全球领先的新经济产业第三方数据挖掘与分析机构
关于“美容美发”的报告
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 | 2026年中国防脱洗护行业发展与消费行为洞察报告
近年来，受内分泌失调、睡眠不足、精神压力过大等因素影响，国民脱发问题日益严峻，且呈现出年轻化、严重化的趋势。这一社会现象使得防脱护理需求持续释放，推动防脱护发市场进入稳步增长阶段。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年中国防脱洗护行业发展与消费行为洞察报告》显示，2025年中国防脱发护发产品市场规模已达174亿元，预计2032年将突破300亿元。
随着监管政策不断完善与行业标准逐步落地，中国防脱洗护行业正朝着更加规范、有序的方向发展。与此同时，在消费升级与精细化护理理念驱动下，防脱产品逐渐从“问题修复”转向“日常管理”，洗护类产品凭借高频使用属性与场景渗透能力，成为市场核心入口，并带动护发素、头皮精华等多品类协同发展，推动行业由单一产品竞争向体系化解决方案升级。(《2026年中国防脱洗护行业发展与消费行为洞察报告》完整高清PDF版共32页，可点击文章底部报告下载按钮进行报告下载）
In recent years, due to factors such as endocrine disorders, insufficient sleep, and excessive mental stress, the problem of hair loss among the general population has -
艾媒咨询 | 2025年中国洗发水行业发展状况与消费行为调查数据
在功效需求细化及高端化趋势凸显等多重因素的共同驱动下，中国洗发水市场正朝着专业化、精细化的方向持续升级。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年中国洗发水行业发展状况与消费行为调查数据》显示，2025年中国洗发水市场规模为691.07亿元，预测2029年达到817.80亿元。此外，2025年中国美容美发行业市场规模达到4459亿元。随着国民生活水平的提高以及对生活品质的不断追求，美容美发市场的消费需求旺盛，上下游产业和新兴业态将迎来快速发展机遇。该增长尤其带动了洗发、护发等细分领域向高端化、专业化升级，具备科技含量与个性化解决方案的洗发水品牌将更具竞争力。
中国消费者在购买洗发水时，最关注的三个因素分别是功效（48.10%）、适用发质（45.22%）和原料成分（41.43%）。与此同时，在消费者对洗发水功效的偏好中，去屑止痒（35.56%）位列第一，其次是深层清洁（31.76%）和滋养润发（31.30%）。这表明消费者选择日趋理性与精细化，基础清洁需求已转向对头皮健康及特定发质问题的针对性解决方案的追求。这进一步驱动市场向专业化、细分化方向发展，具有明确功效定位和成分透明的产品将赢得更多青睐。
艾媒咨询分析师认为，中国洗发水市场未来将呈现三大发展趋势。一是“头皮健康”理念将主导产品研发，推动防脱固发、舒缓修护等赛道高速增长；二是具备科学背书与透明成分的“科技护发”产品更受青睐，品牌研发实力成为核心竞争力；三是渠道与营销进一步向专业化内容（如成分科普、头皮检测）及个性化服务转型。整体市场将在消费升级与严格监管下，朝向更高附加值的专业化、品质化方向演进。
Driven by multiple factors such as the refinement and high-endization of functional demands, the Chinese shampoo market is continuously upgrading towards specialization and refinement. According to the latest "2025 China Shampoo Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the scale of the Chinese shampoo market is expected to reach 69.107 billion yuan in 2025 and 81.780 billion yuan in 2029. Additionally, the scale of the Chinese beauty and hairdressing industry is projected to reach 445.9 billion yuan in 2025. With the improvement of living standards and the continuous pursuit of quality of life, the demand for beauty and hairdressing services is strong, and the upstream and downstream industries and emerging business forms will face rapid development opportunities. This growth particularly drives the upgrading of the shampoo and hair care segments towards high-endization and specialization. Shampoo brands with technological content and personalized solutions will be more competitive.
When Chinese consumers purchase shampoo, the three most concerned factors are efficacy (48.10%), hair type suitability (45.22%), and ingredient composition (41.43%). Meanwhile, among consumers' preferences for shampoo efficacy, dandruff control and itch relief (35.56%) ranks first, followed by deep cleansing (31.76%) and nourishing and moisturizing (31.30%). This indicates that consumers' choices are becoming increasingly rational and refined, with the basic cleaning demand shifting towards targeted solutions for scalp health and specific hair type issues. This further drives the market towards specialization and segmentation, and products with clear efficacy positioning and transparent ingredients will gain more favor.
Analysts from iiMedia Research believe that the Chinese shampoo market will present three major development trends in the future. First, the concept of "scalp health" will dominate product research and development, driving the rapid growth of anti-hair loss and hair strengthening, as well as soothing and repairing segments. Second, "scientific hair care" products with scientific backing and transparent ingredients will be more favored, and brand R&D capabilities will become the core competitiveness. Third, channels and marketing will further transform towards professional content (such as ingredient science popularization and scalp testing) and personalized services. The overall market will evolve towards higher value-added specialization and quality under the influence of consumption upgrading and strict regulation. -
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艾媒报告|2020-2021年中国美容美发行业细分领域及总体趋势研究报告
本报告研究涉及企业/品牌/案例：星客多，完美日记，新氧医美；其他提及企业/品牌：海飞丝，阿道夫，沙宣，清扬，潘婷，飘柔，吕，多芬，施华蔻，资生堂，霸王，章光101，欧倍青，卡诗，滋源，丰添，馥绿德雅，索芙特，欧莱雅，花王，美源，爱茉莉，韩金靓，三橡树，利尻昆布，宣若，自然堂，百雀羚，珀莱雅，隆力奇，佰草集，丸美，相宜本草，薇诺娜，毛戈平，雅诗兰黛，兰蔻，SK-II，兰芝，佰草集，高丝，玉兰油、欧莱雅，欧泊莱，旁氏，大宝，郁美净，隆力奇，丁家宜，佳雪，In Style 造型，OnHair Salon，SWANK Salon，My Hair Salon，AUTHOR TNT ATELIER，藤野造型，木北造型，3AM Hair Salon，Amo la Diva 造型，bymiga，OnHair Salon，In Style 造型，藤野造型，P.STYLE 派斯造型，Hair Code 芭曲造型，MG Style Salon，Kraemer Paris 苏豪发廊，TL Hair 造型，3AM Hair Salon，IMPRES 印象美学，In Style 造型，Paya Hair，My Hair Salon，T SPACE 韩式发型，至 ACME STUDIOS，MJ Hair Style，On Star Salon，简发 HAIR 造型，L’Fashion 美发沙龙，AD Hair Salon，DL VOGUE，Cola-Pie 美发沙龙，原宿 Salon，Nice Salon，In Style 造型，OnHair Salon，Mirror Salon，3AM Hair Salon，COO Salon，MIG Salon等
2020年1月21日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020-2021年中国美容美发行业细分领域及总体趋势研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国美容美发行业的发展现状、用户行为和产业链细分领域进行深度分析，并且以新氧等上市公司作为典型案例进行商情分析，深入研究中国美容美发行业运行模式和发展趋势。2019年，中国的美容美发机构约有95%为民营资本，美容美发行业就业人口达2700万人;总体来说，中国美容美发业整体属于小投资、大市场型的服务行业。随着中国美容美发行业竞争愈发激烈，美容美发机构的经营模式正由单一走向综合，形式也日趋多样化，品牌机构趋向连锁加盟、互联网+实体店融合的经营模式发展。
The report conducts an in-depth analysis of the development status, user behavior and industry chain segmentation of China's beauty and hairdressing industry. Listed companies analyze business conditions as a typical case, and study in-depth the operation mode and development trend of China's beauty and hairdressing industry. In 2019, about 95% of China's beauty and hairdressing institutions are private capital, and the beauty and hairdressing industry employs 27 million people. In general, China's beauty and hairdressing industry as a whole is a small investment and large market-oriented service industry. As the competition in the Chinese beauty and hairdressing industry becomes more intense, the business model of the beauty and hairdressing organization is moving from a single to a comprehensive, and the form is becoming more and more diversified.
