Overview

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1.2022The skincare market size shrank in the year,2023showing signs of significant recovery in the year, with the market size expected to reach3402yuan，year-on-yeargrowth23.11%。

2.Skincare voice on Xiaohongshu and Douyin platformsincreased by40%or more, and skincare search share on Douyin platform increased by883.97%。

3.“Photoaging”popularity exceeded89.44%of beauty vocabulary, stress skin&The number of registered products related to emotional skincare increased by60%。

4.76.47%Users prefer moisturizing and hydrating products; more than half of people prioritize skin type and skin problems when purchasing products.。

5.Proya68.1achieved sales exceeding 100 million yuan, taking the lead among domestic Brands,Light medical aesthetics and beauty instrumentsare new driving forces for the skincare industry.

 

The sun shines on the cheeks, and a touch of red is about to melt away.

 

As early as the Tang Dynasty, skincare concepts had already taken root in people’s minds. Even after thousands of years, people’s pursuit of beauty remains unchanged. Although the post-epidemic era has led to a sluggish skincare market, against the backdrop of skincare needs gradually shifting to rigid demand, the Chinese skincare industry still demonstrates tremendous value and potential.

 

The latest data released by the National Bureau of Statistics on2023year11month15showed thatthis year1～10month, the total retail sales of cosmetics increased by6.2%year-on-year, indicating a vast market space for the skincare industry. The recovery of the Chinese economy and the increase in consumer purchasing power are constantly stimulating the demand for skincare products. Coupled with the rise of younger generations of consumers such as90post-00and post-90s generations, the ever-expanding demand is creating one opportunity after another for the skincare industry.

 

Between sales and consumption, accurately analyzing and grasping market demand is the key to the success of every product. In order to excavate and cater to the true needs of the Orient under the concept of Oriental aesthetics, Usersay is based on the perspective of consumers,Usersayhas once again joined hands withDatastory (Datastory)andInnocentinGUsuccessfully collaborated to produce《Beautiful Forecast:2024Consumer Demand Prediction for the Chinese Skincare Market in the year&Analysis》This joint study aims to deeply interpret the needs of Chinese skincare consumers from multiple perspectives, utilizing both big data and small data for comprehensive analysis.

 

The quantitative part of the study used the Usersay database, covering nearly a year’s sales data from platforms such as Tmall, JD.com, and Douyin. In addition, it integrated the Datastory beauty database, a big data intelligent platform that includes hundreds of billions of pieces of user reputation and behavior data for beauty products. This allows us to gain a deeper understanding of consumers’ purchasing behavior and preferences on different platforms.
To more comprehensively understand consumer needs, the study also conducted qualitative research, including focus group discussions with Usersay fans andingredientsKOL@Innocent inGUfans, as well as extensive consumer surveys. Through these research methods, we were able to delve into consumers’ emotional feedback, preferences, and expectations, forming a more comprehensive analysis.
《Beautiful Forecast:2024 Consumer Demand Prediction & Analysis for China's Skincare Market》not only reveals consumer behavior trends through large-scale quantitative methods but also reveals the underlying consumption motives and emotional needs through qualitative research. This research provides skincare Brands and market decision-makers with profound insights, helping them better understand and meet consumer expectations.This article will select the essence of the report, throughmarket insights, skin problem causes, skincare needs and purchasing habits in four aspectsto provide guidance for Brands to continuously release vitality on the demand side.

 

 

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This executive summary condenses key information, providing concise insights into the skincare needs of Chinese consumers. Thank you for your support and participation in the survey. We hope this summary offers deeper insights into user needs.

 

 

 

 

Market size reached3402hundreds of millions?

Soaring skincare voices on Douyin and Xiaohongshu

 

1

2023The skincare market size will reach3402hundreds of millions

 

User Said data survey results show that,2022the skincare market performed poorly in the year,Market size decreased year-on-year by5.96%. The impact of the epidemic on the global economic situation has dealt a certain degree of damage to the skincare market. The uncertainty of economic trends has also made consumers cautious about buying high-priced skincare products, with a widespread hesitation impacting purchasing behavior.

 

 

User Said believes2023China's skincare market will rebound in the year, predictingthe scale will climb to3402yuan，signs of industry recovery are apparent. For innovative companies with keen market insights, the skincare market will be full of opportunities in the next few years. This is a chance to adjust strategies, launch new products or services, adapt to market changes, and meet consumer demands.

 

2

Skincare voice increased year-on-year by15.8%，

Douyin becomes the main battlefield for voice and interaction

 

Skincare voices on social media platforms have remained stable over the past year,2023.10MATTotal voice reached5878.96ten thousand, year-on-year growth of15.8%. Unlike the stable performance of voice, interaction volume has seen noticeable fluctuations, mainly618peak values appearing during pre-promotion and Qixi Festival activities. Meanwhile, over the past year,skincare interaction volumehas fallen significantly,year-on-year decrease of14.89%。

 

 

The increase in skincare voice may be due to Brand marketing activities,KOLpromotion, or increased discussions on social media. These factors can attract more people's attention to specific skincare products. However, the reduction in interaction may mean that consumers are not actively participating in discussions about these products or are dissatisfied with the actual usage experience.

 

Although social media platforms offer new channels for online marketing for major Brands,over-reliance on advertising orKOLpromotionmay cause Brands to ignore consumer needs and feedback, thus reducing consumer interest in the products themselves.

 

 

3

Douyin search score increased year-on-year by884%，

Strong demand across all age groups

 

2023.10MATThe Douyin skincare index shows that,the skincare search score on the Douyin platform is as high as8029，year-on-year growth of883.97%，among whichcleansing and travel skincare productsare popular search terms. Unlike the previous passive recommendations and browsing, consumers' proactiveness is now more prominent, showing active searches for various skincare products, efficacy, and health knowledge.

 

As a social media platform, Douyin has played an important role in meeting people's needs for skincare information. The rise in search scores shows that Douyin has great potential in promoting skincare products and services. Consumers can perceive high information value on the Douyin platform, satisfying their own information needs in the skincare field, and further prompting the conversion of demand into purchasing behavior.

 

 

From the perspective of the demand population,the current skincare demand population is wider than before,creatingmore potential buyers. Modern people's definition of beauty is not just about external appearance, but also includes internal health and external harmony. Skincare, as an important way to maintain external beauty, has become a daily routine for more and more people. The pursuit of beauty used to be considered exclusive to young women, but changes in skincare awareness and beauty concepts have led men and older people to start paying attention to their skin condition.

 

4

Self-indulgent, light-mature groups are more willing to pay for skincare,

emphasizing ingredients and efficacy

 

User Said analysis of the user demographics focused on skincare on the Douyin platform shows that skin conditions haveundergone a transition from young skin to mature skin, and this group pays more attention to skincare issues. With age, consumers in this age group are prone to dryness, dullness, and age spots, and urgently need to use skincare products to maintain healthy and beautiful skin. At the same time, most people in this group are30～40years old，usuallyhave stronger purchasing power，willing and able to invest more time and money in skincare.

 

In today's society, the strengthening of the concept of self-indulgence has led more and more people to pay attention to their appearance and image. Skincare, as an important part of maintaining a good image, has naturally received more and more attention. In order to meet the needs of self-expression and image shaping, self-indulgent people often have strong skincare preferences. Moreover, skincare is essentially a manifestation of a healthy lifestyle, and self-indulgent, light-mature people's pursuit of healthy living makes them more willing to chooseproducts with scientific basis and efficacy verificationskincare products.

 

Photoaging popularity17.86w

Emotions and stress lead to skin deterioration

 

1

Strong sunlight is a formidable enemy,

“Photoaging”popularity exceeded89%beauty vocabulary

 

In most people's skincare practices, sunscreen, sun-protective clothing, and parasols are used to avoid ultraviolet damage to the skin through chemical or physical means.

 

However, in addition to ultraviolet rays, theblue lightemitted from everyday electronic devices also negatively impacts skin health. User data shows that,87.25%of people say they are exposed to blue light from electronic devices for more than10hours per day. The blue light emitted from electronic devices affects the epidermis and deeper layers of the skin, and induces prolonged pigmentation. Similar to ultraviolet rays, blue light also causes skin aging,but the longer wavelength blue light can penetrate deeper into the skin, causing cellularDNAoxidative damage, causing pigmentation, and indirectly affecting the circadian rhythm.

 

 

Through research on popular beauty terms on the Xiaohongshu platform, it was found that,“Photoaging”the popularity of the term has surpassed that of89.44%termson the platform, indicating that users are currently highly concerned about the damage caused by light exposure to the skin.

 

Photoaging, also known as extrinsic aging, includes premature skin changes caused by damage from chronic sun exposure. The leading journal in dermatology, the Journal of the American Academy of Dermatology (JOURNAL OF THE AMERICAN ACADEMY OF DERMATOLOGY) has confirmed through numerous studies the skin problems caused by photoaging, including but not limited to thinning of the skin due to capillary dilation, skin thickening accompanied by coarse wrinkles, etc.^[1]。

 

2

Over6adults have developed the habit of staying up late,

Over9adults prefer high-fat, high-sugar diets

 

Staying up late has always been a major culprit in causing skin problems. However, the fast pace of modern life, the continuous input of entertainment and information,24hours of uninterrupted input, and the prevalence of nightlife and fast-food culture have led to modern people developing the habit of staying up late. User data shows that,60.13%of skincare users stay up late every day。The2023Annual Report on China's Sleep Health Insights even points out thatOver7%of the population already suffers from insomnia,Over8%of the population has difficulty falling asleep.

 

Long-term sleep deprivation stimulates the sebaceous glands to secrete excessive oil, easily clogging pores, and thus inducing acne and pimples. For the skin around the eyes, staying up late is even more likely to cause poor blood circulation, inducing severe dark circles. Skin sagging, accelerated aging, and pigmentation leading to the widespread appearance of chloasma are all adverse consequences of staying up late.

 

 

In addition to staying up late, unhealthy dietary preferences are also a cause of skin problems. Skincare user dietary habit data shows that,42.81%of people like spicy food，eating spicy food at least once a day；36.6%of people like to drink high-sugar drinks，with a frequency of more than3cups per week；34.31%of people like fried food，eating fried food at least twice a week. Skincare, as a beautiful practice, cannot only rely on the application of lotions, creams, and serums, but also needs to pay attention to the role of internal conditioning, and only by taking care of both the inside and outside can the skin's health be maintained.

 

 

3

Stress skin and emotional skincare are gaining popularity,

product registrations have increased by more than60%

 

Unlike objective factors such as environmental pollution and excessive light exposure, more and more people are beginning to realize the impact of social and psychological stress on their skin condition.2023.10MATStress skin volume increased year-on-year by5722.8%，emotional skincare volume increased year-on-year by346.8%。

 

The skin's response to psychosocial stress is complex, controlled by bidirectional communication between the nervous, endocrine, and immune systems, modulating the response through a combination of central (whole body) and peripheral (local) pathways^[2]。The complex effects of psychosocial stress on the skin have led consumers to increasingly focus on the problems caused by stress skin and seek effectiveemotional skincaremethods. The change in skincare awareness has led to local changes in the market, with more and more companies beginning to enter the stress skin market,aromatherapy, soothingand other functional products have seen a large increase in registrations.

 

 

 

Demand focuses on efficacy, ingredients, and user experience

76%Users focus on moisturizing

 

1

efficacy, ingredients are the focus,

user experience volume increased year-on-year55%

 

User data shows that a survey of the top ten dimensions of skincare needs shows that,39.44%Skincare consumers are more concerned about efficacy, followed by ingredients and user experience, both of which are highly15%valued by skincare consumers.

 

Modern people's pursuit of healthy and rational skincare concepts makes them pay more attention to the efficacy and ingredients of skincare products. In balancing efficacy and ingredients, consumers will not ignore the safety of ingredients simply for the sake of pursuing results. Moreover, the prevalence of the internet allows consumers toaccess product descriptions, related feedback, expert opinions, etc.through various channels, thus better understanding the functions, effects, and safety of skincare products.

 

Modern people are more inclined towards rational skincare, and have a more thorough understanding of their own skin, knowing which types of products suit them. Therefore, when choosing skincare products, skincare consumers will pay more attention to the ingredients and efficacy of the products to truly meet their skincare needs.

 

 

Among ten different skincare needs, only the volume of efficacy, skin problems, and user experience showed positive growth. The volume of the first twoincreased slightly year-on-year1.24%and2.34%respectively, while the volume of user experience showedyear-on-year growth54.69%a sharp increase.

 

Skincare is both a care process and an experience process. Under the influence of the experience economy, skincare consumers are not only willing to pay for the product itself, but also for the unique and pleasant experience it brings. The excellent experience brought by skincare products will form a memory point in the consumer's cognition,and positive experience memory can trigger consumers' purchasing behavior for a certain skincare product again.。

 

2

Skin type, skin problems guide skincare concepts,

Efficacy becomes82%The focus of consumer preference

 

Individual skincare concepts stem from external input of skincare knowledge, but also from one's own understanding of their skin type and skin problems.72.88%of skincare consumers will first consider their skin condition when purchasing products,63.4%of skincare consumers will focus on their skin problems.。

 

Skincare itself is a process full of differences. People with oily skin may pay more attention to oil control and cleansing, while people with dry skin may pay more attention to moisturizing and hydration. Unlike skincare concepts from marketing or popular science, skincare concepts based on one's own skin type and skin problems are essentially learned by individuals through their owndirect experienceand are more instructive.

 

 

The diversity of skin conditions makes the focus of skincare consumers also diverse, but efficacy is always the most concerned aspect for skincare consumers. 《2023Year China Skincare Consumer Demand Survey》results show thatEfficacy is81.7%of skincare consumers' concerns when choosing skincare productsThe obvious preference for efficacy means that consumers' understanding of skincare products is constantly improving. They are more aware that different skin problems require different solutions, and are more willing to buy products that provide noticeable results, rather than those brands with strong advertising.

 

3

76%Users prefer hydration and moisturizing,

Skin problems drive efficacy needs.

 

User said data surveys show thatHydration and moisturizing, this kind of product with basic efficacy, is76.47%favored by skincare consumers. The characteristics of hydration and moisturizing products are that they are suitable for various skin types and age groups, and skincare consumers with different skin types can benefit from them. Compared with other efficacies (such as anti-aging, whitening, etc.), hydration and moisturizing products havestronger universality and generality. As a part of basic skincare, the ingredients of hydration and moisturizing products are usually milder, causing less irritation to the skin, and the product usage method is relatively simple, requiring no special skills or steps.

 

 

When skincare consumers have acne, dullness, damaged barrier, aging and other corresponding skin problems, they will also purchase targeted effective skincare products on top of basic skincare. The skincare product market is huge and diverse. For consumers, simply layering skincare products with different efficacies on their skin surface is likely to cause negative effects due to intolerance. Only underclear skincare needs drivingthe corresponding effective skincare products are more likely to attract specific consumer groups.

 

 

Three-step skincare is the main trend,

Domestic products, light medical beauty, and beauty instruments are consumption priorities.

 

1

Over60%User attentionKOLRecommendation,

Over80%Favor Brand's online flagship stores.

 

Under the leadership of the internet celebrity economy,Over64.05%of users mainly obtain knowledge about beauty and skincare through beautyKOLcontent recommendations. BeautyKOLcontent recommendations usually combine fashion trends, with high timeliness and freshness. They not only provide practical beauty tips, but also share the latest beauty products and brand information, thus attracting a large number of users interested in fashion and beauty.

 

 

In the choice of consumption channels,Over87.91%Users prefer to purchase products from beauty brands' online flagship storesUnlike offline shopping, online flagship stores usually provide user reviews and feedback functions, allowing consumers to better understand the quality and effects of beauty and skincare products, thus making more informed purchasing decisions. Moreover, online flagship stores avoid the hassle of face-to-face sales,especially able to stimulate the desire to consume among people with social anxiety。

 

A survey of consumers' skincare product preferences shows that,83.66%of consumers regularly use cleansing products,72.55%of consumers regularly use toners,56.86%of consumers regularly use face creams.Cleansers, toners, and face creams have become the favorite items of more than half of the consumersThis shows that current skincare consumption preferences are still concentrated in basic skincare categories and are gradually evolving into consumers' essential skincare needs.

 

 

In addition to skincare categories, consumers also have obvious preferences in skincare steps. Simplified skincare has become the pursuit of most consumers,49.67%of people said they prefer three or fewer skincare stepsOnly1.31%of people will choose7three or more skincare steps. Skincare steps of three or less are in line with modern people's pursuit of a simple and efficient lifestyle. This trend also means that people have a deeper understanding of skincare and are beginning to pay attention to the inner health of their skin.

 

Recent13months' sales ranking of skincare products on Taobao and Tmall shows that Proya, with68.1yuanin sales, became the top domestic BrandTOP1while L'Oreal ranked first among international brands with85.12yuanin sales. The just-past Double11promotion node sales data also shows that,Proya Double11full cycle（2023year10month31day20:00-11month11day24:00)transaction amount ranked first, while L'Oreal followed closely behind in second place。

 

 

At a time when China's e-commerce sales are gradually approaching the ceiling, brands' simple low-Price strategies can no longer fully maintain consumer stickiness. Consumption upgrades and changes in consumer awareness have led consumersto not only focus on Price, but also on product quality and Brand valueProya, a domestic Brand that has consistently achieved excellent sales results, has been able to use“earlyClateAsuccessfully pushed the marketing of its products to a climax, and cooperated with writer Hao Jingfang, poet Yu Xiuhua, and others to vividly demonstrate the female power contained in the Brand value.

 

 

Thanks to the influence of the national style boom in recent years,5.88%of skincare users said they have started using domestic skincare products across the board，21.24%of people said that the proportion of domestic products among the skincare products they use is as high as51%-80%Compared with international brands, domestic brands usually have a significant advantage in terms of affordable Price. More importantly, domestic skincare products are designed and improved according to the characteristics of Chinese skin, and can better target the skin condition and usage habits of Chinese people.

 

2

Daily skincare is difficult to fully meet the needs of efficacy,

Light medical beauty and beauty instruments become a new trend

 

Although external skincare products are still the first choice for the vast majority of consumers, between daily skincare and cosmetic surgery, using non-invasive or minimally invasive methods to meet individual beauty needsLight medical beauty has also received increasing attentionCompared with skincare products, light medical beauty can more directly and effectively meet individual personalized needs for beauty, thus having their own unique beauty.

 

Nowadays, light medical beauty is becoming increasingly mature. Not only is there a high demand driven by the beauty economy, but policy regulation is also constantly exerting efforts to promote the healthy development of the light medical beauty industry. At the national level,2023year5month, the State Administration for Market Regulation, together with11departments, issued the "Guiding Opinions on Further Strengthening the Supervision of the Medical Beauty Industry", which put forwarda series of targeted measures to regulate and constrain the development of the medical beauty industryAt the local level, many provinces and cities, including Beijing, Shanghai, Guangdong, Chengdu, and Hubei, have put forward relevant policies for the medical beauty industry.

 

In addition to policies, light medical beauty technology is also constantly developing, and the biological and chemical materials used in medical beauty can also provide consumers with a safer light medical beauty experience.

 

 

Light medical beauty mainly uses chemical methods for treatment, whilebeauty instruments resort to physical treatment methodsCurrently, whether it is the Taobao and Tmall platforms or the emerging e-commerce platform Douyin, the sales data of beauty instruments are quite considerable, and consumers' demand for beauty instruments is constantly emerging. Small, convenient to carry and use beauty instrumentscan better meet individual needs for skincare in different scenariosConsumers can easily use them at home or while traveling, avoiding the inconvenience of going to a beauty salon. The emergence of household beauty instruments has brought new opportunities and challenges to the skincare industry, and the future beauty instrument market will continue to maintain a rapid development trend.

 

 

Multi-pronged efforts

Exploring the sustainable development of the skincare market

 

The market is ever-changing, and accurately grasping the real needs of the skincare population is a long and arduous task. Skin is not only a major organ of the human body, but also an important aesthetic carrier. On the one hand, differences in personal skin color, texture, luster, and wrinklesdetermine that everyone will have their own unique beauty; on the other hand, the diversity and complexity of skin make skincare a compulsory course full of puzzles. The complex modern social life has caused various skin problems, and the real-time condition of the skin is also changing personal skincare needs.

 

The continuous increase in attention to efficacy、Fine skincare for different skin types and age groups、“He economy”Under the influence ofExpansion of the male skincare market、Increasing attention to environmentally friendly and natural ingredients……Numerous skincare needs are leading the future direction of the current skincare market. Keeping up with the core needs of consumers is the key to the industry's survival. User said launched an2024Consumer Demand Prediction for the Chinese Skincare Market in the year&Analysis Report. Based on an in-depth analysis of the characteristics of changes in the skincare market in recent years, it guides Brands into the cognitive world of consumers, and uses first-hand data on skin problems, skincare needs, and purchasing habits of skincare groups to tell new stories about the future development of the skincare industry.

 

References:

[1]Sachs, D. L. ,  Varani, J. ,  Chubb, H. ,  Fligiel, S. E. G. , &  Voorhees, J. J. . (2019). Atrophic and hypertrophic photoaging: clinical, histologic, and molecular features of 2 distinct phenotypes of photoaged skin. Journal of the American Academy of Dermatology, 81(2), 480-488.

[2]Hunter, H. J. A.; Momen, S. E.; Kleyn, C. E. (2015). The impact of psychosocial stress on healthy skin. Clinical and Experimental Dermatology, 40(5), 540–546.