Core Insights - The report titled "2025 Douyin E-commerce Skincare Trend White Paper" analyzes the latest dynamics and future trends of the skincare market on the Douyin e-commerce platform, highlighting a significant upgrade trend by 2025 [1] - Consumer skincare needs have evolved from basic care to a dual focus on "scientific evidence and emotional satisfaction," indicating a shift towards holistic health aesthetics [1] - Douyin e-commerce has become a core platform for the online skincare market, with a noticeable trend towards high-end products, particularly those priced above 1,000 yuan [1] Market Dynamics - Approximately 60% of consumers are increasingly focused on health from within, moving beyond superficial skin management [1] - The supply side is accelerating product upgrades through ingredient technology (e.g., recombinant collagen, neuropeptide-161) and technical innovations (e.g., micro-encapsulation, clock gene technology) [1] Channel and Product Trends - Online channels are continuously gaining market share, with liquid essences and facial oils being particularly popular; single-use essences and masks are seen as blue ocean markets, while sheet masks and facial care sets are in a highly competitive red ocean market [2] - Consumer segments show distinct characteristics, with high-end customization favored by luxury consumers, domestic technology appealing to urban skincare enthusiasts, and practical consumers in smaller towns focusing on cost-effectiveness [2] Key Trends - The skincare sector is divided into two main camps: international brands leading in cell technology and domestic brands focusing on ingredient technology [4] - The medical beauty-related market is growing, with post-operative care and anti-dark spots becoming new demand hotspots [4] - Zone-specific skincare is expanding from the face to full-body care, with significant growth in niche categories like neck masks and nasolabial fold patches [4] - Emotional skincare is becoming more commonplace, leveraging neuroscience and sensory healing to expand categories like essential oils and masks [4] Brand Strategies - Douyin e-commerce supports brands in achieving integrated marketing through various IP activities and live streaming, with brands like Estée Lauder and Zhenyan successfully increasing performance through collaborations and celebrity endorsements [5] Future Outlook - The skincare market on Douyin e-commerce will continue to evolve with changing consumer demands, necessitating brands to innovate and adapt to meet diverse consumer needs [8] - The importance of emotional skincare is emphasized, urging brands to focus on consumers' emotional needs to enhance brand loyalty through emotionally connected products [10]

Core Viewpoint - The 2025 "618" shopping festival saw significant growth in e-commerce sales, particularly in the beauty and personal care sector, with total sales reaching 855.6 billion yuan, a year-on-year increase of 15.2% [2][3]. E-commerce Sales Performance - The beauty and skincare category achieved total sales of 432 billion yuan, up 65.52% from 261 billion yuan in 2024 [3][19]. - The fragrance and makeup category reached 143 billion yuan, reflecting a 57.14% increase from 91 billion yuan in 2024 [3][19]. - Overall, the combined sales of beauty and skincare and fragrance and makeup categories grew by 63.35% compared to the previous year [3][19]. Duration and Structure of the Festival - The 2025 "618" shopping festival was notably extended, with a duration of approximately 35 to 40 days, marking it as the longest "618" event to date [4][5]. - The extended promotional period contributed to the overall sales growth, as the comparison period was longer than in 2024 [3][4]. Platform Performance - Major e-commerce platforms saw varying sales contributions, with Taobao and Tmall accounting for 48.7%, JD.com 19.3%, and Douyin 18.4% of total sales [6][9]. - JD.com reported a significant increase in user orders, with a year-on-year growth exceeding 100% [26]. Brand Performance - Leading brands during the festival included Proya, Lancôme, and L'Oréal, with domestic brands like Proya and Winona also showing strong performance [17][19]. - High-end beauty brands experienced substantial growth, with Valentino's beauty line seeing over 100% year-on-year growth [17][19]. Consumer Behavior and Market Trends - The shopping experience shifted towards a more rational approach, with consumers favoring straightforward discounts over complex promotional strategies [14][40]. - The trend indicates a move away from reliance on live-streaming sales, with consumers increasingly opting for official brand stores for purchases [39][40]. Conclusion - The 2025 "618" festival represents a transformative moment in e-commerce, emphasizing sustainable growth and quality over short-term sales spikes, indicating a maturation of the beauty market in China [35][41].

这可能是一个足以载入商学院教案的故事，一个关于面膜的故事。 现了大量成交均价0 . 3 5元/片的面贴膜以及成交均价0 . 2元甚至0 . 0 5元的泥膜。线上零售额可比 同比下降1 4 . 3 9%，销量可比同比下降2 1 . 0 5%，市场罕见出现了"衰退"迹象。 回顾面膜市场从2 0 11年到2 0 2 2年的发展历程，基本可以总结为"野蛮生长→ 资本涌入 → 过度 竞争 → 价格崩塌→ 市场萎缩" 5个重要阶段。这种由于过度竞争引发价格崩塌进而引发市场萎 缩的现象，我们姑且称为"内卷陷阱"。 但值得注意的是，这并不是故事的大结局。 从《FBe a u t y未来迹》获取的数据来看，中国面膜市场目前正在逐步摆脱"内卷陷阱"。 首先，从成交均价上来看，已经从2 0 1 9年的5 6 . 3 8元/件上升到2 0 2 4年的8 9 . 0 1元/件。在极致 竞争下，面膜品类成交均价的回升意味着消费者对面膜产品溢价空间的认可度在提升。 其次，中国面膜市场的规模仍在持续扩大，且恢复两位数高增长。 据 诺 斯 贝 尔 联 合 用 户 说 发 布 的 《 2 0 2 5 中 国 面 膜 市 场 创 新 与 全 球 ...

Market Size and Growth Characteristics - The online mask market in China is projected to reach 48.4 billion yuan by 2025, with Douyin leading at 26 billion yuan GMV and a growth rate of 32%, surpassing Taobao and Tmall as the core growth engine [1][11] - Sheet masks remain the mainstream product (89% market share on Douyin), while cream masks are experiencing explosive growth with a year-on-year increase of 174.77%, showcasing differentiated growth potential [1][11] - The global mask GMV is expected to reach 20-25 billion USD by 2025 and 30-40 billion USD by 2030, driven by consumption upgrades and technological iterations in the Asia-Pacific region, particularly in China and India [1][24] Core Consumer Trends and Product Innovations 1. Dual Drive of Efficacy and Emotional Value - Consumer demand is shifting from "ingredient competition" to "emotional value," with the term "self-care skincare" seeing a year-on-year increase of 2169%. Masks are becoming a ritual for self-healing [1][12] - Anti-aging products account for 19% of market share, but 42% of consumers focus on barrier repair, pushing products towards "cell-level precise response" upgrades, such as biomanufacturing and AI customization [1][12] 2. Technological Innovations Reshaping Product Forms - Plant fiber and lyocell mask materials occupy over 50% of the market, with ultrasonic composite mask materials (up 672% year-on-year) enhancing essence penetration [2] - Fresh-lock technology (volume up 244.16%) and freeze-drying technology (volume up 125.33%) preserve active ingredients effectively [2] - Cream masks are expanding from mud-like textures to creams and gels, with innovations like cooling sensations (volume up 477%) and collagen water glow (volume up 498%) enhancing user experience [2] 3. Market Segmentation and Scenario Breakthroughs - Localized care products for specific areas, such as eye and nasolabial fold masks, are seeing significant GMV growth, with products like KAZOO's eye mask providing targeted solutions [3] - Personal care masks for hands, necks, and feet have an online scale of 710 million yuan, with notable growth in Douyin neck masks and Kuaishou foot masks [3] - Four potential categories are emerging: instant (emergency repair), intensive (periodic care), precise (targeted care), and experiential (multi-sensory SPA) masks, reshaping market dynamics [3] Global Market Landscape and Localization Strategies 1. Regional Differentiated Competition - In Southeast Asia, markets in Vietnam and Indonesia have surpassed 100 million yuan in scale within six months, with TikTok Shop as a growth driver, focusing on low-price strategies and localized selections [4][5] - In the US, mid-to-high-end masks account for 84% of the market, emphasizing "collagen + PDRN" anti-aging formulas; Singapore's average transaction price reaches 535.8 yuan, indicating a significant luxury trend [4][5] 2. Sustainability and Technological Integration - Environmental policies are driving the adoption of biodegradable mask materials and bottle recycling initiatives, such as Proya's green packaging plan [6] - Biomanufacturing technologies (e.g., recombinant collagen, microencapsulation) enhance ingredient precision, while the "carbon-negative beauty" concept is gaining traction, with blue algae carbon-sequestering masks seeing a year-on-year volume increase of 125% [6] Future Development Paradigms - The mask industry is expected to exhibit a dual trend of "technological democratization" and "emotional scenarioization," where advanced technologies lower the barriers for high-end ingredients, while fragrance design and skin-specific customization enhance emotional value [7] - Brands need to balance breakthroughs in hard technology (e.g., cell-level repair) with soft power engagement (e.g., cultural resonance) to build competitiveness in the global market through "technological adaptation + localized innovation" [7]