Core Viewpoint - The entry of the domestic beauty brand CENSTO into Sephora marks a significant shift in Sephora's brand selection strategy, moving from a focus on high-end products to embracing market-validated and user-recognized brands, indicating a potential recalibration of the definition of "high quality" in the beauty market [7][9][10]. Group 1: CENSTO's Entry into Sephora - CENSTO officially announced its entry into Sephora on November 20, 2025, with four key eyebrow makeup products available in Sephora's offline flagship store [3]. - CENSTO is the only domestic brand focusing on professional eye makeup among the new brands entering Sephora China in 2025 [4]. - The four core products from CENSTO are priced around 50 yuan, significantly lower than the mid-to-high price range typically associated with Sephora's offerings [8][9]. Group 2: Market Trends and Consumer Behavior - The beauty market in China is experiencing a "value return" trend, with younger consumers shifting their purchasing logic from "high price equals good quality" to "good quality justifies high price" [10]. - There is a growing demand for professional makeup products at accessible price points, particularly in the eyebrow and eye makeup categories, where convenience and user-friendliness are prioritized [10][11]. - CENSTO's products, such as the dual-head eyebrow pencil and mascara, represent innovative solutions that meet real consumer needs, allowing the brand to build a broad user base [10][11]. Group 3: CENSTO's Growth Strategy - CENSTO's rapid growth is attributed to its focus on product functionality, effective e-commerce strategies, and reasonable pricing, making it a model for other domestic beauty brands [18][24]. - The brand has successfully captured market share in the eyebrow product segment, with its eyebrow pencil ranking first in sales on major platforms like Douyin and JD [16][18]. - CENSTO is expanding its product line to include lip products, indicating its ambition to transition from an eye-focused brand to a comprehensive makeup brand [21][22]. Group 4: Industry Implications - CENSTO's entry into Sephora may signal a new norm in the beauty industry, where domestic brands can successfully penetrate high-end retail channels by addressing genuine consumer needs and offering differentiated products [11][35]. - The case of CENSTO illustrates that domestic brands are not limited by channel opportunities but must focus on understanding user needs and delivering stable, popular products [35].

Core Insights - The beauty industry is experiencing significant shifts, with a competitive landscape characterized by the rise of domestic brands and the stability of international brands [1][2][4] - The top beauty brands on Douyin are dominated by domestic players, with 韩束, 珀莱雅, and 欧莱雅 leading the rankings [2][9] - New entrants like 百雀羚 and 丸美 have made their way into the top 20, indicating a resurgence of domestic brands [9][11] Brand Performance - 韩束 has maintained its position as the top brand, followed by 珀莱雅 and 欧莱雅, while international brands like YSL and 兰蔻 have shown mixed results [2][9] - The emergence of brands like MEICHIC美诗 and 蒂洛薇 highlights the competitive nature of the market, with 蒂洛薇 recently achieving the top spot in the color cosmetics category [9][27] - The performance of brands such as 花西子 and 极萌 has declined, indicating a shift in consumer preferences [7][9] Influencer Ecosystem - The influencer landscape is shifting towards entertainment-oriented and comprehensive content creators, with traditional beauty influencers losing ground [1][44] - Influencers like 韦雪 have gained prominence, showcasing the changing dynamics in the beauty influencer market [44][48] - Brands are increasingly relying on a mix of influencer marketing and self-operated accounts to drive sales [41][42] Market Trends - The beauty market is seeing a trend towards self-operated models and direct-to-consumer strategies, with brands like 林清轩 and 百雀羚 successfully leveraging these approaches [14][20] - The reliance on heavy investment in advertising and low pricing strategies by brands like ELL and 三资堂 raises questions about long-term sustainability [37][39] - The competitive landscape is expected to evolve as brands focus on product development and brand strength to navigate market fluctuations [49]