The scientific nature of the formula has become the core focus, driving the products to evolve towards stronger penetration and higher efficacy.
The previous "one bottle for all" skincare model based on a simplistic approach is gradually being phased out, replaced by precise care plans based on skin science. The Chinese skincare industry has entered an era of deep integration of "two technologies", with advanced compound formulations of peptides, collagen, and acids on the ingredient side building a high-performance barrier.
Market research indicates that the global sales of highly effective skin care products reached 2.649 billion US dollars in 2024, and are expected to increase to 5.312 billion US dollars by 2031, with a compound annual growth rate of 10.6%.
01 Three major trends drive market transformation
In 2025, the functional skincare market will exhibit three core trends.
The precision care of sensitive skin has become the top priority. In China, 36% of women have sensitive skin, and 93% of them tend to purchase "sensitive skin-specific" skin care products. Complementary effect products hold a dominant position, and the growth rate of "whitening × stability" products has reached 45%.
Scientific narratives have become the key factor in consumer decision-making. 67% of consumers pay attention to topics related to the mechanism of product efficacy, and over 90% of leading products adopt a scientific communication approach.
The Shu Uei Multi-Peptide Anti-Wrinkle Essence Liquid, by emphasizing the "simulation of the anti-wrinkle mechanism of Botox" and through a French patent, has become a typical representative of scientific communication.
"Medical beauty symbiosis" ecosystem is becoming increasingly mature. In the past year, 50% of consumers have shown increased interest in home-use medical beauty skincare products. The sales growth rate of recombinant collagen protein has reached as high as 258%, and ingredients such as hyaluronic acid and astaxanthin have also maintained a good growth trend.
02 Diversification of consumer groups drives product innovation
The consumer market shows a polarized trend between rationality and emotion, with 50% of consumers combining scientific evidence with emotional experience.
The medical beauty pioneer group, as an important consumer group, is mainly composed of people aged between 25 and 39. They have medium to high purchasing power and are staunch practitioners of medical skincare.
The quality luxury group places great emphasis on a refined skincare experience. They prefer high-end products and brands, and have a strong preference for skin care products featuring exclusive technologies and patented ingredients.
Data from Douyin E-commerce reveals that four groups drive the upgrading of skincare segmentation: "Urban Precision Care Group" and "Quality Life Enthusiasts" lead the market, while "Small Town Pragmatic Buyers" and "Quality Senior Citizens" constitute potential consumption forces.
03 Technological Innovation and Raw Material Breakthroughs
With policy support, the registration of new raw materials for cosmetics in China has shown an accelerating trend. In 2024, 90 new raw materials were newly registered, among which domestic products accounted for 79.2%.
The peptide components, due to their precise repair and efficient penetration properties, have become the core area of international beauty technology competition. According to the data in 2025, the market size of peptide-based skin care products in China has exceeded 43 billion yuan, with a growth rate of over 18% year-on-year.
Local brands have achieved a dual breakthrough in technological autonomy and market fit through the "basic research + clinical verification + standard formulation" tripartite model. The compound growth rate of a certain leading domestic brand's peptide products over the past three years has reached 35%, far exceeding the industry average.
04 Online Channels and Segmented Categories Rise
The proportion of the online market has steadily increased and the growth momentum is strong. Among them, the skincare category business of Douyin E-commerce has led the growth of the entire e-commerce sector.
The liquid essence and facial care sets are in the red sea of the market, while eye care and essence oil have become the blue sea opportunities in the market. Subsequent essence products, mask application, eye care, facial essential oils, etc. have become the blue ocean categories in the Douyin e-commerce market.
Meanwhile, the regional care market shows growth potential, with product categories expanding to include neck masks, lines-removing patches, and T-zone care products. Local anti-aging products, such as those for reducing fine lines and firming and anti-wrinkle effects, are becoming more popular as selling points.
Over the next five years, as the advantages of global technological resources and the Chinese market continue to resonate, peptides and other highly effective ingredients are expected to become the core engines for China's cosmetics industry to participate in international competition. Those enterprises that can perfectly integrate technological strength with brand soft narratives will gain the upper hand in this transformation.
