当中国美妆市场从"增量红利"彻底滑入"存量博弈"，国际巨头们过去那套"高位入局、品牌碾压"的打法 正在失效。一边是LVMH被传计划剥离包括Make Up For Ever在内的多个大众向"包袱"，试图轻装上阵 守住奢侈品腹地；另一边，爱茉莉太平洋借功效型品牌Aestura卷土重来，不再赌"爆款"，而是押注"复 购"。而作为高端美妆"守门人"的丝芙兰，也开始把抖音上跑出来的网红国货摆上C位——当潮水褪去， 巨头们终于意识到：在中国市场，没有谁能永远站在高地。 这批新面孔清一色是彩妆品牌，分成两类。一类是酵色、恋火、朱栈这样的新锐选手，已经在市场上打 出名堂。恋火背靠丸美生物（603983），2022年才2.86亿营收，2025年就要冲10亿；酵色2023年就破了 9亿。另一类更生猛——从抖音里杀出来的"抖系"品牌。三资堂2023年才成立，靠一支二叉眉笔卖成 2024年中国眉笔销冠，抖音一年干出8.4亿，是天猫的7.5倍。BABI更狠，一款定妆喷雾卖出685万件， 2025年冲到7.5亿。 丝芙兰买手团队解释为什么看上三资堂时，说得挺实在：创始人两年改了八次产品，50块的眉笔找的是 业内最好的代工厂。另一句潜台词 ...

近日，浙江杭州22岁的网络主播小江（化名），因为需要长时间直播带货，保持精致持久的妆容，故每 天两次使用定妆喷雾。在坚持了近半年后，因此住进了医院。 22岁主播天天喷定妆喷雾 不幸患肺炎 据介绍，小江就诊时高烧超过40℃，血常规检查显示白细胞、中性粒细胞、CRP（C-反应蛋白）均明显 升高，嗜酸性粒细胞也显著偏高。 所幸，在接受对症治疗三天后，小江的血常规指标恢复正常，肺部炎症也快速吸收。 挥发性化学成分 可能诱发不良反应 医生提醒，定妆喷雾和夏季常用的防晒喷雾原理相似，产品中含有大量挥发性化学成分，这些物质被吸 入后，可直接作用于肺部细胞，造成细胞损伤。 临床上，轻症患者可能只出现咳嗽、咳痰、喘息等症状；若易感人群短期内大量吸入这类致敏性物质， 就可能诱发过敏性肺炎，严重时甚至发展为呼吸衰竭，必须高度重视。 不止定妆喷雾，杀虫剂、空气清新剂等各类化学喷雾制剂，使用时都可能让人体不慎吸入含挥发性有机 物。 编辑：王 丹 校对：任鑫恚 审核：苏 芳 胸部CT进一步显示，她的双肺出现多发斑片状模糊影，被诊断为间质性肺炎。医生判断，病因很可能 与她近期长期接触的某类物质相关。经过反复细致地询问病史，小江才说出自己长 ...

（来源：上观新闻） 只需在化妆最后一步轻轻一喷 春节返乡 为了时刻保持精致妆容 不少爱美的人都会把定妆喷雾塞进行囊 然而 这类备受追捧的美妆喷雾产品 若使用不当 就能让妆容持久服帖 可能悄悄损伤肺部健康 天天喷定妆喷雾22岁主播患肺炎 22岁的小江是杭州一名网络主播，每天直播带货数小时，妆容必须持久服帖。近半年来，她保持每天早 晚各喷一次定妆喷雾的习惯。谁也没想到，这个看似普通的化妆步骤，竟让她住进了医院。 浙江医院感染疾病科刘翠雪副主任医师回忆，小江来院时已高烧多日，体温突破40℃。血液检查显示， 白细胞、中性粒细胞和C反应蛋白均异常升高，同时嗜酸性粒细胞水平明显偏高——这通常指向过敏、 寄生虫感染或自身免疫问题。 随后的胸部CT影像更是让医生警觉：双肺出现多处斑片状模糊阴影，临床诊断为间质性肺炎。致病原 因一度成谜，直到医生详细追问日常习惯，小江才提到自己长期、高频次使用定妆喷雾。 化学微粒吸入肺 触发"过敏性肺炎" 不少网友感到害怕 自己平常也有用喷雾的习惯 有网友表示自己也是 因为使用喷雾导致肺部出现问题 浙江医院感染疾病科主任王洪主任医师分析，问题出在喷雾产品中的挥发性化学成分。定妆喷雾与防晒 喷雾 ...

Core Insights - The Chinese makeup market is witnessing a significant shift with the rise of domestic brands priced around 50 yuan, which are dominating various categories on platforms like Douyin [1][2][5] - This shift indicates a change in competitive dynamics, where product innovation focused on "extreme cost-performance" and addressing consumer pain points is becoming crucial [1][2] Market Dynamics - The makeup market is divided into three main forces: international luxury brands (e.g., YSL, Nars) that dominate the high-end segment, established domestic brands (e.g., Mao Geping, Huaxizi) that are upgrading their offerings, and the emerging "new makeup" brands priced around 50 yuan [2][5] - The 0-50 yuan price segment accounts for one-fifth of the overall market, with over 50% market share in eye makeup categories [5][12] Sales Performance - Brands like Sanzi Tang, eLL, and BABI have consistently ranked in the top 20 on Douyin, showcasing their ability to maintain sales momentum over several months [9][12] - During the 2025 Douyin Double 11 event, several domestic brands achieved over a million units in sales, indicating strong consumer demand and market penetration [12][14] Product Innovation - The "50 yuan makeup" brands have captured at least 21 category tops on Douyin, demonstrating their dominance in specific segments such as foundation, eye makeup, and lip products [17][29] - These brands focus on specific consumer needs with high cost-performance products, leading to their success in the market [17][23] Consumer Behavior - A fundamental shift in consumer logic is observed, where younger consumers prioritize practical solutions over brand prestige, favoring products that address their daily makeup challenges [23][30] - The emergence of three distinct brand types—established brands adapting to new channels, new brands thriving in content-driven e-commerce, and native brands leveraging efficiency—illustrates the diverse paths to success in this market [25][27][29] Brand Strategy - Brands are increasingly focusing on multi-channel strategies, transitioning from reliance on traffic to building brand equity through offline and online presence [31] - The appointment of celebrity endorsements is becoming a key strategy for these brands to enhance emotional connections and brand identity among consumers [32][34]

Core Viewpoint - The Chinese makeup market is undergoing a significant transformation, with a new force of domestic brands priced around 50 yuan emerging to redefine market dynamics and competition [3][5][12]. Market Dynamics - The makeup market is divided into three main forces: international luxury brands (e.g., YSL, Estée Lauder) dominating the high-end segment, local leading brands (e.g., Mao Geping, Huaxizi) focusing on brand upgrades, and the emerging "new makeup" brands priced around 50 yuan [5][7]. - The 0-50 yuan price segment accounts for one-fifth of the overall market, with over 50% market share in eye makeup, indicating its dominance in this category [7][11]. Sales Performance - Brands priced around 50 yuan have shown strong sales performance on platforms like Douyin, with several brands achieving over a million units sold during events like Double 11 [11][12]. - The brands in this price range have demonstrated consistent ranking in sales, with some brands maintaining top positions for several months, showcasing their operational stability [10][12]. Consumer Behavior - The rise of 50 yuan makeup brands reflects a fundamental shift in consumer logic, where younger consumers prioritize practical solutions over luxury branding [15][22]. - The success of these brands is attributed to their ability to address specific consumer pain points with high cost-performance ratios [15][22]. Brand Evolution - The emerging brands can be categorized into three types based on their establishment years: 1. Established brands (before 2017) that adapted to new channels [16]. 2. New brands (2018-2021) that grew alongside content e-commerce [18]. 3. Native Douyin brands (after 2022) that focus on efficiency and niche markets [20][22]. Strategic Development - These brands are transitioning from a focus on traffic to building brand assets through multi-channel strategies, including entering physical retail spaces [24][25]. - Brand image is being enhanced through celebrity endorsements, aiming to create deeper emotional connections with consumers [26][28]. Conclusion - The 50 yuan makeup brands are reshaping the market landscape, proving the power of niche segments and high cost-performance ratios, while emphasizing the importance of product barriers and brand value for long-term success [28].

Core Insights - The current period is identified as the "best window" for Chinese beauty brands to expand overseas, supported by a growing global beauty market projected to reach $446.43 billion by 2025 and $1.2 trillion by 2030 [1][23] - Southeast Asia, particularly Vietnam, is highlighted as a key growth market for Chinese beauty brands due to its large population and high acceptance of Chinese products [1][2] Market Dynamics - Southeast Asia has a population of 670 million, with 65% aged between 18-35, and 78% acceptance of high-quality domestic products [1] - Brands like Colorkey, Han Shu, and Judy Doll have successfully penetrated the Vietnamese market, achieving significant sales milestones on platforms like TikTok [1][2][3] Competitive Landscape - The initial market entry strategy for many Chinese beauty brands relied on single product "hit" strategies, but the focus is shifting towards brand building and comprehensive market strategies [4][9] - There is a notable challenge in brand recognition, with Chinese brands still categorized as "others" in consumer perception compared to established Western and Korean brands [4][5] Brand Strategy - Successful brands are now prioritizing product quality and brand identity over low-cost strategies, with a focus on R&D and efficient operations [5][10] - Localized teams and tailored marketing strategies are essential for effective brand positioning in overseas markets [10][12] Content and E-commerce Integration - The rise of content-driven e-commerce platforms like TikTok is reshaping how beauty brands engage with consumers, allowing for lower-cost market entry and effective brand building [17][19] - Brands are leveraging TikTok for both product promotion and brand identity establishment, utilizing influencer marketing and user-generated content [11][21] Future Outlook - As competition intensifies in high-end markets like Japan and the U.S., collaboration among Chinese beauty brands is encouraged to enhance market presence and consumer trust [22][23] - The current global landscape presents a unique opportunity for Chinese beauty brands to capitalize on their supply chain strengths and adapt content for global markets [23]

Core Insights - The "lipstick effect" is still prevalent in Southeast Asia, with a projected growth rate of 4% to 5% for the cosmetics market by 2025 despite economic slowdowns in the region [1] - Chinese beauty brands are leveraging their cost-performance advantage to penetrate the Southeast Asian market, adapting their strategies to local consumer preferences [1][2] Group 1: Market Dynamics - Southeast Asian countries like Malaysia, Singapore, Thailand, Indonesia, and Vietnam are experiencing economic slowdowns, yet consumer spending remains robust [1] - E-commerce platforms such as Lazada, TikTok, and Shopee are highly competitive, with consumers becoming savvy in price comparison and timing their purchases around sales events [1] - The beauty market in Southeast Asia is still dominated by international brands, but there are gaps that Chinese brands can exploit by tailoring products to local tastes [2][3] Group 2: Local Adaptation - Local climate influences consumer preferences, with a focus on oil control, long-lasting wear, and sun protection in makeup products [3] - Cultural factors, such as religious requirements in countries like Indonesia and Malaysia, necessitate careful consideration of product ingredients and certifications [3] - The preferences of Southeast Asian consumers are similar to those of Chinese consumers, allowing for the replication of successful strategies from China [3] Group 3: Operational Challenges - Establishing a local presence is crucial for success, as relying solely on cross-border e-commerce limits growth potential [2][4] - Supply chain management poses challenges, with longer lead times required for inventory replenishment in Southeast Asia compared to domestic operations [5] - Building brand recognition and consumer loyalty in a new market is essential for long-term success, requiring effective marketing strategies [5] Group 4: Financial and Strategic Considerations - Currency fluctuations and geopolitical uncertainties present risks for companies operating in Southeast Asia, impacting profitability [6][7] - Companies are advised to diversify their market presence to mitigate risks associated with reliance on a single country [7] - Selecting reliable financial partners is critical for managing cross-border transactions and currency risks [10] Group 5: Future Outlook - The cosmetics export market from China is expected to grow, with a projected total export value of 36.905 billion yuan in 2024, reflecting a year-on-year increase of 14.11% [9] - The competitive landscape in the beauty industry is likely to consolidate, with only a few leading brands surviving in the long term [9] - Companies must develop strong international management capabilities to navigate the complexities of global markets [9]

Core Insights - The Chinese beauty market is experiencing a significant transformation, with beauty products becoming an integral part of daily life for consumers, as evidenced by 88% of urban residents purchasing beauty products in the past year, averaging 13.6 purchases each [3][7][10] - The Worldpanel Consumer Index's 2025 Beauty Brand Footprint Report highlights the brands most chosen by consumers and those with substantial growth potential, using the Consumer Reach Point (CRP) metric to gauge brand popularity [5][11] Market Overview - The beauty market recorded a consumer reach of 5.47 billion instances in the past year, reflecting a robust growth of 7.6% compared to the previous year [7] - The shift from a "traffic era" to a "retention era" indicates that consumers are now more focused on making the right choices rather than just making purchases [10] Brand Rankings Skincare Segment - The top skincare brands in 2025 include JALA, L'Oréal Paris, and Han Shu, with local brands like Natural Hall and Pechoin showing strong performance [12] - Local brands are breaking free from the "cost-performance" label, leveraging precise market positioning and expertise to compete with international brands [11] Professional Skincare Segment - The professional skincare market is dominated by local brands like Winona and Yilian, which focus on sensitive skin care, while international brands like La Roche-Posay and Avene maintain a presence [14] - Local brands are innovating by addressing specific medical and skincare needs, leading to significant growth [15] Makeup Segment - The makeup category is seeing increased purchase frequency, with local brands like Carlan and Poryme leading the consumer preference rankings [16] - Emerging local brands are finding success by focusing on specialized products, such as waterproof eyeliners and long-lasting setting sprays [17] Hair Care Segment - The hair care market remains stable, with traditional brands like Head & Shoulders and Clear leading the consumer choice rankings [18] - Growth in this segment is driven by innovations focusing on scalp health, targeted repair, and enhanced sensory experiences [19] Future Trends - The 2025 rankings indicate a clear direction for future growth, emphasizing the importance of targeting niche markets, integrating technology with product offerings, and enhancing consumer experiences [20][21] - The potential for growth in the "mother and baby skincare" segment is highlighted, with brands like Kangaroo Mom successfully addressing specific consumer needs [20] - Innovations in product technology, such as AI customization and biotechnological advancements, are expected to reshape the competitive landscape [21] - The dual upgrade of functionality and experience in hair care products is evident, with trends moving towards creating a spa-like experience at home [22]

Core Insights - The article highlights the dynamic nature of the Chinese beauty market, emphasizing the rapid evolution of consumer preferences and the importance of understanding these trends for brand success [1][3]. Market Overview - The consumer reach in the beauty market reached 5.47 billion times in the past year, showing a robust growth of 7.6% compared to the previous year [3]. - Among the 457 million urban population covered, 88% (approximately 400 million people) purchased beauty products in the past year, with an average purchase frequency of 13.6 times, indicating deepening consumer habits in beauty usage [3]. Skincare Category - **Top 10 Consumer Preferred Brands**: The leading brands include Pechoin, L'Oréal Paris, and Han Shu, with Pechoin and L'Oréal Paris holding the top two positions [6]. - **Top 10 Growth Brands**: Brands like Xuan Dong and An Cai Ya are noted for their significant growth, alongside established brands like Natural Hall and Pechoin [6][7]. - The growth of brands can be attributed to their strong foundations or explosive growth in specific categories or star products [7][8]. Professional Skincare Category - **Top 10 Consumer Preferred Brands**: Leading brands include Weixin Lang and MARE, with a stable growth trajectory [9][10]. - **Growth Drivers**: The category is driven by star products from both international and domestic brands, focusing on specific consumer needs such as post-surgery recovery and scientific advantages [10]. Makeup Category - The growth in the makeup category is driven by increased purchase frequency, stemming from consumers' exploration of refined subcategories [11]. - **Top 10 Consumer Preferred Brands**: International brands like YSL, L'Oréal Paris, and Lancôme dominate the preferred list [12]. - **Single Product Success**: Many brands achieve market recognition through standout products, such as eyebrow pencils and setting sprays [13]. Hair Care Category - **Top 10 Consumer Preferred Brands**: Leading brands include Head & Shoulders and Clear, with a stable competitive landscape [14][15]. - The category shows strong growth, focusing on scalp health, targeted repair, and enhanced sensory experiences through fragrance [15]. Conclusion - The 2025 Chinese beauty market is characterized by a competition focused on penetration rates, repurchase rates, and brand loyalty [15]. - Brands that effectively understand consumer pain points and continuously deliver high-value products will succeed in this competitive landscape [15].

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]