Which major beauty trends have marked China in 2022 and are likely to continue in 2023? Mintel, a forecasting firm, has reviewed the 11 most important trends in the Chinese cosmetics market. On the agenda: wellness, sustainability and social networks.
Mintel detailed trends related to distribution, new ingredients and consumer needs.
Slowing Growth
“Despite the Covid-19 outbreak in 2020, China’s cosmetics market has shown resilience and recorded a solid recovery in 2021. However, reduced business activity and supply chain disruptions due to the new wave in early 2022 could slow industry growth,” Mintel analyzes.
Consumer: hard-to-persuade
Distrustful, the Chinese want their cosmetics to be effective and have no adverse effects on their health. According to the forecasting firm, brands will have to work on these two points to ensure the favor of their customers.
Clean beauty
Consumers are paying attention to the formulation of their skincare products. While clean beauty was not a major trend in China, it is now taking the lion’s share. According to Mintel, more and more brands are claiming the naturalness of their cosmetics and the avoidance of decried substances.
New texture
Beauty is above all a question of meaning. In 2022, Chinese women showed a keen interest in essences and oils.
Effectiveness
The Chinese market has long been dominated by international groups. But local brands have made a comeback and are making their mark in women’s bathrooms with impeccably formulated and proven effective cosmetics.
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