艾媒咨询|2021年11-12月中国化妆品行业运行数据监测双月报

本报告涉及的案例/品牌/企业：丽人丽妆、科思股份、逸仙电商

颜值经济背景下，中国化妆品市场得到快速发展。数据显示，2021年11月，中国化妆品零售额再创新高，当期值达到571.0亿元，同比增长8.2%。11-12月期间，4家化妆品公司获得资本注入，融资金额合计超10亿元人民币。但是，贸易逆差持续扩大、化妆品质量参差不齐等问题在11-12月期间依然显著。未来，通过技术研发提高国产品牌全球竞争力，加强产品质量安全监管将成为化妆品企业升级发展的重要选择。
Under the background of face value economy, China's cosmetics market has developed rapidly. According to the data, in November 2021, China's cosmetics retail sales reached a new high, with the current value reaching 57.1 billion yuan, a year-on-year increase of 8.2%. From November to December, four cosmetics companies received capital injection, with a total financing amount of more than 1 billion yuan. However, the trade deficit continued to expand and the quality of cosmetics was uneven, which remained significant from November to December. In the future, improving the global competitiveness of domestic brands through technology research and development and strengthening product quality and safety supervision will become an important choice for the upgrading and development of cosmetics enterprises.

艾媒咨询|2021年7-8月中国化妆品行业运行数据监测双月报

本报告研究涉及企业/品牌/案例：贝泰妮，珀莱雅，丸美股份

数据显示，2021年8月阿里平台护肤及化妆品类GMV为199.1亿元，同比下降5.0%，其中护肤类GMV140.0 亿元，同比下降0.8%，彩妆类GMV59.2亿元，同比下降13.6%。双十一电商购物节成交额近五年平均增长率为32.5%，购物气氛活跃。2020年双十一电商购物节全网个护美妆品类销售额909亿元，同比增长43%。其中，护肤销售额达 755 亿元，同比增长 45%；美妆彩妆销售额为 154 亿元，同比增长 38%。2020年双十一电商购物节有超70%的个护美妆商品在预售阶段售出，商家可考虑在2021年双十一期间重点布局预售期。
According to data, in August 2021, the GMV of skin care and cosmetics on Ali's platform was 19.91 billion yuan, down 5.0% year-on-year, of which skin care GMV was 14 billion yuan, down 0.8% year-on-year, and cosmetics GMV was 5.92 billion yuan, down 13.6% year-on-year . On the Double Eleven e-commerce shopping festival, the average growth rate in the past five years has been 32.5%, and the shopping atmosphere is active. On the Double Eleven e-commerce shopping festival in 2020, the total sales of personal care and beauty products in the whole network is 90.9 billion yuan, a year-on-year increase of 43%. Among them, skin care sales reached 75.5 billion yuan, a year-on-year increase of 45%; beauty cosmetics sales were 15.4 billion yuan, a year-on-year increase of 38%. In 2020 Double Eleven e-commerce shopping festival, more than 70% of personal care and beauty products are sold in the pre-sale stage. Merchants may consider focusing on the pre-sale period during the 2021 Double Eleven period.

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.

上海丽人丽妆化妆品股份有限公司2021年第三季度报告

艾媒舆情| 3·15预热：化妆品行业负面事件舆情监测分析报告

据了解，2017年我国化妆品市场规模逾3500亿元，我国已成为全球第一大化妆品消费国，预计2019年，我国化妆品行业市场规模可达4906亿元。3·15消费者权益日将近，艾媒大数据舆情监控系统数据显示，在3月6日—13日期间，化妆品质量问题持续受到网友关注。

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艾媒咨询|2021年9-10月中国化妆品行业运行数据监测双月报：“双十一” 战报

本报告涉及的案例/品牌/企业：C咖，悦瞳，林清轩

数据显示，今年年初社会消费品零售总额受去年低基数的影响，同比高增。自三月以来中国社会消费品零售总额与化妆品类商品零售值同比增长速度总体呈现下滑趋势。艾媒咨询分析师认为，受中国疫情零星出现以及宏观经济景气度等原因，居民总体消费意愿减弱，如将来疫情仍未解决，或一定程度影响化妆品消费的总体需求。不过，从数据来看，今年美妆护肤类产品线上复购需求多于线下体验需求，且对即时性要求不高，在整体电商经济增速下降的环境下，未来美妆护肤类产品线上销售增速仍能够保持高增长趋势。
Data show that at the beginning of this year, the total retail sales of social consumer goods increased year-on-year due to the impact of last year's low base. Since March, the year-on-year growth rate of China's total retail sales of social consumer goods and the retail value of cosmetics has generally shown a downward trend. iiMedia Research analysts believe that due to the sporadic occurrence of the epidemic in China and the macroeconomic boom, the overall consumption willingness of residents is weakened. If the epidemic has not been solved in the future, it may affect the overall demand for cosmetics consumption to a certain extent. However, from the data, this year, the demand for online re purchase of beauty and skin care products is more than the demand for offline experience, and the requirement for timeliness is not high. Under the environment of declining overall e-commerce economic growth, the growth rate of online sales of beauty and skin care products can still maintain a high growth trend in the future.