证券研究报告·行业点评报告 2026 年 2 月 26 日 江海证券研究发展部 近十二个月行业表现 % 1 个月 3 个月 12 个月 相对收益 -2.51 -5.22 -14.9 绝对收益 -2.41 0.62 3.69 数据来源：聚源 注：相对收益与沪深 300 相比 1. 江海证券-行业深度报告-美容护理行 业：专业皮肤护理行业研究-巨子生物、敷 尔佳、创尔生物 – 2026.01.14 2. 江海证券-行业点评报告-美容护理行 业：创健医疗重组胶原蛋白植入剂获批， 林清轩通过港交所上市聆讯 – 2025.12.30 3. 江海证券-行业点评报告-美容护理行 业："双 11"天猫抖音美妆榜出炉，巨子 生物重组 I 型胶原蛋白冻干纤维获批 – 2025.10.27 执业证书编号：S1410525120001 消费行业研究组 分析师：黄燕芝 2025 年，珀莱雅稳居淘宝天猫化妆品 榜首，韩束蝉联抖音化妆品榜首 事件： 美容护理行业 投资要点： 江海证券有限公司及其关联机构在法律许可的情况下可能与本报告所分析的企业存在业务关系，并且继续寻求发展这些关系。因此，投资者应当考虑到本公司可能存在影响本报告客观性的 ...

2025年以来，中国美妆行业迎来一场久违的资本竞速赛。 林清轩、HBN、半亩花田、自然堂、植物医生等一众国货美妆品牌密集递交招股书，甚至是已经上市的老牌国货美妆品牌珀莱雅、丸美生物亦向 港交所发起冲刺。 表面上看这是国货美妆集体爆发的"高光时刻"。 但透过厚重的招股书与财报数据，却能嗅到一股强烈的行业焦虑：线上流量红利见顶，"买量换增长"的边际效益逐渐递减。 面对这一增长瓶颈，向实体零售要增量成为破局的共识。以HBN、半亩花田等为代表的新锐国货品牌正急于抢抓IPO的时间窗口，试图募资"弹 药"大举加码线下市场，通过在一二线核心商圈铺设直营专柜、快闪店与精品店，构建起更重的资产壁垒。 而在新锐势力"线下"的攻势面前，那些原本拥有庞大实体分销网络的老牌美妆巨头正面临更多挑战。 面对传统客流被分流的压力，老牌巨头们被迫走出渠道舒适区，加速在美团、京东秒送等"即时零售"新业态中寻找增量以图反击，试图用数字化 网络重新激活厚重的线下基本盘。 这种触达路径的根本性颠覆，让那些原本难以攻入核心商圈的新锐国货可以绕过巨头，在直播间的聚光灯下获得一条足以"弯道超车"的黄金赛 道。 正是在这一时期，国货美妆品牌纷纷崛起。 以HB ...

Core Viewpoint - The company "Banmu Huatian" is preparing to go public on the Hong Kong Stock Exchange, leveraging its success in the affordable personal care market while facing challenges related to its reliance on traffic and quality controversies [2][8]. Group 1: Company Overview - Founded in 2010, Banmu Huatian has evolved from selling floral extracts to a wide range of personal care products, including body lotions and scrubs, capitalizing on the rise of content e-commerce [5][10]. - The company has become the leading domestic brand in body care products, achieving significant sales growth, with revenue increasing from 1.2 billion RMB in 2023 to nearly 1.9 billion RMB in the first three quarters of 2025 [10][30]. Group 2: Product Strategy - Banmu Huatian's products are characterized by an average price of around 20 RMB, positioning them as affordable yet high-quality options in the market [12][39]. - The company has successfully captured market share in body lotions and scrubs, with cumulative sales of approximately 56.9 million and 37.7 million units, respectively, making it the top domestic brand in these categories [12][15]. Group 3: Marketing and Sales Strategy - The company has heavily invested in marketing, spending about 8.96 billion RMB in sales and marketing expenses in the first three quarters of 2025, which accounts for 47.3% of its revenue [40][30]. - Banmu Huatian has effectively utilized social media platforms like Douyin and Xiaohongshu for marketing, creating a successful "content seeding + live streaming conversion" model that has driven significant sales growth [26][28]. Group 4: Financial Performance - The company's revenue reached 18.95 billion RMB in the first nine months of 2025, reflecting a 76.7% year-on-year growth, with a net profit of 1.25 billion RMB, marking a 465.22% increase [30][30]. - Despite high revenue growth, the company faces financial pressure with a debt ratio of 67.6% and a significant increase in inventory, indicating potential challenges in sales turnover [46][43]. Group 5: Challenges and Risks - Banmu Huatian's reliance on marketing over research and development has raised concerns about its long-term competitiveness, as its R&D expenditure has decreased to 1.5% of revenue [41][47]. - The company has faced quality issues, with numerous complaints regarding product safety, which could impact its brand reputation and market position [42][47].

Group 1 - The beauty care sector is experiencing a surge, with companies like Lafang Jiahua hitting the daily limit up, Jin Sanjiang rising over 10%, and others like Beitaini and Babi shares also showing significant gains [1][2] - Men's skincare products are becoming increasingly popular among Generation Z, with brands like C Coffee and Gu Yu seeing sales growth of 1900% and 1000% respectively during the recent holiday season [1] - Shanghai is focusing on consumer upgrades and market innovation, with plans to enhance domestic brands and improve inbound consumer services by 2026 [2][3] Group 2 - The beauty raw materials sector is witnessing a rapid increase in demand for specialized ingredients tailored to Chinese skin types, benefiting companies with core R&D capabilities [4] - Domestic beauty brands are gaining recognition and are expected to continue growing, especially those with innovative products and multi-channel operations [4] - The demand for cosmetic testing services is rising due to stricter regulations and consumer focus on product efficacy, creating opportunities for companies with advanced technical capabilities [5] Group 3 - Lafang Jiahua is a well-established beauty company focusing on hair care and skincare, actively pursuing brand rejuvenation and increasing R&D investments [6] - Huaxi Biological is a leading biotech firm specializing in hyaluronic acid, benefiting from the trend of domestic raw material production and industry upgrades [6] - Porlaia is a top domestic beauty brand known for effective skincare products, expected to increase R&D investments and expand its market leadership [6] - Beitaini specializes in sensitive skin care and has gained market recognition through collaborations with dermatological institutions, poised to benefit from the growing efficacy skincare market [6]

Group 1 - The core viewpoint of the article highlights that by 2025, the total transaction value of China's cosmetics market is expected to exceed 1.1 trillion yuan, with a year-on-year growth of 2.83% [1] - Domestic brands are projected to capture a market share of 57.37%, marking a steady increase over three consecutive years [1] - The industry is shifting from broad expansion to deep competition, focusing on areas such as raw material innovation, smart manufacturing, and scientific communication [1] Group 2 - The brand "Han Shu," known as the "Douyin King," announced that its total GMV reached the top position among domestic brands and second overall in the industry [1] - During a media open day, Han Shu opened its brand headquarters and smart factory to the public, emphasizing transparency [1] - The brand representative noted that today's Chinese consumers are increasingly discerning, paying attention to the essence, ingredients, and formulations of products [1]

Core Viewpoint - The domestic beauty brand "Banmu Huatian" has submitted its listing application to the Hong Kong Stock Exchange, aiming to become the first domestic personal care stock in Hong Kong, with CITIC Securities as its sponsor [2] Group 1: Company Overview - Banmu Huatian's parent company, Shandong Huawutang Cosmetics Co., Ltd., was established in 2018 and operates as a full industry chain brand focusing on body care, with R&D centers in Jinan, Shanghai, and Guangzhou [2] - The company has completed two rounds of financing, attracting attention from industry players like Marubi and Lin Qingxuan [2] - According to the prospectus, Huawutang is projected to achieve revenues of 1.199 billion yuan and 1.499 billion yuan in 2023 and 2024, respectively, with adjusted net profits of 23.7 million yuan and 82.8 million yuan [2] Group 2: Product Performance - Banmu Huatian's product lines include body care, hair care, and facial care, with body and facial care accounting for over 80% of revenue in 2024 [3] - Hair care products saw significant growth, with revenue increasing from 80.884 million yuan to 482 million yuan, a 496% increase, and their revenue share rising from 7.5% to 25.4% [3][9] Group 3: Market Trends - In 2023, domestic beauty brands captured 50.4% of the market share, surpassing foreign brands for the first time, and this is expected to rise to 55.2% in 2024 [4] - Over 90% of Gen Z consumers have chosen domestic beauty brands, with nearly all post-2000 consumers having tried domestic brands [4][5] Group 4: Brand Strategy - Banmu Huatian has effectively engaged with young consumers by signing influential celebrity endorsements, which has significantly boosted its brand recognition and sales [5] - The company has established a strong product ecosystem, with standout products like the "Whitening Body Lotion" and "Ice Cream Smooth Body Scrub" achieving substantial sales [8][9] Group 5: Supply Chain and Industry Position - The success of Banmu Huatian is attributed to its deep integration of the supply chain and industry chain, allowing for effective control over raw materials and production standards [6][7] - The company has established raw material plantations across more than 10 locations in China, enhancing its supply chain capabilities [6] Group 6: Future Outlook - The competitive landscape for domestic beauty brands is intensifying, with a focus on deepening supply chain collaboration as a core competitive advantage [7] - The ability to innovate in product development through supply chain synergy will be crucial for brands to succeed in the next market cycle [7][10]

Core Viewpoint - The cosmetics industry is still facing cyclical challenges, prompting leading companies like Estée Lauder to implement significant operational changes to regain growth [1] Group 1: Company Strategies - Estée Lauder has announced its largest operational transformation in history, termed "Reinventing Beauty" strategy, to navigate through industry difficulties [1] - Some mid-tier cosmetics companies are increasing R&D investments to differentiate their products, while others are opting for share reductions by management [1] Group 2: Shareholder Actions - On January 6, 2024, the Hong Kong-listed company Mao Geping announced plans for major share reductions by its controlling shareholders, amounting to a maximum of 17.2 million shares, or 3.51% of total shares [1] - The total cash raised from this share reduction could exceed 1.4 billion HKD, which will be used for investments in the beauty industry and personal expenses [1] Group 3: Market Performance - Mao Geping's stock price has seen significant appreciation, reaching a peak of over 130 HKD, four times its initial offering price of 29.8 HKD, and currently standing at 87.95 HKD [2] - The average daily trading volume for Mao Geping has been below 300 million HKD, indicating liquidity issues for a company valued over 40 billion HKD [3] Group 4: Financial Performance - For the first half of 2025, Mao Geping reported revenue of 2.588 billion CNY, a year-on-year increase of 31.28%, and a net profit of 670 million CNY, up 36.11% [3] - The company's gross margin stands at 84.2%, which is relatively high within the industry, but there are signs of slowing growth [3] - Sales and distribution expenses increased by 24.8% to 1.169 billion CNY, accounting for 45.2% of total revenue, with marketing expenses exceeding 540 million CNY [4] Group 5: Analyst Insights - Citibank noted that the share reduction by Mao Geping's controlling shareholders could exert short-term pressure on the stock price, but maintains a "Buy" rating with a target price of 82 HKD, predicting a 28% growth in earnings per share for 2025 [4][5] - The dynamic price-to-earnings ratio for Mao Geping is currently at 37.6 times, indicating a high valuation that may need to be addressed if growth does not continue [5][6]

Core Viewpoint - Proya has submitted its prospectus for a Hong Kong IPO, aiming to strengthen its market presence as a leading domestic cosmetics brand in China, with ambitions to rank among the top ten global cosmetics companies within the next decade [1][2]. Group 1: Company Overview - Proya, founded in 2003, has established itself as a significant player in the cosmetics industry, focusing on affordable beauty products primarily in lower-tier cities [3]. - The company has developed a brand matrix that includes its main brand Proya, as well as several other brands in makeup and personal care [3]. Group 2: Financial Performance - In 2022, Proya achieved a main business revenue of 6.385 billion yuan, with approximately 82.7% of this revenue coming from the Proya brand [4]. - The revenue growth rate for Proya has slowed, with a projected growth of 19.55% in 2024, down from 36.36% in the previous year [4][9]. - By the first half of 2025, Proya's revenue growth had dropped to 7.21%, significantly lower than the 37.9% growth in the same period the previous year [10]. Group 3: Brand Performance - The Proya brand continues to dominate revenue contributions, but its growth has stagnated, with a decline in revenue in the first half of 2025 compared to the previous year [4][10]. - Other brands under Proya, such as "Caitang," have also seen a decline in growth rates, with "Caitang" achieving a revenue of 1.191 billion yuan in 2024, a significant drop from its previous year's growth [5]. Group 4: Management Changes - Proya has experienced significant management changes, including the appointment of a new general manager, Hou Yameng, and the departure of key executives [14]. - The new management team is reportedly focused on expanding Proya's international presence, particularly in markets like Japan and Southeast Asia [15][16]. Group 5: International Expansion - Proya's international revenue remains minimal, accounting for only 1.3% of total revenue as of 2024, indicating that its overseas strategy is still in the exploratory phase [16]. - The company is considering acquisitions to enhance its international portfolio, particularly in the baby care, fragrance, and men's skincare segments [16].

Core Viewpoint - Proya has submitted its prospectus for a Hong Kong IPO, aiming to strengthen its presence in the cosmetics industry and achieve a position among the top ten global cosmetics companies within the next decade [2][3]. Company Overview - Founded in 2003 in Hangzhou, Proya has evolved into the fifth largest cosmetics group in China by retail sales as of 2024, being the only domestic brand among the top five [2]. - The company initially focused on the mass market, targeting third- and fourth-tier cities with a cost-effective strategy and has since expanded into e-commerce and multi-brand strategies [6]. Brand Performance - Proya's main brand continues to dominate its revenue, contributing approximately 80% of total income, with 2022 revenue from Proya at 52.64 billion yuan, accounting for 82.7% of total revenue [7]. - Despite the introduction of new brands, Proya's revenue growth has slowed, with the main brand's growth rate dropping from 36.36% in 2023 to 19.55% in 2024, and a negative growth in the first half of 2025 [7][10]. Financial Performance - In 2024, Proya's revenue reached 10.778 billion yuan, marking its first year surpassing the 10 billion yuan threshold, but growth rates have declined, with a 21.04% increase compared to the previous year [10]. - The company experienced a significant drop in revenue in the third quarter of 2025, with a year-on-year decline of 11.63% and a net profit decrease of 23.64% [11]. Pricing Trends - Average selling prices for Proya's products have decreased across all categories, with skincare products dropping by 22.19% year-on-year, and makeup products by 10.99% [12]. Management Changes - Proya has undergone significant management changes, including the appointment of a new general manager, which coincided with internal restructuring and the departure of key executives [15]. - The new management team is reportedly focused on international expansion, particularly in markets like Japan and Southeast Asia, with a current overseas revenue contribution of only 1.3% [16]. Strategic Initiatives - Proya is considering acquisitions to enhance its product offerings in areas such as children's products, fragrances, and men's skincare, with plans to leverage its Paris subsidiary for these initiatives [17].

Core Viewpoint - The light industry retail beauty sector is experiencing a weak recovery since 2025, with significant differentiation among sub-sectors and companies due to varying attributes and policy sensitivities. Domestic demand remains weak, while certain segments like trendy toys and beauty products show growth. International trade policies are slowing export growth. Looking ahead to 2026, government policies are expected to support consumption stabilization, but the marginal effects may diminish, leading to differentiated growth across sub-sectors [3]. Beauty and Aesthetic Medicine - The beauty sector is projected to achieve mid-single-digit growth in 2026, driven by domestic demand recovery. Ingredient upgrades and product innovations, particularly with emerging components like collagen and PDRN, are expected to enhance consumer purchasing needs. Competition is intensifying, leading to a concentration of market share among leading brands. The industry is anticipated to exhibit three trends: 1) National brands are moving towards globalization and group development; 2) Channel efficiency and operational capabilities are becoming more critical; 3) Market share is increasingly concentrated among top-performing brands [6]. - The aesthetic medicine sector is expected to see double-digit growth in 2026, supported by increased penetration rates and continuous market education. The supply side is becoming richer, stimulating demand. Two key trends are anticipated: 1) Midstream institutions are focusing on premium products and marketing capabilities; 2) Leading institutions are expanding through enhanced user operations and solutions [7]. Personal Care - The personal care sector is expected to benefit from increased online penetration and the rise of self-care demands, leading to a restructuring of the market. Product structures are anticipated to upgrade towards efficacy and premiumization. The rise of content e-commerce platforms is reshaping consumer access and marketing, providing opportunities for domestic brands to gain market share, particularly in segments like baby care, women's hygiene, and oral care [8]. Commercial New Retail - The retail sector is expected to continue its steady recovery into 2026, characterized by three trends: 1) Consumers are increasingly valuing cost-performance ratios, prompting businesses to focus on differentiated product offerings; 2) The clearance of outdated retail formats is nearing completion, with improved operational efficiency leading to profitability; 3) New consumption trends driven by emotional value are creating demand, supported by innovative product categories and localized operations [10]. Light Industry Manufacturing - The light manufacturing sector is facing weak overall demand but presents structural opportunities. Companies that can leverage industry transformation to develop new business models are expected to thrive. Key opportunities include: 1) Industry transformation driven by technological advancements, particularly in AI applications; 2) Export opportunities as companies enhance resilience through diversified global production and capitalize on improving overseas demand [13][14].