Core Insights - The personal care market in 2025 is experiencing a "comprehensive acceleration" with online sales rebounding and body care leading the segment with a growth rate of 27% [3][5] - Brands must capture trends and build differentiated competitive advantages to secure growth in the next phase [4] Market Performance - The online personal care market shows a strong rebound, with mainstream e-commerce platforms reporting a 22.8% year-on-year sales growth [5] - Body care and hair care together account for over 90% of the market share, with body care's share rising to 56% and a market size exceeding 65.1 billion yuan, reflecting a 27% year-on-year growth [5] - The hair care market is close to 51.9 billion yuan, with a year-on-year growth of 17.9% [5] Consumer Demographics - Women aged 21-35 in first-tier and new first-tier cities represent over 70% of the consumer base, with female users making up over 85% [7] - The proportion of the under-30 age group has increased by 3.6%, indicating a rising interest in personal care among younger consumers [7] Evolving Consumer Demands - Core efficacy demands include hydration, oil control, and skin beautification, but niche demands are rapidly growing, such as products for hair loss and body acne [9] - Discussions around body care are expanding to include localized care for areas like the private parts, neck, chest, and nails, reflecting a trend towards more detailed body care [9] Product Trends - Fragrance body care is particularly prominent, driven by emotional value and sensory experience, with localized care products emerging [11] - Scent is becoming a crucial decision factor in beauty and personal care consumption, especially in hair and body care categories [14] - Sales of fragrance hair care products reached 9.37 billion yuan, with a year-on-year growth of 38.5% [16] Ingredient Trends - Traditional herbal ingredients like ginseng and angelica are gaining popularity, particularly in products aimed at hair loss prevention and scalp care [20] - High-recognition ingredients from facial skincare, such as niacinamide and peptides, are increasingly being used in body care products, driving growth in whitening and anti-aging segments [32] Packaging and Sustainability - Eco-friendliness and functionality are key trends in packaging design, with international brands leading in zero-plastic and recyclable materials [28] - Domestic brands are beginning to adopt functional designs that enhance user experience while conveying a sense of technology and professionalism [28] Market Opportunities - The body care segment is evolving from basic moisturizing to more advanced functions like anti-aging and skin repair [30] - The use scenarios for body care products are diversifying, with significant growth in gifting and travel contexts [38] - Brands leveraging holiday-specific, high-value gift sets are likely to achieve higher premiums and emotional value [42] Conclusion - The rise of body care and hair care is a result of market structure upgrades and mature consumer perceptions, with a shift from product-driven to value-driven approaches [44] - Brands that innovate in efficacy technology, fragrance artistry, and scenario marketing will have opportunities to lead the next growth phase in the personal care market [44]