Core Insights - The male skincare market in China is undergoing a significant transformation, shifting from a "nice-to-have" to an "essential" mindset, with the market expected to exceed 17 billion yuan in 2024, growing at 17% year-on-year [2] - The Douyin platform has emerged as a key marketing channel for male skincare brands, leveraging its content ecosystem and algorithmic recommendations to influence consumer decisions [2] Market Overview - The male skincare market is projected to reach 29.2 billion yuan by 2029, with a compound annual growth rate (CAGR) of 11% from 2025 to 2029, outpacing the overall beauty and personal care market [2] - The top-selling products on Douyin in the first half of 2025 indicate a strong preference for cleansing products, which dominate the sales rankings, while high-end serums and gift sets are gaining traction [10][12] Product Performance - The top-selling product, 韩束男士升级2.0控油紧致多效精华, achieved over 1 million units sold and sales exceeding 100 million yuan, highlighting the demand for effective skincare solutions among male consumers [8][10] - The second-best seller, 左颜右色美白洗面奶, recorded sales between 25 million and 50 million yuan, showcasing the brand's strong presence in the cleansing category [9][10] Brand Dynamics - The brand 左颜右色 has established dominance in the cleansing segment, with four products in the top 20, reflecting its effective positioning in addressing male skincare concerns [14][16] - Domestic brands have captured all top 20 positions in the rankings, indicating a significant shift towards local brands in the male skincare market [16] Trends and Consumer Behavior - There is a growing trend towards professional efficacy and ingredient transparency, with consumers increasingly interested in product formulations and proven results [20] - The market is witnessing a shift from basic skincare routines to more elaborate, multi-step regimens, indicating a maturation of male skincare consumption [20][21] - The blurring of gender boundaries in product marketing is evident, with many products being marketed as unisex, reflecting changing consumer attitudes among younger males [21]