对比同为欧莱雅集团旗下的理肤泉和科颜氏，差距更加鲜明。理肤泉依托温泉水核心成分和B5修复 霜、K乳等大单品，在敏感肌赛道建立起清晰的专业认知，与皮肤科医生的深度绑定形成强背书；科颜 氏则以高保湿霜、金盏花水等经典产品持续迭代，线下门店保持运营活力。两者均在功能性护肤品十大 品牌榜单中位居前列，而菲洛嘉的"抗衰""院线"等标签日益模糊，在国货薇诺娜、修丽可等品牌的夹击 下，既失去了高端的话语权，也难以下沉争夺大众市场。 2026年新年刚过，法国老牌护肤品牌菲洛嘉（Filorga）便向中国市场投下一枚"告别信"——天猫官方旗 舰店宣布将于1月31日正式闭店，303万粉丝和曾经火遍社交平台的"十全大补面膜"将一同成为历史。 这并非突然之举：2025年底，品牌微信小程序会员中心已悄然停运；此前遍布一线城市的十余家线下专 柜早已全部关停；抖音旗舰店也清空了所有商品。一个曾在入华三年内业绩暴涨26倍、双十一单日破 亿、跻身涂抹面膜类目榜首的"现象级"品牌，就此在中国全渠道撤退。 菲洛嘉的落幕并非孤例。据不完全统计，2024年至2025年间，超过60个外资美妆品牌相继退出中国市 场，从日系的花王三线全军覆没，到欧美高端的贝 ...

Core Insights - The article discusses the rising demand for sensitive skin care products in China, driven by a significant portion of the population experiencing skin sensitivity issues, with estimates suggesting that 30% of individuals are affected [3][4][6]. - The sensitive skin care market in China is projected to reach a scale of 66.44 billion yuan by June 2025, indicating a robust growth trajectory [4]. - Domestic brands, particularly those focusing on sensitive skin, have gained substantial market share, with brands like Winona and Huaxi Biological showing remarkable growth in sales and market presence [6][11][17]. Market Dynamics - The sensitive skin care market is characterized by a high incidence of skin sensitivity, with a daily occurrence rate of 64.1% among consumers [3]. - The demand for sensitive skin care products has led to the emergence of a billion-dollar market, with brands capitalizing on the need for effective solutions [4][6]. - The competitive landscape is shifting, with domestic brands outperforming international counterparts in terms of market share, reaching nearly 49.1% by 2022 [17]. Consumer Behavior - Consumers are increasingly willing to invest in skin care products to address their skin issues, often resorting to multiple purchases and trying various products to find effective solutions [6][25]. - The article highlights the psychological impact of skin conditions on consumers, leading to a cycle of purchasing and dissatisfaction as they seek effective remedies [9][28]. - The trend of "medical beauty" is on the rise, with a growing number of individuals seeking cosmetic procedures to enhance their appearance, further fueling the demand for sensitive skin care products [8][9]. Brand Strategies - Domestic brands have shifted their strategies from affordability to premium pricing, with significant price increases observed in their product lines [20][21]. - The article notes that brands are increasingly focusing on innovation and technology to differentiate themselves in a crowded market, with a notable increase in patent applications related to sensitive skin care [32]. - Marketing strategies have evolved, with brands now emphasizing product efficacy and scientific backing rather than solely relying on influencer endorsements [32][33].

以下文章来源于财经天下WEEKLY ，作者财经天下 财经天下WEEKLY . 《财经天下》周刊官方账号，提供有品质的深度报道，讲述中国企业在时代浪潮中的精彩故事。 毛利率在80%以上，研发投入却较低。 作者：林木 编辑：吴跃 来源：财经天下WEEKLY 因为陷入"EGF（表皮生长因子）罗生门"，可复美近期被推上风口浪尖。 不久前，有消费者反映可复美产品"违规添加EGF"。随后可复美母公司巨子生物予以否认， 称"旗下所有产品均未添加"。伴随着舆论发酵，社媒平台上，看客们吵得沸沸扬扬，力挺声、 质疑声四起，也让"可复美"这个名字被更多人知晓。 做过医美或者皮肤敏感的消费者，大多对"可复美"三个字不陌生。这个主打皮肤修复的品牌， 早年间主要深耕院线渠道，之后乘上直播电商风口，进入更多人视野，撬开更多钱包。过去6 年，其母公司巨子生物营收从9.57亿元涨至55.39亿元，翻了5倍多。 2024年，巨子生物一举超越珀莱雅，成为市值最高的国货美妆公司，此后一直保持至今。公 司创始人，现年59岁的陕西人范代娣，也因此登顶国货美妆首富。 爱美的女生，这些年托举过不少美妆公司。当下风头最盛的可复美和巨子生物，到底是何来 头？为 ...