本报告研究涉及企业/品牌/案例：Amazon，eBay，walmart，OTTO，速卖通，天猫，淘宝，京东，Flipkart，snapdeal，Rakuten，Lazada，kakaku，Shopee，mymall，joom，资生堂，欧莱雅，宝洁，联合利华，霸王、章华，舒肤佳，玉兰油，Amway 安利，LUX 力士，蔻露薇
个人洗护电商市场在全球保持稳定发展。2019全球个人洗护电商市场销售额已达1182.6亿美元，预计至2023年这一规模达到1816.0亿美元。特别是中国方面，iiMedia Research（艾媒咨询）数据显示， 2018年中国个人洗护电商市场规模达到1881.9亿元人民币，增幅同比增长14.5%，其中，面部护理、身体清洁和口腔护理三类的贡献比例达到81.5%。艾媒咨询分析师认为，由于海淘、跨境电商和电商渠道的崛起，以及个人卫生支出增长、全民洗护卫生意识增强，共同推动中国个人洗护发展。企业方面，如拉芳、百雀羚等积极开拓电商渠道，联合天猫双十一、京东618等节日造势。产品方面，如牙齿美白、护发防脱洗发水等功能性洗护用品的销量增加，洗护用品的包装、气味等也都成为用户选择的主要依据。用户方面，男性个人洗护细分受到更多关注，00后、05后等开始成为个人洗护用品的新群体。
The personal care e-commerce market has maintained steady growth throughout the world. The global consumer care market in 2019 has reached US$118.26 billion, which is expected to reach US$181.60 billion by 2023. In particular, in China, iiMedia Research (Ai Media Consulting) data shows that in 2018, China's personal care and e-commerce market reached 188.19 billion yuan, an increase of 14.5%, including facial care, body cleansing and oral care. The contribution ratio reached 81.5%. Ai Media Consulting analysts believe that due to the rise of Haitao, cross-border e-commerce and e-commerce channels, as well as the growth of personal health expenditures and awareness of national health care, we will jointly promote the development of personal care in China. In terms of enterprises, such as Lafang and Baique Ling, they are actively exploring e-commerce channels, and jointly launching festivals such as Tmall Double Eleven and Jingdong 618. In terms of products, sales of functional toiletries such as tooth whitening, hair care and anti-hair shampoo have increased, and the packaging and smell of toiletries have become the main basis for users' choice. On the user side, the male personal care subdivision has received more attention, and after 00, 05, etc., it has become a new group of personal care products.