The Chinese Beauty Market: Makeup Market Review, Q3 2018 – The Beauty Market in Q3 2018 is About 60.96 Billion RMB, up 0.7% –

Beauty Market Report – 2018 Q3 Makeup Market Review”
report has
been added to’s offering.

China’s beauty market in 2018 is 407.8 billion RMB market, the
second-largest in the world after the USA. The rapid growth of the late
2000s is slowing down, but the recent CAGR market is growing at a rapid
rate of 11.6%. The Q3 beauty market in 2018 is about 60.96 billion RMB,
up 0.7% from the same quarter of the previous year.

The online market is 85 billion RMB, accounting for about 27.7% of the
total beauty market. This report focuses on analyzing the sales of
cosmetics being sold in Taobao and Tmall which are the largest online
distribution channels in China (about 75 billion RMB). Taobao/Tmall
distribution channels sold about 22.2 billion RMB in Q3 2018. In terms
of platforms, Tmall, which is being operated by brands, accounted for
50% of the total market.

The premium market is steadily taking a stable 30% M/S of the entire
market. The top 500 brands in China, as of Q3 2018, include 411 mass
brands and 89 premium brands. Premium brands, however, account for about
6 billion RMB (30% M/S) of the total sales, and mass brands account for
13.1 billion RMB (70%M/S ). Q3/Q2 showed a 25% growth, premium brands
grew by about 28.7% and mass brands grew by about 24.5%.

China’s beauty market is expected to grow into a market of 60 trillion
RMB by 2025. As one of the most notable beauty markets in the world, it
is a representative market that not only global cosmetics companies but
also small niche brands want to enter. As all brands are interested in
this market, about 40,000 brands are striving to attract consumers in
the Chinese market.

Despite the reports on the economic downturn in China, such as a trade
war between the United States and China and various changes in economic
environments, the China beauty market is expected to grow the most so
that it is drawing worldwide attention. Experts predict that China
beauty market will grow to an estimated 280 billion RMB in 2018, with an
average growth rate of 12.5%.

Although it is expected to be the largest market in the world in the
next five years, not many companies describe the Chinese market
accurately. Especially, due to China’s unique distribution structure, it
is not easy for both foreign and domestic companies to read the entire
market. In addition, even global cosmetic brands are having difficulties
in the Chinese market due to rapid changes in consumer buying patterns.

This report is based on the analysis of the sales data of more than 3.5
million products being sold at Tmall and Taobao, China, 2.3 billion
buyer reviews, as well as more than 10 million data of XIAOHONGSHU and
Weibo. Given that 40% of the Chinese cosmetics market is sold online,
70% of the sales are made at Tmall and Taobao channels, this report can
be used as a criterion for judging the market share or changes of brands
in the entire Chinese market.

In a more complex market, it is necessary to establish a strategy based
on more accurate numbers and insight that reads the numbers more
clearly. We hope that this report will be able to read the rapidly
changing the China beauty market more quickly and easily, and many
companies will use this report to establish a strategy to succeed in the
Chinese market.

Key Topics Covered

1. Overview

  • Q3 China Beauty Market Overview: Rapidly growing China Beauty Market
  • Q3 Korea Brands Performance: Korea brand ranking Top25
  • Q3 New Brand In: WASO

2. Market

  • Q3 Makeup Market Issues: Top 100 brands are taking more than 20% of M/S
  • Q3 Top Makeup Brand Performance
  • Key Brands to Watch: Perfect Diary, ZEESEA, 3CE, JudydoLL
  • Makeup Category Issue: Brands with segmentation products

3. Market by Category

  • Primer/Makeup Market Issue: K-Brands and J-Brands
  • Foundation Market Issue: Growth of key product line
  • BB Cream Market Issue: Shift of BB cream from a cream type to cushion
  • Concealer Market Issue: Segmentation of the market needs
  • Pressed Powder Market Issue: Slows down in its market growth
  • Loose Powder Market Issue: Suitable for a matte makeup style
  • Lip Stick Market Issue: Representative item for showing
  • Lip Gloss Market Issue: Competitive market with its rapid market
  • Lip Liner Market Issue: Smaller market yet steady expansion of the
    market size
  • Eye Shadow Market Issue: Focusing on eye palettes
  • Eye Liner Market Issue: Rapid growing of Japanese brands
  • Mascara Market Issue: Female consumer needs are on eyebrows length
  • Eye Brow Market Issue: Natural eyebrows vs. semi-permanent tattoo
  • Blusher/Shading/Highlighter Market Issue: Slight growth on blusher

4. Marketing Issue

  • Brand Marketing Issue: Carslan, Cosme Decorte, Aupres, Watsons,
    L’Oreal, Kiehl’s
  • Seasonal Marketing Issue: Chinese Valentine’s Day Chilwol-chilsuk(July
    7th in the lunar calendar)

Companies Mentioned

  • Aekyung
  • Armani
  • Carslan
  • CE KR
  • Chanel
  • Chioture
  • Dior
  • Estee Lauder
  • Givenchy
  • Lancome
  • Laneige
  • L’oreal
  • MAC
  • Marie Dalgar
  • Maybelline
  • MeiKing
  • Mistine
  • MT+Skin
  • Perfect Diary
  • Revlon
  • Taobao/Tmall
  • Tom Ford
  • Weibo
  • YSL
  • Zeesea

For more information about this report visit

Laura Wood, Senior Press Manager
E.S.T Office Hours Call 1-917-300-0470
For U.S./CAN Toll Free Call
For GMT Office Hours Call +353-1-416-8900
Topics: Cosmetics