艾媒咨询 | 撑起半边天——2026年男性颜值经济消费趋势研究报告

近年来，男性颜值经济持续受益于悦己消费、职场形象管理、社交媒体种草、医美抗衰及国货美妆崛起的全方位赋能，其消费形态已从基础洁面剃须延伸至功效护肤、彩妆修饰、医美抗衰与形象管理等多场景融合，“他经济”正成为颜值消费的重要增长极。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《撑起半边天——2026年男性颜值经济消费趋势研究报告》数据显示，2025年中国化妆品行业市场规模达5791亿元，预计2026年将达到6133亿元，同比增长5.9%；2030年预计将达到7554亿元，2026-2030年预测年均复合增长率约为5.3%。化妆品市场稳健扩容，为男性颜值经济渗透提供了坚实的产业基础。
从市场痛点看，中国消费者认为男性化妆品市场存在的主要痛点中，缺乏专业的男性护肤/化妆指导服务占31.41%，产品质量参差不齐占30.96%，线下体验渠道少占29.72%，品牌选择杂乱难以辨别占27.34%，专业指导缺失与品质信任不足尤为突出。从增长点看，中国消费者认为未来男性化妆品市场的增长点中，男性颜值管理意识提升、消费人群扩大占32.43%，针对性产品推出占32.32%，职场男性与中老年男性消费潜力释放占28.59%，男性医美类护肤品与高端产品需求增加占27.57%，平价高性价比产品崛起占25.54%，小众潮流品牌崛起占24.75%。与此同时，中国抗衰老市场规模预计2026年同比增长8.4%，抗衰需求持续增长，为男性功效护肤与医美品类拓展提供增量空间。
艾媒咨询分析师认为，未来男性化妆品市场将呈现四大趋势：一是人群持续扩容，向各年龄层渗透；二是产品细分化，针对性功效产品增多；三是品类高端化，医美与抗衰产品快速增长；四是服务专业化，体验与指导服务不断完善。品牌应顺应趋势，提前布局相关赛道，围绕男性肤质特点与使用习惯开发低门槛、强功效、易操作的针对性产品，补足专业指导与线下体验短板，并通过职场形象、抗衰管理等场景化营销强化男性颜值管理心智，在人群扩容与品类升级中抢占先机。未来，随着男性悦己消费意识觉醒与产品服务生态完善，男性颜值经济仍具备强劲的增长潜力与品牌突围空间。
In recent years, the male aesthetics economy has continuously benefited from comprehensive empowerment driven by self-care consumption, workplace image management, social media recommendations, medical aesthetics for anti-aging, and the rise of domestic beauty products. Its consumption patterns have expanded from basic cleansing and shaving to the integration of multiple scenarios, including functional skincare, makeup enhancement, medical aesthetics for anti-aging, and image management. The "he-economy" is emerging as a key growth driver for aesthetics consumption. According to the latest report titled "Supporting Half the Sky—2026 Male Aesthetics Economy Consumption Trend Research Report" released by iiMedia Research, a globally leading third-party data mining and analysis institution in the new economy industry, the market size of the China cosmetics industry reached 579.1 billion yuan in 2025 and is expected to reach 613.3 billion yuan in 2026, representing a year-on-year increase of 5.9%. By 2030, it is projected to reach 755.4 billion yuan, with a forecasted compound annual growth rate of approximately 5.3% from 2026 to 2030. The steady expansion of the cosmetics market has provided a solid industrial foundation for the penetration of the male aesthetics economy.
From the perspective of market pain points, among the primary challenges identified by China consumers regarding the male cosmetics market, the lack of professional male skincare/makeup guidance services accounts for 31.41%, inconsistent product quality for 30.96%, limited offline experience channels for 29.72%, and a chaotic brand selection that makes it difficult to make choices for 27.34%. The absence of professional guidance and insufficient trust in product quality are particularly prominent issues. From the perspective of growth drivers, Chinese consumers believe that among the future growth drivers for the men's cosmetics market, increased awareness of men's appearance management accounts for 32.43%, the expansion of the consumer base accounts for 32.32%, the release of consumption potential among working men and middle-aged/older men accounts for 28.59%, increased demand for men's medical aesthetic skincare products and high-end products accounts for 27.57%, the rise of affordable and high-value products accounts for 25.54%, and the emergence of niche trend brands accounts for 24.75%. Meanwhile, the Chinese anti-aging market is expected to grow by 8.4% year-on-year in 2026, with continuously growing demand for anti-aging products, providing additional growth opportunities for men's functional skincare and medical aesthetic product expansion.
iiMedia Research analysts believe that the future men's cosmetics market will exhibit four major trends: first, continuous population expansion, penetrating across all age groups; second, product segmentation, with an increase in targeted functional products; third, category premiumization, with rapid growth in medical aesthetic and anti-aging products; and fourth, service specialization, with continuous improvements in experiential and guidance services. Brands should align with these trends, proactively position themselves in relevant sectors, develop low-threshold, high-effectiveness, and easy-to-use targeted products centered on men's skin characteristics and usage habits, address the shortcomings in professional guidance and offline experiences, and strengthen men's appearance management awareness through scenario-based marketing such as workplace image and anti-aging management, thereby seizing opportunities amid population expansion and category upgrades. In the future, as men's self-care consumption awareness awakens and product-service ecosystems improve, the men's appearance economy will retain strong growth potential and room for brand breakthroughs.