China’s beauty market rebounded an estimated 5% from 2024 to 2025, a significant rebound after years of hindered growth. This rebound gives beauty brands in China a lot to be optimistic about. This report highlights the China beauty market trends to expect in 2026, along with a deep dive in the fragrance category – which is the fastest growing beauty segment in China.
Download the 2026 China Beauty Report here
Highlights of our China beauty market report
- As China’s lower-tier cities develop, beauty brands need to consider the investment level to reach these consumers. Brands like Chanel and La Mer are investing in offline retail locations in lower-tier cities, while other brands leverage the strong network of multi-brand stores.
- In 2026, Douyin is catching up to Tmall as an e-commerce channel, and domestic brands like Kans have become champions of livestreaming on Douyin.
- As outdoor hobbies rise, Chinese beauty consumers look for functional products that fit their active-lifestyles.
- Chinese beauty regulations have changed to allow more personalization, opening an opportunity for brands to better reach niche consumer beauty needs.
- Fragrances are the fastest growing category in beauty, averaging an annual double digit growth since 2018. As penetration rate of fragrances increases, consumers demand pure ingredients and convenient application formats, such as balms.
