Core Insights - The article discusses the competitive landscape of the beauty market on Douyin, highlighting that L'Oréal has fallen out of the top ten rankings, while lesser-known brands are rapidly gaining market share [1][3] - The rise of brands targeting the 30+ demographic, particularly middle-aged women, is identified as a significant growth driver in the cosmetics industry [3][7] Market Trends - The 30+ age group accounts for nearly 90% of skincare consumption on Douyin, with the 31-40 age bracket being the largest segment at 35.05% [7] - The skincare needs of this demographic focus on anti-aging, spot removal, and medical beauty recovery, indicating a mature consumer decision-making ability and willingness to pay [9][47] Brand Performance - New brands like MEICHIC and Aiposa have entered the market and achieved significant sales, with MEICHIC's flagship product, a 99 yuan luxury cream, becoming a bestseller [10][12] - Pharmaceutical brands such as Mayinglong and Sanjing Pharmaceutical are also performing well in the eye cream category, with Mayinglong ranking third in the top five eye creams [13][39] Emerging Brands and Strategies - A variety of new brands are emerging, focusing on the 30+ demographic and achieving monthly GMV of over 10 million yuan, with some surpassing 100 million yuan [20][22] - These brands employ different strategies, including leveraging founder IPs, offering affordable luxury products, and utilizing targeted marketing to address specific consumer pain points [23][24] Competitive Landscape - Three main strategies are identified among brands targeting the 30+ demographic: 1. Brands using founder IPs and affordable luxury products to attract middle-aged consumers [24][29] 2. Korean brands positioning themselves as high-end skincare options, often utilizing celebrity endorsements [32][34] 3. Pharmaceutical and white-label brands focusing on eye care products, leveraging scientific credibility and targeted marketing [37][39] Consumer Insights - The demand for anti-aging products is becoming a necessity rather than an option, driven by the economic empowerment and health consciousness of the 30+ demographic [47][54] - The anti-aging market in China is projected to reach 178.6 billion yuan by 2030, indicating substantial growth potential [47] Challenges and Considerations - Despite the rapid rise of these brands, their growth heavily relies on high-frequency live streaming and significant advertising investments, raising concerns about sustainability [55] - Transitioning from a focus on explosive sales to long-term brand value will require improvements in research and development, user engagement, and quality control [55]