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What if… you wanna quickly understand Chinese cosmetic market

<China Cosmetic Report 2021> Top Trends of Chinese Cosmetics Market You Should Know

I spent quite a long time working in marketing of consumer electronic products and beverages in the past. When I first stepped into consulting business, I had no choice but needed to deal with people from many different unfamiliar industries.

With almost zero knowledge of an unfamiliar market, how could I provide professional recommendations to my clients?

I read many books and attended seminars to study research methods to solve my problem. After several years of working in consulting, I’ve gradually developed methods to help myself quickly understand an unfamiliar market, especially through secondary research.

In recent years, we decided to enter cosmetic market and started to approach potential overseas brands. I prepared lots of market studies and made presentations about Chinese cosmetic market to overseas brand owners and eventually, we won our first brand dealership.

I compiled all the materials into a 82-page report and over 60 charts, with most updated information in August 2021.

This report is designed to help overseas brand owners, entrepreneurs and marketers quickly understand the dynamic Chinese market competition in the makeup and skincare categories, providing data and market insight to help them evaluate go-to-market strategies by benchmarking with competitors in Tmall, the biggest and most influential e-commerce platform in China.

This report comprises Part 1 and Part 2.

Part 1, 49-page report with 38 charts (August 2021 Edition), provides comprehensive information about cosmetic market updates, cosmetic consumer profile and behaviors, and the latest trends of cosmetic market.

Part 2, 47-page report with 23 charts (August 2021 Edition), focuses on cosmetic battlefield in China which includes market competition between domestic and overseas brands, competition in the product functions and ingredients and cosmetic sales report on Tmall/Taobao.

Content of the Report - Part 1

Cosmetic Market Overview

  • Cosmetic market retail sales trend, 2013-2020

  • 2021 market size & per capita consumption by countries

  • Cosmetic market sales by month, 2020

  • Penetration rate of online cosmetic sales in China, 2014-2020

  • Cosmetic market size and growth rate by categories

  • Makeup vs skincare market share and growth

  • Premium vs mass market

  • Make-up market size and growth by categories

  • Skincare market size and growth by categories

  • Cosmetic online vs offline market share

  • Cosmetic online and offline purchase channels

Understanding Cosmetic Consumer in China

  • Cosmetic consumer demographic Profile in China

  • Usage frequency & purchase considerations

  • Monthly average consumption for cosmetics, 2021

  • Reasons to buy cosmetics/skincare products

  • Scores ranking for overseas vs domestic brands, 2021

  • Most frequently used cosmetic products, 2021

Top Trends of Cosmetic Market

  • Tmall makeup monthly GMV, 2017-2020

  • Tmall makeup monthly GMV by product types, 2017-2020

  • Chinese makeup market size, 2014-2024

  • Per capita consumption by countries

  • Online makeup consumption structure, 2017-2020

  • GMV share for Local brand vs overseas brands on Tmall

  • Consumer portrait of emerging local makeup brands

  • Sales contribution of overseas brands on Tmall

  • Consumer portrait of overseas niche makeup brands

  • Multi-Brand cosmetic retailers in China


  • Chinese makeup market chronicle 2019-2020

  • Top Cosmetics Fairs in China

  • Imports volume and growth rate for cosmetic products

  • China imports & trade regulations

  • China import tariff rate

Content of the Report - Part 2

Cosmetic Market Competition

  • Growth of domestic Chinese brands

  • Cosmetic brand pyramid in China

  • Market share of top 10 skincare brands

  • Market share of Top 10 makeup brands

  • Attention rate of the 10 most popular cosmetics brands

  • Top 10 sales domestic skincare brands

  • Top 10 sales domestic makeup brands

  • Origin of countries by categories in China’s cosmetics market

Cosmetic Competition on Product Functions & Ingredients

  • Market share of functions for face products, 2016-2019

  • Growth rate of functions for face products, 2016-2019

  • Popularity of beauty themes keywords by social listening

  • Ingredients Related to Anti-Aging and Staying Up Late

  • Top Mentions of Ingredients on Little Red Book

  • Tmall Global Sales for Different Ingredients of Cosmetics

  • Top 30 Ingredient Concerned during Covid-19 period

  • Top SKU in Tmall/Taobao: Hyaluronic Acid, Aug 2021

  • Top SKU in Tmall/Taobao: Nicotinamide, Aug 2021

  • Top SKU in Tmall/Taobao: Amino Acid, Aug 2021

  • Top SKU in Tmall/Taobao: Ceramide, Aug 2021

Cosmetic Sales Report on Tmall

  • Turnover & growth rate of cosmetics on Tmall/Taobao, 2020

  • Market share of skincare brands in China, Nov-Dec 2020

  • Sales result of Tmall/Taobao Singles’ Day 2020

  • Top 10 category sales in Singles’Day 2020

  • GMV and sales quantity of skincare in Singles’Day 2020

  • GMV and sales quantity of makeup in Singles’Day 2020

  • Top 10 GMV of makeup & skincare brands in Singles’ Day 2020 Top sales SKUs in Taobao/Tmall in March 2021



SMQ China provides strategic business consulting services to drive new brand incubation and entrepreneurial growth through data-driven business solutions. We help companies develop new projects or products, formulate market entry strategies and manage project execution in China.

We are a group of marketing and business consultants with over 15 years of China experience, specializing in consumer products. We are also early entrepreneurs of social media and e-commerce startups, with strong partnerships with major local media and sales resources. We have helped numerous international and local brands achieve their business goals in China.


Entrepreneurial marketing strategist with over 20 years of extensive experience in branding, marketing & communications for Fortune 500 MNCs, Chinese listed enterprises and start-ups. Eddie has immersed knowledge and experience in market data analysis, business planning, go-to-market strategies, digital marketing and project management.

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