Core Viewpoint - The beauty industry is experiencing a cyclical trend, shifting from "all-in-one" products to specialized efficacy and back to multi-functional products, indicating a potential evolution in consumer behavior towards more rational and simplified choices [1][3][28]. Group 1: Trends in Skincare - The skincare market is witnessing a significant trend towards "multi-functional" products, particularly in serums and sunscreens, with brands increasingly promoting the concept of "one bottle for multiple effects" [3][10]. - Serums are evolving from targeting single skin issues to offering combined benefits such as anti-aging, whitening, and repair, with products like Proya's dual anti-aging serum exemplifying this trend [4][6]. - The traditional boundaries between sensitive skin care and advanced efficacy are being blurred, with brands launching multi-functional products specifically designed for sensitive skin, such as Winona's silver core cream [8][16]. Group 2: Innovations in Sunscreen - Sunscreen products are transitioning from basic UV protection to "skincare-grade" experiences, incorporating multiple skincare benefits while maintaining high SPF [10][12]. - The combination of "sunscreen + whitening" is a prominent trend, with brands like Mentholatum and Lancaster launching products that emphasize dual certification for efficacy [12][14]. Group 3: Developments in Makeup - The makeup sector is embracing the "N-in-one" concept, focusing on simplifying application processes and meeting diverse consumer needs through innovative product forms and functional integration [17][27]. - Brands are launching multi-use products that combine various makeup functions, such as the "气色多用膏" from 彩棠, which serves as a blush, eyeshadow, and lip color [19][23]. - The trend of integrating skincare benefits into makeup products is evident, with Perfect Diary's bionic film foundation offering moisturizing and anti-aging properties alongside coverage [25][27]. Group 4: Consumer Behavior and Market Dynamics - Consumers are increasingly knowledgeable about skincare science, leading to a demand for products that address multiple concerns efficiently, reflecting a shift towards rational consumption [14][28]. - The competitive landscape in skincare and sunscreen is characterized by high levels of homogeneity, prompting brands to differentiate through multi-functional claims and innovative formulations [15][29]. - The beauty market in China is evolving towards a more mature stage, with consumers seeking precise solutions and simplified routines, aligning with global trends of rational consumption [29][30].

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