新消费观察|250亿元新蓝海！男士护肤赛道崛起

Core Insights - The demand for men's skincare products is rapidly increasing, with significant sales growth observed during the holiday season, particularly for gift sets [1][3] - Men's skincare has transitioned from a niche market to a mainstream necessity driven by changing social norms and increased health awareness [1][3] Group 1: Market Trends - In the last 30 days, several men's skincare gift sets sold over 750,000, with the top two exceeding 1 million in sales [1] - By December 2025, the number of men's skincare products, brands, and stores is expected to grow by 54.2%, 28.5%, and 37.0% respectively [1] - A survey indicates that 44% of consumers believe that managing one's appearance is necessary for men, with nearly 40% stating it enhances personal image and confidence [5] Group 2: Consumer Behavior - Men's skincare is increasingly viewed as a part of daily routines, with products like cleansers and moisturizers becoming essential [5][11] - Social media discussions around men's skincare have surged, with topics related to men's skincare reaching over 120 million views on Weibo [5] - The shift in perception from "should men use skincare?" to "how to use skincare effectively?" reflects a growing acceptance of men's grooming [6] Group 3: Product Development - The market is moving towards more refined, scientific, and personalized skincare solutions for men, addressing specific skin issues such as oiliness and acne [8][10] - During the 2025 Double Eleven shopping festival, men's beauty products saw a staggering increase in sales, with facial essence sales up 7064% year-on-year [8] - Brands are developing products tailored to different age groups, focusing on efficacy and simplicity, such as multi-functional creams that combine several skincare steps [11][12] Group 4: Market Potential - The men's skincare market is projected to reach approximately 25 billion by 2025, with a compound annual growth rate of 18% [17] - The market is evolving from a "blue ocean" to a "deep blue ocean," indicating untapped potential and opportunities for brand value establishment [17] - Major brands, both international and domestic, are increasingly entering the men's skincare space, creating a competitive and diverse market landscape [16][17]