美妆丨市场观察 本周看点： -欧莱雅罕见跌出10强！谁在瓜分美妆巨头份额？ -妆械合一再掀风暴：巨子拿到医美三类证、自然堂推首款械字号； -被万亿巨头忽视的赛道，正在受年轻人追捧。 行业环境 1.欧莱雅罕见跌出10强！谁在瓜分美妆巨头份额？ 关键词：美妆赛道,行业洗牌,国货品牌,头部效应,白牌 概要：2025年抖音美妆赛道竞争激烈，国货品牌表现亮眼。韩束蝉联榜首，珀莱雅稳居第二， 国货品牌在TOP10中占据7席，百雀羚等品牌快速崛起。国际品牌如欧莱雅排名下滑，科兰黎凭 借高客单价稳居前20。彩妆领域，国货品牌全面反攻，圣罗兰成为TOP10中唯一的国际品牌， 蒂洛薇、花间颂等新锐品牌表现突出。细分赛道如颈部护理增长显著，KAZOO、SDX等品牌 崭露头角。整体来看，抖音美妆市场呈现国货崛起、国际品牌承压、细分赛道潜力大的特点。 2.妆械合一再掀风暴：巨子拿到医美三类证、自然堂推首款械字号！ 关键词：医美市场,重组胶原蛋白,三类证,械字号,医美跨界 概要：巨子生物自主研发的"重组I型α1亚型胶原蛋白冻干纤维"获NMPA批准上市，打破锦波生 物在重组人源化胶原蛋白领域的垄断，标志着胶原蛋白注射市场进入双强竞争阶段。 ...

Core Insights - The trend of "makeup and medical integration" is gaining significant attention in the beauty industry, with major brands accelerating their entry into the medical aesthetics sector [1][5] - The medical aesthetics market is viewed as a new growth driver, despite the current early-stage development of the interaction between beauty and medical aesthetics [1][5] Industry Developments - Leading beauty brands are actively investing in the medical aesthetics sector, with various strategies such as investing in upstream research and launching related medical brands or products [2][3] - Notable actions include Shiseido's announcement of its first medical beauty brand in China, L'Oréal's strategic partnership with Tru Diagnostic, and Estée Lauder's collaboration with Jia Hui Medical in Shanghai [2][3] Domestic Market Movements - Domestic brands like Marubi and Gu Yu are also making significant moves in the medical aesthetics space, with Marubi investing in a medical materials R&D company and Gu Yu collaborating with a research institute to explore innovative medical products [3] - Other domestic brands such as Pechoin, Aimeike, and Furuida are also accelerating the integration of medical aesthetics and beauty [3] Market Potential - The medical aesthetics market in China is expected to reach a scale of 381.6 billion to 410.8 billion yuan by 2025, making it a crucial growth area globally [5][6] - The overlap between beauty and medical aesthetics consumer groups is driving beauty companies to enter the medical aesthetics market [5][6] Competitive Landscape - Differentiation is key for brands looking to penetrate the medical aesthetics market, as the sector faces high regulatory barriers and technical challenges [6][7] - The current market primarily features Class II medical devices, with brands focusing on consumer needs during the perioperative period of medical aesthetics [6] Industry Trends - The integration of beauty and medical aesthetics is reshaping the competitive landscape, with both domestic and international brands needing to adapt to a market transitioning from rapid growth to stable development [7] - The industry is undergoing a significant reshuffle, emphasizing the need for brands to balance consumer demand with the rigor of medical standards [7]