🇨🇳💄Current trends in the Chinese cosmetics market
🔺 General dynamics Between 2020 and 2025, retail sales of cosmetic products in China increased from 410.1 billion yuan to 465.9 billion yuan, with an average annual growth rate of about 2.6%. By the end of 2026, it is expected to reach the level of 485.5 billion yuan.
🟢Structure and growth points The largest market share is traditionally occupied by the mass skin care segment - 38.4%, which demonstrated an increase of 3.5% in the past year. The second largest segment is decorative cosmetics (19.7% of the market), where the growth dynamics was 4.3%. The key driver of the industry is cosmeceuticals, which, with a share of 17.7%, showed the maximum increase (5.5%), confirming its status as the fastest growing area. The growth of the premium skin care segment slowed down (to 1%), and its share amounted to 14.4%. Personal care products added 4.8%, while the body care subcategory is estimated to have growth potential of 5.2% over the next three years, creating a new promising niche.
🔴Competitive environment In general, the market is characterized by high turbulence. There are 39 thousand specialized companies registered in China with a period of activity of less than 3 years, and only 10.8 thousand are “aged” 3–5 years. Such a sharp gap indicates fierce competition and a high level of player rotation.
🛍 Sales channels In 2025, online sales accounted for 79% of all cosmetics sold (+12.1% by 2024), of which almost half of the products were sold through streaming (live broadcasts on social networks and electronic trading platforms).
📈 Among the key vectors of industry development: • introduction of artificial intelligence (personalization of selection, virtual makeup); • increased investment in research and development (R&D); • in-depth digitalization of business processes.
Source: China Cosmetics Industry Portal 美妆网（Meizhuangwang), “Research Report on New Productive Forces and Developments in the Chinese Cosmetics and Skin Care Industry in 2025.”
🇷🇺 For Russian exporters, the cosmetics niche, especially organic, is quite promising. Several domestic brands are already represented on the Chinese market and quite successfully - according to customs statistics, in 2025, China imported cosmetics from Russia (TN GS 3304) worth $2.3 million, which is 30% more than a year earlier and 87% more than in 2023.
🟡 Potential exporters of cosmetics to China should consider the high degree of market competition, as well as the significant financial and time costs associated with NMPA product registration and marketing efforts.
#China #foreign trade #trade mission #cosmetics
--- Source: [Russia–China Trade](https://t.me/russchinatrade/1149) · Telegram