Executive Summary

Jun 2019
Positive performance supported by a range of factors

Beauty and personal care maintained a strong performance in 2018, with skin care remaining dominant, while colour cosmetics saw the most dynamic value growth. The positive performance was supported by an upturn in living standards spurred by ongoing urbanisation, and rising awareness of personal grooming amongst Chinese consumers.

New hi-tech retailing enhances emphasis on experience

The rapid development of the retailing environment in China is having a major impact across a wide range of industries, including beauty and personal care. Major manufacturers, including L’Oréal, Estée Lauder, Shiseido, Watsons and Sephora, have courted consumers with new retailing technologies and experiences.

Competition intensifying in beauty and personal care

Multinationals with strong and constantly developing product lines and well-established brand identities maintained a dominant role in the Chinese beauty and personal care market throughout the review period. Many of these players have built a premium positioning that has been enthusiastically embraced by affluent local consumers.

Technology breakthroughs contribute to improved efficacy of upgraded products

In 2018, the beauty and personal care market was characterised by a large number of upgraded products offering improved efficacy supported by technological innovation. Early in 2018, Inoherb adopted fermentation technology to increase the concentration of the active substance, Rhodiola, a key raw material in Chinese herbal medicine, by 10 times in its anti-ageing products.

Significant growth is anticipated over the forecast period

The Chinese beauty and personal care market is expected to witness strong value growth over the forecast period. Increasing interest in personal grooming is serving to expand the consumer base, including extending the geographic range of demand.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in China for free (where applicable):

The Beauty and Personal Care in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in China?
  • What are the major brands in China?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in China

EXECUTIVE SUMMARY

Positive performance supported by a range of factors
New hi-tech retailing enhances emphasis on experience
Competition intensifying in beauty and personal care
Technology breakthroughs contribute to improved efficacy of upgraded products
Significant growth is anticipated over the forecast period

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in China

HEADLINES

PROSPECTS

Millennial parents willing to pay up for quality
Popularity of baby and child-specific personal care spurring segmentation
Baby and child-specific skin care performing well

COMPETITIVE LANDSCAPE

International brands face growing competition from local companies
Giving grows strongly
Sales soar through e-commerce

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 17 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 18 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 19 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 20 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 21 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 22 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 23 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 24 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 25 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 26 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in China

HEADLINES

PROSPECTS

Bath and shower continues to experience slow yet steady growth
Natural and organic bath and shower products confined to health-conscious consumers
Product innovation focuses on new ingredients and fragrance

COMPETITIVE LANDSCAPE

Multinational players hold major share in a competitive market
Increasing fragmentation
Niche brands increase their presence through online channels

CATEGORY DATA

Table 27 Sales of Bath and Shower by Category: Value 2013-2018
Table 28 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 29 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 30 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 31 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 32 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 33 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 34 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 35 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in China

HEADLINES

PROSPECTS

More brands are emerging, contributing to robust growth in colour cosmetics
Colour cosmetics for male consumers springing up
Eye shadow seeing dynamic growth

COMPETITIVE LANDSCAPE

Premiumisation in colour cosmetics
Premium brands lead the way in innovation
Manufacturers embrace new retailing

CATEGORY DATA

Table 36 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 37 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 39 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 40 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 41 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 42 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 43 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 44 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in China

HEADLINES

PROSPECTS

Deodorants still niche due to cultural and biological factors
Sports craze supports development of deodorants in China
Deodorant Sprays Are Showing Sharp Growth Among All

COMPETITIVE LANDSCAPE

The market is dominated by international brands
Unilever maintains the lead in the Chinese deodorants category
Pop-up Store Arouses The Resonance of Young Consumer Groups

CATEGORY DATA

Table 47 Sales of Deodorants by Category: Value 2013-2018
Table 48 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 49 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 50 NBO Company Shares of Deodorants: % Value 2014-2018
Table 51 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 52 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 53 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 54 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in China

HEADLINES

PROSPECTS

Extending season of use boosts value growth
Women’s razors and blades sees most dynamic growth
Segmented depilatories products on the rise to satisfy specific needs

COMPETITIVE LANDSCAPE

Reckitt Benckiser China maintains lead in depilatories in 2018
A concentrated landscape

CATEGORY DATA

Table 55 Sales of Depilatories by Category: Value 2013-2018
Table 56 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 57 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 58 NBO Company Shares of Depilatories: % Value 2014-2018
Table 59 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 60 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in China

HEADLINES

PROSPECTS

High-end and personalised products drive growth
Online expansion boosts growth
Women’s products remain dominant

COMPETITIVE LANDSCAPE

International players consistently strengthen distribution in 2018
Prevailing trends lead to increasing fragmentation
Premium brands broaden product lines with new launches

CATEGORY DATA

Table 62 Sales of Fragrances by Category: Value 2013-2018
Table 63 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Fragrances: % Value 2014-2018
Table 65 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 66 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 67 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 68 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in China

HEADLINES

PROSPECTS

Increasingly elaborate hair care routines
Growing demand for more sophisticated and function-specific hair care products
Chinese consumers are known for their research before purchasing hair care products

COMPETITIVE LANDSCAPE

Intensifying competition
E-commerce becoming increasingly prominent in hair care

CATEGORY DATA

Table 70 Sales of Hair Care by Category: Value 2013-2018
Table 71 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 72 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 73 NBO Company Shares of Hair Care: % Value 2014-2018
Table 74 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 75 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 76 LBN Brand Shares of Colourants: % Value 2015-2018
Table 77 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 78 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 79 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 80 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 81 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 82 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in China

HEADLINES

PROSPECTS

Mass beauty and personal care sees overall share fall
Mass skin care expands strongly in 2018
Mass eye shadow benefits from demand amongst younger consumers

COMPETITIVE LANDSCAPE

Procter & Gamble sees improved performance
Domestic mass face masks brands see notable expansion
Growing number of international mass brands with organic positioning enter China via cross-border e-commerce

CATEGORY DATA

Table 83 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 84 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 85 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 86 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 87 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 88 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in China

HEADLINES

PROSPECTS

Growth in men’s grooming fuelled by increasingly appearance-conscious male consumers
Men’s grooming products undergoing premiumisation
Men’s shaving supported by key trends

COMPETITIVE LANDSCAPE

Manufacturers target high-end demand with an enriched men’s grooming offer
Growing focus on gender-differentiated marketing
Major players tailoring marketing to men

CATEGORY DATA

Table 89 Sales of Men’s Grooming by Category: Value 2013-2018
Table 90 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 91 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 92 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 93 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 94 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 95 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 96 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 97 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in China

HEADLINES

PROSPECTS

China’s oral care market at the beginning of an upward climb
Growing interest in probiotic products
Strong performance for power toothbrushes

COMPETITIVE LANDSCAPE

Procter & Gamble China retains lead despite falling share
Increasingly fragmented competitive landscape
Xiaomi Technology expands strongly in electric toothbrushes

CATEGORY DATA

Table 98 Sales of Oral Care by Category: Value 2013-2018
Table 99 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 100 Sales of Toothbrushes by Category: Value 2013-2018
Table 101 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 102 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 103 NBO Company Shares of Oral Care: % Value 2014-2018
Table 104 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 105 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 106 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 107 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 108 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 109 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 110 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in China

HEADLINES

PROSPECTS

Premium beauty and personal care maintains dynamism
Premiumisation having an impact across colour cosmetics categories
Manufacturers embracing new retailing models

COMPETITIVE LANDSCAPE

L'Oréal China retains the lead in 2018
Estée Lauder continues to gain share in the premium market
P&G sees dynamism in skin care

CATEGORY DATA

Table 111 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 112 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 113 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 114 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 115 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 116 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in China

HEADLINES

PROSPECTS

Anti-ageing becoming increasingly hot
Functional skin care is increasingly prevalent
Innovative marketing penetrating into wider regions

COMPETITIVE LANDSCAPE

Premium skin care sales driven by global players
L’Oréal maintains lead in premium segment
Domestic brands strongest in mass skin care market

CATEGORY DATA

Table 117 Sales of Skin Care by Category: Value 2013-2018
Table 118 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 119 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 120 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 121 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 122 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 123 NBO Company Shares of Skin Care: % Value 2014-2018
Table 124 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 125 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 126 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 127 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 128 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 129 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 130 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 131 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in China

HEADLINES

PROSPECTS

Increasing frequency of usage drives up sun care demand
Sun protection dominates sun care
Hi-tech innovation on the rise

COMPETITIVE LANDSCAPE

International brands dominant, but domestic players strive to be more competitive
L’Oréal retains the lead
Meifubao targets young females

CATEGORY DATA

Table 132 Sales of Sun Care by Category: Value 2013-2018
Table 133 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 134 NBO Company Shares of Sun Care: % Value 2014-2018
Table 135 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 136 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 137 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 138 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

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