Beauty: China’s beauty era: Science, scenarios, ‘skintellectuals’ lead

Why it is the topic trending:

• Post-Pandemic, Knowledge-Empowered Consumers: The article states that consumers are pushing boundaries and have heightened expectations for beauty brands.

• Rise of Pragmatic Skincare: The first half of 2025 has seen a rise in minimalist routines and personalized solutions for specific moments ("scene-based beauty").

• Technological Advancements in Beauty: Delivery systems, medical aesthetics-inspired products, and longevity-focused R&D are gaining traction.

• Shifting Consumer Expectations: Consumers now value high-performance products backed by science, ingredients, and routine.

• Expansion of Medical Aesthetics: The medicalization of skincare is accelerating, influencing product language and development.

• Increased Scrutiny of Ingredients: Beauty shoppers are evolving beyond basic ingredient literacy, focusing on how products work.

• Growth in Lower-Tier Cities: These cities are increasingly receptive to new skincare concepts emphasizing trust, functionality, and value.

• Evolution of Retail: China's beauty retail is shifting towards entertainment-led formats like gamification and livestreaming.

• Merging of Skincare and Makeup: "Makeup care" has become mainstream, with consumers checking for active ingredients in makeup.

• Focus on Holistic Health: The link between beauty and nutrition is deepening, with superfood-infused formulas gaining popularity.

Overview:

The article explores the key trends shaping China's beauty landscape in 2025, highlighting a shift towards science-backed, functional, and personalized beauty solutions. It emphasizes the growing influence of "skintellectuals," the integration of medical aesthetics, the importance of lower-tier cities, the evolution of retail into entertainment, the rise of "makeup care," and the connection between beauty and holistic health. The overarching theme is that Chinese consumers are increasingly knowledgeable and demanding, pushing brands to meet heightened expectations for efficacy and transparency.

Detailed Findings:

• Scene-based skincare: Consumers demand relevance and functionality, leading to products tailored for specific scenarios like hiking or post-laser care.

• Medical aesthetics integration: Skincare is increasingly influenced by medical aesthetics, with consumers seeking products for pre- and post-treatment care, focusing on barrier repair, hydration, and sun protection.

• Rise of skintellectuals: Consumers are more sophisticated, scrutinizing ingredient penetration, extraction methods, and delivery technology.

• Demographic shift: Lower-tier cities are a vital growth engine, valuing authenticity, efficiency, and brand reputation in skincare.

• Entertaining retail formats: Retail is evolving into entertainment with gamification, livestreaming, mini-dramas, and immersive offline experiences driving engagement and conversion.

• ‘Makeup care’ goes mainstream: The line between skincare and makeup is blurring, with consumers expecting active ingredients and functional benefits from base products.

• Superfood beauty and holistic health: Superfood-infused formulas and a focus on inside-out beauty are gaining traction, reflecting a holistic approach to wellness.

Key Success Factors of Product (Trend):

• Scientific Validation: Products backed by science, ingredients, and demonstrable efficacy are crucial.

• Functionality and Relevance: Products tailored to specific needs and scenarios resonate with consumers.

• Transparency: Ingredient transparency and clear communication about delivery systems are important for building trust.

• Personalization: Solutions catering to individual needs and preferences are highly valued.

• Engagement through Entertainment: Retail experiences that are entertaining and immersive attract and educate consumers.

• Efficacy in Makeup: Makeup products that offer skincare benefits meet consumer demand for convenience and function.

• Integration with Wellness: Beauty products that align with a holistic health approach appeal to wellness-minded consumers.

Key Takeaway:

China's beauty industry in 2025 is being significantly shaped by a consumer base that is highly informed, prioritizes scientific efficacy and functionality, seeks personalized solutions, and expects engaging and transparent experiences from brands.

Main Trend:

The Era of Science-Driven, Functional, and Personalized Beauty in China

Description of the Trend (please name it):

The Skintellectual Shift: This trend encapsulates the profound transformation of China's beauty market, driven by increasingly knowledgeable "skintellectual" consumers who prioritize scientific validation, functional benefits tailored to specific needs and scenarios, and personalized skincare solutions. This shift demands greater transparency from brands regarding ingredients and delivery systems, while also pushing the boundaries of product innovation through medical aesthetics integration and a holistic approach to beauty and wellness.

What is Consumer Motivation:

Consumers are motivated by:

• Achieving Visible and Proven Results: They seek products with scientific backing that deliver demonstrable improvements to their skin.

• Addressing Specific Skin Concerns: They want targeted solutions for particular skin issues and needs related to their lifestyle.

• Understanding How Products Work: They are no longer satisfied with basic ingredient knowledge and want to understand the science behind formulations.

• Trust and Authenticity: They value brands that are transparent about their ingredients, sourcing, and product development processes.

• Convenience and Efficiency: They appreciate multi-functional products like "makeup care" and streamlined routines tailored to their daily lives.

• Holistic Well-being: They view beauty as interconnected with overall health and are drawn to products with natural and wellness-focused ingredients.

• Engaging Experiences: They seek enjoyable and informative shopping experiences, both online and offline.

What is Driving Trend:

• Increased Access to Information: The internet and social media platforms have empowered consumers with extensive knowledge about skincare ingredients and technologies.

• Rise of "Skintellectuals": A growing segment of consumers is deeply invested in understanding the science behind beauty products.

• Growing Acceptance of Medical Aesthetics: The increasing popularity of medical aesthetic procedures is influencing skincare expectations and demand for effective pre- and post-treatment products.

• Focus on Personalization: Consumers desire beauty routines and products tailored to their unique skin types, concerns, and lifestyles.

• Demand for Functionality: Practical and effective solutions that address specific needs, such as sun protection for outdoor activities, are highly valued.

• Evolution of Retail Technology: Livestreaming, gamification, and other entertainment-led retail formats are capturing consumer attention and driving engagement.

• Emphasis on Health and Wellness: A broader societal focus on health and wellness is extending into the beauty sector, driving demand for natural and superfood-infused products.

What is Motivation Beyond the Trend:

Beyond the desire for healthy and radiant skin, consumers are motivated by:

• Self-Care and Well-being: Beauty routines are increasingly viewed as an act of self-care and a way to promote overall well-being.

• Confidence and Self-Expression: Consumers use beauty products to enhance their natural features, express their personal style, and boost their confidence.

• Status and Aspiration: For some consumers, particularly in higher-tier cities, premium and scientifically advanced beauty products can signify status and reflect aspirational lifestyles.

• Connection and Community: Online beauty communities and influencers play a significant role in shaping consumer preferences and fostering a sense of belonging.

Description of Consumers Article is Referring To:

The article refers to a diverse range of Chinese beauty consumers in 2025:

• Who are them: Post-pandemic, knowledge-empowered individuals who are increasingly discerning about beauty products. This includes "skintellectuals" and consumers in both higher and lower-tier cities.

• What kind of products they like: High-performance products backed by science, functional skincare tailored to specific scenarios, medical aesthetics-inspired products, makeup with active ingredients, and superfood-infused formulas.

• What is their age?: The article specifically mentions "younger urban Chinese" evolving beyond basic ingredient literacy and "Gen Z consumers" embracing superfoods and driving "makeup care" trends, suggesting a significant focus on younger demographics.

• What is their gender?: While not explicitly stated, the beauty market in China has traditionally been heavily focused on female consumers. However, the mention of Ositree designing kits for men indicates a growing male interest in skincare.

• What is their income?: The article references "premium shoppers" interested in "makeup care" and notes that "lower-tier cities" with 80 million new middle-class consumers are a key growth engine, suggesting a broad income range within the target consumer base.

• What is their lifestyle: Lifestyles vary, but the trend of "scene-based skincare" indicates that many consumers lead active lives and seek convenient, tailored solutions for different activities and situations, including travel.

• What are their category article is referring shopping preferences: Beauty and skincare products, including makeup.

• Are they low, occasional or frequent category shoppers: The article suggests a high level of engagement and scrutiny, implying that these consumers are likely to be occasional to frequent shoppers who are invested in their beauty routines.

• What are their general shopping preferences-how they shop: They engage with entertainment-driven retail formats like livestreaming and shoppable serial dramas online. Offline, they appreciate immersive experiences in physical stores. They also value online platforms like Xiaohongshu and Douyin for research and discussions.

Conclusions:

China's beauty industry in 2025 is characterized by a significant shift towards a consumer base that is highly informed, scientifically inclined, and demands functional and personalized solutions. Brands that can meet these heightened expectations through transparency, innovation, and engaging experiences are poised for success in this dynamic market.

Implications for Brands:

• Invest in R&D: Focus on developing high-performance, scientifically validated products with clear functional benefits and advanced delivery systems.

• Enhance Transparency: Provide comprehensive and easily understandable information about ingredients, sourcing, and product testing.

• Personalize Offerings: Develop segmented product lines and personalized solutions tailored to specific skin concerns, lifestyles, and scenarios.

• Embrace Entertainment Retail: Integrate engaging content, gamification, and immersive experiences into online and offline retail formats.

• Innovate in "Makeup Care": Reformulate makeup products with active skincare ingredients and clearly communicate their efficacy.

• Tap into Lower-Tier Cities: Tailor communication strategies, product designs, and packaging to appeal to the unique preferences of consumers in these rapidly growing markets.

• Focus on Holistic Wellness: Explore opportunities to integrate beauty with nutrition and a holistic approach to health and well-being.

Implication for Society:

• Increased Consumer Knowledge: The "skintellectual" trend is driving greater consumer education and awareness about skincare science.

• Demand for Product Efficacy: Heightened consumer expectations are pushing the beauty industry towards greater accountability and the development of more effective products.

• Blurring of Lines: The merging of skincare and makeup, as well as beauty and wellness, reflects a more integrated approach to personal care.

• Evolution of Retail Experiences: The focus on entertainment-led retail is transforming how consumers interact with brands and products.

Implications for Consumers:

• More Informed Choices: Consumers are better equipped to make informed decisions about their beauty purchases due to increased access to information and a focus on transparency.

• Personalized Solutions: They can find products and routines more precisely tailored to their individual needs and preferences.

• Higher Product Standards: The demand for scientific validation and functional benefits is likely to lead to overall improvements in product quality and efficacy.

• Engaging Shopping Experiences: Retail environments, both online and offline, are becoming more interactive and entertaining.

Implication for Future:

The trends highlighted in the article suggest a future where:

• Beauty and Science are Further Integrated: Expect even more advanced delivery systems, biotech ingredients, and personalized diagnostics driving product development.

• Personalization Becomes the Norm: AI-powered tools and at-home testing could lead to highly customized beauty solutions.

• Retail Continues to Evolve: The lines between online and offline shopping will blur further, with immersive and entertainment-driven experiences becoming crucial.

• Sustainability Gains Importance: While not a primary focus of this article, the trend towards "superfood beauty" hints at a growing awareness of natural ingredients, which could extend to broader sustainability concerns.

• Global Influence: The trends emerging in China's dynamic beauty market could increasingly influence global beauty innovations and consumer preferences.

Consumer Trend (name, detailed description):

• Name: The Empowered "Skintellectual" Consumer

• Detailed Description: This consumer trend is characterized by beauty shoppers, particularly younger urban Chinese, who are deeply knowledgeable and actively seek to understand the science behind beauty products. They go beyond basic ingredient awareness, scrutinizing ingredient penetration, extraction methods, and delivery technologies. This empowers them to make informed choices and demand transparency and efficacy from beauty brands.

Consumer Sub Trend (name, detailed description):

• Name: Scenario-Driven Beauty

• Detailed Description: This sub-trend focuses on consumers' increasing demand for beauty products tailored to specific moments, activities, or conditions. Whether it's sunscreens designed for outdoor sports, serums for post-aesthetic procedure recovery, or portable solutions for travel, consumers are seeking relevance and functionality in their skincare routines based on their daily lives and specific needs.

Big Social Trend (name, detailed description):

• Name: The Medicalization of Beauty

• Detailed Description: This big social trend reflects the growing influence of medical aesthetics on the beauty industry. Consumers are increasingly interested in non-invasive aesthetic procedures and seek skincare products that complement or mimic the effects of these treatments. This is evident in the demand for products focusing on skin barrier repair, hydration, and sun protection, as well as the medical terminology and positioning adopted by beauty brands.

Worldwide Social Trend (name, detailed description):

• Name: The Convergence of Beauty and Wellness

• Detailed Description: This worldwide trend highlights the deepening connection between beauty and overall health and well-being. Consumers are increasingly viewing beauty from a holistic perspective, recognizing the importance of nutrition, lifestyle, and mental health. This is reflected in the rising popularity of superfood-infused beauty formulas and a general shift towards functional, health-focused branding in the beauty sector globally.

Social Drive (name, detailed description):

• Name: The Pursuit of Efficacy and Transparency

• Detailed Description: This social drive stems from consumers' fundamental desire for beauty products that genuinely deliver on their promises and are transparent about their ingredients and formulation processes. Empowered by readily available information, consumers are increasingly critical of marketing claims and demand scientific validation and clear communication from brands to build trust and loyalty.

Learnings for brands to use in 2025:

• Prioritize Scientific Credibility: Invest in rigorous testing and research to support product claims and communicate scientific benefits clearly and effectively to build trust with "skintellectual" consumers.

• Embrace Personalization and Segmentation: Develop product lines that cater to specific needs, concerns, and lifestyles, recognizing the growing demand for tailored solutions, such as scene-based skincare.

• Enhance Ingredient Transparency: Clearly disclose all ingredients and provide information about their function, source, and efficacy, as consumers are increasingly scrutinizing product formulations.

• Integrate Entertainment into Retail: Experiment with gamification, livestreaming, and immersive experiences in both online and offline channels to engage consumers and enhance brand interaction.

• Innovate in "Makeup Care": Explore opportunities to formulate makeup products with potent skincare ingredients that offer demonstrable benefits beyond just aesthetics.

• Focus on Functional Benefits for All Demographics: Recognize the growing demand for functional skincare across all consumer segments, including the burgeoning markets in lower-tier cities.

• Connect Beauty with Holistic Health: Consider incorporating superfood ingredients and promoting the link between beauty and overall wellness to resonate with health-conscious consumers.

Strategy Recommendations for brands to follow in 2025:

• Invest in Robust R&D and Clinical Testing: Allocate resources to develop innovative and scientifically backed formulations, and conduct thorough clinical testing to validate product efficacy and safety claims.

• Develop Hyper-Personalized Marketing Campaigns: Leverage data analytics and AI to understand consumer preferences and deliver targeted marketing messages that highlight the specific benefits relevant to individual needs and lifestyles.

• Create Engaging and Educational Content: Produce high-quality content, such as blog posts, videos, and interactive tools, that educates consumers about skincare science, ingredients, and the benefits of their products, fostering trust and expertise.

• Partner with Key Opinion Leaders (KOLs) and Influencers with Scientific Credibility: Collaborate with beauty influencers who have a strong understanding of skincare science to effectively communicate product benefits and build trust with their followers.

• Develop Immersive and Experiential Retail Formats: Design both online and offline retail experiences that are engaging, entertaining, and educational, utilizing technologies like AR/VR and creating interactive spaces for product discovery.

• Formulate "Hybrid" Products that Merge Skincare and Makeup: Focus on developing base makeup products that contain potent skincare ingredients and offer tangible benefits, catering to the demand for convenience and functionality.

• Tailor Product Offerings and Communication for Lower-Tier Cities: Conduct market research to understand the specific needs and preferences of consumers in these regions and adapt product formulations, packaging, and marketing messages accordingly.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):

China's beauty landscape in 2025 is fundamentally shaped by the empowered "skintellectual" consumer, driving a demand for science-backed, functional, personalized, and engaging beauty experiences.

What brands & companies should do in 2025 to benefit from trend and how to do it:

Brands and companies should prioritize scientific innovation, transparency, personalization, and engaging retail experiences to cater to the increasingly sophisticated Chinese beauty consumer in 2025. This involves investing in robust research and development, providing clear and comprehensive information about product formulations, offering tailored solutions for specific needs, and embracing entertainment-led retail strategies to capture consumer attention and build lasting brand loyalty in this dynamic and competitive market.

Final Note: Core Trend

• Name: The Science-Driven Beauty Revolution

• Detailed Description: Chinese beauty consumers are increasingly demanding scientific evidence and functional benefits from their beauty products, prioritizing ingredients, delivery systems, and demonstrable results over traditional marketing hype.

Final Note: Core Strategy

• Name: Efficacy and Engagement First

• Detailed Description: Brands must focus on developing highly effective products backed by science and engaging consumers through educational content and entertaining retail experiences to succeed in the current Chinese beauty market.

Final Note: Core Industry Trend

• Name: The Integration of Technology and Beauty

• Detailed Description: The beauty industry in China is rapidly integrating technology, from advanced delivery systems in product formulations to innovative entertainment-led retail formats and personalized skincare solutions powered by AI.

Final Note: Core Consumer Motivation

• Name: Informed Empowerment and Targeted Solutions

• Detailed Description: Chinese beauty consumers are motivated by a desire to be informed and empowered in their purchasing decisions, seeking targeted solutions that address their specific skin concerns and lifestyle needs with scientifically proven results.

Final Conclusion:

The Chinese beauty market in 2025 is being revolutionized by a knowledgeable consumer base demanding science, functionality, and personalization. Brands that can adapt to this "skintellectual shift" by prioritizing efficacy, transparency, and engaging experiences will be well-positioned for success in this evolving landscape.

Core Trend Detailed:

• Description: The Science-Driven Beauty Revolution in China signifies a fundamental shift in consumer expectations and demands within the beauty market. Chinese consumers, now highly informed and empowered, are prioritizing scientific validation, functional efficacy, and technological innovation in their beauty product choices. This trend emphasizes the importance of research and development, ingredient transparency, and demonstrable results for brands seeking to resonate with this sophisticated audience.

• Key Characteristics of the Trend:

  • Emphasis on Scientific Backing: Consumers prioritize products with research, clinical trials, and scientific evidence supporting their efficacy claims.

  • Ingredient Transparency: There is a high demand for clear and comprehensive information about product ingredients, their function, and sourcing.

  • Focus on Delivery Systems and Technology: Consumers are increasingly interested in how products work, including ingredient penetration and the technology used for delivery.

  • Demand for Functional Benefits: Beauty is viewed through a lens of functionality, with consumers seeking products that address specific skin concerns and provide tangible results.

  • Integration of Medical Aesthetics: The influence of medical aesthetic procedures is growing, driving demand for skincare that complements or mimics these treatments.

  • Rise of the "Skintellectual": A significant consumer segment is deeply engaged in learning about skincare science and making informed purchasing decisions.

• Market and Cultural Signals Supporting the Trend:

  • High Engagement on Skincare Education Platforms: Popular online platforms like Xiaohongshu (RedNote) are filled with in-depth discussions and reviews focused on ingredients and product efficacy.

  • Growth of Brands with Strong Scientific Positioning: Brands that emphasize their scientific research and development are gaining popularity and market share.

  • Increased Consumer Scrutiny of Marketing Claims: Consumers are more skeptical of traditional marketing tactics and demand proof and scientific validation for product claims.

  • Influence of Beauty Influencers with Expertise: Beauty influencers who possess a deep understanding of skincare science and ingredients hold significant sway over consumer preferences.

  • Acceptance of Advanced Ingredients and Technologies: Consumers are more open to incorporating advanced ingredients like peptides and embracing innovative delivery technologies in their routines.

• How the Trend Is Changing Consumer Behavior:

  • Conducting In-Depth Product Research: Consumers are spending more time researching ingredients, formulations, and brand credibility before making purchases.

  • Seeking Out Products with Specific Ingredients: They are actively looking for products containing particular ingredients known for their efficacy in addressing specific skin concerns.

  • Comparing Ingredient Lists and Formulations: Consumers are becoming adept at comparing product formulations and ingredient lists to identify the most effective options.

  • Valuing Performance Over Hype: They are prioritizing products that deliver tangible results over those with flashy marketing or celebrity endorsements.

  • Embracing Minimalist Yet Effective Routines: While seeking high-performance products, many consumers are also drawn to streamlined routines focused on efficacy and functionality.

• Implications Across the Ecosystem:

  • For Brands and CPGs: Requires significant investment in R&D, stringent quality control, transparent communication, and building trust through scientific validation. Brands need to educate consumers effectively about the science behind their products.

  • For Retailers: Need to provide detailed product information, potentially including ingredient breakdowns and scientific explanations. Training staff to answer consumer questions about ingredients and technologies will be crucial. Online platforms need to facilitate access to detailed product information and reviews from knowledgeable consumers.

  • For Consumers: Empowers them to make more informed choices and potentially achieve better skincare results. However, it also requires time and effort to research products and understand complex scientific information, and there is a risk of misinformation.

Strategic Forecast:

• Further Integration of AI and Personalization: Expect AI-powered tools to analyze skin data and recommend highly personalized, science-backed skincare regimens.

• Rise of Personalized Beauty Devices: At-home devices leveraging scientific principles for targeted treatments and enhanced product delivery are likely to become more mainstream.

• Increased Focus on Preventative and Longevity Beauty: Science-backed products and routines focused on preventing aging and promoting long-term skin health will gain even greater traction.

• Deeper Collaboration Between Beauty and Biotech Industries: Expect more partnerships between beauty brands and biotechnology companies to develop cutting-edge ingredients and technologies.

• Growing Importance of Sustainability and Ethical Sourcing: As consumers become more informed, expect a greater demand for brands that combine scientific efficacy with sustainable and ethical practices.

Final Thought (summary):

China's beauty era in 2025 is distinctly defined by the empowered "skintellectual" consumer who demands scientific validation, functional efficacy, and personalized solutions, forcing brands to innovate with transparency and prioritize demonstrable results to thrive in this knowledge-driven market.

Source: https://jingdaily.com/posts/china-beauty-market-trends-h1-2025-5-key-shifts