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].