它们做对了什么？ 中国美妆品牌足迹报告是Wo rl d p a n e l消费者指数以消费者触及数（CRP）为衡量指标，揭晓 中国消费者在美妆市场中选择最多的品牌以及极具增长力的品牌。 排名采用CRP指数，即品牌在一年内的购买者数量，与每个购买者购买该品牌的平均次数相结 合的关键指标，来衡量一个品牌的被消费者选择的热度和受青睐程度。 报告显示，过去一年美妆市场消费者触及数高达5 4 . 7亿次，相较于去年强劲增长7 . 6%。在覆 盖的4 . 5 7亿城镇人口中，有8 8%（约4亿人）在过去一年购买过美妆产品，人均购买频次达到 1 3 . 6次，消费者的美妆使用习惯日益深化。 在 中 国 美 妆 市 场 ， 每 一 个 购 物 节 、 每 一 次 直 播 间 下 单 、 每 一 回 线 下 试 妆 的 背 后 ， 是 一 场 关 于"选择"的无声战争。 2 0 2 5年，这场战争愈发激烈——4 . 5 7亿城镇人口中，有8 8%（约4亿人）在过去一年中购买了 美妆产品，人均购买频次高达1 3 . 6次。这意味着，美妆不再只是"可选消费"，而是逐渐成为现 代中国消费者日常生活的一部分。 Wo rl d p a ...

市场真相，藏在消费者的选择里。 中国美妆市场持续焕发活力，消费者偏好也在快速更迭。Worl dpa ne l消费者指数（在中国 隶属于CTR）最新发布 《2 025美妆品牌足迹排行榜》 ，揭示 真正赢得消费者青睐的品牌 及其增长奥秘 。 中国美妆品牌足迹报告是Worl dpa ne l消费者指数以消费者触及数（CRP）为衡量指标，揭 晓中国消费者在美妆市场中选择最多的品牌以及极具增长力的品牌。排名采用CRP指数， 即品牌在一年内的购买者数量，与每个购买者购买该品牌的平均次数相结合的关键指标， 来 衡量一个品牌的被消费者选择的热度和受青睐程度 。 报告显示，过去一年美妆市场消费者触及数高达 54.7亿次 ，相较于去年强劲增长 7 . 6% 。在覆盖的4 . 5 7亿城镇人口中，有88%（约4亿人）在过去一年购买过美妆产品，人均购买 频次达到1 3 . 6次，消费者的美妆使用习惯日益深化。数据显示，中国美妆市场体量庞大， 活力迸发。 护肤品类 消费者首选品牌& 极具增长力品牌 | Worldpanel a CTR service in China | | 中国美妆品牌足迹: 护肤品类 | | | --- | -- ...

Market Overview - The Chinese foundation makeup market is expected to grow steadily, with the market size increasing from 73.19 billion yuan in 2022 to 93.70 billion yuan in 2024, and is projected to exceed 100 billion yuan in 2025, indicating a healthy and active industry phase [1][9][10] - Online sales are dominated by Douyin, which holds a 51.23% share of the online GMV, followed by Taobao with 29.02%, while Pinduoduo has surpassed JD, highlighting the potential of lower-tier markets [1][12][15] Consumer Insights - The core consumer group is aged 31-35, with 37.54% residing in third-tier cities or below; nearly 90% of consumers have skin blemishes, emphasizing the demand for coverage and long-lasting makeup [2][5] - Daily commuting (64.36%) and social gatherings (85.64%) are the primary usage scenarios, with consumers preferring natural makeup (70.24%) and valuing lightweight, breathable, and long-lasting products [2][5] Product Trends - The market is witnessing continuous upgrades in long-lasting makeup technology, with brands like Caitang and Laose achieving 24-hour wear through patented technologies; the trend of combining makeup with skincare is becoming mainstream [2][7] - Scene-specific innovations, such as mini portable products and exclusive solutions for different occasions, are gaining popularity, along with cultural empowerment and IP collaborations enhancing product appeal [2][7] Competitive Landscape - The foundation makeup category is primarily dominated by basic foundation products, with Douyin users showing a strong preference for three-dimensional makeup effects [1][16] - Estee Lauder leads the foundation liquid market on Taobao, while Douyin is dominated by brands like Passional Lover; in the cushion category, YSL has a significant advantage on Taobao, while Douyin is a stronghold for domestic brands like Ruikefu and Laose [1][25][29] Category Performance - The foundation makeup products can be categorized into four main types: base makeup, makeup primer, local touch-up products, and setting products [7] - The basic foundation category holds a dominant position across platforms, with Douyin's local touch-up category accounting for 8.7%, reflecting users' pursuit of a three-dimensional makeup look [1][16]