Competitive Landscape
Agile Players Erode the Leaders’ Share as Fragmentation Accelerates
The landscape of mass beauty and personal care in China in 2025 is increasingly fragmented, with a marked shift away from concentration compared to previous years. The largest company, Procter & Gamble (Guangzhou) Ltd (Olay, Head & Shoulders, Pantene, Safeguard, among others), held a 10% retail value share in 2025, down from 12% in 2020, evidencing a clear erosion of dominance at the top.
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Overview:
Understand the latest market trends and future growth opportunities for the Mass 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.
If you're in the Mass 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 Mass 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 Mass 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?
Mass Beauty and Personal Care in China - Category analysis
Key Data Insights
Price-Sensitive Consumers and Social Commerce Help Maintain Value Growth
Price-Sensitive Consumers and Social Commerce Help Maintain Value Growth
Into You Captures Gen Z with Multifunctional, Affordable Colour Launches
Mass Skin Care Sustains Its Lead as Consumers Seek Efficacy and Value
Value-Focused Shoppers to Drive Masstige Innovation and Constant Churn
Mass Skin Care to Retain Its Lead as Multifunctionality and Efficacy Prevail
Agile Players Erode the Leaders’ Share as Fragmentation Accelerates
Beauty and Personal Care in China - Industry Overview
A Return to Growth, with Both Premium and Mass Sales Rising
Key Data Insights
A Return to Growth, with Both Premium and Mass Sales Rising
Fan Beauty Diary’S Mask-First Strategy Unlocks Mass Appeal
Mao Geping’S Accessible Fragrances Bridge Inclusivity and Luxury
Lifestyle-Driven Beauty and Consumer Rituals Reshape the Chinese Market
Domestic Brands to Invest in Research and Development to Secure Long-Term Advantage
Gen Z Expected to Drive Emotional Engagement as Loyalty Shifts to Lifestyle Affinity
Local Brands Anticipated to Expand into Southeast Asia to Counter Domestic Saturation
L'oréal Leverages Innovation and Portfolio Breadth to Consolidate Its Lead
Douyin Accelerates Livestream Shopping as Social Commerce Eclipses Legacy Formats and Offline Sales
Harmay and Hotmaxx Drive Offline Innovation as Brand Livestreams Disrupt Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Mass Beauty and Personal Care
- 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
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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