How Digitalization is Changing the Eye Make-up Market in China
The eye make-up market in China has gone through a major shift. Brands and consumers both moved online fast. Social media platforms now drive discovery, education, and purchase in one loop.
Chinese consumers can now buy products, watch tutorials, read reviews, and get personalized advice without leaving their phone. The eye makeup segment is growing fast.
Eye Make-up Market Growth in China
China is the world’s second-largest beauty market. The eye makeup segment is forecast to maintain an average annual growth rate of close to 8% through 2026, driven by younger urban consumers and short-video and live-stream platforms.
During the 618 Tmall Shopping Festival, eye make-up has repeatedly posted +100% growth spikes. Premium eye products, especially mascara and eye shadow palettes, continue to outperform base makeup.
What Chinese Consumers Demand in 2026
According to iiMedia Research, China’s cosmetics market reached over 560 billion RMB in 2025. Ingredient literacy is real now. The most searched claims for eye products in 2026: hyaluronic acid (hydration), squalane (conditioning), niacinamide (skin-caring), plant extracts (gentleness).
Chinese consumers now use AI assistants to research beauty products before buying. Doubao has passed 500 million users. Kimi has over 200 million. Baidu AI Search reaches over 600 million queries per month. If your brand has no Chinese digital footprint, these AI tools will not surface you.
QuestMobile 2025 Beauty Report confirms that beauty is the top category for AI-assisted purchase decisions among Chinese women aged 20-35.
Ecommerce First: Tmall, Douyin, and XHS in 2026
Online accounts for over 80% of beauty sales in China. Tmall Beauty posted GMV exceeding 280 billion RMB in 2025. It is the trust anchor for foreign brands. According to 100EC, Douyin Beauty grew over 60% year-on-year in 2025.
Xiaohongshu (Little Red Book) is where purchase decisions form. Your XHS strategy requires patience and volume. Use Douyin advertising to drive volume. Your China ecommerce setup must handle cross-border compliance. Your WeChat brand account builds loyalty.
What is Driving Eye Makeup Sales in China?
- Social media and marketplaces (Tmall, XHS, Douyin) drive the full purchase journey.
- Mask-wearing habit from 2020-2022 left a lasting change: Chinese women invest more in eye products.
- Multi-functional products dominate: eye primers with SPF, mascaras with lash-strengthening serums.
- Virtual try-on is now standard on Tmall, XHS, and most brand apps. Brands with this feature convert better.
- More than half of Chinese consumers aged 20-30 say their eye makeup skills are limited. Easy-to-use products win.
- Live commerce on Douyin and Taobao Live is the most effective format for eye makeup.
Ready to Sell Your Eye Makeup Brand in China?
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