Core Viewpoint - The demand for anti-wrinkle and firming skincare products in China is rapidly increasing, with the retail market expected to reach 64.027 billion yuan in 2024, reflecting a year-on-year growth of 21.50%. Consumers are shifting from a focus on single efficacy to multi-functional products that offer benefits such as anti-free radical and skin barrier repair, marking a transition from "ingredient stacking" to "mechanism-driven" innovations in the industry [1][16]. Overview - Anti-wrinkle and firming skincare products aim to improve skin wrinkles and enhance elasticity and firmness. Their mechanisms include supplementing or stimulating the synthesis of collagen and elastin, improving skin moisture content and barrier function, inhibiting the activity of enzymes that damage skin structure, and providing antioxidant and anti-inflammatory effects to mitigate skin aging [2][5]. Development History - The domestic skincare market was in its infancy before the 1990s, with limited demand for anti-wrinkle products. The introduction of these products began in the 1990s, primarily through imported brands. Post-2010, the market experienced rapid growth due to increased consumer awareness and economic development, leading to the rise of domestic brands that began to compete effectively with multinational companies [5][6]. Market Policies - The Chinese government has implemented a series of policies to enhance the development of the cosmetics industry, including regulations on production quality management, adverse reaction monitoring, and electronic registration. These policies aim to promote standardization and high-quality development in the anti-wrinkle and firming skincare sector [10][11]. Industry Chain - The upstream of the anti-wrinkle and firming skincare industry includes suppliers of active ingredients like hyaluronic acid and peptides, as well as suppliers of moisturizing agents and packaging materials. The downstream consists of various sales channels, including department stores, supermarkets, specialty stores, beauty salons, and e-commerce platforms [13][15]. Consumer Insights - The consumer base for anti-wrinkle and firming products is predominantly female, accounting for over 85%, while the male anti-aging market is growing at a rate of 30%. The core consumer group is aged 26-35, focusing on preventive anti-aging and multifunctional products. Safety is the primary concern for 94.93% of consumers, significantly impacting repurchase rates and brand trust [15][16]. Competitive Landscape - The market is becoming increasingly competitive, with international brands like Estée Lauder, L'Oréal, Procter & Gamble, and Shiseido dominating the mid-to-high-end segments. Domestic brands such as Proya, Chando, and Marubi are gaining significant market share due to their understanding of local consumer preferences and competitive pricing [19][22]. Future Trends - The future demand for anti-aging products will focus on multi-functional benefits, including anti-wrinkle, anti-free radical, and skin barrier repair. There is a growing emphasis on emotional value, with over half of female consumers willing to purchase products that offer additional emotional satisfaction, prompting brands to enhance their offerings through packaging design and brand storytelling [27][29].