China’s cosmetics market is undergoing a profound transformation. Structural changes, the growing influence of Chinese brands, and increasingly sophisticated and rational consumer behavior are shaping the market’s current development.
Our article “China Beauty Market – The Transformation of China’s Cosmetics Market” was published in Cosma, Issue 9/2026.
One of the key developments highlighted in the article is the continued rise of Chinese brands. After first exceeding a 50% market share in 2022, Chinese brands accounted for 57.37% of the Chinese cosmetics market in 2025. At the same time, the market is shifting from mass-market expansion towards increasingly quality-, brand- and innovation-driven competition.
The article provides insights into the key developments shaping China’s cosmetics market and highlights important changes that international brands should consider when entering and positioning themselves in the Chinese market.
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