在这场竞争中，品牌纷纷聚焦细分场景。防晒底妆成为热门品类，2024 年防晒粉底液销售额同比增幅高达 517.7%，蜜丝婷、花西子等品牌均有新品推出。 户外防晒赛道同样火热，安热沙、地壳等品牌针对户外场景推新。产品研发上，各大品牌强调功效和成分升级，如林清轩 "网膜防晒科技"、蜜丝婷 "御光 滤" 等。同时，品牌注重赋予产品 "情绪价值"，像融入社交场景的次抛防晒、能做手机支架的防晒粉饼等，还有官宣代言人带动销量，如羽西官宣肖战为防 晒系列代言人后，当月 GMV 同比增速迅猛。 2025 年，防晒化妆品赛道的竞争态势愈发激烈。截至 5 月，蜜丝婷、植物医生、安热沙、花西子等数十个国内外品牌已推出防晒新品。就连以药品起家的 马应龙，自 2022 年至今也报批了至少 7 件防晒化妆品。 防晒美妆新品数量持续增长，背后是消费者需求的推动。数据显示，38.82% 的消费者每天使用防晒美妆产品，较 2020 年提高 12.71 个百分点 。不过，市场 规模增速却在放缓，从 2022 年的 313.7 亿元减少至 2024 年的 297.8 亿元，预计今明两年恢复增长。 从市场格局看，蜜丝婷、安热沙等国外品牌目前占据主导。 ...

Core Insights - The online beauty and skincare market in China is projected to reach a GMV of 420 billion yuan in 2024, showing a counter-trend growth despite the "consumption downgrade" narrative, indicating a complex consumer behavior where budget-consciousness coexists with a willingness to spend on high-value products [1][2][5] - The market is characterized by a dual focus on practicality and emotional value, leading to significant growth in mid-range products and innovative categories like "emotion skincare" and "tech skincare" [1][13] Group 1: Market Trends - The beauty and skincare market's online sales are expected to reach 420.15 billion yuan in 2024, reflecting a year-on-year increase of 8.4%, with a volume of 4.89 billion items sold, up 7.4% [2] - In the context of "consumption downgrade," consumers are increasingly price-sensitive, with mid-range products dominating the market due to their cost-effectiveness [5][7] - The market continues to concentrate around leading and mid-tier brands, with the top 10 brands experiencing a sales growth of 17.1% and an increase in market concentration [9] Group 2: Product Innovations - The integration of skincare and makeup is creating new opportunities, with the foundation category seeing a remarkable growth of 43.5% [10][15] - The demand for multifunctional products is rising, with emotional healing and whitening being key growth drivers in the powder market, which achieved a sales figure of 5.05 billion yuan in 2024 [15] - The "emotion skincare" segment has seen a staggering growth of 466.7%, driven by consumer demand for products that address psychological needs [13] Group 3: Sunscreen Market Dynamics - The sunscreen market is evolving, with sales expected to reach 12.7 billion yuan in 2024, marking a 3.1% increase, as consumers seek products that combine skincare and makeup [22][24] - The demand for diverse sunscreen products is growing, with innovative combinations like sunscreen foundation seeing a sales increase of 517.7% [24] - Brands like L'Oréal are successfully adapting to the trend of multifunctional products, achieving a 116% growth by offering a wide range of sunscreen solutions [27][32]