Beauty and personal care in 2024: The big picture
After a year of slow growth in 2023, in 2024 beauty and personal care in China returned to retail current value decline. Decline was driven by several interrelated factors. First, ongoing economic challenges led consumers to tighten their budgets, resulting in a shift towards more affordable alternatives, especially in non-essential beauty and personal care categories. This trend was particularly evident in the premium segment, in which some consumers scaled back on discretionary spending. In addition, the growing shift towards dermocosmetics and medical aesthetics further impacted traditional beauty and personal care, as consumers prioritised investments in skin care solutions which deliver clinical results over more conventional beauty products.
2024 key trends
In 2024, a major trend in beauty and personal care in China was consumer downgrading, driven by economic uncertainties. With concerns over future income and asset depreciation, an increasing number of consumers shifted away from premium products in favour of more affordable mass options. This trend was particularly evident in the largest category within beauty and personal care, skin care, in which due to the challenging macroeconomic environment in China, many budget-friendly brands saw increased demand, while many premium brands struggled to maintain growth. With consumer confidence shaken by uncertainty over future income and the impact of property price cuts on asset values, many became more cautious in their spending. Consumers therefore increasingly focused on value and practicality, often downgrading and opting for cost-effective solutions that still met their needs. This shift benefited mass brands, which can offer accessible, high-quality alternatives, while premium brands faced challenges in an environment of tighter consumer spending. Furthermore, after years of rapid growth, demand for skin care products was largely saturated, making it increasingly difficult to drive further rises in consumption. As a result, these combined factors – economic uncertainty, increased caution in spending, and saturation – contributed to an overall decline in current value sales in skin care in 2024.
Competitive landscape
L'Oréal China was the leading company within beauty and personal care overall in value terms in 2024, and the only player to see a double-digit retail value share – this share has been on an increasing trend. The company produces brands including L'Oréal Paris, Lancôme, Yves Saint Laurent, and La Roche-Posay, amongst many others, present in colour cosmetics, skin care, hair care, sun care, and fragrances. L’Oréal has maintained its leading position in beauty and personal care for years, supported by a comprehensive portfolio spanning both the premium and mass segments. This balanced brand matrix enables the company to navigate market volatility with resilience. Despite the challenges faced by some of its premium lines, such as Yves Saint Laurent and Helena Rubinstein, overall L’Oréal continued to outperform beauty and personal care in 2024, bolstered in particular by the strong growth of its dermocosmetics brands. This diversified performance allowed the company to retain and even extend its top position even in a turbulent environment.
Retail developments
In 2024, retail e-commerce was the leading distribution channel within beauty and personal care in China, seeing another strong share increase in this year. As the most important retail channel in China, e-commerce accounted for nearly half of value sales, and has shown a continued upward trajectory. This sustained growth is largely driven by entrenched consumer habits, as online shopping has become a deeply integrated part of most consumers’ daily lives. Transparent pricing further reinforces trust, while major shopping festivals regularly offer substantial discounts, incentivising continued engagement. The combination of convenience, value, and a well-established digital ecosystem ensures that consumer preference for this channel remains robust, positioning retail e-commerce as the enduring engine for retail growth in China. Recent growth has mainly been driven by the continuous rapid development of social commerce platforms, especially Douyin.
What next for beauty and personal care?
In the forecast period, beauty and personal care in China is set to return to low growth in value terms at constant 2024 prices. From a macroeconomic perspective, China’s GDP growth is slowing, and the income growth of the middle-class is also decelerating, leading to a shift in consumption from “upgrade” to “segmentation”. The premium segment is set to see growth, but due to the limited size of the high-net-worth population, the incremental growth will be limited. Due to the economic downturn, consumer confidence is also low, which will suppress premium consumption of non-essential goods. Meanwhile, the mass segment is also set to see low growth, but is caught in a price war, with price declines likely in some categories.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in China?
- Which are the leading brands in China?
- How are products distributed in China?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in China
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Baby and Child-Specific Products in China
KEY DATA FINDINGS
Segmentation rises in the largest category, baby and child-specific sun care
The top two players maintain dynamic growth
Retail e-commerce becomes dominant, at the expense of mother and baby stores
Growth will come from premiumisation, as volume sales set to remain stable
Innovation and marketing likely to drive domestic brands to new heights
Stricter standards will push safety to the forefront of innovation in baby and child-specific products
Bath and Shower in China
KEY DATA FINDINGS
Cautious, rational purchasing behaviour contributes to decline
Procter & Gamble maintains its rising trend, while Guangzhou Blue Moon excels
The rise of retail e-commerce seems unstoppable
Price competition and falling population expected to have a negative impact
Fragrance, sustainability, and multifunctional innovation to impact category evolution
The rise of bath and shower sets: How bundling boosts sales
Colour Cosmetics in China
KEY DATA FINDINGS
Facial make-up bucks the declining trend, as a good base for make-up is essential
L'Oréal loses share to domestic players such as Proya Cosmetics
Although retail e-commerce dominance is unshakeable, some offline channels see strong growth
Consumers will continue to appreciate facial make-up, especially make-up primer
Mass colour cosmetics set to drive growth as consumers downgrade
Multifunctionality and natural radiance will be areas of innovation
Deodorants in China
KEY DATA FINDINGS
Slow growth for a small category
Increasing fragmentation as the share of the smallest players sees growth
Although warehouse clubs rises, retail e-commerce continues to dominate
Skin care expected to be increasingly incorporated in deodorants
Children’s deodorants likely to offer growth opportunities
Trend towards fragrance-inspired deodorants anticipated
Depilatories in China
KEY DATA FINDINGS
Women’s razors and blades performs well, at the expense of hair removers/bleaches
Leading player Schick also sees the strongest growth
Retail e-commerce offers the widest product range
Demand for high-quality products will continue to rise, driving value growth
Skin care expected to be a more important element in new products
Segmentation expected to increase in depilatories
Fragrances in China
KEY DATA FINDINGS
Premium unisex fragrances bucks the declining trend
Parfums Christian Dior takes the lead, while players in premium unisex fragrances perform well
Department stores maintains its distribution lead due to the desire for offline experiences
Premium fragrances set to increase its dominance
Challenges and opportunities for fragrances in China
Understated fragrances and smaller sizes likely to perform well
Hair Care in China
KEY DATA FINDINGS
Challenge from less frequent hair washing, but opportunities remain
Procter & Gamble maintains its strong lead, despite a falling share
Try-on features, sample sizes, and increase in repeat purchases drive sales via retail e-commerce, in addition to pricing and convenience
Strong growth opportunities for salon professional hair care
China’s hair care evolution: Blending channels, experiences and commerce
Eco-conscious and culturally rooted: A new era for hair care in China
Men's Grooming in China
KEY DATA FINDINGS
Value decline across many categories as consumers trade down
Marketing helps Guangzhou Mizi Cosmetics see exceptional growth
Retail e-commerce continues to take share from offline channels
Men likely to remain cautious in their purchases
Local brands likely to leverage social commerce for growth
Innovation and technology will contribute to growth in men’s grooming
Oral Care in China
KEY DATA FINDINGS
Toothpaste sees premiumisation, which drives value growth
Smaller brands in toothpaste perform well, and uSmile outperforms in power toothbrushes
Dynamic growth for warehouse clubs, as Sam’s Club expands in China
Consistent slow growth for oral care as demand expands beyond toothpaste and manual toothbrushes
Toothpaste in China shifts toward specialisation and professional care
uSmile launches U7 Pro – a smart toothbrush offering precision and personalisation
Skin Care in China
KEY DATA FINDINGS
Maturity and lower consumer confidence drive value decline, but pockets of growth remain
Proya Cosmetics takes advantage of its understanding of local consumers
Warehouse clubs and retail e-commerce take share from most other distribution channels in skin care
Lip care set to see the strongest growth as more people look for a good base for applying lip products
Creating emotional bonds will be important for creating customer loyalty
Fusion of ingredients from traditional Chinese medicine, and skin care science
Sun Care in China
KEY DATA FINDINGS
Adult sun care continues to dominate, but baby and child-specific sun care leads growth as awareness rises
Leading player L'Oréal performs well, but smaller players rise strongly from a low base
Popularity of retail e-commerce drives a move away from some offline retailers, although others perform well
Despite challenges, sun care is set to see solid value growth
Consumers will seek additional benefits from sun care products
New practical formats to shape sun care moving forward
Premium Beauty and Personal Care in China
KEY DATA FINDINGS
Declining sales, driven by search for more affordable alternatives during economic downturn
L'Oréal extends its share despite challenges in the market
A core consumer base continues to value premium beauty and personal care products
With demand for improved hair quality, premium hair care is set to see a strong rise
Potential for premiumisation in baby and child-specific products
Innovations such as customised and natural products likely to be seen
Mass Beauty and Personal Care in China
KEY DATA FINDINGS
Skin care maintains its lead, but suffers from maturity and economic situation
Proya Cosmetics maintains its rising trend due to innovation and quality
Price sensitivity leads to downgrading within the mass segment, and from premium to mass
More positive consumer sentiment will drive a return to value growth
AI set to move further into mass beauty and personal care
Local ingredients and multifunctional products are two strands of innovation
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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-
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- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
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- Premium Baby and Child-specific Products
- Premium Bath and Shower
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- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
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- Premium Deodorants
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
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- Premium Firming Body Care
- Premium General Purpose Body Care
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- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
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- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
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- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
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- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
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- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
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- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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- Mass Firming Body Care
- Mass General Purpose Body Care
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- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
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- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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