China is the largest beauty device market in Asia
With the development of China’s economy, the demand in beauty products has been increasing and premiumizing. Ordinary beauty and skin care products no longer meet the needs of the Chinese consumers. Therefore, home beauty devices are getting more attention, as they are cheaper than salon and medical beauty care and show good results. Now, we can see the growth of the beauty device market in China, as it reached 6.5 billion yuan in 2019.
Data Source: qianzhan, scale of beauty device market in China
The new consumption habits and skincare concerns contribute to the growth of the beauty device market in China
The growth rate of the cosmetic device market is increasing due to the constant improvement of people’s living standards. This gives an impetus to the development of the beauty device market. In addition, under the influence of foreign culture and consumption habits, new concepts and values in the field of beauty have emerged in China. In addition, the rise of Chinese KOLs in skin care is driving new consumer demand.
Chinese young adults are the key consumers of the beauty device market in China
In 2019, beauty tools consumers in China were mainly between the ages of 18 and 34. Among them, the share of consumers aged 25 to 34 is 56%, and the share of consumers aged 18 to 24 is 36%. This represents 92% of the total consumer group. This is due to the fact that Chinese millennials and Gen Z’s have begun to pay more attention to caring for their skin and appearance in general. They prefer to use not only traditional methods such as anti-aging creams and cosmetics, but also beauty devices.
Data Source: Taobao Research Institute, age distribution of beauty devices consumers in China
Domestic beauty device brands are the TOP-5 on Tmall
In 2019, the top-selling beauty devices on the Chinese e-commerce platforms Taobao and Tmall included mainly local brands. They are such brands as Ya meng, Dr.arrivo, Notime, and Tripollar. In 2019, the total online sales of the top four brands on Taobao and Tmall reached almost 200 million yuan.
Data Source: qianzhan, Sales of top beauty devices brands on Tmall in 2019
Hair care devices
Philips is the leader among hair dryers in China
As of February 2020, there were about 49 brands and 391 different hair dryers on Chinese e-commerce platforms. The brand Philips from the Netherlands has the largest variety of hair dryersin the Chinese market with about 81 categories. As of the end of 2017, JD’s search results showed that the number of hair dryers in China made by domestic brands reached 116. International brands occupy the main part of the market. They mainly come from Europe, the US, Japan and South Korea. They key brands are Philips, Braun, Panasonic, TESCOM and Sassoon.
Hair curlers/straighteners sales saw 60% growth in 2019
The hair care device market in China has been growing for the past years due to increasing attention of the Chinese consumers to their appearance and changing beauty standards. According to the data of China Household Electrical Appliances Association, the sales of the hair curling/straightener products in 2018 were about 2.5 billion yuan, a YoY increase of about 60%. In 2019, the annual growth rate exceeded 60%.
As of the end of July 2019, the number of curling/hair straightener companies on the JD platform was about 165. Traditional companies mainly include foreign brands such as Dyson, Philips, Panasonic, Braun, etc. They have obvious brand advantages and occupy mid-to-high-end markets. Low-priced products cost around 20 yuan, and high prices can reach nearly 4,000 yuan. In addition to the premium factor brought by the brand itself, product technology, materials, functions affect price differences. For example, in terms of technology, there are electronic temperature control, and automatic winding.
Source: JD.com, Top hair curlers in China according to reviews
Hair removal devices market in China is growing
Hair removal devices in China have the largest market share due to the availability of a wide range of hair removal devices such as epilators and shavers. This is also facilitated by the growing “awareness of beauty,” especially among women, and the convenience of being able to use these devices at home. The availability of new technology has also influenced the growth of the market for hair removal devices in China. Newer laser devices emit light with a longer wavelength, which allows them to focus only on the melanin present in hair follicles. This eliminates the risk of skin burns.
Laser devices occupied the largest market share of hair removal devices in China in 2017. Their advantages are that they are painless and shorten hair quickly. Diode lasers are a particularly profitable segment as they provide fast hair reduction with minimal side effects. IPL systems also had a high market share in 2017 as they are cheaper than other laser devices.
In terms of home hair removal devices, Chinese consumers are familiar with the hair removal devices launched by traditional small appliance brands such as Philips and Braun. Later, a number of foreign beauty devices brands entered China, such as the Israeli brand Silk’n, the Korean brand Ulike.
Foreign brands dominate in the hair removal segment
The top 10 hair removal brands in the Chinese market are mostly foreign, the leader in this category being Philips, which focuses on electronic hair removal devices with strong technological innovation. For example, Lumea hair removal device from Philips is one of the leading devices on the Chinese e-commerce platforms.
Here are some of the top products in China’s hair removal device industry
Source: Philips, Lumea hair removal device
Panasonic, is also one of the top ten brands of hair removal devices in China. It started in 1918 and is affiliated to Japan’s Matsushita Electric Industrial Co, which covers many fields such as home appliances/digital and audio-visual electronics, while specializing in the production of various electrical products. The top product in the hair removal category is Panasonic Full Body Hair Removal.
Source: Panasonic, Full Body Hair Removal device
Korean brand Ulike, which focuses on household beauty care appliances with product practicality and functionality, is also popular in China. One of the top selling devices is Ulike Diamond Air IPL Cooling Hair Removal Device.
Source: Ulike, Diamond Air IPL Cooling Hair Removal Device
Smoothskin is another top brand of hair removal devices, which originated in England. It is a famous brand in the field of home hair removal devices. Its SmoothSkin IPL provides long-lasting hair reduction at home.
Source: Smoothskin, SmoothSkin IPL device
German brand Braun, founded in 1921, is also a leading brand among hair removal devices in China. The products of Braun are famous for unique design and durability. For example, its Braun Silk-expert Pro IPL provides permanent visible hair removal.
Source: Braun, Braun Silk-expert Pro IPL
Skin care devices
Facial cleansing device sales skyrocketed in China
Chinese consumers are eager to embrace new technologies for skin care. In 2018, sales of skin and body care devices on Taobao grew by 56%. According to Euromonitor, sales of electric facial brushes in China increased by 11% in 2018-2019. In addition, sales of facial brushes rose from 2.2 billion yuan in 2018 to 8.2 billion yuan in 2020.
One of the leaders of innovation in the field of skin care devices is the Swedish brand FOREO, which released Fofo, the world’s smallest beauty device. The tiny facial brush uses artificial intelligence and machine learning to test the skin by analyzing its age and condition. By determining the skin type and its moisture content, it segments the skin areas and designs customized skin care treatments.
Source: Foreo, Fofo smart device, one of the top beauty devices in China
At present, the three largest market segments for beauty devices in China are firming, cleansing and anti-aging. In 2013, Clarity and FOREO entered the Chinese market and were the first facial cleansing devices in China. Among them, the appearance of the FOREO cleansing device inspired many domestic brands to create similar products.
The main function of the products is that they improve skin firmness. Representative brands of the first facial cleansing devices in China include Japanese brands Ya-man, ReFa, Zeus, American brands NuFACE, and Israeli brand Tripollar. From the perspective of online retail sales of facial cleansing devices in China, FOREO brand’s market share accounted for 22.4%, ranking first.
Data Source: qianzhan, Top skin cleansing device brands in China
Anti-aging is trending in the beauty device market in China
During the 2018 11.11 festival, five of the top ten best-selling electronic devices were home beauty products. The fascination with “smart” beauty is due to the heightened focus on health and wellness among Chinese consumers. Anti-aging devices are the leader in the Chinese skin care market. These include NuFace, Iluminage microcurrent facial toners, L’Oréal’s anti-aging LED and infrared technologies, which tone the skin and counteract the appearance of wrinkles. These are known as “black technologies” of the beauty industry. Black tech beauty includes LED face masks, microcurrent and radio frequency instruments that keep the skin young and toned.
Millennials are especially contributing to the growth of the anti-aging devices in China. According to Jing Daily, 80 percent of beauty anti-aging devices consumers are under 35 and 30 percent are under 25. They are entering the “panic against aging” phase; therefore require less whitening and brightening cosmetics, but strong moisturizers and anti-aging products.
Future prospects of the beauty device market in China
The scale of the beauty device market in China will continue to grow
In recent years, the field of home beauty devices in the Chinese beauty market has grown rapidly. With the increasing popularity of beauty equipment, consumers are eager to know what kind of beauty products are more suitable for them to maximize the effect of skin care. According to Vynz, the beauty device market in the Asia Pacific region will reach $36.9 billion by 2024. China will be the largest market for beauty devices in the region. This is due to an aging population and rising living standards.
In 2018, 59% of Chinese women had at least one beauty device at home. At present, female consumers are still the main users of home beauty equipment. However, in recent years, the male skin care market in China has become one of the most active market segments in the beauty sphere.
Electronic beauty instruments will keep making up the biggest part of the beauty device market in China
Data Source: Taobao Research Institute, Sales of beauty devices on Taobao in 2019 by category
China’s beauty devices mainly include electronic shavers and facial cleansers. In 2019 the transaction amount of electronic beauty devices accounted for 74% of the transaction value of beauty tools. Chinese consumers are becoming more demanding on beauty products. They focus on efficient technology, not necessarily just price. Therefore, electronic beauty devices will be especially popular in China in the coming years.