Industry Trends
As people pay more attention to quality of life and further unleash consumption, the demand for “beauty” has shifted from basic skincare to 360° comprehensive beauty care.          In the past two years, continuous introduction of relevant regulatory policies has promoted rational and compliant industry development.          Various beauty sub-sectors embrace new opportunities amid challenges, with the overall market developing steadily.          Emerging markets such as beauty devices witness high growth thanks to local and cross-border e‑commerce empowerment.          Driven by concepts such as naturalness and environmental protection, as well as the segmentation of skincare routines, “clean beauty”, “friendly cosmetics”, “scalp care” and “skincare tech” have become new trends in the refined beauty industry.

Consumer Demand Characteristics
Young users aged 25–35 in first- and second-tier cities are the main consumers in the refined aesthetics market, with beauty needs showing increasingly segmented and diversified trends.          Consumers use multiple beauty products more frequently and pay more attention to product efficacy and safety.          Their main concern in skincare revolves around actual product effectiveness.          In makeup, they focus more on solving skin irritation and residual issues.          In scalp care, oily scalp, dandruff, and hair loss remain core concerns.

Category Characteristics
• The concept of “clean beauty” enjoys high popularity among users, with impressions centered on no additives, all-natural, non-irritating, and plant-based ingredients.
• Skin-friendly, ingredient-friendly, environment-friendly, and price-friendly are the core impressions of the “friendly cosmetics” segment.
• The top three features of the “scalp care” category are gentle and non-irritating to the scalp, strengthening hair roots, and natural ingredients.
• “Skincare tech” impressions: high-tech, advanced innovative R&D capabilities, high-end and professional image, remarkable skincare effects, high product safety, and strong technological content are user expectations.

Outstanding Products
Topix Replenix, The Ordinary, and Trilogy perform excellently in the “clean beauty” segment.          RMK, Charlotte Tilbury, and SUQQU are pioneering brands in the “friendly cosmetics” category.          In the “scalp care” sector, SELSUN, Kérastase, and POLA have numerous best-selling products.          Ulike, belulu, and Gx·xin are star brands in the beauty device segment.