Personal and Beauty Care Market in China

The vast personal and beauty care market has always held great significance worldwide, with a plethora of beauty and skincare products originating from East Asian nations, China obviously among them. However, the industry has recently seen heightened importance among Chinese consumers and individuals globally. The year 2024 has brought forth various changes and revelations thus far, also impacting the dynamics of the personal and beauty care market in notable ways.

Personal and Beauty Care Market
The Chinese Personal and Beauty Care Market has a dynamic and shifting nature. Photo: Long Advisory.

Male Personal Care

The Personal and Beauty Care market in China combines rich traditional practices with modern innovation, creating a dynamic and complex industry. It is a realm where ancient beauty techniques intersect with cutting-edge technology, presenting a diverse range of opportunities for both local and international brands. The market is characterized by its dynamic and nuanced nature, continuously adapting to meet the needs of customers.

In recent years, there have been indeed significant developments in the personal care and beauty market. There has been a noticeable increase in male engagement with personal care, skincare, haircare routines, beauty products, and body fragrances, which were historically targeted towards female consumers of beauty products. The market’s growth has led to significant transformations, resulting in the emergence of new requirements that have shaped, shifted, moulded and adapted it. Akin to a dragon, a mythological creature that holds cultural significance in Chinese tradition.

China’s Personal and Beauty Care Market is evolving following the latest trends. Photo: Long Advisory.

What Is Helping Reshape the Personal and Beauty Care Market

The Chinese business environment has experienced significant evolution, particularly after the global COVID-19 pandemic. The country’s social, demographic, and economic shifts have played a crucial role in redefining the industrial landscape and market dynamics. These changes have also had a notable impact on China’s personal care and beauty market.

The process of urban development

The rapid urbanization in China has resulted in a significant increase in the population residing in cities. As urban residents tend to be more conscious of beauty trends and fashion, there has been a corresponding rise in the demand for personal care products.

Increasing revenue

As China’s economy expands, the disposable income of its middle class is also growing. This has led to a noticeable increase in spending on personal care and beauty products.

Changes of preferences

Chinese consumers are now increasingly focusing on their appearance, personal care and beauty in general, especially younger generations. They are displaying a greater openness to trying out a variety of personal care products and exploring the vast range of options offered in the market.

Luxury and higher-quality products

A growing number of Chinese consumers are increasingly interested in high-quality and luxury personal care products. This trend towards premium items is leading to a rise in sales and revenue for luxurious brands.

The importance of social media and influencers

Social media significantly influences beauty trends in China. Key Opinion Leaders (KOLs), also known as influencers, play a crucial role in promoting personal care brands and products, having a huge impact on consumer behaviour and purchasing decisions.

Wellness promotion

The increasing emphasis on health and wellness is evident in the rising popularity of personal care products that contain natural, organic, and cruelty-free ingredients.

Key Opinion Leaders, or Influencers, are fundamental for the thriving of the beauty market. Photo: Long Advisory.

Key Insights on the 2024 Chinese Personal and Beauty Market

To fully grasp the transformations seen in the Chinese personal and beauty care market in 2024, it is important to consider key factors that are vital to enhancing our understanding of the changes and evolutions within the industry.

Main changes in the market:

  • The importance of organic elements: The market is experiencing a significant increase in demand for products that incorporate natural and organic ingredients. This behaviour reflects a trend towards overall well-being and health consciousness in society.
  • The emergence of the male beauty care market: In the last years masculinity has been hugely redefined, in social, personal and also beauty terms. Thus, an increase in the male grooming industry, with new products ranging from skincare to cosmetics tailored for men.
  • The power of E-commerce: The majority of beauty products (almost 70%) are now discovered and purchased online, on famous e-commerce platforms. These are slowly building their new empire.
  • Eco-sustainability: In recent years, there has been a growing emphasis on sustainability, recycling, and ecological practices. Ethical consumerism is on the rise as individuals become more environmentally conscious, leading to a demand for sustainable packaging and responsibly sourced ingredients.
  • Eternal Youth: Everyone desires to maintain a youthful appearance. This trend has led to significant growth in the anti-ageing products industry, meeting the needs of new generations which value timeless beauty.
  • The rise in domestic brand requests: Local brands are experiencing a resurgence, driven by a sense of national pride and a commitment to homeland product innovation and quality.
  • Magical technology: Cutting-edge skincare technologies, such as microbiome skincare, are captivating consumers with their innovative results.
  • Keep an eye on influencers: Key Opinion Leaders (KOLs) continue to exert their influence on the market, shaping consumer preferences and trends through their posts and content.
  • Personalized beauty: The emergence of personalized beauty solutions is now captivating the market. Consumers tend to be attracted and more loyal to customized products.
  • AI wizards: AI and AR are increasingly being utilized in the beauty industry to create customized and immersive customer experiences that seamlessly merge real-world elements with advanced technology.

Promoting Foreign Beauty Care Brands in China

Foreign brands often encounter challenges when trying to penetrate the Chinese market. It is essential for them to thoroughly comprehend the Chinese cultural, technological and social landscape to achieve success and increase their market share. By developing adequate targeting strategies, brands can effectively reach and engage with Chinese customers and consumers.

Chinese social media and e-commerce platforms, which include popular platforms such as WeChat, Weibo, and Douyin, may present unique challenges for foreign brands. Additionally, Chinese consumer behaviour and preferences can exhibit notable differences from foreign buyers.

Chinese consumers, particularly women, are known to conduct thorough research before making purchases, particularly in the personal care and beauty product categories. It is estimated that around 90% of Chinese women meticulously evaluate products, with a particular focus on those from international brands, before making a purchase.

A thorough methodology is employed when evaluating personal care products in China. Chinese consumers tend to compare beauty products, especially those designed for hair and skin care. They engage with different content from various KOLs and KOCs (Key Opinion Consumers) for reviews and to find the best products suited for them. Chinese consumers are more cautious and prefer buying products with great feedback from influencers.

E-commerce platforms can be used by brands to improve their sales, especially by foreign brands that have problems with local sales. Photo: Emarketer.

Staying updated

The Chinese personal and beauty care market is a vast and difficult landscape which has to be thoroughly studied and investigated before hazarding investing in it. E-commerce platforms and social media are extremely beneficial for brands’ success, especially foreign ones which may have problems related to local selling. Key factors and tactical strategies must also be taken into account when venturing into this heterogeneous environment. Staying up-to-date on all the dynamics of the Chinese market and industry is critical to achieving the goal.

The Chinese Real Estate Environment by Long Advisory

Long Advisory digital marketing agency in China

Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.

Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market. 

Interested in expanding your brand in China? Contact us for more info and details at


In recent years, the Chinese economy has experienced significant growth and development. Following the global crisis brought on by the COVID-19 pandemic, China made
The 618 shopping festival in China holds great importance to Chinese customers. It strongly shows the influences that the consumer culture and tradition of