When we talk about beauty products, we usually think of a female clientele. But think twice! Men also have every right to take care of themselves, and they even tend to like to do it more and more. Although this market remains largely a minority in this big market of cosmetics, it is one of the most dynamic ones.
Men’s Cosmetics Market in China (2025), including key trends, the best platforms for brand awareness and ecommerce, and the top-performing male beauty brands.
????♂️ Men’s Cosmetics Market in China: 2025 Snapshot
The men’s beauty and personal care market in China has entered a mainstream growth phase, now worth over USD 17 billion, with projections pushing past $25B by 2027.
Driven by Gen Z, rising male self-care culture, and KOL influence, men are increasingly adopting skincare, base makeup, grooming, and fragrance routines — especially in Tier 1 and Tier 2 cities.
???? Men’s Cosmetics Trends in China (2025)
- ???? Skincare-First Mindset: Men prioritize cleansing, moisturizing, acne control, and oil reduction.
- ???? Sensitive Skin & “No-Irritation” Products: Rising demand for mild formulas, often fragrance-free.
- ???? Men’s Makeup Goes Subtle: Lightweight BB cream, concealer pens, and brow pencils become part of daily grooming.
- ???? Business-Class Grooming: Professionals and live-streaming hosts seek polished, camera-ready looks.
- ???? Starter Kits & Travel Sets: Popular for gifting and “entry-level” users.
- ???? Educational Marketing: Men need more guidance — routines, ingredient breakdowns, and tutorials perform better than ads.
???? Why Xiaohongshu (Red) Is the #1 Social Platform for Men’s Beauty Discovery
✅ Trust + Discovery + Lifestyle Integration
- Xiaohongshu is no longer “just for women.” Men’s grooming content has surged — especially acne control, before/after routines, outfit + skincare pairings, and fitness-to-face content.
- Red is seen as the “truth-telling” platform — great for building reputation and early-stage trust.
- Men turn to Red for honest reviews, user trials, and “real guy” KOCs with shared struggles (e.g., oily skin, dark circles).
???? Zhihu: A Secret Weapon for Male Skincare Brands
- Zhihu (China’s Quora) is popular among professional, knowledge-seeking male consumers.
- They search:
- “Best cleanser for oily male skin”
- “Do men really need sunscreen?”
- “Skincare for guys who don’t want 5 steps”
Why it works:
- Long-form reviews
- Expert-backed answers (dermatologists, pharmacists)
- SEO visibility in Baidu
Use Zhihu to seed product explanations, FAQ content, and comparison articles (yours vs competitors).
???? Douyin = Ecommerce + Education in One
- Short videos + livestreams dominate male beauty sales, especially with simplified tutorials.
- Videos like “3-step skincare before work” or “what to wear + what to apply on a first date” go viral.
- Built-in Douyin Store allows instant conversion, especially for:
- Cleansers
- Toners
- Sunscreens
- Grooming gadgets (e.g., electric trimmers)
Male KOLs and fitness creators increasingly promote skincare + fragrance as part of “total grooming.”
???? Top 5 Best-Performing Men’s Cosmetics Brands in China (2025)
1. L’Oréal Men Expert (欧莱雅男士)
- Still the category leader.
- Strong on JD, Tmall, and Douyin.
- Key SKUs: Hydrating gel, charcoal cleanser.
2. Inoherb (相宜本草 男士线)
- TCM-powered local brand.
- Focus on acne and oil control.
- Popular on Red and offline retail.
3. CHANDO Men (自然堂男士)
- High-performing domestic player.
- Good value, masculine packaging, trending with Gen Z.
4. Estee Lauder Lab Series
- High-end option for urban professionals.
- Popular on JD Luxury and WeChat private stores.
5. DearBoyFriend (DBF 男友)
- Fast-rising local DTC brand.
- Known for minimalist skincare for “lazy men.”
- Viral on Red and Douyin with before/after shots.
???? Final Tips for Entering China’s Men’s Cosmetics Market
- Use Xiaohongshu + Douyin to Build and Sell: Red = trust, Douyin = reach + conversion.
- Simplify Your Messaging: Focus on “what it does” in 3 steps, not 10 benefits.
- Target Scenarios: “Before work,” “after gym,” “first date” work better than vague claims.
- Leverage KOCs + Real Guys: Authenticity wins — think relatable, not perfect.
- Cross-Border Test First: Use Tmall Global or Douyin Store before going full NMPA registration
Giant potential in male cosmetics in China
According to Statista, the men’s cosmetics sector in China is increasing, specifically skincare products for men. In 2016, Chinese male skincare products and solutions accounted for 52.2% of the total market. In 2018, the male skincare market was estimated to reach RMB15.4 billion. In 2019, the growth rate of male beauty products is higher than that of women, 31% year-on-year growth and 29% respectively, and this market continues to grow at a very fast pace. It is estimated growth of 15.2% over the next 5 years, compared to a global average of 11%. According to Tmall, China is entering the Chinese ‘Male Beauty Era’.
The cosmetics market is the third market in which the Chinese consume the most, after accommodation and food. Men’s skincare has grown by more than 70% and men’s make-up by more than 15%. And that’s not going to stop!
Read as well: Male Skincare Emerges as a Market Leader in China and Introduction to China Skincare Market
More men than women in China
Traditionally in China, it is better to have a male child. Because if a family has a child, the kid will carry the family name, the family traditions, and take care of his parents when they are old. While a woman will have to take care of her in-laws.
It is for these reasons that since the one-child policy, many abortions have been practiced in China when learning the female gender of the future baby.
Even though this policy is now abolished, the gender imbalance persists. There are more men than women in the country, and when this country has more than 1.4 billion people, it immediately creates a very large potential market.
Strong Korean influence on China’s men cosmetic market
Korean soft power is getting stronger around the world. However, in China, it is already well established. The young Chinese are numerous to display a Korean style, as much by their fashion than by their aesthetics.
Indeed, Korean men are much more open than other nationalities on the matter of cosmetics. They do not see why only women should take care of their skin and beautify themselves with make-up. Men thus also have their beauty care routine, most skincare. But some men even do make-up. There are also many make-up tutorials published by Korean men.
See also: Korean Skincare in China
A more open generation in China
With the economic development of China came its urbanization, its modernization. The Chinese, especially urban youth, has thus been largely influenced by Westerners and have relatively changed their consumption habits.
The new generation is more open-minded. They accept changes more easily than their parents and are curious about novelty. That’s what pushed young Chinese people to pay more attention to their skin. Their favorite products are facial cleansers and products to control excess sebum.
How to conquer the Chinese men’s cosmetic market?
KOLs boost your brand awareness
The inhabitants of big cities are accustomed to massive advertising; they are omnipresent in their environment. But they prove to be less and less effective.
Indeed, word of mouth remains very important in China. Residents will therefore trust more their relatives, friends, or KOLs than they trust more than advertising.
Key Opinion Leaders have a large community of fans who follow their lives with great interest. They would not question the quality of a product if their favorite influencer advocates it.
E-commerce helps you to reach more customers
China is one of the most connected countries in the world. It is possible to do everything here with your smartphone. Most payments have been digitized and this has greatly changed the consumption habits.
As the delivery services are extremely fast and the choice on the internet is huge, e-commerce has quickly become the best way for Chinese consumers to shop.
It allows them to save time and money! In addition, beauty products are the most ordered products on Taobao and Tmall, in front of shoes and handbags. Selling your products on Tmall can not only save your time and money but also can help you to reach more customers.
Social Media Marketing help men’s cosmetic products more exposure
Chinese spend an average of more than 6 hours a day on social networks. Especially on WeChat, the most used app in China, which hundreds of millions of Chinese are addicted to and use several times every day. WeChat has more than 1.2 billion users.
They can follow the news of their friends but also the ones of their favorite brands via an official account on WeChat. Having an official account on Chinese social networks used is a crucial step in the establishment of a brand in this country. This is essential to build a community and give visibility to your brand.
In addition, thanks to WeChat’s “mini-programs”, it is also possible to sell your products through the app. For users, they don’t need to download ant apps. With one click, they can open your online shop via Wechat mini program and start to purchase.
In addition to WeChat, there are many other social platforms in China. For example, Weibo, Xiaohongshu, TikTok, etc. Since Foreign social networks such as Facebook and Twitter are blocked in China, if you want to use social media marketing, you have to get to know the Chinese social networks.
We are an expert in Chinese digital marketing, from creating an official account to a monthly report about your marketing strategy, we always accompany you until your brand success.
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