随着美妆行业整体迈入以"心智"和"品类"为核心的新周期，单纯依赖流量驱动的增长模式已然失效。据 知行咨询数智研究院联合美π最新发布的《2026美容护肤行业年度洞察白皮书》(下称"白皮书")的最新 数据，男士护肤、青少年护肤及妆械结合三大赛道，正以显著高于行业均值的增速，成为驱动市场增长 的核心引擎。 男士护肤：从基础清洁迈向"场景化抗老" 男性护肤需求已从单一清洁，进阶为"控油、保湿、修护"等多重功效的复合型诉求。白皮书功效偏好数 据显示，保湿、控油、清洁仍是基础需求，但抗皱、紧致等进阶需求已悄然攀升，并逐渐成为职场男性 维系竞争力的刚需。男士美妆市场近年来呈现出爆发式增长的态势，2024年国内男士护肤品规模约170 亿元，预计2029年将达到292亿，年复合增长率为11%，高于大盘整体增速。 妆械结合：采取"阶梯式布局"，管控风险并构建壁垒 "妆械结合"产品正从专业的医美术后修复，快速渗透至日常高功能护肤场景。白皮书揭示，妆械护肤消 费群体63.5%还是以女性群体为主，31-40岁的消费者是市场的主要购买者，其次是24-30岁；整体的消 费者选择妆械护肤不仅仅局限于医美术后修复，突发的皮肤问题、连续熬夜后的 ...

Core Insights - The report from Yien Data indicates that the Chinese beauty market is experiencing steady growth and has entered a stable development phase, with domestic beauty brands rapidly gaining market share, projected to reach 55.2% by 2024, an increase of 2.9% from previous figures, surpassing foreign brands [1][11][13]. Group 1: Domestic Beauty Market Analysis - The domestic beauty market's social media presence remains robust, with a volume of 39.313 million and an interaction count of 485 million from August 2024 to July 2025, reflecting a 20% increase [1][14][16]. - The primary consumer demographic consists of women born in the 1990s, with nearly 30% of consumers being male; over 90% of consumers have purchased domestic beauty products, with younger consumers showing a higher preference for domestic brands [1][20][22]. Group 2: Domestic Skincare Market Insights - In the domestic skincare market, 80% of consumers are female, with 62% aged between 18-34, primarily located in high-tier cities. The demand for facial masks and serums is notably increasing, with brands like Proya leading in social media heat [2][36]. - Key consumer demands focus on anti-aging, repair, and whitening, with specific needs such as anti-aging eye creams and acne-controlling cleansers each accounting for 33% of consumer interest [2][35]. Group 3: Domestic Makeup Market Insights - The domestic makeup market also sees a significant female consumer base at 74%, with 68% aged 18-34, concentrated in high-tier cities. There is a rising interest in base makeup products, with a shift towards more advanced categories like blush and contour [2][36]. - The industry is witnessing three major trends: multifunctional products gaining popularity, a focus on niche markets, and a consensus on combining makeup and skincare functionalities [2][36]. Group 4: Emerging Trends in Domestic Beauty - The domestic skincare market is experiencing four key trends: the expansion of the men's skincare market, increased focus on Chinese ingredients, refined consumer demands, and the rise of short drama marketing strategies [2][36][38]. - The men's skincare market is projected to exceed 10 billion yuan, with brands launching dedicated product lines to capture this growing segment [2][39].