The makeup market in China is one of the most dynamic and rapidly expanding segments of the beauty industry. With a large and increasingly affluent consumer base, a growing interest in personal grooming and self-expression, and a rising focus on social media influences, China has become one of the largest markets for makeup products globally. This sector includes a wide range of products, such as foundation, lip products, eye makeup, blushes, and other cosmetics that cater to diverse consumer needs, from everyday use to high-end luxury makeup.

Several factors have fueled the growth of the makeup market in China, including the rise of e-commerce, the booming beauty influencer industry, and the influence of global beauty trends. As more Chinese consumers embrace makeup as part of their beauty routines, makeup brands, both local and international, have been able to tap into the growing demand for cosmetics that cater to different skin tones, preferences, and aesthetics. From high-end luxury cosmetics to more affordable drugstore products, the Chinese makeup market offers a wide variety of products that cater to different income levels and preferences.

Market Value and Growth Projections

• In 2023, the makeup market in China was valued at approximately $15 billion, and it is projected to grow at a compound annual growth rate (CAGR) of 9% through 2030. The market is expected to reach over $30 billion by the end of the decade.
• Lip products, foundation, and eye makeup are among the highest-selling categories, with lip products commanding the largest share of the market. As China’s consumer base continues to expand, particularly among younger generations, the makeup market is expected to see a steady increase in demand.

Key Segments of the Makeup Market in China

Lip Products

Lip products, including lipsticks, lip glosses, lip balms, and lip liners, are among the most popular and highest-selling items in the makeup market in China. This category benefits from high consumer demand, especially in the wake of social media trends and the growing popularity of bold, vibrant lip colors.

Market Trends and Growth

• In 2023, lip products accounted for approximately 30% of the total makeup market in China, with a market value of around $4.5 billion. The category is expected to grow at a CAGR of 10% through 2030, driven by the increasing popularity of lip products in both everyday makeup and special occasion looks.
• Lipstick continues to be the standout product in this category, with a focus on both vibrant and neutral shades. The popularity of liquid lipsticks and matte finishes has contributed to the strong growth of this segment.

Key Drivers and Consumer Preferences

• Influence of Social Media: The Chinese social media landscape, particularly platforms like Douyin (TikTok) and WeChat, plays a significant role in driving the popularity of specific lip product brands and trends. Makeup tutorials and influencer-driven content have accelerated the adoption of new lipstick colors and formulas.
• Shift Toward Long-Lasting and Non-Drying Formulas: Chinese consumers are increasingly opting for lip products that offer long-lasting wear, hydration, and non-drying formulas, as they seek both practicality and comfort in their beauty routines.

Leading Brands in Lip Products

• L’Oréal: As one of the dominant players in China’s lip product market, L’Oréal offers a wide range of lipsticks, including both drugstore and premium options. Their popular brands such as Maybelline have made a strong impact in the Chinese market.
• Perfect Diary: A homegrown Chinese brand, Perfect Diary has rapidly gained popularity for its affordable and high-quality lip products. The brand has successfully leveraged e-commerce and influencer marketing to appeal to younger consumers.

Foundation and Face Makeup

Foundation and other face makeup products such as concealers, blushes, and highlighters are essential in any makeup routine and account for a large portion of the overall makeup market in China. The demand for foundation is growing as Chinese consumers seek products that offer better coverage, longer wear, and a more natural finish.

Market Demand and Trends

• The foundation and face makeup market was valued at approximately $4 billion in 2023, accounting for about 27% of the total makeup market in China. The market is expected to grow at a CAGR of 8% through 2030, with foundation products leading the growth in this segment.
• BB creams and CC creams, which offer lighter coverage and a more natural finish, are highly popular in China. These products cater to consumers seeking easy-to-use solutions for everyday wear.

Key Trends in Face Makeup

• Customization and Skin Tone Matching: With China’s diverse consumer base, products that cater to a range of skin tones and undertones are becoming increasingly popular. Local and international brands have started offering more options for various skin shades, particularly in foundation products.
• Matte and Dewy Finishes: Chinese consumers are becoming more specific about the type of finish they prefer in their makeup. Matte foundations are popular among those with oily skin, while dewy foundations cater to consumers seeking a more luminous, fresh-faced look.

Leading Brands in Foundation and Face Makeup

• Estee Lauder: Estee Lauder’s Double Wear foundation is a staple in China’s premium makeup market, offering long-lasting wear and a wide range of shades to cater to Chinese consumers.
• Maybelline: Maybelline, owned by L’Oréal, offers a variety of foundation products at more affordable price points, making it one of the leading brands in the mass-market segment of face makeup in China.
• Hera: A high-end Korean brand, Hera has gained popularity in China, particularly for its premium foundations and complexion products that cater to both oily and dry skin types.

Eye Makeup

Eye makeup, including products like mascara, eyeshadow, eyeliner, and eyebrow products, is another key segment in the Chinese makeup market. The demand for eye makeup has grown significantly as consumers look for products that can enhance their eye features while staying durable throughout the day.

Market Trends and Growth

• In 2023, the eye makeup segment was valued at approximately $2.5 billion, and it is projected to grow at a CAGR of 8% through 2030. Eye makeup is a staple in many Chinese consumers’ beauty routines, with products like mascara and eyebrow pencils seeing particularly strong sales growth.
• Eyebrow products, such as pencils and gels, have seen an increase in popularity, reflecting the rising importance of well-groomed brows in Chinese beauty standards.

Key Trends in Eye Makeup

• Focus on Waterproof and Long-Wear Formulas: As more Chinese consumers seek makeup products that can withstand hot and humid weather, the demand for waterproof, smudge-proof, and long-wearing eye makeup formulas has increased.
• Bold and Natural Eyebrows: The trend for well-groomed, defined eyebrows has driven significant demand for eyebrow products, with brow gels, pencils, and powders becoming essential items in makeup routines.

Leading Brands in Eye Makeup

• Shu Uemura: Shu Uemura is a popular brand in China for eye makeup, particularly for its high-quality mascara and eyelash extensions, which appeal to consumers looking for volumizing and lengthening effects.
• Maybelline: Maybelline also dominates the eye makeup market, with its highly popular Great Lash mascara and eyebrow pencils, offering affordability and quality that appeals to a wide range of consumers.
• Innisfree: Innisfree, a Korean brand, has seen significant success in China due to its natural ingredients and popular eye makeup products like mascaras, eyeliners, and eyebrow pencils.

E-Commerce and Digital Influence on Makeup Sales

The makeup market in China is heavily influenced by e-commerce, with a growing number of consumers purchasing beauty products online. Online shopping platforms like Tmall, JD.com, and Pinduoduo are essential for makeup brands to reach a broad audience. Additionally, the influence of social media and live-streaming has transformed how consumers discover and purchase makeup products.

E-Commerce Market Size and Trends

• The beauty e-commerce market in China was valued at approximately $20 billion in 2023, accounting for more than 50% of the total makeup market. E-commerce is expected to continue to grow, with platforms such as Tmall, JD.com, and Pinduoduo driving most of the sales.
• Social commerce, driven by platforms like WeChat, Douyin (TikTok), and Xiaohongshu (Little Red Book), has also contributed to the rise of online beauty sales. Live-streaming and influencer collaborations have become key methods for makeup brands to promote products and reach new consumers.

Key Trends in Digital Makeup Marketing

• Influencer Marketing: Chinese consumers trust influencers and beauty KOLs (Key Opinion Leaders) when making purchasing decisions. Brands collaborate with popular figures on social media platforms to drive brand awareness and boost sales.
• Live Streaming and Online Shopping Events: Live-streaming, particularly during major online shopping festivals like Singles’ Day, has become an essential marketing tool in China’s makeup market. These events allow consumers to interact with influencers, watch product demonstrations, and access exclusive discounts.

Leading E-Commerce Platforms

• Tmall: Tmall is one of the largest e-commerce platforms for beauty products in China, offering a wide range of makeup brands, from drugstore to luxury. The platform is highly popular among both domestic and international brands.
• JD.com: JD.com is another major player in the Chinese e-commerce market, offering a comprehensive selection of makeup products and fast delivery services, which have contributed to the platform’s popularity.
• Pinduoduo: Pinduoduo’s group-buying model has gained traction in the beauty sector, attracting budget-conscious consumers looking for discounted makeup products and deals on bulk purchases.

Luxury and Premium Makeup Market

The luxury makeup market in China is growing rapidly, driven by an increasingly affluent consumer base. As China’s wealth continues to expand, a growing number of consumers are willing to invest in premium makeup brands that offer superior quality, innovative products, and exclusive experiences.

Market Trends and Growth

• The luxury makeup segment in China was valued at approximately $3 billion in 2023, with projections indicating continued growth due to rising disposable incomes and a preference for premium beauty products.
• High-end makeup products, including foundations, lipsticks, and exclusive limited-edition items, are in demand among Chinese consumers, particularly in tier-1 and tier-2 cities.

Key Trends in Luxury Makeup

• Exclusivity and Personalization: Premium makeup brands are increasingly offering personalized products and exclusive collections that cater to the tastes and preferences of Chinese consumers. Limited-edition products and collaborations with popular celebrities or influencers are highly sought after.
• Luxury Experiences: Luxury makeup brands are offering elevated customer experiences, such as personalized beauty consultations, customized makeup products, and exclusive access to events.

Leading Luxury Makeup Brands

• Chanel: Chanel is one of the most popular luxury makeup brands in China, with its high-end products commanding a loyal following. The brand’s iconic lipsticks and foundations are particularly sought after.
• Dior: Dior’s makeup products are a favorite among luxury-conscious Chinese consumers, with the brand’s innovative formulations and chic packaging making it a standout in the premium segment.
• Tom Ford: Known for its luxurious packaging and high-performance products, Tom Ford’s makeup range is highly regarded in China’s luxury beauty market.

Government Regulations and Policies

Regulatory Framework for Cosmetics in China

The Chinese government has implemented strict regulations governing the cosmetics industry, including makeup products, to ensure consumer safety and protect public health. These regulations cover product ingredients, packaging, testing, and marketing claims.

Key Regulations for Makeup Products

• Cosmetic Supervision and Management Regulations: The Chinese government has established regulations to ensure that cosmetic products meet safety standards. These regulations require companies to test products for safety before they can be sold in the market.
• Animal Testing Policy: Until recently, China required animal testing for imported cosmetics, but the country has taken steps to relax these requirements for certain products, allowing for more streamlined entry of international beauty brands into the market.

Policy Support for Green Beauty

• Sustainable Beauty Standards: As China moves toward more sustainable business practices, beauty brands are encouraged to adopt environmentally friendly packaging, use natural ingredients, and reduce carbon emissions in their manufacturing processes.
• Cosmetic Waste Management: China is implementing policies to reduce cosmetic packaging waste, promoting the use of recyclable materials and encouraging brands to adopt more sustainable packaging solutions.

The makeup market in China is rapidly expanding, driven by an increasing demand for both affordable and luxury products. With a growing consumer base, strong e-commerce growth, and the influence of digital marketing and influencers, China’s makeup sector remains one of the most dynamic and competitive markets globally.