Core Insights - The domestic beauty market in China is experiencing diverse and robust growth, with a focus on niche segments driven by consumer demand for personalization and refinement [1][2] - The facial cleansing segment is projected to exceed 150 billion yuan by 2026, with specific market sizes for facial cleansing, hair care, and body cleansing expected to reach 52.5 billion yuan, 70.3 billion yuan, and 33.3 billion yuan respectively [1] - Despite the large market potential, foreign brands dominate the top-selling products on major e-commerce platforms, indicating significant growth opportunities for domestic brands [1] Market Dynamics - The historical development of the facial cleansing segment was limited by low average transaction values and thin profit margins, but recent consumer upgrades and market changes are bringing this category to the forefront [2] - The demand for makeup removal products has evolved from basic cleansing to a comprehensive consideration of efficacy, experience, and brand, with a focus on "deep cleansing" and "gentle on the skin" [5] Product Development - The brand "Hongzhi" launched its first cleansing product, "Xiao Qin Jing" cleansing milk, in 2020, featuring 30% amino acid surfactants, which has become a best-seller across major e-commerce platforms [5][6] - Hongzhi has built a comprehensive product matrix covering makeup removal, facial cleansing, and hair care, with its olive enzyme makeup remover achieving cumulative sales of over 27 million units [5] Brand Strategy - Successful brands in the beauty industry, both international and domestic, rely on classic products as a core engine for sustained growth, as evidenced by long-standing bestsellers from brands like Estée Lauder and Perfect Diary [6] - Hongzhi's focus on classic products, such as "Xiao Qin Jing" cleansing milk and "Bu Jiu Jie" 2.0 makeup remover oil, has supported revenue growth and established a brand identity centered on "scientific cleansing" [6] Emerging Trends - Beyond the cleansing segment, other areas such as anti-aging, whitening, and repair in functional skincare, as well as various categories in color cosmetics, are witnessing the emergence of new brands and products [7] - Domestic brands are innovating by addressing unmet consumer needs with new product concepts and technologies, particularly in the anti-aging and color cosmetics sectors [7] - The value of classic products extends beyond immediate sales, serving as a key communication tool between brands and consumers, helping to build trust and create differentiation in a competitive market [7]

皮 肤 清 洁 作 为 消 费 者 日 常 生 活 中 的 " 刚 需 " ， 在 日 益 多 元 化 的 护 肤 场 景 中 扮 演 着 越 来 越 重 要 的"角色"。不论是面部清洁、卸妆，还是发用洗护、身体洗护等几个皮肤清洁的核心赛道，均 迎来较快增长，且正在经历新一轮的市场洗牌。 其中的核心原因在于中国消费者对刚需产品的"消费升级"，这里消费升级并非为"价格升级"， 而是在亚洲人独特肤质需求基础上，进一步向精细化、功效化、个性化发展。从这个角度看， 皮肤清洁赛道消费者的多元需求还未得到真正满足，这既对品牌科研提出了新的要求，也迸发 出新的市场机遇。 《FBe a u t y未来迹》观察到，在皮肤清洁赛道，红之是近5年发展最快的国货品牌之一，不仅 获得沙利文机构"温和卸妆产品全国销量领先"、艾媒咨询"中国氨基酸洁面乳领导者"等权威市 场 地位认证 ， 产 品 销 量 还 长 期领先，明星单品稳居天猫、抖音 双 平 台 多 个 榜 单 TOP ， 几 乎 每 1 . 5秒就能售出一件卸妆产品。 8月1 8日，在红之举办的"科学的回响"红之品牌五周年庆典上，我们看到了这个国货迅速起盘 的底层逻辑——以科学重 ...