艾媒咨询 | 2026-2027年中国化妆品产业发展与消费趋势报告

中国化妆品行业已跨越单纯规模扩张阶段，迈入以价值创造和高质量发展为核心的新周期。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《2026-2027年中国化妆品产业发展与消费趋势报告》显示，2025年中国化妆品行业市场规模为5791亿元，预计2030年将达到7554亿元。截至2026年7月14日，中国现存化妆品相关企业725.07万家。行业正经历从“流量驱动”向“产品力与品牌力驱动”的增长逻辑转换。经历了围绕成分、功效和流量的高速竞争后，消费者关注点正从单一问题解决转向长期状态管理，从功效宣称转向真实体验，市场进入温和修复与结构性调整并行的关键阶段。
在宏观环境层面，政策、经济、社会与技术四大因素共同塑造着行业发展轨迹。政策端，国家出台了《化妆品新原料注册备案及资料管理规定》《国家药监局关于深化化妆品监管改革促进产业高质量发展的意见》《化妆品安全技术规范（2024年修订）》《化妆品不良反应监测管理办法》等关键政策文件，为行业规范发展和创新升级提供了政策指引。经济层面，2025年中国居民人均可支配收入43377元，人均总消费支出29476元，居民消费能力持续扩容。其中，居民人均生活用品及服务支出为1667元，同比增长7.7%。社会层面，消费者护肤理念从“解决问题”转向“状态管理”，消费者期望通过面部护理产品保持皮肤健康，理性消费成为新常态，新的消费模式正在形成。技术层面，合成生物、绿色化学、AI辅助研发等前沿技术加速渗透，原料自主创新成为产业升级的核心突破口。
贝泰妮作为功效护肤赛道的先行者，其发展轨迹折射出皮肤学级护肤品从细分市场走向主流竞争后所面临的天花板效应与品类拓展困境；水羊股份则凭借独特的品牌矩阵运营与国际化代理模式，展现了从渠道型公司向品牌型组织转型的路径探索；上海家化作为拥有百年历史的行业老牌企业，其战略调整与组织变革过程，为传统日化巨头在新消费时代的自我革新提供了典型样本。三家企业的差异化战略选择，共同勾勒出中国化妆品行业在转型期的多元发展图景。
消费者需求洞察揭示了情绪价值在美妆消费中的崛起。2026年调研数据显示，中国消费者因情绪状态主动购买化妆品的频率中，占比最高的是“经常”，达到34.80%；其次是“一般”，占比为27.67。52.97%的消费者“认同”化妆品的情绪价值，29.71%选择“非常认同”；45.50%的消费者愿意为高情绪价值化妆品支付溢价。
展望未来，中国化妆品行业正处于从“制妆大国”向“制妆强国”跨越的关键转折期，行业增长动力正从规模扩张转向价值创造。科技创新、原料自主、绿色低碳、文化赋能与全球布局，构成行业高质量发展的重要影响因素。在这一分化时代，能够从销售单一产品转向提供系统化解决方案、从功效竞争转向长期状态管理、从成分故事转向真实体验与情绪价值的品牌，将具备更强的增长确定性。

艾媒咨询 | 【演讲版】从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路

当下香水行业发展持续向好，消费需求不断升级，行业正从单纯售卖香氛产品，转向情感价值与精神共鸣的深度输出。以往市场以香味体验为核心竞争点，如今消费者不再局限于嗅觉享受，更注重香气承载的审美态度、情绪表达与自我标签。小众香氛与国风香氛持续走红，个性化、场景化用香成为主流趋势。品牌跳出单一香味售卖逻辑，依托文化内涵、情绪叙事打造产品内核，强化情感联结。渠道多元发展，内容营销加速审美渗透，行业整体告别同质化竞争，朝着精细化、情感化、价值化方向稳步转型。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《从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路》数据显示，中国的香水消费已逐步走向日常化、常态化。消费者用香习惯稳步养成，多数人群保持稳定的周期性使用频率。香型偏好上，清透柔和的淡香系更受大众青睐（占比63.1%），成为主流消费选择。产品规格方面，偏好“30毫升”规格的消费者占59.7%，“50毫升”占45.2%，小巧便携的中小容量款式更贴合日常使用与尝新需求，兼顾实用性与体验感，成为选购核心考量。艾媒咨询分析师认为，伴随大众审美升级与情绪消费兴起，香水市场持续扩容，行业增长动能充足，未来整体市场规模将保持稳步攀升态势，发展潜力持续释放。(《艾媒咨询 |从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路》完整高清PDF版共41页，可点击文章底部报告下载按钮进行报告下载）

The perfume industry is currently experiencing sustained positive growth, with consumer demand continuously upgrading. The industry is shifting from merely selling fragrance products to delivering deep emotional value and spiritual resonance. Previously, the market centered on scent experience as the core competitive advantage; today, consumers no longer limit themselves to olfactory enjoyment but place greater emphasis on the aesthetic attitude, emotional expression, and self-identity that a fragrance carries. Niche fragrances and Chinese-style fragrances continue to gain popularity, with personalized and scenario-based fragrance usage becoming mainstream trends. Brands are moving beyond the single-logic of selling scents, instead building product cores based on cultural connotations and emotional narratives to strengthen emotional connections. Channels are diversifying, content marketing is accelerating aesthetic penetration, and the industry as a whole is bidding farewell to homogenized competition, steadily transforming toward refinement, emotionalization, and value-orientation.According to the latest report "From 'Selling Scents' to 'Selling Resonance': The Fragrance Entrepreneur's Path to Breaking Through User Value" released by iiMedia Research, a global new economy industry third-party data mining and analysis institution, perfume consumption in China has gradually become normalized and routine. Consumers have steadily developed fragrance usage habits, with the majority maintaining stable periodic usage frequencies. In terms of scent preferences, light and soft subtle fragrances are more favored by the general public (accounting for 63.1%), becoming the mainstream consumer choice. Regarding product specifications, 59.7% of consumers prefer the "30ml" size, while 45.2% prefer "50ml." Compact and portable small-to-medium capacity formats better suit daily use and trial needs, balancing practicality and experiential value, becoming core considerations in purchasing decisions.Analysts at iiMedia Research believe that with the upgrading of public aesthetics and the rise of emotional consumption, the perfume market will continue to expand with ample growth momentum. The overall market size will maintain a steady upward trajectory in the future, with development potential continuously being unleashed. (“iiMedia Report | From ‘Selling Scents’ to ‘Selling Resonance’: The Fragrance Entrepreneur's Path to Breaking Through User Value”full version has 41 pages, please click the download button at the bottom of the article to download the report.)

艾媒咨询 | 2024-2025年全球及中国香料香精行业运行大数据与投资价值分析报告

随着中国居民生活水平的提高与消费结构的升级，日化、食品等行业在下游需求的推动下得到了持续发展，进而为香料香精产业链的上游和中游企业提供广阔的市场空间和机遇。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年全球及中国香料香精行业运行大数据与投资价值分析报告》数据显示，2023年中国香料香精行业市场规模为439亿元，同比增长2.6%。未来在国家和政府的大力支持下，中国香料香精行业凭借原料优势、成本优势与多样化的市场需求，向着高端化、数字化、绿色化的方向发展，预计2026年中国香料香精行业市场规模有望突破500亿元。
　　艾媒咨询分析师认为，未来在国家和政府的大力支持下，中国香料香精行业凭借原料优势、成本优势与多样化的市场需求，将向着高端化、数字化、绿色化的方向发展。
　　With the improvement of Chinese residents' living standards and the upgrading of consumption structure, the daily chemical, food and other industries have been continuously developed under the impetus of downstream demand, which provides a broad market space and opportunities for the upstream and midstream enterprises of the fragrance and flavor industry chain. iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, recently released the "2024-2025 Big Data and Investment Value Analysis Report of the Global and China Fragrance and Flavor Industry" data shows that the market size of China's fragrance and flavor industry in 2023 is 43.9 billion yuan. Year-on-year growth was 2.6 per cent. In the future, with the strong support of the state and the government, China's flavor industry with raw material advantages, cost advantages and diversified market demand, towards high-end, digital, green direction, is expected to 2026 China's flavor industry market size is expected to exceed 50 billion yuan.
　　Analysts from iiMedia Consulting believe that In the future, with the strong support of the state and the government, China's fragrance industry will develop in the direction of high-end, digital and green by virtue of raw material advantages, cost advantages and diversified market demand.

艾媒咨询｜2022-2023年中国嗅觉经济发展趋势与商业机会研究报告

随着国家政策的推动，市场供需两侧的不断发展，我国香氛市场将进一步扩容。国内香氛行业起步晚，产业上游的香料香精行业已被国外龙头公司占据大部分市场份额，国际香氛品牌在21世纪初陆续进入中国市场后，不断培育消费者，主导了国内香氛市场的发展。但从2020年至今，国内本土香氛品牌在东方香和国风创意上持续发力，赢得了消费者的青睐。