below grew by 3.9% [7]. - The top 10 brands' sales increased by 3.3%, but their market share decreased by 1.0%, while mid-tier brands expanded their market share by 2.1% and saw a sales increase of 7.5% [7]. Group 2: Trends in Anti-Aging Products - The total sales of anti-aging products reached 65.49 billion yuan, reflecting a year-on-year increase of 30.3%, with significant attention on these products across social media platforms [12]. - The demand for anti-aging products has transcended age barriers, with younger consumers (25+) increasingly aware of anti-aging needs, and male consumers showing an 83.7% year-on-year increase in interest [15]. - The anti-aging market is expanding into new consumer demographics, including lower-tier cities, indicating a broadening appeal [15]. Group 3: Shifts in Makeup Trends - The concept of "naked makeup" has evolved into "authentic aesthetics," shifting consumer logic from concealing flaws to expressing individuality [4][27]. - The sales of products that combine makeup and skincare saw a year-on-year growth of 94.3%, indicating a rising consumer demand for products that serve dual purposes [37]. - The beauty market is characterized by a strong consumer preference for natural looks and personalized expressions, with keywords like "high-end" and "natural" dominating discussions [25]. Group 4: Brand Performance - L'Oréal remains the market leader with a sales figure of 5.34 billion yuan, showing a slight increase of 0.3%, while the brand La Mer experienced the highest growth among the top 10, achieving a 27.3% year-on-year increase [8]. - The brand Kiehl's saw a remarkable growth of 204.5% in the first half of 2025, driven by innovative marketing strategies and product offerings [10]. - Lancôme and La Mer maintained steady growth, while Helena Rubinstein's flagship products saw a decline in sales by 17.2% [21].