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｜2023-2024年中国中药材行业大数据及商业趋势研究报告

随着居民消费水平的提升和健康保健意识的增强，总体健康需求在扩大，进而推动中医药市场的发展。iiMedia Research（艾媒咨询）数据显示，2022年中国中药材市场规模达到1708亿元，预计2024年将超过2000亿元，中药材市场规模扩大前景可观。

艾媒咨询|2021年5-6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：上海家化，片仔癀，毛戈平，酵色Joocyee

数据显示，2021年1-5月，中国化妆品及洗护用品进口金额为649.8亿元，出口金额为107.2亿元；2021年618购物节的交易额再创新高，其中的美妆类目全网交易总额为5784.8亿元，同比增长26.5%。随着数字技术等高科技快速发展，人工智能、AR、大数据等技术开始逐步被应用到化妆品行业中，化妆品行业开始进入智能时代，应将化妆品和科技更好地结合与创新，从消费者需求出发，为用户带来个性化、智能化的服务。
According to the data, from January to may 2021, the import amount of cosmetics and toiletries in China was 64.98 billion yuan and the export amount was 10.72 billion yuan; In 2021, the transaction volume of 618 Shopping Festival reached a new high, of which the total online transaction volume of beauty category was 578.48 billion yuan, a year-on-year increase of 26.5%. With the rapid development of digital technology and other high technologies, artificial intelligence, AR, big data and other technologies began to be gradually applied to the cosmetics industry. The cosmetics industry began to enter the intelligent era. Cosmetics and technology should be better combined and innovated to bring personalized and intelligent services to users from the needs of consumers.

艾媒咨询|2020年11-12月中国化妆品行业月度运行及年终盘点数据监测报告

本报告研究涉及企业/品牌/案例：片仔癀,完美日记,薇诺娜

受疫情影响，2020年中国化妆品零售额同比增速从7月才开始恢复正增长，因而后半年以及双11成为化妆品商家发力冲业绩的重点时间段，数据显示，2020双11期间，全网22个电商平台，化妆品销售额超过900亿元。电商促销对化妆品销量的拉升作用明显，成为完美日记、花西子等国产品牌崛起的重要工具，其中国货美妆新品牌完美日记母公司逸仙电商已成功赴美上市。此外，随着男颜经济的崛起、消费者对成分的关注度提升，围绕人群、消费场景细分的产品将会成为新品牌未来发力的重点方向。
Affected by the epidemic, the year-on-year growth rate of China's cosmetics retail sales in 2020 only began to return to positive growth in July. Therefore, the second half of the year and double 11 have become the key periods for cosmetics businesses to make efforts to boost their performance. The data show that during the double 11 period of 2020, there are 22 e-commerce platforms in the whole network, and the sales of cosmetics exceed 90 billion yuan. E-commerce promotion plays an important role in the promotion of cosmetics sales, and has become an important tool for the rise of domestic brands such as perfect diary and huaxizi. Among them, Yixian e-commerce, the parent company of perfect diary, a new brand of Chinese cosmetics, has successfully listed in the United States. In addition, with the rise of men's economy and the increase of consumers' attention to ingredients, products segmented around the crowd and consumption scenarios will become the focus of new brands in the future.

艾媒咨询|2020年7-8月中国化妆品行业运行数据监测双月报告

本报告研究涉及企业/品牌/案例：片仔癀、欧莱雅、丸美。

疫情影响下，国际和国内化妆品品牌发展态势不同。国际方面，雅诗兰黛、欧莱雅等品牌面临滞涨问题，纷纷裁员。而国内品牌则发展良好，珀莱雅、上海家化等上市公司获得资本市场认可，同时完美日记等品牌也正在寻求新一轮的融资。

As the impact of the epidemic on China has gradually weakened, the cosmetics industry has gradually resumed production and work. Brands such as Estée Lauder and L'Oreal are facing stagflation problems and layoffs. Domestic brands are developing well. Listed companies such as Proya and Shanghai Jahwa have been recognized by the capital market. At the same time, brands such as the emerging Perfect Diary are also seeking a new round of financing.

艾媒咨询|2020年3-4月中国化妆品及化妆品电商运行数据监测双月报告

本报告研究涉及企业/品牌/案例：壹网壹创，嘉亨家化。

随着国际疫情的衍变，化妆品的用户需求降低和供应链风险增加，令3-4月化妆品行业的压力不容小觑。但从宏观数据看，在3月化妆品价格跌入低谷后，4月有一定的反弹趋势;从平台数据看，2020年4月阿里巴巴全网护肤GMV 为139 亿元，同比增长58.02%。

With the development of the international epidemic, the reduction in user demand for cosmetics and the increase in supply chain risks have made the pressure on the cosmetics industry in March-April not to be underestimated. However, from the macro data, after the price of cosmetics fell into a trough in March, there was a certain rebound trend in April; from the platform data, in April 2020, Alibaba's entire network skin care GMV was 13.9 billion yuan, an increase of 58.02% year-on-year.

艾媒报告|2019-2021年中国中药材用户调研及延伸市场研究报告

本报告研究涉及企业/品牌/案例：同仁堂，片仔癀，东阿阿胶，太极集团，胡庆余堂，同仁牛黄清心丸，黄芪颗粒，雷氏丹参片，云峰气血口服液，太极五子衍宗丸，太极生力雄丸，仲景左归丸，一笑堂龟甲壳，白云山复方丹参片，天士力养血清脑颗粒，白云山夏桑菊颗粒，白云山板蓝根颗粒

随着居民消费水平的提升和健康保健意识的增强，总体健康需求在扩大，进而推动中医药市场的发展，2018年中国中药材市场规模达1246亿元，同比增长22.40%，预计到2024年，中药材市场规模将达2004亿元。
iiMedia Research（艾媒咨询）调查显示，2019年接近五成受访者购买过中药材，滋补养生和治病是购买中药材的两大目的。由于中医药应用范围广泛，中医药产业链不断扩展延伸，并加速扩展和整合。同仁堂、片仔癀、东阿阿胶等中药巨头企业纷纷布局中药材后市场，建设中药大健康产业，如植物提取物、保健食品、中药化妆品等，已成为我国生命健康产业中最具成长性的组成部分。
According to the iiMedia Research survey, nearly 50% of respondents have bought Chinese herbal medicines in 2019, and tonic sage and cure are the two main purposes for buying Chinese herbal medicines. Due to the wide range of applications of Chinese medicine, the Chinese medicine industry chain continues to expand and expand and accelerate the expansion and integration. Tongrentang, tablets, Dong'a gum and other Chinese medicine giant enterprises have laid out the chinese medicine after the market, the construction of chinese medicine large health industry, such as plant extracts, health food, Chinese medicine cosmetics, etc., has become China's life and health industry in the most growth component.

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艾媒报告|2019-2021年中国中药材行业发展现状及产业链分析报告

本报告研究涉及企业/品牌/案例：白云山,同仁堂,云南白药,昆明制药,华润三九,天士力,央视财经,牛黄,薏仁,茯苓,黄芪,川芎,片仔癀,中国中药,紫鑫药业,九洲药业,陇神戎发,众生药业,通化金马,江中药业,寿仙谷,新天药业,盘龙药业,佛慈制药,昆药集团,香雪制药,六味地黄丸,人参养荣丸,四神丸,白蚀丸,血脂康胶囊,茵栀黄口服液,一捻金胶囊,乙肝益气解郁颗粒,二十七味定坤丸,十六味冬青丸,参芪消渴胶囊,十香返生丸,华润三九,红日药业,源和药业,太龙药业,中智药业，培力控股,盛实百草,芍花堂,亳药千草,汇群中药

国内经济增长以及居民消费水平的提高都刺激着中药医疗消费需求的增长。iiMedia Research（艾媒咨询）调查显示，有49%的受访用户倾向中医药治疗，与西药基本持平。2018年中国中药材市场规模达1246亿元，同比增长22.40%，在巨大的需求驱动下，中药材种植面积扩大，药材产量将会持续增长。

中药材主要包括上游种植、养殖市场，中游流通市场和下游销售市场三大环节。目前，中药饮片和中成药生产是中药产业的核心，主要包括中药加工，包括中药配方颗粒、中药饮片加工、中成药制造等。中药饮片领域方面，行业销售收入增速分别在2016和2018年触底回升，华润三九、中国中药、红日药业等上市公司表现良好；中药配方颗粒方面，2006-2016年，中国市场销售额占饮片市场销售额比重由1.2%增加至6.0%，中药配方颗粒或将成为中药饮片加工行业应用广泛的产品；中成药方面，随着国家医改政策的推行，中成药消费需求趋于合理，中成药产量开始回落，但仍处于一个比较高的产量水平，云南白药、白云山、同仁堂、紫鑫药业等上市企业表现良好。

Chinese medicinal materials mainly include upstream planting, breeding market, midstream circulation market and downstream sales market three links. At present, the production of Chinese medicine tablets and traditional Chinese medicine is the core of the Chinese medicine industry, including the processing of Traditional Chinese medicine, including Chinese medicine formula particles, Chinese medicine tablet processing, traditional Chinese medicine manufacturing. In the field of Chinese medicine tablets, the growth rate of sales revenue in the industry rebounded in 2016 and 2018, respectively, china Resources 39, Chinese medicine, Red Day Pharmaceuticals and other listed companies performed well; Chinese medicine formula particles may become a widely used product in the Chinese medicine tablet processing industry, Chinese medicine, with the implementation of the national medical reform policy, the consumption demand of traditional Chinese medicine tends to be reasonable, the production of Traditional Chinese medicine began to fall, but still at a relatively high level of production, Yunnan White Medicine, Baiyunshan, Tongrentang, Zixin Pharmaceutical and other listed enterprises performed well.