According to global consultancy and market research firm Kline & Company, after decades of rapid expansion, the beauty industry in China is experiencing less explosive growth, but rather increased competition, upheavals in distribution channels and rising consumer expectations regarding performance and efficacy. According to Kline, the Chinese skincare market reached a volume of just over 4.3 billion US dollars in 2025. However, the pace of growth has slowed significantly, falling to around one per cent. Kline expects the market to continue growing moderately until 2030 and to evolve into a competitive landscape where clinical efficacy and scientific credibility become key differentiators.

Trend towards treatments

Specialised treatments and serums are becoming a leading product category, followed by moisturisers and cleansing products. Device-based treatments are also seeing increased demand. At the same time, expansion into smaller cities is opening up new growth opportunities. Retail remains the dominant distribution channel, accounting for around two-thirds of the market share, primarily via platforms such as Tmall, JD and Douyin. Online growth, however, is showing the first signs of market saturation. As consumers increasingly seek visible, effective treatments, medical spas are gaining in importance, whilst traditional beauty salons are coming under pressure.

Hair care is stagnating at a high level

The professional hair care market remained virtually stagnant in 2025, but according to Kline, it proved to be more stable and resilient overall. In-store consumption recovered slightly, whilst e-commerce remained the key growth driver and the retail sector continued to expand. Many brands are expanding their presence outside of salons to broaden their distribution channels. At the same time, consumers are becoming more rational and placing greater emphasis on efficacy, value for money and personalisation. High-quality care products, scalp treatments and restorative treatments are in particularly high demand. According to Kline, the competitive landscape is also evolving, with new market entrants joining established brands, including Alastin Skincare from Galderma, RQ Pyology from Shiseido and Clinique CX from Estée Lauder. Although the overall market remains dominated by local suppliers, international brands such as SkinCeuticals and Fillmed are also maintaining strong positions.

Source: Kline Group