艾媒咨询 | 2025-2026年中国美容美发行业大数据研究与消费行为调查数据

国内美容美发行业历经数十年市场化发展，依托居民消费升级与服务业扩容，现已形成线下实体门店、洗护美容服务、美妆日化产品等多板块联动的完整产业链，是生活服务消费中不可或缺的支柱产业。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025-2026年中国美容美发行业大数据研究与消费行为调查数据》显示，2025年中国美容美发行业规模进一步扩大至4459亿元。行业消费消费结构呈现显著特征，仍以女性消费者为主体，占比76.54%；男性消费者占有一定比重，占比23.46%。核心消费人群为26-46岁中青年群体，且多为5001-15000元中高收入人群；消费区域集中在西南、华东、华南地区。
消费者选择美发店的核心需求集中在自身动手能力不足的专业弥补，重视专业服务价值与品牌实力。线上渠道（内容分享、社交平台）是消费者获取美发信息的核心路径，美发行业需结合线上内容运营与线下宣传，形成整合传播矩阵。消费者对微整形的需求核心偏向容貌的社会功能价值（如就业、生活影响），对微整形呈现出高度接纳的主流态势，但当前医美消费仍以特定人群为主，大众普遍持观望态度。
艾媒咨询分析师认为，美容美发行业规模的持续扩张与稳健增长，标志着该市场已进入稳定成熟的发展阶段，消费需求基础牢固并保持升级态势。行业的整体繁荣将吸引更多资本与人力资源投入，推动服务专业化与技术应用深化。未来竞争将更聚焦于服务质量提升、品牌差异化建设以及运营模式创新，以把握持续增长带来的长期机遇。
After decades of market-oriented development, China’s beauty and hairdressing sector has built a complete industrial chain integrating physical offline stores, hair & beauty care services, and cosmetics and daily chemical products, fueled by rising household consumption and the expansion of the service industry. It has become an indispensable pillar of consumer services. According to Big data analysis and consumer behavior survey in China's beauty and hairstyling industry from 2025 to 2026 newly released by iiMedia Research, a world-leading third-party new economy data research institution, the market size of China’s beauty and hairdressing industry climbed to RMB 445.9 billion in 2025.Notable traits stand out in the industry’s consumption structure: female consumers dominate at 76.54%, while male consumers account for the remaining 23.46%. Core consumers are middle-aged customers aged 26 to 46, mostly middle-to-high earners with a monthly income ranging from RMB 5,001 to 15,000. Consumption is geographically concentrated in Southwest, East and South China.Most consumers turn to professional salons for specialized services they cannot perform themselves, attaching great importance to service professionalism and brand strength. Online channels including content platforms and social media serve as the primary way for customers to access hairdressing-related information. Hence, industry players need to combine online content operation with offline promotion to build an integrated marketing communication system.
When it comes to minimally invasive cosmetic procedures, consumers’ core motivation lies in the social benefits of improved appearance such as better employment prospects and quality of life. Minimally invasive aesthetics have gained wide public acceptance, yet such medical beauty spending remains limited to niche groups, with most ordinary consumers staying cautious.
Analysts from iiMedia Research point out that the sustained expansion and steady growth of the beauty and hairdressing industry signal a mature market underpinned by solid and continuously upgrading consumer demand. The sector’s thriving development will draw more capital and talent, boosting service specialization and technological innovation. Future market competition will center on service improvement, differentiated brand building and operational model innovation to capture long-term growth opportunities.

艾媒咨询 | 2026年中国“她经济”发展状况与消费行为洞察数据

随着居民人均可支配收入稳步提升，女性经济独立性与消费决策权持续增强，“她经济”市场规模不断扩容，覆盖美妆、健康、文创、服饰、数码等多个核心赛道，成为驱动消费升级的重要力量。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026年中国“她经济”发展状况与消费行为洞察数据》显示，2026年中国“她经济”消费主力集中在26-45岁中青年女性（占比超八成），以已婚有子女群体、本科学历群体、中等收入（5001-12000元/月）群体为主，核心分布在新一线及二线城市。消费行为方面，女性消费者呈现理性与情绪双驱动特征，超九成消费决策受情绪影响；核心消费领域集中在身体护理、健康零食、养生类等领域，在服饰鞋配、3C数码、文化消费、运动健身等领域的需求也同样旺盛；消费渠道以综合电商与线下实体店为主，直播带货成为重要补充。此外，女性消费者对“定义女性”的营销方式较为反感，更认可“看见个体”的多元包容叙事。艾媒咨询分析师指出，当前“她经济”消费生态整体良好，超七成消费者对其发展前景持乐观态度，但仍存在品牌营销不规范、产品同质化、需求未充分满足等问题。未来，“她经济”将呈现理性消费、健康养生精细化、个性化定制三大趋势。企业需立足女性真实需求，兼顾产品硬实力与情感共鸣，优化营销方式与产品服务，才能精准适配消费升级需求，实现市场竞争力提升。
With the steady increase in residents' per capita disposable income, women's economic independence and decision-making power in consumption continue to grow, leading to the continuous expansion of the "she economy" market, which covers core sectors such as beauty, health, cultural and creative products, apparel, and digital products, becoming a key driver of consumption upgrades. According to the latest report titled "Insight Data on the Development Status and Consumer Behavior of China's 'She Economy' in 2026" released by iiMedia Research (a global leading third-party data mining and analysis agency for the new economy industry), the main consumer force of China's "she economy" in 2026 is concentrated among middle-aged and young women aged 26-45 (accounting for over 80%), primarily consisting of married women with children, those with a bachelor's degree, and middle-income groups (monthly income of 5,001-12,000 yuan), with a core distribution in new first-tier and second-tier cities. In terms of consumption behavior, female consumers exhibit a dual-driven pattern of rationality and emotion, with over 90% of purchasing decisions influenced by emotions. Their primary consumption areas focus on body care, healthy snacks, and wellness products, while demand remains strong in sectors such as apparel and footwear, 3C electronics, cultural consumption, and fitness. The main channels for consumption are comprehensive e-commerce platforms and offline physical stores, with live-streaming sales serving as a significant supplement. Additionally, female consumers tend to dislike marketing approaches that "define femininity" and prefer narratives that embrace diversity and individuality. Analysts from iiMedia Research pointed out that the current consumption ecosystem of the "she economy" is generally healthy, with over 70% of consumers holding an optimistic outlook on its development prospects. However, issues such as unregulated brand marketing, product homogenization, and insufficient demand fulfillment persist. In the future, the "she economy" will exhibit three major trends: rational consumption, refined health and wellness, and personalized customization. To precisely meet the demands of consumption upgrades and enhance market competitiveness, enterprises must base their strategies on women's genuine needs, balance product quality with emotional resonance, and optimize marketing approaches along with product services.

艾媒咨询 | 2025年中国贵妇膏市场发展状况与消费行为调查数据

随着中国居民消费升级、“她经济”持续升温，以及美妆护肤赛道精细化发展，中国贵妇膏整体市场规模不断扩大，消费需求保持高位，成为美妆行业极具潜力的细分赛道。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国贵妇膏市场发展状况与消费行为调查数据》显示，2015-2025年中国化妆品市场规模从3181亿元增长至5791亿元。2015-2025年中国护肤品行业市场规模整体呈波动上升趋势，2025年达到3186亿元。此外，2018-2025年中国抗衰老市场规模从2018年的472亿元持续增长至2025年887亿元，预计2027年将突破1000亿元。
中国消费者超七成有贵妇膏购买经验且了解贵妇膏，仅6.03%听过但不了解。中国消费者在购买贵妇膏渠道中，实体店占比51.31%，美容机构占比49.71%，电商主播占比37.61%。在购买贵妇膏产品重点考虑的因素中，品牌和价格占比最高，均为57.43%；其次是口碑，占比47.38%。在未来会购买贵妇膏的原因中，“周围人都在用，口碑”占比最高，为64.43%；“明星、主播种草”占比49.56%；“抖音、小红书等平台推荐”占比28.28%。数据表明口碑传播是消费者购买贵妇膏的核心因素，其对贵妇膏的选择高度关注价格与品牌的平衡，反映了性价比、品牌信任与用户反馈在消费者选择中的重要性。
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艾媒咨询 | 2025年中国化妆品行业市场发展状况与消费行为调查数据

在消费结构升级、审美观念演进及悦己意识增强等多重因素的共同驱动下，中国化妆品消费市场持续呈现持续增长态势。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国化妆品行业市场发展状况与消费行为调查数据》显示，2025年全球化妆品市场规模达到5719.9亿美元，与此同时，2025年中国化妆品行业市场规模为5791亿元。这表明中国已成为全球化妆品消费的核心市场之一，展现出强劲的本土消费活力与增长潜力。未来，中国化妆品行业增长将更依赖于科技创新与本土文化自信的双轮驱动。
中国消费者购买化妆品时，最关注的三个因素分别是产品功效（50.51%）、产品成分（43.83%）和品牌（38.51%）。此外，在消费者使用彩妆产品的场景中，逛街/休闲场景的占比最高，达到51.76%；其次是聚会（46.21%）；商务场合和上班使用彩妆的比例相近，分别为41.68%和41.56%。功效与成分的高关注度，折射出消费者对化妆品的需求从“悦目”转向“悦效”，而彩妆场景的分布，也印证了日常化、轻量化的彩妆消费正在成为主流，也为品牌的产品研发与场景化营销提供了明确的方向。
艾媒咨询分析师认为，未来中国化妆品市场将呈现三大发展趋势。一是功效护肤和成分创新驱动市场增长，科技研发投入持续加大；二是细分市场加速渗透，男性护肤、银发族群和敏感肌护理成为增长亮点；三是国货品牌持续崛起，通过本土文化元素与科技融合提升品牌价值。同时，可持续发展与绿色消费理念将贯穿产业链，数字化营销与个性化服务深化消费者互动。整体市场将从规模扩张转向高质量发展，消费者对产品的安全性、功效性和体验感要求不断提升。
Driven by multiple factors such as the upgrading of consumption structure, the evolution of aesthetic concepts, and the strengthening of self-pleasing consciousness, the Chinese cosmetics consumption market has maintained a continuous growth trend. According to the latest "2025 China Cosmetics Industry Market Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the global cosmetics market size is expected to reach 571.99 billion US dollars in 2025, while the market size of the Chinese cosmetics industry is projected to be 579.1 billion yuan. This indicates that China has become one of the core markets for global cosmetics consumption, demonstrating strong domestic consumption vitality and growth potential. In the future, the growth of the Chinese cosmetics industry will rely more on the dual drivers of technological innovation and confidence in local culture.
When Chinese consumers purchase cosmetics, the three most concerned factors are product efficacy (50.51%), product ingredients (43.83%), and brand (38.51%). Additionally, among the scenarios where consumers use makeup products, the proportion of shopping/leisure scenarios is the highest, reaching 51.76%; followed by parties (46.21%); the proportions of using makeup in business occasions and at work are similar, at 41.68% and 41.56% respectively. The high attention to efficacy and ingredients reflects that consumers' demands for cosmetics have shifted from "pleasing the eyes" to "pleasing the effect", and the distribution of makeup scenarios also confirms that daily and lightweight makeup consumption is becoming mainstream, providing a clear direction for brand product development and scenario-based marketing.
Analysts from iiMedia Research believe that the Chinese cosmetics market will present three major development trends in the future. First, efficacy skincare and ingredient innovation will drive market growth, with continuous increases in R&D investment in technology. Second, the penetration of niche markets will accelerate, with male skincare, silver-haired groups, and sensitive skin care becoming growth highlights. Third, domestic brands will continue to rise, enhancing brand value through the integration of local cultural elements and technology. At the same time, sustainable development and green consumption concepts will run through the entire industrial chain, and digital marketing and personalized services will deepen consumer interaction. The overall market will shift from scale expansion to high-quality development, with consumers' requirements for product safety, efficacy, and experience constantly increasing.

艾媒咨询 | 2025年中国化妆品消费者行为调查数据

随着消费者对美的追求不断提升，化妆品行业进入快速发展阶段，品牌不断涌现，产品创新层出不穷，从功效型产品到天然有机产品，再到如今融合科技元素的智能化妆品，化妆品行业持续顺应时代潮流与消费者需求演变。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国化妆品消费者行为调查数据》数据显示，96.08% 的消费者日常使用化妆品，表明化妆品已深度融入国人生活，成为大众日常消费的重要组成部分，市场渗透率极高，这为化妆品行业的持续繁荣筑牢了坚实的用户基础。产品功效以50.51%的占比拔得头筹，清晰反映出消费者在选购化妆品时，更注重产品能为自身带来的实际改变，如护肤产品能否有效改善肤质、彩妆产品是否具备持久显色效果等。这对化妆品企业而言，是明确的发展导向，意味着企业必须将研发重心置于功效提升上，加大研发投入，运用先进技术与优质原料，打造出真正满足消费者需求的高效产品，才能在激烈的市场竞争中脱颖而出，收获消费者的青睐与信任。艾媒咨询分析师认为，随着环保意识增强，消费者对绿色、可持续化妆品需求增加。企业将注重原料可持续采购、产品环保包装、生产过程节能减排，推出更多绿色环保化妆品。
With the continuous improvement of consumers' pursuit of beauty, the cosmetics industry has entered a stage of rapid development, brands continue to emerge, product innovations emerge in an endless stream, from efficacy products to natural and organic products, and now the integration of scientific and technological elements of smart cosmetics, cosmetics industry continues to adapt to the trend of The Times and the evolution of consumer demand. According to the latest " Data from China cosmetics consumer behavior survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 96.08% of consumers use cosmetics daily, indicating that cosmetics have been deeply integrated into the lives of Chinese people. It has become an important part of the daily consumption of the public, and the market penetration rate is extremely high, which has built a solid user base for the continued prosperity of the cosmetics industry. Product efficacy took the top spot with 50.51%, clearly reflecting that when consumers buy cosmetics, they pay more attention to the actual changes that products can bring to themselves, such as whether skin care products can effectively improve skin quality, and whether makeup products have lasting color effects. This is a clear development orientation for cosmetics companies, which means that companies must focus on research and development to improve efficiency, increase investment in research and development, use advanced technology and high-quality raw materials, and create efficient products that truly meet consumer needs in order to stand out in the fierce market competition and harvest consumers' favor and trust. Analysts from IIMedia Consulting believe that with the increase in environmental awareness, consumers' demand for green and sustainable cosmetics has increased. The company will focus on sustainable procurement of raw materials, environmentally friendly packaging of products, energy saving and emission reduction in the production process, and launch more green and environmentally friendly cosmetics.

艾媒咨询 | 2024年全球及中国抗衰老市场环境分析与消费行为分析报告

随着中国消费者健康意识的觉醒以及“她经济”的崛起，消费者愈发重视抗衰老的相关产品。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，中国抗衰老市场消费持续增长。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024年全球及中国抗衰老市场环境分析与消费行为分析报告》数据显示，2014至2023年，中国大健康产业营收从2.5万亿元稳步增长至8.6万亿元，年均增长率显著。这一上升趋势反映了健康产业的快速发展和市场潜力。
艾媒咨询分析师认为，抗衰老已成为大部分中国消费者普遍关心的话题，市场对抗衰老产品和服务的需求较大。
With the awakening of Chinese consumers' health awareness and the rise of "her economy", consumers are paying more attention to anti-aging related products. Driven by multiple factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, the consumption of China's anti-aging market continues to grow. According to the latest "2024 Global and China Anti-aging Market Environment Analysis and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, from 2014 to 2023, the revenue of China's big health industry has grown steadily from 2.5 trillion yuan to 8.6 trillion yuan. The average annual growth rate is remarkable. This upward trend reflects the rapid development and market potential of the health industry.
Analysts from iiMedia Consulting believe that anti-aging has become a topic of general concern for most Chinese consumers, and the market has a large demand for anti-aging products and services.

艾媒咨询 | 2024-2025年中国化妆品市场运行状况及发展趋势研究报告

在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，国内化妆品消费持续增长。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024-2025年中国化妆品市场运行状况及发展趋势研究报告》数据显示，2023年中国化妆品行业市场规模约为5169.0亿元，同比增长6.4%，2025年有望增至5791.0亿元。近年来，国产化妆品品牌凭借高性价比与渠道精细化运营实现了迅速增长。在消费者对高端国际品牌整体祛魅的趋势下，国货品牌应将产品与营销的转型创新视为企业发展及再增长的关键，以满足市场的需求，提高企业竞争力。
Driven by many factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, domestic cosmetics consumption continues to grow. According to the latest "Research Report on the Operation Status and Development Trend of China's Cosmetics Market in 2024-2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's cosmetics industry in 2023 is about 516.09 billion yuan, an increase of 6.4%. It is expected to increase to 579.10 billion yuan by 2025. In recent years, domestic cosmetics brands have achieved rapid growth with high cost performance and refined channel operation. Under the trend of consumers' overall disenchantment of high-end international brands, domestic brands should regard the transformation and innovation of products and marketing as the key to the development and re-growth of enterprises, so as to meet the needs of the market and improve the competitiveness of enterprises.

艾媒咨询｜2024-2025年中国美妆行业发展现状与消费趋势报告

随着中国消费者文化自信意识的觉醒以及数字化经济的加速演进，国产化妆品品牌初步具备了与国际化妆品品牌抗衡的规模。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，国内化妆品消费持续增长。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024-2025年中国美妆行业发展现状与消费趋势报告》数据显示，2024年中国消费者在购买化妆品时，最关注的因素是产品成分（58.8%）和产品功效（41.4%）；超三成的消费者认为化妆品存在的主要问题是产品说明模糊和化妆品功效持续时间短。随着短视频平台的兴起，化妆品市场规模不断扩大，消费者需求也在不断变化。未来，中国化妆品行业市场仍然具有巨大的发展潜力。
With the awakening of Chinese consumers' cultural self-confidence and the accelerated evolution of digital economy, domestic cosmetics brands have initially possessed the scale to compete with international cosmetics brands. Driven by many factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, domestic cosmetics consumption continues to grow. According to the latest Research Report on the development status and consumption trend of China's beauty industry from 2024 to 2025 released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, Chinese consumers will buy cosmetics in 2024. The most concerned factors were product composition (58.8%) and product efficacy (41.4%). More than 30% of consumers believe that the main problems with cosmetics are vague product descriptions and the short duration of cosmetic efficacy. With the rise of short video platforms, the size of the cosmetics market continues to expand, and consumer demand is constantly changing. In the future, China's cosmetics industry market still has huge potential for development.

艾媒咨询｜2024年中国防晒化妆品行业消费趋势洞察研究报告

防晒不仅关乎肌肤健康，更是预防光老化、抵御皮肤癌等严重肌肤问题的关键措施，其重要性在现代美容护肤领域日益凸显。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024年中国防晒化妆品行业消费趋势洞察研究报告》数据显示，中国防晒化妆品市场呈现出稳健增长态势，2023年市场规模已达148亿元，且预计到2028年将进一步扩容至224亿元。消费者对防晒化妆品的期待日益精细化和多元化，iiMedia Research（艾媒咨询）调研数据显示，消费者最关注产品的长效防护能力（71.4%），以及功效的细分化和专业化（47.0%）。中国防晒化妆品市场在户外消费热潮、消费者对长效防护与精细化护肤需求的双重驱动下持续扩大，未来将沿着精准防晒和个性化定制的路径深度发展，以多元化、多功能的产品创新迎合消费者日益提升的护肤期望与审美标准。
Sun protection is not only related to skin health, but also a key measure to prevent photoaging and prevent serious skin problems such as skin cancer, and its importance is increasingly prominent in the field of modern beauty and skin care. According to the latest "Insights on Consumption Trends in China's Sunscreen Cosmetics Industry in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, China's sunscreen cosmetics market has shown a steady growth trend, and the market size has reached 14.8 billion yuan in 2023. And it is expected to further expand to 22.4 billion yuan by 2028. Consumers' expectations for sunscreen cosmetics are increasingly refined and diversified. According to iiMedia Research's survey data, consumers are most concerned about the long-term protection ability of products (71.4%), as well as the segmentation and specialization of efficacy (47.0%). Driven by the boom in outdoor consumption and consumers' demand for long-term protection and refined skin care, China's sunscreen cosmetics market will continue to expand along the path of precision sunscreen and personalized customization in the future, and cater to consumers' increasing skin care expectations and aesthetic standards with diversified and multi-functional product innovation.

艾媒咨询 | 2024年中国新经济行业全景解读

2023年，当人人都在抱怨生意难做时，为何有的企业能够逆流而上，实现业绩的数倍增长？在同样的市场环境下，是什么让这些企业脱颖而出，成为行业的翘楚？面对同样的挑战和困难，他们是如何找到突破口，实现跨越式发展的？2024年，站在旧年新岁的交汇点，我们需要回顾过去，展望未来。
2024年1月12日，艾媒咨询CEO兼首席分析师张毅受邀出席本次活动，现场发布了《2024年中国新经济行业全景解读》，并结合艾媒长期的监测研究，用数据说话，围绕“逆势·变革·破局”的角度，对新经济行业展开详细的分析解读，直击品牌价值，共同展望未来新经济行业发展趋势。
In 2023, when everyone is complaining about the difficulty of doing business, why can some companies go against the tide and achieve several times the growth of performance? What makes these enterprises stand out and become industry leaders in the same market environment? How did they find a breakthrough and achieve leapfrog development in the face of the same challenges and difficulties? In 2024, standing at the intersection of old and new years, we need to look back on the past and look forward to the future.
On January 12, 2024, Zhang Yi, CEO and Chief Analyst of iMedia Consulting, was invited to attend the event and released the "2024 China's New Economy Industry Panorama Interpretation" on site. Based on iMedia's long-term monitoring and research, he used data to analyze and interpret the new economy industry in detail from the perspective of "going against the trend, changing, and breaking through the situation", directly targeting brand value, and jointly looking forward to the future development trend of the new economy industry.