The Future of Cosmetics and Beauty in China

Do you want to know the last Trends for Cosmetics and Beauty in China? trust me, you will learn a lot today.

Natural, personalized, socially responsible, and technological: it is the beauty of 2019 according to Mintel who has studied the four main trends aimed at influencing the global beauty and personal care industry.

Product Customization is becomming key to retaining chinese consumers

Personalized and digital: these are the traits of the ‘future’ cosmetics in the Chinese market, which emerged during the presentation of the latest cosmetic survey of Cosmetica, the national association of beauty companies. A ‘customized’ cosmetic made to measure for the consumer. For this reason, among the trends highlighted by a survey by the People Institute that analyzed the habits and preferences of over 200 thousand Chinese consumers and consumers, the “single portions” stand out. The desire for control of the new Chinese generations and a new focus on the natural will inspire a growing number of consumers to roll up their sleeves and create homemade products.

What adds that all this has led companies to provide natural ingredients, freeze-dried or fresh, to mix in their bathrooms, more and more like kitchens, playing with textures and perfumes and experiencing a new dimension of beauty. The trend that will characterize the year just begun is all about personalization: the cosmetics brands will have to stop distinguishing the product lines by gender, age, type of skin, and so on because customers will ask for tailor-made solutions based on their routines individual. 40% of Chinese users, for example, are dissatisfied due to products that do not adapt well to their skin color; while for 31% of Chinese between 20 and 49 years, individuality is synonymous with luxury

Always green: Clean Beauty conquering the chinese market

Another challenge, which has now taken pue, for companies in the sector comes from the environment: more and more Chinese consumers are sensitive to the subject, and more and more often we talk about natural and organic. There is a greater emphasis on what is used in the products they buy and their environmental impact, both locally and globally. This is why the “natural” launches of products that are perceived as purer and safer are increasing.

In fact, there is concern about the carbon print and the impact on the surrounding environment. Being considered “green” has become a trend and, for some, a real choice of life. The Chinese are more and more informed: numerous apps can provide information on the safety of the products you are about to buy and on their ingredients. Even the certifications themselves are increasing. Therefore, producing green is no longer a marketing concept but needs to be done to support it. For example, 45% of Chinese women who use face creams buy herbal and plant products because they believe they are better.

Supporting a cause matters

Another commitment that consumers of cosmetics in China ask of brands in the future is to have personalities and respect certain ethical principles as well as sell good products. Terms like “cruelty-free”, for example, are becoming workhorses for many companies. The Chinese Millennials, in particular, look for proposals that are aligned with their personal values. In fact, around 47% have stopped buying brands that they believe are unethical; and prefer small, trusted businesses to large multinational companies. This drives companies to finance more charity projects or projects related to the environment and ethics. It will be crucial for brands to clearly communicate their position and social responsibility initiatives

See also: China Ends Animal Testing?


Chinese Millenials are Great Consumers

How has the millennial skin management approach changed compared to their mothers?

All Millennials from China to Europe want faster routines, they love fun and want immediate results because they are always on the move and never stop. They appreciate products that can always be carried on the stock market and do not follow a real ritual. Millennials, on the other hand, confirm themselves as consumers of the ‘web’: they are looking for innovative products and buy mainly online. This is the channel that most of all are growing from the sales point of view: on e-commerce more and more products are already being purchased that are already known and that have already been used, in particular products for the possession and care of the face (about 22% of online purchases), cosmetics for the face (18%) and perfumes (14%).

The importance of communicating beauty

Communicating beauty is not easy. From a marketing point of view, the only communication that sells is the one that works. In addition, when it comes to beauty and care of one’s appearance, consumer attention increases exponentially. At the same time, the number of competitors also grows, since that of Beauty represents an attractive sector for the majority of entrepreneurs. Here is how to stand out in the great cosmetics market in China

Which brands are the most popular in China?

For many Chinese girls, foreign brands are enormous “more attractive”. (find out more about the top foreign selling beauty brands and Groups in China here)

  • European brands are considered innovative and high-end.
  • The Korean brands and in general the Asians and the brands of the United States have more mass positioning on the market.

How to enter to Chinese Market?

The DIGITAL is the main channel with which to enter this market: more than 90% of Chinese girls are influenced by online trends.


Weibo is the number one platform for the so-called “Beauty KOL”, that is the bloggers who deal with cosmetics. It is the place where even influencers start building their community.

Female consumers use the platform to follow different beauty bloggers, and their product reviews because they think they are a good source of information, better than the press.


The Chinese search engine is widespread, on the contrary, Google has a market share of only 7%.

It is mainly used to find information, for example, to understand which products are best suited to solve a specific skin problem. Obviously, to have a good ranking on Baidu you need a good job SEO and Sem, only in this way you will be visible in such a large market. Full-Service offer HERE


Consumers are also influenced by their friends, by the conversation they can have on WeChat, or by the discussion they can follow on the groups.

For WeChat is essential to develop ad hoc campaigns, because it is a lot of things, a social network like Facebook, but also a chat where you can send personalized messages, a shop, and a group community. By having your personal official account you will have more possibility to increase your customers’ number and understand what they like or not. Full WeChat Marketing here

Local Chinese e-Commerce Platforms

  • JD

These platforms provide a lot of useful information for buyers, who find long and detailed product pages. Pot sells in this eCommerce by a lot of advantages, since in 2018 more than 85% of Chinese people bought cosmetics products. Choose The most suitable eCommerce will be the first step because thanks to the various reviews and feedback you can increase your e-reputation

The communities of “micro-influencers” such as KIMISS

Kimiss is a very popular platform in China for micro influencers. What does he do? Send your products to the Kimiss community and they write comments, criticisms about the Brand / Products. We move on to a business model, where brands have to pay to get these testimonies, to platforms that are quickly filled with “positive” comments and “real” information.

What s Next?

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