The cosmetics market in China in 2026: consumers and trends

Consumer Are More Aware and Search for Scientifically Backed Efficacy

The Chinese cosmetics market demonstrated remarkable resilience in 2025, with retail sales reaching 465.3 billion RMB (approx. €60 billion) , a year-on-year increase of 5.1%,[1] outperforming the overall growth of consumer goods retail according to the National Bureau of Statistics Data. This momentum has continued into 2026, with sales from January to April rising 5.6% year-on-year.[2]

However, after years of rapid expansion, China’s beauty market has entered what analysts call a “stock era” (存量时代), a phase where growth is slower but consumers have become far more discerning. They are no longer swayed by marketing hype alone and now demand tangible, scientifically backed efficacy from the products they purchase. (Source 6)

E-Commerce in 2026: Is Douyin Still the Driving Force?

E-commerce platforms, particularly Douyin, have remained a driving force, but the landscape is shifting. In July 2025, the gross merchandise volume (GMV) of Douyin’s beauty category reached nearly 20 billion yuan, an increase of 31.7% over the previous year.[3] However, recent data indicates a structural slowdown. In February 2026, Douyin’s beauty GMV contracted by 1.13% year-on-year.[4] The era of explosive, buzz-driven growth is changing. Consumers continue to spend but do so more selectively.

The era of easy traffic-driven growth on Douyin is coming to an end. Success now demands a more strategic approach, with a clear division of labor across platforms: Douyin for discovery and generating excitement, Tmall and JD.com for conversion and repeat purchases. The most successful brands are no longer just companies offering quality products: they are companies that master the complementary logic of multiple platforms, requiring specific teams and strategies for each.

It should be noted that the gross merchandise volume of the platform’s top 20 brands grew even faster, at 56.1% year-on-year,[5] indicating a consolidation of power among major players. Domestic brands are enjoying significant success. Their market share surpassed that of foreign brands in 2024 and continued to expand to 57% in 2025.[6] For the first time, domestic brands have overtaken international brands in the premium segment as well.

Hanshu, a brand owned by Chicmax Cosmetic Company Limited, topped Douyin’s list of beauty brands for the seventh consecutive month. However, the key strategy for top-performing brands such as Hanshu, ELL, and Proya is to rely heavily on physical stores. These shops allow them to directly control pricing, brand messaging, and first-party customer data, reducing dependence on third-party distributors or KOLs. This strategy of combining effective online sales with branded stores enables these companies to reach Chinese consumers and become leading players in the domestic market.

The Rise of Niche Cosmetics Segments in China

Certain cosmetics sectors are particularly promising in China, including:

• Anti-ageing skincare (serums, targeted treatments)
• Men’s products – this segment continues its robust growth, with the market size expected to reach 20.7 billion yuan in 2026.[7]
• Makeup that incorporates the concept of skincare (“makeup care”)
• Innovation in hair and body care
• Fragrance – once a niche category, perfume and home fragrance are booming. Consumers are increasingly seeking unique, long-lasting scents as a form of self-expression and emotional well-being, moving beyond traditional “gifting” occasions
• Waterless cosmetics.

Understanding Chinese Consumer Demand in 2026

Consumer behavior in China has become more sophisticated. Beyond the trends of demand fragmentation, scenario-driven purchasing, and functional convergence identified in previous reports, a new dominant force has emerged in 2025-2026:

The rise of the rational consumer and the primacy of proof over promotion

Chinese consumers have become highly educated about ingredients. Purchasing decisions are no longer driven primarily by brand names or hype, but by demonstrable efficacy and value for money. Product efficacy (50.51%) and ingredients (43.83%) are now the top purchase drivers, while brand reputation has become less important. This favors brands that invest in clinical trials, transparent ingredient lists, and clear, honest communication about product results.[8]

Consumers are willing to pay more for products that deliver tangible results meeting their specific needs. The high-end beauty products sector is expected to capture a dominant share of the market, driven by this search for effective, high-quality solutions.[9]

Conclusion: How to Succeed in China’s Beauty Market

The Chinese cosmetics market has entered a new phase of maturity. It is no longer a market that rewards the loudest brand, but rather the one that best understands its consumers. The growth of social e-commerce, the rise of niche segments, and the surging demand for high-end, science-backed products offer real opportunities.

In this context, success depends not only on product quality, but on a brand’s ability to build a coherent, multi-platform ecosystem (Douyin for discovery, Tmall for loyalty), deliver scientifically proven efficacy, and offer true value in a market where consumers are more selective than ever. Rapid adaptation to new regulations and a deep understanding of Chinese consumer behavior is key.

At VVR International, we have been supporting cosmetics and skincare companies in their development in China for over 27 years. From defining market strategy to operational implementation, regulatory analysis and distribution monitoring, our expertise enables you to launch and sustain your business in China.

[1] National Bureau of Statistics Data: 2025年12月份社会消费品零售总额增长0.9% – 国家统计局

[2] National Bureau of Statistics Data: 国家统计局信息公开

[3] 新消费行业周报：美护及潮玩驱动新消费行业景气度上行-研究报告正文 _ 数据中心 _ 东方财富网

[4] 753亿！2026美妆首份成绩单出炉|利润总额|美妆|零售_手机网易网

[5] 新消费行业周报：美护及潮玩驱动新消费行业景气度上行-研究报告正文 _ 数据中心 _ 东方财富网

[6] 2025我国化妆品市场规模创新高 国货化妆品份额超57% _ 东方财富网

[7] 为“颜值”付费 男士化妆品市场快速发展 – 上游新闻·汇聚向上的力量

[8] 艾媒咨询 | 2025年中国化妆品行业市场发展状况与消费行为调查数据(附下载)-艾媒网-全球领先的新经济行业数据分析报告发布平台

[9] 艾媒咨询 | 2025年中国化妆品行业市场发展状况与消费行为调查数据(附下载)-艾媒网-全球领先的新经济行业数据分析报告发布平台