Regulations and Market

Refined regulatory framework

The National Medical Products Administration (NMPA) has issued draft national standards for identifying and managing adverse reactions (cheilitis and contact urticaria), providing clearer technical guidelines to strengthen consumer confidence and product safety.

Pro‑business local policies

Guangdong held its annual quality and safety working meeting to outline industry priorities. Fujian province introduced 16 supporting measures, including cutting filing review times by 50%, reducing manufacturing license processing to 10 working days, and launching a “green channel” for new ingredient filings. The province is also actively piloting personalised cosmetic services and digital labelling.

New ingredient filings exceed 100

As of mid‑June, over 100 new cosmetic ingredients have been filed in 2026. Recent approvals include lauryl glucoside hydroxypropyl sulfonate, plant fermentation filtrates, and various botanical extracts, with active participation from both domestic and international companies—underscoring sustained innovation vitality.

Channels & Consumers

Strong 6.18 shopping festival performance

Overall e‑commerce and beauty category GMV grew by over 10% year‑on‑year. Sales of efficacy‑focused skincare (anti‑ageing, repair, soothing) doubled. Premium beauty brands delivered outstanding results, signalling a clear rebound in consumer spending.

Youth spending power and AI integration

Over 90% of Gen‑Z consumers (post‑2000s) planned beauty purchases during the promotion, with budgets concentrated in the RMB 300–1,000 range. Their mindset has shifted to “buying fewer but better‑fitting products.” AI‑powered smart recommendations and comparison tools are now deeply embedded in the marketing funnel, significantly boosting conversion rates and becoming a key growth driver.

Surge in Douyin and cross‑border channels

On Douyin, high‑end luxury beauty sales jumped nearly 60% year‑on‑year, making it a core platform for brand customer acquisition. 

Rising “male economy” in beauty

Men’s grooming products—especially tinted moisturisers, setting powders, and styling clays—saw sales growth exceeding 150%, emerging as a new consumption hotspot.

International Companies in China

Strong results for global players in China

Estée Lauder Companies reported 11% year‑on‑year sales growth in  China for the quarter, marking its fifth consecutive quarter of market share gains, with a strategic pivot toward digital channels like Douyin. 

Active cross‑border capital collaboration

FineToday  completed a capital restructuring while maintaining its China strategy unchanged. 

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