Beauty White Label Brands

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巨头缺席,白牌称王?美妆细分赛道的隐秘战争
FBeauty未来迹· 2025-08-08 12:38
Core Viewpoint - The beauty industry is experiencing a shift where traditional giants are being challenged by agile "white label" players, particularly in niche segments that have been overlooked by major brands, leading to significant growth in these areas [3][4]. Market Trends - The online beauty market has seen multiple niche categories with transaction growth rates exceeding 50% in the first half of the year, driven primarily by white label brands rather than mainstream giants [7][8]. - Eight beauty subcategories have shown remarkable growth, including body makeup, men's hair care, and foot care, with white label brands playing a crucial role in this expansion [7][8]. Performance Data - Specific high-growth categories include: - Body makeup: 0.36 billion, up 767.92% - Men's hair care: 5.12 billion, up 131.50% - Foot care: 8.04 billion, up 102.48% - Neck care: 7.60 billion, up 73.51% - T-zone care: 8.46 billion, up 69.00% - Men's makeup: 2.00 billion, up 53.57% [8][11]. Competitive Landscape - White label brands have a significant presence in the top 10 rankings of various high-growth categories, particularly in neck care and foot care, indicating their ability to capture market share in less saturated segments [11][12][15]. - The neck care market, for instance, has seen a 73.51% year-on-year growth, with approximately 70% of the top brands being white labels [11][18]. Consumer Insights - The rise of white label brands in niche markets suggests a deeper understanding of consumer needs and a successful strategy to address previously unmet demands [29][32]. - The marketing strategies employed by these brands often focus on "appearance anxiety" and emphasize product efficacy, resonating well with consumers [24][27]. Strategic Implications - The success of white label brands highlights the potential for innovation in product forms and marketing strategies to activate consumer demand in niche segments [29][30]. - Companies in the beauty industry should consider agile responses to market changes and leverage emerging platforms like Douyin for targeted marketing [31][32].