一、概述 根据《GB/T27574-2011睫毛膏》，睫毛膏（mascara）以油脂、水、蜡、增稠剂、颜料、成膜剂、乳化 剂等为原料经混合乳化工艺，或以蜡、油脂、高分子聚合物、溶剂、颜料等原料经混合工艺制成的粘稠 状产品，主要起修饰、美化眼部睫毛的作用。 睫毛膏感官、理化、性能指标 睫毛膏可实现拉长睫毛长度、增加睫毛浓密度、塑造睫毛卷翘弧度等效果，同时部分产品兼具定型、滋 养睫毛的附加功能，能显著放大眼部轮廓，提升眼部妆容精致度。按核心功能不同，睫毛膏可以分为纤 长型睫毛膏、浓密型睫毛膏、卷翘型睫毛膏、防水型睫毛膏等类型；按膏体形态不同，睫毛膏可以分为 膏状睫毛膏、液状睫毛膏、纤维型睫毛膏等类型；按价格与产品定位不同，睫毛膏分为高端睫毛膏和大 众睫毛膏两大类。 睫毛膏分类 内容概要：随着悦己消费与精致妆容意识普及，睫毛膏作为眼部彩妆核心品类，已实现从"非必需 品"到"日常刚需"的定位升级，尤其年轻群体对自然、持久、多功能妆效的需求推动产品向细分功能演 进，据统计，2024年我国睫毛膏销售额共计完成20.04亿元，其中，高端睫毛膏约占25.0%，大众睫毛膏 约占74.9%，与此同时，纯净美妆浪潮与敏感肌友好理念 ...

Core Insights - The mascara market in China is projected to reach approximately 3.6 billion yuan by 2024, driven by the increasing demand for beauty products among the younger generation [2][12] - The industry is characterized by a supply chain that includes raw material suppliers, manufacturing processes, and various sales channels, with e-commerce emerging as the dominant sales platform [9][12] - The report titled "2026-2032 China Mascara Industry Market Deep Investigation and Investment Planning Suggestions" provides a comprehensive analysis of the market environment, competitive landscape, and future trends [20][21] Industry Overview - Mascara is a cosmetic product designed to enhance the appearance of eyelashes, primarily through effects such as lengthening, thickening, curling, or coloring [1][6] - There are two main types of mascara based on water resistance: waterproof and water-resistant, with different formulations affecting their removal [8][9] Market Dynamics - The growth in the mascara market is attributed to the rising beauty awareness and the demand for refined makeup looks among consumers [2][12] - E-commerce platforms are becoming the primary sales channels due to their convenience and interactive features, significantly impacting the distribution of mascara products [2][12] Industry Chain - The mascara industry chain consists of three main segments: upstream raw material supply (including waxes, oils, pigments, emulsifiers, and film-forming agents), midstream manufacturing processes (such as formulation development, mixing, quality control, and packaging), and downstream sales channels (including e-commerce, department stores, and specialty cosmetic shops) [9][11] Key Players - Proya Cosmetics Co., Ltd. is a notable player in the mascara market, focusing on the research, production, and sales of cosmetic products, with a reported revenue of 5.362 billion yuan in the first half of 2025 [14][15] Future Outlook - The report outlines the expected market trends and investment opportunities in the mascara industry from 2026 to 2032, emphasizing the importance of understanding the competitive landscape and consumer preferences for strategic planning [20][31]

Core Insights - The report highlights the failure of traditional brand marketing models in the new commercial era, emphasizing that new consumer brands achieve exponential growth through innovative strategies [1][10][16] - It introduces the PMC (Potential Marketing Communication) model, which focuses on customer value innovation, niche market penetration, and content marketing as key drivers for brand growth [1][16][48] Group 1: Market Environment Changes - The competitive landscape has dramatically shifted, leading to the decline of traditional brands and the rise of new consumer groups and consumption ideologies [1][10][14] - New consumer brands are not relying on traditional advertising but are instead focusing on value innovation and brand engagement to drive growth [1][10][46] Group 2: Case Studies of New Consumer Brands - High Fan achieved the top position in high-end down jackets within three years, breaking the 2000 price barrier with innovative materials and marketing strategies [1][18] - Li Du created the most expensive light bottle liquor in China, becoming the first liquor stock in Hong Kong, with a tax revenue increase of 100 times over ten years [1][19][21] - Orange Du led the domestic makeup market, achieving significant sales growth by expanding product categories and targeting diverse consumer demographics [1][22][24] - Babycare entered the top tier of the mother and baby market within three years, offering a wide range of products and achieving over 50 billion in sales by 2024 [1][26][28] - Three Dots Half surpassed Nestlé in the instant coffee market, achieving a valuation of 4.5 billion with innovative product offerings and marketing strategies [1][29][30] - Lululemon's market value surpassed Adidas, becoming the third-largest sports brand globally, with a revenue increase of 19% in 2023 [1][31][35] - Tineco achieved a valuation of 10 billion within five years by redefining the cleaning appliance market through user-centric innovations [1][36][37] - De You created a new category in wet toilet paper, achieving over tenfold growth in four years, with a market share exceeding 50% [1][38][40] - NIO became the highest-valued car company in China within six years, surpassing traditional automotive giants through innovative branding and customer engagement strategies [1][41][42] Group 3: New Marketing Strategies - The shift from advertising to customer value innovation is a fundamental change in brand building, with a focus on creating star products and enhancing consumer experience [1][47] - Niche market selection has become the primary path for new consumer brands, allowing them to build competitive advantages in less saturated markets [1][48] - High-end strategies have led to exponential growth for many new consumer brands, emphasizing the importance of brand equity and emotional connection with consumers [1][49]

Core Viewpoint - Several major international cosmetics companies, including Estée Lauder, Shiseido, and Unilever, are facing lawsuits for selling products containing carcinogenic substances without warning labels, following a similar incident involving L'Oréal earlier this year [1][2]. Group 1: Lawsuit Details - The lawsuits were initiated by a consumer safety organization named Initiative for Safer Cosmetics, which filed four independent lawsuits in Los Angeles [2][3]. - The lawsuits claim that these companies violated California's Proposition 65 by selling products containing diethanolamine (DEA) without proper warnings [3][4]. - The Initiative for Safer Cosmetics is seeking civil penalties of up to $2,500 per violation, an injunction to stop the sale of the offending products, and reimbursement for legal fees [3][4]. Group 2: Proposition 65 Overview - Proposition 65 was established to protect California's drinking water from specific chemical contaminants and to inform citizens about potential exposure risks [4][5]. - Companies with 10 or more employees are required to provide warnings if their products contain chemicals known to cause cancer or reproductive harm [4][5]. - The law applies to products sold in California or online to California customers, regardless of the company's location [4]. Group 3: Diethanolamine (DEA) Specifics - Diethanolamine has been listed as a carcinogenic substance in California since 2012, based on evidence from animal studies [8][9]. - The concentration of DEA in cosmetics can range from 1% to 25% [6]. - While DEA is not banned in the U.S., it is prohibited in cosmetics in the EU due to its potential to form carcinogenic nitrosamines when combined with certain preservatives [12][14]. Group 4: Regulatory Implications - The increase in violations related to DEA has surged in 2024, with over 300 notifications reported, primarily targeting personal care and cosmetic products [12]. - Companies must ensure compliance with local regulations to mitigate legal risks, reflecting a broader trend of increasing regulatory scrutiny in the global market [14].