China’s beauty industry is on the brink of a transformative year, as brands embrace technological advancements, evolving consumer preferences, and a growing emphasis on wellness. From data-driven personalization to a surge in demand for light medical aesthetics, the market is rapidly expanding. Here’s a deep dive into the trends shaping China’s beauty landscape in 2025.
1. Light Medical Aesthetics and Aftercare Skincare Surge
The light medical aesthetics (轻医美) and aftercare skincare market are expanding rapidly in China. Fueled by the increasing popularity of minimally invasive cosmetic procedures, this segment is expected to reach $57 billion (415.7 billion RMB) by 2030, according to Deloitte.
Brands like Winona and Biohyalux are stepping up with specialized aftercare products, such as barrier-repair creams and hydrating masks designed for post-treatment recovery. This shift reflects the growing demand for integrated beauty solutions that combine medical precision with skincare expertise.
2. Spiritual Wellness and the Rise of Mindfulness
In China’s Tier 1 and Tier 2 cities, spiritual wellness is reshaping consumer attitudes toward beauty. Incorporating mindfulness practices into daily life, products like Boitown’s “blessed” perfumes and Documents’ conch-shaped diffusers are gaining traction with Gen Z, who are seeking products that align with modern interpretations of spirituality.
“Anti-wellness,” a term coined by WGSN’s Christine Chua, speaks to a growing desire to adapt traditional practices, like walking meditation, to the fast-paced lifestyles of younger generations. As wellness and beauty intersect, brands need to ensure they strike the right balance between authenticity and contemporary appeal.
3. Science-Backed Skincare: Demand for Efficacy and Transparency
Chinese consumers are increasingly prioritizing the efficacy and transparency of beauty products. A report by Xiaohongshu revealed that 60% of beauty buyers seek technologically advanced formulations, giving rise to brands like Key In, which creates formulations mimicking the dermis structure for optimal performance.
AI-powered tools are also setting new standards for hyper-personalized offerings, as brands like Yunifang use AI to analyze micro-expressions and customize fragrance preferences. This trend is pushing brands to prove the efficacy of their products through clinical trials and ingredient transparency.
4. Minimalism and Multi-Use Products Take the Spotlight
The era of overconsumption is fading, with consumers in Tier 1 cities opting for minimalist beauty routines focused on skin health. The “no-makeup makeup” look has become a popular choice, emphasizing simplicity and balance. Products that serve multiple purposes, such as lip-and-cheek sticks and dual-purpose hair perfumes, are resonating with this demand for efficiency.
This trend is also reviving interest in previously overlooked categories like bodycare and haircare, as consumers take a more holistic approach to beauty and wellness.
5. Opportunities in Emerging Cities
While Tier 1 and Tier 2 cities remain key markets, China’s mid-to-lower-tier cities are quickly emerging as growth hubs. These regions are home to 80 million new middle-class consumers, and brands are starting to tailor their strategies to these distinct markets.
Offline activations, such as loyalty programs and exclusive spa experiences, are proving particularly effective in these areas. Local brands like Herborist are successfully tapping into this consumer base by offering personalized experiences that resonate with price-sensitive consumers.
6. Dazi Culture and AI Companions: The Future of Social Connections
A fascinating new trend in 2025 is the rise of “dazi” (搭子) culture, where activity-based friendships are becoming more common in China’s fast-paced urban environment. This shift reflects a desire for low-emotional-investment social connections that allow for shared experiences without the complexity of traditional relationships.
In parallel, AI companions are gaining popularity. Platforms like Doubao and Xinye, which offer customizable virtual characters, are creating emotional connections with users. For beauty brands, this presents new opportunities to integrate AI into their marketing strategies, providing tech-savvy audiences with interactive and personalized experiences.
7. Adapting to a Changing Market
The future of China’s beauty market lies in the ability of brands to adapt to its complex and evolving landscape. Data-driven approaches, innovative product formulations, and a deep understanding of regional diversity are all critical to success.
According to Yali Jiang, Associate Director at Mintel China, scientific communication is essential. “Brands need to simplify their messaging while providing evidence-based claims to build trust with consumers.”
Lin Lin, CEO of the China International Beauty Expo, emphasizes the importance of reinvention. “There is room for every category in the beauty industry to be reinvented, and for every existing audience to be reconnected with a new perspective,” she says. “Reinvention will be critical in 2025.”
Conclusion: Embracing the Future of Beauty in China
China’s beauty industry in 2025 presents a wealth of opportunities for brands that are ready to embrace technological advancements, spiritual wellness, and personalized skincare. With a focus on efficacy, transparency, and regional customization, brands can thrive in this dynamic and fast-evolving market.
From AI-powered tools to the growing demand for integrated beauty solutions, the key to success will be a multi-faceted approach that resonates with the unique needs and preferences of Chinese consumers. As China continues to lead the way in global beauty trends, those who adapt to these changes will set the stage for long-term success in the market.
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