Core Viewpoint - The article discusses the transformation of the brand HAPSODE under Proya, emphasizing its shift from being an "oil skin care expert" to a "young skin research brand," targeting the Z generation's desire for high efficacy and emotional resonance in skincare products [3][22]. Group 1: Brand Transformation and Strategy - HAPSODE has undergone a comprehensive rebranding, introducing the YOUTHLAB research laboratory to focus on young skin issues and develop personalized solutions [3][26]. - The new brand declaration "Young Research, Vitality" encapsulates Proya's multi-brand strategy and aims to decode the skincare challenges faced by the Z generation [3][22]. - The brand's visual identity has been revamped to convey professionalism and vitality, appealing to the emotional and rational needs of young consumers [23][24]. Group 2: Scientific Research and Product Development - Proya's research indicates that the complexity of young skin is influenced by emotional factors, with the skin acting as an "emotional organ" [5][21]. - The YOUTHLAB has developed a "dual oil sensitivity control system" targeting overactive sebaceous glands, which are identified as the root cause of various skin issues [5][6]. - The flagship product, the "Redness Repair Essence 2.0," features 98% high-purity Kava extract and aims for rapid redness reduction and oil control [6][8]. Group 3: Market Position and Financial Performance - HAPSODE's revenue reached 332 million yuan in 2024, marking a 9.41% year-on-year growth, highlighting its role in Proya's youth-oriented brand strategy [33]. - The brand targets a diverse demographic, including trend-loving Z generation consumers and quality-seeking professionals, with a price range that offers strong value [33]. - Proya's commitment to R&D is evident, with a budget of 210 million yuan for 2024 and a growing number of patents, reinforcing its innovative capabilities [17]. Group 4: Emotional Engagement and Consumer Connection - The brand recognizes that skincare issues are often reflections of emotional states, leading to a focus on emotional communication in marketing strategies [22][32]. - Collaborations with popular youth icons, such as Ricky from the boy band ZEROBASEONE, aim to create relatable brand ambassadors that resonate with the target audience [27][30]. - The brand's approach combines scientific efficacy with emotional support, aligning with the Z generation's values of self-fulfillment and mental well-being [32][33].

Core Insights - The report titled "2025 Douyin E-commerce Skincare Trend White Paper" analyzes the latest dynamics and future trends of the skincare market on the Douyin e-commerce platform, highlighting a significant upgrade trend by 2025 [1] - Consumer skincare needs have evolved from basic care to a dual focus on "scientific evidence and emotional satisfaction," indicating a shift towards holistic health aesthetics [1] - Douyin e-commerce has become a core platform for the online skincare market, with a noticeable trend towards high-end products, particularly those priced above 1,000 yuan [1] Market Dynamics - Approximately 60% of consumers are increasingly focused on health from within, moving beyond superficial skin management [1] - The supply side is accelerating product upgrades through ingredient technology (e.g., recombinant collagen, neuropeptide-161) and technical innovations (e.g., micro-encapsulation, clock gene technology) [1] Channel and Product Trends - Online channels are continuously gaining market share, with liquid essences and facial oils being particularly popular; single-use essences and masks are seen as blue ocean markets, while sheet masks and facial care sets are in a highly competitive red ocean market [2] - Consumer segments show distinct characteristics, with high-end customization favored by luxury consumers, domestic technology appealing to urban skincare enthusiasts, and practical consumers in smaller towns focusing on cost-effectiveness [2] Key Trends - The skincare sector is divided into two main camps: international brands leading in cell technology and domestic brands focusing on ingredient technology [4] - The medical beauty-related market is growing, with post-operative care and anti-dark spots becoming new demand hotspots [4] - Zone-specific skincare is expanding from the face to full-body care, with significant growth in niche categories like neck masks and nasolabial fold patches [4] - Emotional skincare is becoming more commonplace, leveraging neuroscience and sensory healing to expand categories like essential oils and masks [4] Brand Strategies - Douyin e-commerce supports brands in achieving integrated marketing through various IP activities and live streaming, with brands like Estée Lauder and Zhenyan successfully increasing performance through collaborations and celebrity endorsements [5] Future Outlook - The skincare market on Douyin e-commerce will continue to evolve with changing consumer demands, necessitating brands to innovate and adapt to meet diverse consumer needs [8] - The importance of emotional skincare is emphasized, urging brands to focus on consumers' emotional needs to enhance brand loyalty through emotionally connected products [10]

Industry Environment - Fermented skincare is emerging as a new trend in the beauty industry, utilizing microbial technology to convert natural ingredients into effective active components, with a projected market size of 15 billion yuan by 2030 and an annual growth rate of 15% [2] - The 2025 Douyin E-commerce Skincare Trend White Paper reveals four major trends: technological skincare, medical beauty scenarios, targeted care, and emotional skincare, indicating a shift towards scientific and refined consumer demands [3] - The global perfume market is expected to grow from $53 billion in 2025 to $77.53 billion by 2032, with luxury brands like Chanel and Kering's beauty business performing well amid market challenges [4] - The medical beauty sector is becoming a new hotspot in the beauty consumption market, with the Chinese medical beauty market projected to reach 350 to 400 billion yuan by 2025, driven by the Z generation [5] - Small and niche brands are gaining traction in the global beauty market, appealing to younger consumers who prioritize brand values and cultural resonance [6] - In the first half of 2025, the global beauty market saw 61 investment events, with a focus on skincare and personal care sectors, highlighting a significant interest in upstream technologies [7] Company Dynamics - Huaxizi has appointed Wang Junkai as its first global color makeup ambassador in an attempt to revive declining sales, which have seen a 21.19% year-on-year drop in online GMV for 2024 [9] - Estée Lauder's high-end hair care brand Aveda has opened its first flagship store in China, emphasizing a holistic approach to beauty that integrates natural wisdom and immersive experiences [10] - ColorWow, a professional hair care brand, was recently acquired by L'Oréal for $1 billion, showcasing the success of its founder Gail Federici in the hair care industry [11] - Onitsuka Tiger has launched a new perfume line, marking its entry into the beauty sector and aligning with its high-end, fashion-forward strategy [12] - Plant Doctor has been accepted for IPO, focusing on high-altitude plant products, but faces challenges in growth and online transformation [13] - A hair oil brand has topped Douyin's sales charts, driven by increased demand for hair care products among university students during the summer [14] - JD Health has opened its first offline medical beauty clinic in Beijing, aiming to leverage its supply chain advantages in a competitive market [15] - Unilever is focusing on high-end beauty and growth categories as part of its "tail-cutting survival" strategy, with a 1.9% global revenue increase projected for 2024 [17]

Investment Rating - The report does not explicitly provide an investment rating for the skincare industry Core Insights - The skincare industry in China is undergoing a transformation driven by consumer demand for personalized and sustainable products, with a focus on ingredient innovation and technological integration User Profiles - The male skincare market is evolving towards personalized skincare solutions, moving from basic care to more specialized needs such as oil control and acne treatment, with the market expected to reach 15.6 billion yuan by 2024 [19][20] - The Z generation views skincare as a form of self-expression and emotional engagement, with a strong emphasis on cultural identity and social belonging [14][18] - The infant skincare market is rapidly growing, driven by the new parenting philosophies of the "90s" and "Z generation," focusing on safety and scientific formulations [22][25] Ingredient Trends - The plant-based skincare market is entering a phase of innovation characterized by ingredient upgrades and sustainable practices, with a focus on herbal extracts and advanced extraction technologies [26][27] - The top plant extracts in demand for 2024 include Centella Asiatica, licorice root, and purslane, indicating a shift towards natural and effective ingredients [27][28] Technological Innovations - AI technology is transforming the skincare industry from a traditional model to a data-driven ecosystem, enhancing efficiency and enabling personalized skincare solutions [38][40] - The integration of AI in product development is reshaping the research and development processes, allowing for more tailored consumer experiences [39][40] Consumer Concepts - Emotional skincare is emerging as a new concept, combining psychological and sensory elements to enhance the skincare experience [44][46] - The philosophy of minimalist skincare is gaining traction, emphasizing precision and efficiency over excessive product use [53][55] - Sustainable packaging is becoming a priority for consumers, with a significant portion willing to pay a premium for eco-friendly packaging solutions [58][59]

Investment Rating - The report does not explicitly provide an investment rating for the men's skincare industry in China. Core Insights - The men's skincare market in China is rapidly growing, with a market size of approximately 170 billion yuan in 2024, representing a year-on-year growth of 17%. It is projected to reach 292 billion yuan by 2029, indicating significant potential for expansion [4][35][36]. Summary by Sections Industry Overview - The skincare market in China is characterized by diversification, precision, and technological advancement. The market is expected to grow from approximately 3,635 billion yuan in 2024 to 4,337 billion yuan by 2028, driven by e-commerce innovations, technological advancements, and a growing demand for natural ingredients [3][29][31]. Men's Skincare Market Insights - The men's skincare market is expanding due to changing social perceptions and increasing awareness among men regarding skincare. The market is diversifying with a variety of products, and the demand for functional products is on the rise. The market is expected to see a significant increase in high-end products [4][35][36]. Market Size - The men's skincare market in China is projected to grow to approximately 170 billion yuan in 2024, with a year-on-year growth rate of 17%. The market is expected to reach 292 billion yuan by 2029, with significant growth in categories such as masks and sunscreens [4][35][36]. Product Efficacy - The primary focus of men's skincare products is on moisturizing, cleansing, and oil control. The market is evolving towards more specialized and personalized products, with innovations in technology and formulation [38][40]. Brand Performance - In the online sales channels for men's skincare, platforms like Taobao and Douyin lead in sales. While foreign brands dominate the market, domestic brands are experiencing rapid growth, indicating a potential shift in the competitive landscape [5][35]. Consumer Demographics - The consumer base for men's skincare products is diverse, with a significant portion of male consumers aged 18-35 developing systematic skincare habits. The market is also seeing a rise in demand from older male consumers for advanced skincare solutions [35][43][46]. Development Trends - The market is witnessing a trend towards younger consumers, with an increasing number of males starting to use skincare products at a younger age. The popularity of natural ingredients is also on the rise, driven by the values of the younger generation [52][56].