Beauty and Personal Care in China (Full Market Report)

Beauty and Personal Care in
China
Euromonitor International
May 2022
BEAUTY AND PERSONAL CARE IN CHINA Passport i
LIST OF CONTENTS AND TABLES

Beauty and Personal Care in China - Industry Overview ............................................................. 1
EXECUTIVE SUMMARY .............................................................................................................. 1
Beauty and personal care in 2021: The big picture .................................................................. 1
2021 key trends ........................................................................................................................ 1
Competitive landscape ............................................................................................................. 1
Retailing developments ............................................................................................................ 2
What next for beauty and personal care? ................................................................................. 2
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026 ....... 2
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales:
2019-2026 .................................................................................................... 3
MARKET DATA ............................................................................................................................ 4
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021 ............ 4
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth
2016-2021 .................................................................................................... 5
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-
2021 ............................................................................................................. 6
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-
2021 ............................................................................................................. 7
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021 ....... 8
Table 6 Penetration of Private Label in Beauty and Personal Care by
Category: % Value 2016-2021 ..................................................................... 9
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-
2021 ............................................................................................................. 9
Table 8 Distribution of Beauty and Personal Care by Format and Category: %
Value 2021 ................................................................................................. 10
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value
2021-2026 .................................................................................................. 12
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value
Growth 2021-2026 ..................................................................................... 13
DISCLAIMER ............................................................................................................................. 13
SOURCES.................................................................................................................................. 13
Summary 1 Research Sources ...................................................................................... 13
Baby and Child-specific Products in China - Category Analysis ................................................. 15
KEY DATA FINDINGS................................................................................................................ 15
2021 DEVELOPMENTS ............................................................................................................. 15
Baby and child-specific products resumes its growth momentum........................................... 15
Baby and child-specific toiletries and hair care have great potential with low penetration ...... 15
Children’s facial cream becomes the growth engine of baby and child-specific skin care ...... 16
PROSPECTS AND OPPORTUNITIES....................................................................................... 16
Baby sun care thrives on awakened awareness of adult sun protection................................. 16
Tighter regulations to standardise baby and child-specific products ....................................... 16
CATEGORY DATA ..................................................................................................................... 17
Table 11 Sales of Baby and Child-specific Products by Category: Value 2016-
2021 ........................................................................................................... 17
© Euromonitor International
BEAUTY AND PERSONAL CARE IN CHINA Passport ii
Table 12 Sales of Baby and Child-specific Products by Category: % Value

Growth 2016-2021 ..................................................................................... 17
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: %
Value 2016-2021 ........................................................................................ 17
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value
2017-2021 .................................................................................................. 18
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value
2018-2021 .................................................................................................. 19
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value
2018-2021 .................................................................................................. 20
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value
2018-2021 .................................................................................................. 21
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: %
Value 2018-2021 ........................................................................................ 21
Table 19 Forecast Sales of Baby and Child-specific Products by Category:
Value 2021-2026 ........................................................................................ 21
Table 20 Forecast Sales of Baby and Child-specific Products by Category: %
Value Growth 2021-2026 ........................................................................... 22
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs
Mass: % Value 2021-2026 ......................................................................... 22
Bath and Shower in China - Category Analysis .......................................................................... 23
2021 DEVELOPMENTS ............................................................................................................. 23
Flat growth in 2021 due to short-term rebasing of liquid soap ................................................ 23
Delicacy of scent A strong value proposition for brands to differentiate.................................. 23
Procter & Gamble and Unilever strengthen their leading positions ......................................... 24
Healthy outlook driven by established hygiene routines ......................................................... 24
Opportunities in skinification and experiential bathing and showering .................................... 24
CATEGORY DATA ..................................................................................................................... 24
Table 22 Sales of Bath and Shower by Category: Value 2016-2021 ........................ 24
Table 23 Sales of Bath and Shower by Category: % Value Growth 2016-2021 ........ 25
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021 ...... 25
Table 25 NBO Company Shares of Bath and Shower: % Value 2017-2021 ............. 25
Table 26 LBN Brand Shares of Bath and Shower: % Value 2018-2021.................... 26
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2018-
2021 ........................................................................................................... 27
Table 28 Forecast Sales of Bath and Shower by Category: Value 2021-2026 ......... 28
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth
2021-2026 .................................................................................................. 28
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value
2021-2026 .................................................................................................. 28
Colour Cosmetics in China - Category Analysis ......................................................................... 30
2021 DEVELOPMENTS ............................................................................................................. 30
Colour cosmetics sees A rebound from COVID-19 slump ...................................................... 30
C-beauty brands continue to see dynamic momentum ........................................................... 30
Competition remains fierce in the online marketplace ............................................................ 30
BEAUTY AND PERSONAL CARE IN CHINA Passport iii
Offline experience remains important, despite rapid online expansion ................................... 31

Men’s colour cosmetics has large potential for growth ........................................................... 31
CATEGORY DATA ..................................................................................................................... 31
Table 31 Sales of Colour Cosmetics by Category: Value 2016-2021........................ 31
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021 ....... 33
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2017-2021 ............ 34
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021 ................... 35
Table 35 LBN Brand Shares of Eye Make-up: % Value 2018-2021 .......................... 36
Table 36 LBN Brand Shares of Facial Make-up: % Value 2018-2021....................... 37
Table 37 LBN Brand Shares of Lip Products: % Value 2018-2021 ........................... 38
Table 38 LBN Brand Shares of Nail Products: % Value 2018-2021 .......................... 40
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-
2021 ........................................................................................................... 40
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026 ......... 41
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth
2021-2026 .................................................................................................. 43
Deodorants in China - Category Analysis ................................................................................... 45
2021 DEVELOPMENTS ............................................................................................................. 45
Recovery of deodorants in 2021 ............................................................................................. 45
Nivea continues to lead .......................................................................................................... 45
Education and innovation needed to further boost adoption of deodorants ............................ 45
Cosmetisation and value-added features for deodorants ....................................................... 46
CATEGORY DATA ..................................................................................................................... 46
Table 42 Sales of Deodorants by Category: Value 2016-2021 ................................. 46
Table 43 Sales of Deodorants by Category: % Value Growth 2016-2021................. 46
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2016-2021 ............... 47
Table 45 NBO Company Shares of Deodorants: % Value 2017-2021 ...................... 47
Table 46 LBN Brand Shares of Deodorants: % Value 2018-2021............................. 47
Table 47 Forecast Sales of Deodorants by Category: Value 2021-2026 .................. 48
Table 48 Forecast Sales of Deodorants by Category: % Value Growth 2021-
2026 ........................................................................................................... 48
Table 49 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-
2026 ........................................................................................................... 48
Depilatories in China - Category Analysis .................................................................................. 50
2021 DEVELOPMENTS ............................................................................................................. 50
Sales of depilatories bounce back in 2021 ............................................................................. 50
Schick takes the lead in depilatories ....................................................................................... 50
Stable performance ahead, but electric appliances pose A potential threat ........................... 50
E-commerce expected to increase its penetration .................................................................. 51
CATEGORY DATA ..................................................................................................................... 51
Table 50 Sales of Depilatories by Category: Value 2016-2021 ................................. 51
Table 51 Sales of Depilatories by Category: % Value Growth 2016-2021 ................ 51
Table 52 Sales of Women's Razors and Blades by Type: % Value Breakdown
2017-2021 .................................................................................................. 51
BEAUTY AND PERSONAL CARE IN CHINA Passport iv
Table 53 NBO Company Shares of Depilatories: % Value 2017-2021...................... 52

Table 54 LBN Brand Shares of Depilatories: % Value 2018-2021 ............................ 52
Table 55 Forecast Sales of Depilatories by Category: Value 2021-2026 .................. 52
Table 56 Forecast Sales of Depilatories by Category: % Value Growth 2021-
2026 ........................................................................................................... 53
Fragrances in China - Category Analysis ................................................................................... 54
2021 DEVELOPMENTS ............................................................................................................. 54
Niche brands move into the mainstream ................................................................................ 54
Home-grown brands gain popularity ....................................................................................... 54
Collaboration is A key strategy for fragrance brands .............................................................. 54
Premium fragrances A key category for growth ...................................................................... 55
Fragrances as the new “lipstick effect” post-COVID-19 .......................................................... 55
CATEGORY DATA ..................................................................................................................... 55
Table 57 Sales of Fragrances by Category: Value 2016-2021 .................................. 55
Table 58 Sales of Fragrances by Category: % Value Growth 2016-2021 ................. 56
Table 59 NBO Company Shares of Fragrances: % Value 2017-2021 ...................... 56
Table 60 LBN Brand Shares of Fragrances: % Value 2018-2021 ............................. 57
Table 61 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-
2021 ........................................................................................................... 58
Table 62 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-
2021 ........................................................................................................... 59
Table 63 Forecast Sales of Fragrances by Category: Value 2021-2026 ................... 60
Table 64 Forecast Sales of Fragrances by Category: % Value Growth 2021-
2026 ........................................................................................................... 60
Hair Care in China - Category Analysis ...................................................................................... 62
2021 DEVELOPMENTS ............................................................................................................. 62
Growth in hair care in China surges post-COVID-19 .............................................................. 62
Scalp care heats up in China .................................................................................................. 62
Hair loss treatments is buoyed by e-commerce sales............................................................. 63
Intensified competition due to newly introduced hair care brands .......................................... 63
Lazy economy opens up opportunities for hair care ............................................................... 63
CATEGORY DATA ..................................................................................................................... 64
Table 65 Sales of Hair Care by Category: Value 2016-2021 .................................... 64
Table 66 Sales of Hair Care by Category: % Value Growth 2016-2021 .................... 64
Table 67 Sales of Hair Care by Premium vs Mass: % Value 2016-2021 .................. 64
Table 68 NBO Company Shares of Hair Care: % Value 2017-2021 ......................... 64
Table 69 NBO Company Shares of Salon Professional Hair Care: % Value
2017-2021 .................................................................................................. 66
Table 70 LBN Brand Shares of Hair Care: % Value 2018-2021 ................................ 66
Table 71 LBN Brand Shares of Colourants: % Value 2018-2021 .............................. 67
Table 72 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-
2021 ........................................................................................................... 68
Table 73 LBN Brand Shares of Styling Agents: % Value 2018-2021 ........................ 68
Table 74 LBN Brand Shares of Premium Hair Care: % Value 2018-2021 ................ 69
BEAUTY AND PERSONAL CARE IN CHINA Passport v
Table 75 Forecast Sales of Hair Care by Category: Value 2021-2026...................... 70

Table 76 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026 ..... 70
Table 77 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-
2026 ........................................................................................................... 71
Men's Grooming in China - Category Analysis ........................................................................... 72
2021 DEVELOPMENTS ............................................................................................................. 72
Men’s shaving sees A stronger performance in 2021 ............................................................. 72
Men’s skin care on the rise ..................................................................................................... 72
Men’s hair care benefits from the recovery of styling agents .................................................. 72
Emerging local brands venture into men’s shaving and men’s toiletries ................................. 73
Men’s shaving has A positive outlook, but continues to face A threat from appliances .......... 73
Men’s colour cosmetics has huge potential for growth ........................................................... 73
CATEGORY DATA ..................................................................................................................... 73
Table 78 Sales of Men’s Grooming by Category: Value 2016-2021.......................... 73
Table 79 Sales of Men’s Grooming by Category: % Value Growth 2016-2021 ......... 74
Table 80 Sales of Men's Razors and Blades by Type: % Value Breakdown
2018-2021 .................................................................................................. 75
Table 81 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021 ......... 75
Table 82 NBO Company Shares of Men’s Grooming: % Value 2017-2021 .............. 75
Table 83 LBN Brand Shares of Men’s Grooming: % Value 2018-2021 ..................... 76
Table 84 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021 ...... 77
Table 85 Forecast Sales of Men’s Grooming by Category: Value 2021-2026 ........... 78
Table 86 Forecast Sales of Men’s Grooming by Category: % Value Growth
2021-2026 .................................................................................................. 78
Oral Care in China - Category Analysis ...................................................................................... 80
2021 DEVELOPMENTS ............................................................................................................. 80
Oral care returns to stable volume growth, with A polarised performance .............................. 80
Growth plateau for power toothbrushes .................................................................................. 80
Mouthwashes/dental rinses propelled by the entry of emerging brands ................................. 80
Enrichment of range of flavours in oral care products to attract younger generations ............ 81
Demand for antiseptic toothpaste bolstered in oral care post-COVID-19 ............................... 81
CATEGORY DATA ..................................................................................................................... 81
Table 87 Sales of Oral Care by Category: Value 2016-2021 .................................... 81
Table 88 Sales of Oral Care by Category: % Value Growth 2016-2021.................... 82
Table 89 Sales of Toothbrushes by Category: Value 2016-2021 .............................. 82
Table 90 Sales of Toothbrushes by Category: % Value Growth 2016-2021 ............. 82
Table 91 Sales of Toothpaste by Type: % Value Breakdown 2017-2021 ................. 83
Table 92 NBO Company Shares of Oral Care: % Value 2017-2021 ......................... 83
Table 93 LBN Brand Shares of Oral Care: % Value 2018-2021................................ 84
Table 94 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-
2021 ........................................................................................................... 85
Table 95 LBN Brand Shares of Toothpaste: % Value 2018-2021 ............................. 86
Table 96 Forecast Sales of Oral Care by Category: Value 2021-2026 ..................... 87
Table 97 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026 ..... 87
BEAUTY AND PERSONAL CARE IN CHINA Passport vi
Table 98 Forecast Sales of Toothbrushes by Category: Value 2021-2026 ............... 87

Table 99 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-
2026 ........................................................................................................... 88
Skin Care in China - Category Analysis...................................................................................... 89
2021 DEVELOPMENTS ............................................................................................................. 89
Premiumisation is an ongoing trend........................................................................................ 89
Functional skin care gaining popularity ................................................................................... 89
Digital marketing tactics diversify ............................................................................................ 89
Dermocosmetics winning over more consumers .................................................................... 90
Domestic brands better echo consumers’ needs in China ...................................................... 90
Online marketplace A key battlefield....................................................................................... 91
CATEGORY DATA ..................................................................................................................... 91
Table 100 Sales of Skin Care by Category: Value 2016-2021 .................................... 91
Table 101 Sales of Skin Care by Category: % Value Growth 2016-2021 ................... 92
Table 102 NBO Company Shares of Skin Care: % Value 2017-2021 ......................... 93
Table 103 LBN Brand Shares of Skin Care: % Value 2018-2021 ............................... 94
Table 104 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021 .................. 95
Table 105 LBN Brand Shares of Anti-agers: % Value 2018-2021 ............................... 96
Table 106 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-
2021 ........................................................................................................... 97
Table 107 LBN Brand Shares of General Purpose Body Care: % Value 2018-
2021 ........................................................................................................... 98
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2018-2021 ................ 99
Table 109 Forecast Sales of Skin Care by Category: Value 2021-2026 ................... 100
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026... 101
Sun Care in China - Category Analysis .................................................................................... 103
KEY DATA FINDINGS.............................................................................................................. 103
2021 DEVELOPMENTS ........................................................................................................... 103
Sun care rebounds to higher growth, with consumers resuming outdoor activities .............. 103
Premium sun care outperforms the mass segment .............................................................. 103
Increasingly diverse channel presence for sun care products .............................................. 103
PROSPECTS AND OPPORTUNITIES..................................................................................... 104
Holistic sun care products are on the rise ............................................................................. 104
Weakened seasonality is expected to unlock the growth potential of sun care .................... 104
CATEGORY DATA ................................................................................................................... 104
Table 111 Sales of Sun Care by Category: Value 2016-2021 ................................... 104
Table 112 Sales of Sun Care by Category: % Value Growth 2016-2021 .................. 105
Table 113 NBO Company Shares of Sun Care: % Value 2017-2021 ....................... 105
Table 114 LBN Brand Shares of Sun Care: % Value 2018-2021 .............................. 106
Table 115 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021...... 107
Table 116 Forecast Sales of Sun Care by Category: Value 2021-2026 .................... 108
Table 117 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026 ... 108
Premium Beauty and Personal Care in China - Category Analysis .......................................... 110
2021 DEVELOPMENTS ........................................................................................................... 110
Premium skin care continues to enjoy healthy growth .......................................................... 110
BEAUTY AND PERSONAL CARE IN CHINA Passport vii
Premium hair care brands sustain strong growth momentum post-COVID-19 ..................... 110
Premium adult sun care rides on the demand for multifunctional sun protection .................. 111
Premium fragrances has A particularly positive outlook ....................................................... 111
CATEGORY DATA ................................................................................................................... 111
Table 118 Sales of Premium Beauty and Personal Care by Category: Value
2016-2021 ................................................................................................ 111
Table 119 Sales of Premium Beauty and Personal Care by Category: % Value
Growth 2016-2021 ................................................................................... 112
Table 120 NBO Company Shares of Premium Beauty and Personal Care: %
Value 2017-2021 ...................................................................................... 113
Table 121 LBN Brand Shares of Premium Beauty and Personal Care: % Value
2018-2021 ................................................................................................ 114
Table 122 Forecast Sales of Premium Beauty and Personal Care by Category:
Value 2021-2026 ...................................................................................... 115
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category:
% Value Growth 2021-2026 ..................................................................... 115
Mass Beauty and Personal Care in China - Category Analysis ................................................ 117
2021 DEVELOPMENTS ........................................................................................................... 117
Mass brands are facing increasing competition from the premium segment ........................ 117
Local brands compete fiercely in the mass segment ............................................................ 117
Mass adult sun care set to see dynamic growth post-COVID-19 .......................................... 118
CATEGORY DATA ................................................................................................................... 118
Table 124 Sales of Mass Beauty and Personal Care by Category: Value 2016-
2021 ......................................................................................................... 118
Table 125 Sales of Mass Beauty and Personal Care by Category: % Value
Growth 2016-2021 ................................................................................... 119
Table 126 NBO Company Shares of Mass Beauty and Personal Care: % Value
2017-2021 ................................................................................................ 119
Table 127 LBN Brand Shares of Mass Beauty and Personal Care: % Value
2018-2021 ................................................................................................ 120
Table 128 Forecast Sales of Mass Beauty and Personal Care by Category:
Value 2021-2026 ...................................................................................... 121
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: %
Value Growth 2021-2026 ......................................................................... 122
BEAUTY AND PERSONAL CARE IN CHINA Passport 1
BEAUTY AND PERSONAL CARE IN

CHINA - INDUSTRY OVERVIEW
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture

Beauty and personal care saw a quick rebound in its growth rate in 2021, after experiencing a
slowdown in growth in 2020, caused by COVID-19. Consumers’ attention to healthy living
continued to increase, driving dynamic momentum for related products, such as
dermocosmetics, functional skin care and clean beauty. Even though skin care witnessed a
slight slowdown in current value terms in 2021, as promotions and discounts became
increasingly aggressive, several categories still demonstrated strong resilience and growth
potential. For example, anti-ageing products continued to record dynamic performances, as
consumer demand increased and evolved into more and more segmented needs.
Dermocosmetics also continued its healthy growth momentum in 2021, driven by consumers’
increasing attention to skin health and the rising incidence of sensitive skin problems. 2021 was
also a special year for less mature categories in China, exemplified by fragrances, which saw
remarkable growth in this year. Riding on the self-pampering trend post-COVID-19, fragrances
enjoyed deeper penetration amongst Chinese consumers, with both international players and
rising home-grown brands competing.
2021 key trends

Healthy living was still in focus in beauty and personal care in China in 2021, and consumers’
increasing attention to health and wellness continued to drive sales of related products. For
example, dermocosmetics and functional skin care products continued to enjoy healthy
momentum in the Chinese market, driven by consumers’ increasing awareness of skin health
and increasing knowledge of skin care. Similarly for hair care, premium hair care products
targeting hair loss concerns and scalp care witnessed a surge, demonstrating that more
attention is being paid to hair and scalp health, besides basic hair cleansing needs. Sun care
also echoed this trend, seeing products evolve with more diverse and sophisticated features,
such as blue light shielding, haze protection, and even skin care functions such as nourishing
and whitening skin.
The Chinese beauty and personal care industry also saw a surge of C-beauty brands in 2021.
Home-grown brands are no longer considered as substitutes for established international
brands. Instead, they have won over consumers with great quality, affordable prices, and
products that specifically cater to the needs of local consumers. It has been observed that many
home-grown brands have already become leading players in each category, such as Winona in
dermocosmetics skin care, Florasis and Perfect Diary in colour cosmetics, Meifubao in sun care,
and so on. In the longer term, domestic brands are expected to witness great potential to grow
and compete with international players.
Competitive landscape
Leading players in beauty and personal care in China demonstrated more resilience
compared with smaller companies against the backdrop of COVID-19, when supply chains were
disrupted, and bricks-and-mortar stores closed under lockdown. The growing consolidation of
the leading positions can be attributed to leading players’ agile digital strategies, which enabled
them to quickly turn to online marketplaces when offline sales were facing a slump. At the same
time, it has been observed that some smaller players are growing rapidly and starting to disrupt
the competitive landscape, which is dominated by leading international groups. For example,
home-grown brands continue to ride the national tide of “China Cool” and gain consumer
preference. In addition, many small and niche brands that entered the market through cross-
border e-commerce have started to expand in offline channels and move into the mainstream.
Retailing developments
The beauty and personal care industry, although relatively resilient during the pandemic
thanks to its high online penetration, also started to recover from retail disruption in 2021. The
dominant offline channel, represented mainly by department stores, supermarkets,
hypermarkets and health and beauty specialists, all registered encouraging sales recovery in
2021. However, e-commerce, which saw a significant sales surge in 2020 due to home
seclusion and COVID-19-related restrictions, kept growing in 2021, but with a slowdown in
terms of growth rate, given the high base in 2020. Besides the recovery of traditional offline
channels and the sustained growth of e-commerce, 2021 also witnessed the emergence of a
bunch of disruptive beauty specialists, represented by HAYDON and Harmay, which provide an
immersive retail experience. For instance, Harmay, a beauty specialist known for selling
samples or mini-size beauty products, quickly gained popularity amongst young Chinese
consumers, who enjoy the exquisite shopping experience but cost-effective products. E-
commerce is expected to remain the leading channel and growth engine in beauty and personal
care in China, but the industry is also embracing very dynamic omnichannel transformation.
What next for beauty and personal care?

The resurgence of COVID-19 in the first half of 2022 has been affecting the overall retail
market, and beauty and personal care is no exception. The development of the Omicron
outbreak, which has spread to many regions across China, will inevitably weigh on the
performance of offline channels, as consumers are cooped up at home and stores have been
closed during regional lockdowns. The Chinese beauty and personal care industry showed
strong resilience during the 2020 COVID-19 outbreak thanks to the heavy reliance on e-
commerce. However, logistics disruptions due to a series of COVID-19 control measures during
the current ongoing wave of the pandemic has brought uncertainty to the market. With fewer
social gatherings and more people working from home, certain categories, for example colour
cosmetics and hair styling products, could potentially see an adverse impact in the forecast
period. The ongoing global pandemic will also lead to some changes in consumer attitudes
taking place in terms of consumption patterns and shopping behaviours, which will lean to more
self-pampering and at-home treatment products. Overall beauty and personal care in China is
expected to sustain healthy growth throughout the forecast period, and catering to consumers’
fast-evolving demands will be key for brands to stay afloat in the industry.
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
Source: Euromonitor International

Note: C19 Pessimistic 1 represents a modelled scenario with an estimated probability of 25-35% over a 1-year
horizon, factoring in macro drivers including GDP, stock prices, business and consumer confidence rates
alongside infection rates, supply chain and labour supply disruption rates
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026

Note: The above chart shows the growth decomposition split by macro drivers such as GDP per capita and
population alongside soft drivers listed as having a positive (+) or negative (-) impact on the total growth
rate
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Baby and Child-specific 17,069.8 19,296.5 22,305.3 25,852.2 28,216.7 32,271.2

Products
Bath and Shower 21,133.2 21,972.4 22,681.3 23,405.4 25,192.5 25,180.7
Colour Cosmetics 28,457.8 34,562.9 45,129.5 59,250.5 59,625.0 69,661.2
Deodorants 904.7 967.7 1,032.2 1,089.8 1,062.5 1,085.2
Depilatories 473.5 509.2 548.9 581.9 579.0 629.5
Fragrances 5,505.9 6,439.1 7,829.5 9,839.2 10,870.1 14,093.1
Hair Care 49,568.4 51,388.5 54,028.3 57,132.5 59,599.6 65,019.1
Men's Grooming 12,520.4 13,433.7 14,484.6 15,639.3 15,440.7 16,500.1
Oral Care 35,263.5 38,847.8 42,778.6 47,547.0 49,896.6 52,172.8
Oral Care Excl Power 33,164.9 35,411.5 37,138.4 39,056.8 40,414.8 43,157.1
Toothbrushes
Skin Care 169,846.6 188,137.2 213,074.7 244,898.4 270,080.4 293,805.9
Sun Care 9,295.6 10,173.7 11,431.4 13,530.4 14,428.7 16,713.6
Premium Beauty and 71,972.8 90,056.4 116,144.3 152,663.9 180,266.1 216,225.7
Personal Care
Prestige Beauty and 66,869.2 83,329.8 107,714.7 141,014.3 166,195.8 199,221.0
Personal Care
Mass Beauty and 229,633.1 242,684.6 261,144.9 282,079.8 288,546.0 301,293.6
Personal Care
Dermocosmetics Beauty 6,907.9 8,941.2 12,150.4 18,433.1 23,939.4 28,300.7
and Personal Care
Beauty and Personal Care 339,088.4 373,973.1 422,618.8 484,995.3 521,451.8 572,614.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note 1: Prestige/premium/mass beauty and personal care sales are additionally included within baby and child-
specific products, bath and shower, colour cosmetics, deodorants, fragrances, hair care, skin care and
sun care
Note 2: Sum of categories is greater than market size because of double counting in men’s bath and shower,
men’s deodorants, men’s hair care, men’s skin care, men’s fragrances, and baby and child-specific sun
care categories
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
% current value growth

2020/21 2016-21 CAGR 2016/21 Total
Baby and Child-specific Products 14.4 13.6 89.1

Bath and Shower 0.0 3.6 19.2
Colour Cosmetics 16.8 19.6 144.8
Deodorants 2.1 3.7 20.0
Depilatories 8.7 5.9 32.9
Fragrances 29.7 20.7 156.0
Hair Care 9.1 5.6 31.2
Men's Grooming 6.9 5.7 31.8
Oral Care 4.6 8.1 48.0
Oral Care Excl Power Toothbrushes 6.8 5.4 30.1
Skin Care 8.8 11.6 73.0
Sun Care 15.8 12.4 79.8
Premium Beauty and Personal Care 19.9 24.6 200.4
Prestige Beauty and Personal Care 19.9 24.4 197.9
Mass Beauty and Personal Care 4.4 5.6 31.2
Dermocosmetics Beauty and Personal Care 18.2 32.6 309.7
Beauty and Personal Care 9.8 11.0 68.9
sun care
men’s deodorants, men’s hair care, men’s skin care, men’s fragrances, and baby and child-specific sun
care categories
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
L'Oréal Groupe 8.3 9.0 10.3 11.4 12.2

Procter & Gamble Co, The 10.0 9.7 9.3 9.3 9.0
Estée Lauder Cos Inc 2.5 3.1 4.1 5.0 5.4
Shiseido Co Ltd 3.1 3.4 3.5 3.7 3.5
LVMH Moët Hennessy 2.1 2.5 2.9 3.0 3.2
Louis Vuitton SA
Unilever Group 3.1 2.8 2.5 2.4 2.3
Shanghai Pehchaolin 2.3 2.3 2.3 2.2 2.0
Daily Chemical Co Ltd
Jala (Group) Co Ltd 2.2 2.2 2.2 2.1 1.9
AmorePacific Corp 2.4 2.5 2.5 2.2 1.9
Colgate-Palmolive Co 2.7 2.3 2.1 2.0 1.9
LG Household & Health 1.2 1.3 1.4 1.6 1.6
Care Ltd
Johnson & Johnson Inc 1.3 1.2 1.3 1.3 1.3
Shanghai Jahwa United 1.8 1.7 1.5 1.2 1.2
Co Ltd
Shanghai Chicmax 1.5 1.5 1.0 1.1 1.1
Cosmetics Co Ltd
Yunnan Baiyao Group Co 1.3 1.2 1.1 1.1 1.1
Ltd
Huanya Group Co Ltd 1.4 1.3 1.2 1.0 1.0
Guangzhou Adolph 0.3 0.7 1.0 1.2 1.0
Personal Care Co Ltd
Proya Cosmetics Co Ltd 0.6 0.7 0.8 0.8 1.0
Kunming Botanee Bio 0.3 0.4 0.6 0.8 1.0
Tech Co Ltd
Beiersdorf AG 1.2 1.1 1.1 0.9 0.9
Yatsen Holding Ltd 0.0 0.2 0.7 0.9 0.9
Chanel SA 0.6 0.7 0.7 0.7 0.8
Mary Kay Inc 2.1 1.7 1.3 1.0 0.8
Guangzhou Weimeizi 0.8 0.9 0.8 0.8 0.8
Zhejiang Yige 0.0 0.2 0.4 0.6 0.8
Enterprise Management
Group Co Ltd
Henkel AG & Co KGaA 1.1 1.0 0.9 0.8 0.7
Amway Corp 1.4 1.2 1.0 0.9 0.7
Kao Corp 0.6 0.6 0.6 0.7 0.7
Hunan Yujiahui Internet 0.5 0.7 0.5 0.6 0.5
Co Ltd
Coty Inc 0.6 0.6 0.6 0.5 0.5
Private Label 0.6 0.5 0.5 0.4 0.4
Others 42.1 40.8 39.5 37.8 37.9
Total 100.0 100.0 100.0 100.0 100.0
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
L'Oréal (China) Co Ltd 8.2 8.9 10.2 11.3 12.1

Procter & Gamble 10.0 9.7 9.3 9.3 9.0
(Guangzhou) Ltd
Estée Lauder (Shanghai) 2.4 3.2 4.1 4.9 5.4
Commercial Co Ltd
Shiseido China Co Ltd 3.1 3.4 3.5 3.7 3.5
Louis Vuitton SA
Unilever China Ltd 2.9 2.6 2.3 2.1 2.0
Jala (Group) Co Ltd 2.2 2.2 2.2 2.1 1.9
AmorePacific Cosmetics 2.4 2.5 2.5 2.2 1.9
(Shanghai) Co Ltd
Care Ltd
Co Ltd
Cosmetics Co Ltd
Ltd
Johnson & Johnson China 1.0 1.0 1.0 1.0 1.0
Ltd
Guangzhou Uniasia 1.4 1.3 1.2 1.0 1.0
Cosmetics Science
Technology Co Ltd
Hawley & Hazel Chemical 1.4 1.3 1.1 1.1 1.0
(Zhongshou) Co Ltd
Tech Co Ltd
Hangzhou Mary Kay 2.1 1.7 1.3 1.0 0.8
Cosmetics Co
Colgate (Guangzhou) Co 1.3 1.1 0.9 0.9 0.8
Ltd
Zhejiang Yige 0.0 0.2 0.4 0.6 0.8
Group Co Ltd
Henkel (China) Co Ltd 1.1 1.0 0.9 0.8 0.7
Amway (China) Co Ltd 1.4 1.2 1.0 0.9 0.7
Chanel (China) Trading 0.4 0.5 0.5 0.5 0.6
Co Ltd
Co Ltd
Mentholatum (Zhongshan) 0.7 0.7 0.6 0.5 0.5
Pharmaceuticals Co Ltd,
The
Nivea (Shanghai) Co Ltd 0.6 0.6 0.5 0.5 0.5
Others 44.8 43.3 42.0 40.3 40.5
Total 100.0 100.0 100.0 100.0 100.0
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021
L'Oréal Paris L'Oréal (China) Co Ltd 2.8 3.0 3.3 3.5

(L'Oréal Groupe)
Lancôme (L'Oréal L'Oréal (China) Co Ltd 1.8 2.3 2.9 3.1
Groupe)
Estée Lauder (Estée Estée Lauder (Shanghai) 1.7 2.1 2.6 2.8
Lauder Cos Inc) Commercial Co Ltd
Pechoin Shanghai Pehchaolin 2.3 2.3 2.2 2.0
Olay (Procter & Procter & Gamble 1.8 1.9 1.8 1.7
Gamble Co, The) (Guangzhou) Ltd
Chando Jala (Group) Co Ltd 1.8 1.8 1.7 1.6
Head & Shoulders Procter & Gamble 1.8 1.6 1.5 1.4
(Procter & Gamble (Guangzhou) Ltd
Co, The)
Dior LVMH Moët Hennessy 1.2 1.3 1.3 1.4
Louis Vuitton SA
La Mer (Estée Estée Lauder (Shanghai) 0.4 0.7 1.0 1.2
SK-II (Procter & Procter & Gamble 0.7 0.9 1.1 1.2
Rejoice (Procter & Procter & Gamble 1.3 1.2 1.1 1.1
Yunnan Baiyao Yunnan Baiyao Group Co Ltd 1.1 1.1 1.1 1.1
Darlie (Colgate- Hawley & Hazel Chemical 1.3 1.1 1.1 1.0
Palmolive Co) (Zhongshou) Co Ltd
Adolph Guangzhou Adolph 0.7 1.0 1.2 1.0
Winona Kunming Botanee Bio 0.4 0.6 0.8 1.0
Tech Co Ltd
Safeguard (Procter Procter & Gamble 1.0 0.9 1.0 1.0
& Gamble Co, The) (Guangzhou) Ltd
Pantene (Procter & Procter & Gamble 0.9 0.8 0.9 0.9
Shiseido (Shiseido Shiseido China Co Ltd 0.5 0.7 0.8 0.9
Co Ltd)
Proya Proya Cosmetics Co Ltd 0.6 0.7 0.8 0.9
Aupres (Shiseido Co Shiseido China Co Ltd 1.0 0.9 0.9 0.9
Ltd)
The History of Whoo LG Household & Health 0.5 0.6 0.8 0.8
Care Ltd
Yves Saint Laurent L'Oréal (China) Co Ltd 0.5 0.7 0.7 0.8
(L'Oréal Groupe)
Crest (Procter & Procter & Gamble 1.1 1.0 0.9 0.8
Guerlain LVMH Moët Hennessy 0.4 0.6 0.7 0.8
Louis Vuitton SA
Saky Guangzhou Weimeizi 0.9 0.8 0.8 0.8

Mary Kay (Mary Kay Hangzhou Mary Kay 1.7 1.3 1.0 0.8
Inc) Cosmetics Co
Florasis Zhejiang Yige 0.2 0.4 0.6 0.8
Group Co Ltd
Perfect Diary Yatsen Holding Ltd 0.2 0.6 0.8 0.7
Colgate (Colgate- Colgate (Guangzhou) Co 0.9 0.8 0.7 0.7
Palmolive Co) Ltd
Sulwhasoo AmorePacific Cosmetics 0.3 0.4 0.5 0.6
(AmorePacific Corp) (Shanghai) Co Ltd
Others Others 68.1 66.0 63.6 62.8
Total Total 100.0 100.0 100.0 100.0
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value
2016-2021
% retail value rsp

2016 2017 2018 2019 2020 2021
Beauty and Personal Care 0.6 0.6 0.5 0.5 0.4 0.4
Deodorants 1.0 1.0 1.0 0.9 0.9 0.9
Mass Beauty and 0.9 0.9 0.8 0.8 0.7 0.7
Personal Care
Skin Care 1.2 1.1 1.0 0.9 0.8 0.7
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
% retail value rsp

2016 2017 2018 2019 2020 2021
Store-Based Retailing 67.9 65.9 63.4 60.7 56.0 56.0

- Grocery Retailers 29.2 27.0 24.4 21.8 19.7 18.9
-- Modern Grocery 28.1 26.0 23.5 21.0 19.0 18.2
Retailers
--- Convenience Stores 1.2 1.1 1.0 0.9 0.9 0.8
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 20.3 18.8 16.9 15.1 13.6 13.0
--- Supermarkets 6.6 6.1 5.6 5.0 4.6 4.4
-- Traditional Grocery 1.1 1.0 0.9 0.7 0.7 0.6
Retailers
- Non-Grocery Specialists 20.9 21.2 21.2 20.9 19.6 20.1
-- Apparel and Footwear - - - - - -
Specialists
-- Appliances and - - - - - -
Electronics Specialists
-- Health and Beauty 18.6 18.7 18.7 18.5 17.5 17.7
Specialist
--- Beauty Specialists 10.6 10.9 11.1 11.2 10.8 11.1
--- Chemists/Pharmacies 1.3 1.2 1.2 1.1 1.2 1.2
--- Drugstores/ 6.7 6.6 6.4 6.2 5.6 5.4
parapharmacies
--- Other BPC Health - - - - - -
and Beauty Specialist
Retailers
-- Home and Garden - - - - - -
Specialist Retailers
--- Homewares and Home - - - - - -
Furnishing Stores
-- Other Non-Grocery 2.3 2.4 2.5 2.4 2.1 2.4
Retailers
--- Outdoor Markets - - - - - -
--- Other BPC Non- 2.3 2.4 2.5 2.4 2.1 2.4
Grocery Specialists
- Mixed Retailers 17.8 17.7 17.8 18.0 16.8 17.0
-- Department Stores 17.8 17.7 17.8 18.0 16.8 17.0
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
Non-Store Retailing 31.9 34.0 36.5 39.2 43.9 43.9
- Direct Selling 10.4 9.9 9.2 7.8 5.9 4.8
- Homeshopping 0.6 0.6 0.5 0.5 0.4 0.4
- E-Commerce 20.9 23.5 26.8 31.0 37.6 38.7
- Vending - - - - - -
Non-retail channels 0.1 0.1 0.1 0.1 0.1 0.1
- Hair Salons 0.1 0.1 0.1 0.1 0.1 0.1
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value
2021
% retail value rsp

Baby Bath Colour Deodoran Depilato Fragranc
and and Cosmetics ts ries es
Child- Shower
specific
Products
Store-Based Retailing 59.1 56.9 48.6 39.0 34.9 69.1

- Grocery Retailers 18.7 44.2 2.8 21.0 16.9 0.7
-- Modern Grocery 18.1 43.5 2.8 21.0 16.9 0.7
Retailers
--- Convenience Stores 0.3 1.9 0.0 0.5 0.0 0.0
--- Discounters 0.0 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 15.6 38.0 2.0 17.5 9.2 0.4
--- Supermarkets 2.3 3.6 0.8 3.0 7.7 0.3
-- Traditional Grocery 0.5 0.7 0.0 0.0 0.0 0.0
Retailers
- Non-Grocery Specialists 39.8 11.6 14.4 17.9 17.9 16.6
-- Apparel and Footwear 0.0 0.0 0.0 0.0 0.0 0.0
Specialists
-- Appliances and 0.0 0.0 0.0 0.0 0.0 0.0
-- Health and Beauty 5.6 11.6 14.4 17.9 17.9 16.6
Specialist
--- Beauty Specialists 2.0 1.6 8.2 6.1 1.5 16.6
--- Chemists/Pharmacies 0.9 0.0 0.0 0.0 0.0 0.0
--- Drugstores/ 2.6 10.0 6.2 11.8 16.4 0.0

parapharmacies
--- Other BPC Health 0.0 0.0 0.0 0.0 0.0 0.0
Retailers
-- Home and Garden 0.0 0.0 0.0 0.0 0.0 0.0
--- Homewares and Home 0.0 0.0 0.0 0.0 0.0 0.0
Furnishing Stores
-- Other Non-Grocery 34.2 0.0 0.0 0.0 0.0 0.0
Retailers
--- Outdoor Markets 0.0 0.0 0.0 0.0 0.0 0.0
--- Other BPC Non- 34.2 0.0 0.0 0.0 0.0 0.0
Grocery Specialists
- Mixed Retailers 0.6 1.1 31.4 0.1 0.1 51.8
-- Department Stores 0.6 1.1 31.4 0.1 0.1 51.8
-- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
-- Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
Non-Store Retailing 40.9 43.1 51.4 61.0 65.1 30.9
- Direct Selling 0.4 7.7 2.8 7.0 0.0 2.0
- Homeshopping 0.3 0.7 0.2 0.0 1.0 0.0
- E-Commerce 40.2 34.7 48.3 54.0 64.1 28.9
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
Non-retail channels 0.0 0.0 0.0 0.0 0.0 0.0
- Hair Salons 0.0 0.0 0.0 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Hair Care Men's Oral Care Skin Care Sun Care

Grooming
Store-Based Retailing 60.5 57.5 60.3 55.7 44.7

- Grocery Retailers 43.6 22.0 48.6 10.9 11.4
-- Modern Grocery 40.9 21.5 45.7 10.9 11.4
Retailers
--- Convenience Stores 0.8 3.1 2.1 0.7 0.4
--- Discounters 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 30.2 13.7 35.4 6.1 8.5
--- Supermarkets 9.9 4.7 8.2 4.1 2.5
-- Traditional Grocery 2.7 0.6 2.9 0.0 0.0
Retailers
- Non-Grocery Specialists 15.5 18.0 11.3 23.0 19.1
-- Apparel and Footwear 0.0 0.0 0.0 0.0 0.0
Specialists
-- Appliances and 0.0 0.0 0.0 0.0 0.0
-- Health and Beauty 15.5 17.8 8.9 22.7 15.2
Specialist
--- Beauty Specialists 6.6 11.7 0.2 16.4 10.0
--- Chemists/Pharmacies 2.1 1.4 0.2 1.8 0.0
--- Drugstores/ 6.8 4.8 8.5 4.4 5.2
parapharmacies
--- Other BPC Health 0.0 0.0 0.0 0.0 0.0
Retailers
-- Home and Garden 0.0 0.0 0.0 0.0 0.0
--- Homewares and Home 0.0 0.0 0.0 0.0 0.0
Furnishing Stores
-- Other Non-Grocery 0.0 0.2 2.4 0.3 3.9
Retailers
--- Outdoor Markets 0.0 0.0 0.0 0.0 0.0
--- Other BPC Non- 0.0 0.2 2.4 0.3 3.9
Grocery Specialists
- Mixed Retailers 1.4 17.5 0.3 21.8 14.1
-- Department Stores 1.4 17.5 0.3 21.8 14.1
-- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0
-- Variety Stores 0.0 0.0 0.0 0.0 0.0
-- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0
Non-Store Retailing 38.4 42.3 39.7 44.3 55.3
- Direct Selling 2.0 4.5 1.9 7.0 3.0
- Homeshopping 0.3 0.3 0.4 0.4 0.3
- E-Commerce 36.2 37.6 37.4 37.0 52.0
- Vending 0.0 0.0 0.0 0.0 0.0
Non-retail channels 1.1 0.2 0.0 0.0 0.0
- Hair Salons 1.1 0.2 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 100.0
Key: BC = baby and child-specific products; BS = bath and shower; CC = colour cosmetics; DO = deodorants;
DP = depilatories; FR = fragrances; HC = hair care; MG = men’s grooming; OC = oral care; SK = skin
care; SU = sun care
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026

Products
Bath and Shower 25,180.7 25,776.4 26,348.1 26,883.5 27,369.5 27,793.3
Deodorants 1,085.2 1,091.5 1,097.1 1,102.1 1,106.4 1,110.1
Depilatories 629.5 666.8 702.6 736.1 766.3 792.5
Fragrances 14,093.1 17,060.3 20,423.1 24,219.8 28,428.5 33,191.8
Hair Care 65,019.1 68,031.4 70,359.3 72,234.8 73,935.9 75,417.5
Men's Grooming 16,500.1 17,300.7 18,059.2 18,798.1 19,515.1 20,207.7
Oral Care 52,172.8 54,440.8 56,264.8 57,907.7 59,345.0 60,609.5
Oral Care Excl Power 43,157.1 44,749.1 45,963.9 47,050.8 47,971.5 48,761.4
Toothbrushes
Skin Care 293,805.9 310,249.1 326,273.7 342,213.6 358,192.8 373,649.1
Sun Care 16,713.6 18,448.1 20,004.7 21,377.2 22,521.4 23,614.5
Personal Care
Prestige Beauty and 199,221.0 - - - - -
Personal Care
Mass Beauty and 301,293.6 305,989.4 309,918.9 313,247.9 316,137.6 318,483.6
Personal Care
Dermocosmetics Beauty 28,300.7 - - - - -
and Personal Care
Beauty and Personal Care 572,614.1 611,106.0 647,765.8 683,801.5 719,561.6 754,732.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
sun care
men’s deodorants, men’s hair care, men’s skin care, men’s fragrances and baby and child-specific sun
care categories
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth
2021-2026
% constant value growth

2021/2022 2021-26 CAGR 2021/26 Total

Fragrances 21.1 18.7 135.5
Hair Care 4.6 3.0 16.0
Oral Care 4.3 3.0 16.2
Oral Care Excl Power Toothbrushes 3.7 2.5 13.0
Skin Care 5.6 4.9 27.2
Sun Care 10.4 7.2 41.3
Prestige Beauty and Personal Care - - -
Dermocosmetics Beauty and Personal Care - - -
Beauty and Personal Care 6.7 5.7 31.8
trade sources
sun care
men’s deodorants, men’s hair care, men’s skin care, men’s fragrances and baby and child-specific sun
care categories
DISCLAIMER
Forecast and scenario closing date: 11 April 2022
Report closing date: 11 May 2022
Analysis and data in this report give full consideration to consumer behaviour and market
performance in 2021 and beyond as of the dates above. For the very latest insight on this
industry and consumer behaviour, at both global and national level, readers can access
strategic analysis and updates on www.euromonitor.com and via the Passport system, where
new content is being added on a systematic basis.
SOURCES
Sources used during the research included the following:
Summary 1 Research Sources

Official Sources National Statistics Bureau
Trade Associations Beijing Daily Chemical Association
China Association of Fragrance Flavour &

Cosmetics Industry (CAFFCI)
China Direct Selling Association
China General Chamber of Commerce
China Oral Care Industry Association
Guangdong Daily Chemical Association
Trade Press China Cosmetics Review (CCR)
BABY AND CHILD-SPECIFIC

PRODUCTS IN CHINA - CATEGORY
ANALYSIS
KEY DATA FINDINGS
▪ Retail value sales rise by 14% in current terms in 2021 to CNY32.3 billion
▪ Baby and child-specific hair care is the best performing category in 2021, with retail value
sales increasing by 19% in current terms to CNY2.5 billion
▪ Johnson & Johnson China Ltd is the leading player in 2021, with a retail value share of 8%
▪ Retail sales are set to increase at a current value CAGR of 10% (2021 constant value CAGR
of 8%) over the forecast period to CNY52.1 billion
2021 DEVELOPMENTS
Baby and child-specific products resumes its growth momentum

In 2021, baby and child-specific products returned to stronger growth after the retail disruption
in 2020, which weighed on offline sales in mother and baby specialist stores. Even though not
all offline channels achieved a full recovery in 2021, others were more successful, and the
robust sales growth online also drove the recovery of the category. The impact of COVID-19,
compounded by the fertility decline, has brought uncertainty to the growth of baby and child-
specific products. The future growth of the category is poised to mainly ride on consumption
upgrading instead of population growth, namely more sophisticated consumer demand and
more segmentation both in terms of age and gender. With the third-child policy coming into
effect in 2021, possible changes in maternal and infant family structure and the change of
consumer demographic in younger generation parents will also be a growth engine for the
category.
Baby and child-specific toiletries and hair care have great potential with
low penetration
Despite the context of a declining birth rate, baby and child-specific toiletries and hair care,
which are relatively underexplored categories compared with skin care, saw significant double-
digit current value growth and thus become new hotspots, and more baby and child-specific
brands are tapping into their potential. Pigeon has established its reputation in baby care
amongst Chinese consumers with its dominance in nursing bottles, and has been proactively
introducing more new products and launching exclusive collections to enhance its brand
presence in baby and child-specific toiletries, hair care and skin care. Besides the introduction of
new products, the category is also being buoyed by active product innovation to capture more
segmented consumer demand. High-quality childcare is driving consumers to seek not only
child-specific toiletries, but also shower gel or shampoo that are specifically designed for baby
girls or baby boys. Baby Elephant, a leading domestic player in baby and child-specific toiletries,
developed girl-specific hair care products featuring amino acids to target the pain point of girls’
hair being vulnerable to damage and tangling.
Children’s facial cream becomes the growth engine of baby and child-
specific skin care
Baby and child-specific skin care has been one of the consistent leaders in terms of the
growth of baby and child-specific products, and remained the largest category in 2021. Even
though it is relatively mature and has high penetration, baby and child-specific skin care is still
registering healthy growth momentum thanks to the aggressive growth of children’s facial
cream. The age structure of the population of infants and children is set to shift under the
current fertility decline. The proportion of children aged over three years old will continue to
grow, rendering children’s products more profitable in the future. Therefore, players in baby and
child-specific products are vying to lead the children’s facial cream segment to fill the market
gap of products designed not only for infants, but also for children. The increased population of
children will also drive the enrichment and development of children’s product lines. With
changes in the climate and the environment, children’s faces are becoming more sensitive,
accompanied by an increased rate of skin allergies. Many emerging brands, represented by
Dexter, are targeting this pain point, launching creams with natural extracts as their core active
ingredients and quickly building word of mouth amongst consumers.
PROSPECTS AND OPPORTUNITIES
Baby sun care thrives on awakened awareness of adult sun protection

Baby and child-specific sun care has long been a niche category, with the presence of few
players, but has kept increasing its sales, exploiting the growing awareness of adult sun
protection. A growing number of baby care brands are eyeing this niche, considering the strong
growth in adult sun care. In 2021, domestic brand Giving launched a baby and child-specific sun
protection product and quickly became the top-selling baby sun screen product on Tmall. In
addition to baby care brands, sun care brands are also extending their product lines to capture
the rising demand of parents for professional sun protection products specifically designed for
babies and children. Leading adult sun care brands such as Anessa and Isdin have also
launched baby lines, and this trend is expected to continue due to the growth potential in this
category.
Tighter regulations to standardise baby and child-specific products

Some unregulated baby care products entered the market along with the intensifying
competition over recent years, such as some skin care products containing hormones, which
could pose a safety risk to babies and children. Therefore, to further standardise the production
and sale of baby and child-specific products and enhance the supervision of the industry, the
National Medical Products Administration issued a Provision on The Supervision and
Administration of Children’s Cosmetic Products, which applies to baby and child-specific
products with functions of cleaning, moisturising, sun protection, etc. The Provision issued some
detailed regulations on ingredients, formulae and packaging, amongst others. For instance, a
packaging initiative stipulates that all products should have the children’s cosmetics logo from
the National Medical Products Administration displayed on the packaging to indicate the quality
of the products. Besides, the formula design of baby and child-specific products should stick to
the baseline of safety-first, essential efficacy and minimalism. With the Provision in place from
2022, baby and child-specific products is expected to become more regulated and standardised.
CATEGORY DATA
Table 11 Sales of Baby and Child-specific Products by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021

Hair Care
Skin Care
Baby and Child-specific 176.1 196.9 223.1 254.5 263.4 310.6
Sun Care
Toiletries
Baby Wipes 3,241.9 3,689.3 4,332.0 5,033.8 5,763.6 6,554.0
Medicated Baby and - - - - - -
Child-specific Products
Nappy (Diaper) Rash 610.0 701.5 808.8 932.1 1,025.2 1,166.0
Treatments
Products
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-
2021

2020/21 2016-21 CAGR 2016/21 Total
Baby and Child-specific Hair Care 19.4 13.2 86.1

Baby and Child-specific Skin Care 15.3 13.4 87.4
Baby and Child-specific Sun Care 17.9 12.0 76.4
Baby and Child-specific Toiletries 12.3 12.9 83.7
Baby Wipes 13.7 15.1 102.2
Medicated Baby and Child-specific - - -
Products
Nappy (Diaper) Rash Treatments 13.7 13.8 91.1
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-
2021
% retail value rsp

2016 2017 2018 2019 2020 2021
Premium 12.6 12.7 12.8 12.9 13.0 13.1

Mass 87.4 87.3 87.2 87.1 87.0 86.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2017-
2021
% retail value rsp

Company 2017 2018 2019 2020 2021

Ltd
Cosmetics Co Ltd
China Child Care Co Ltd 4.0 4.0 3.9 3.7 3.6
Pigeon (Shanghai) Co Ltd 3.5 3.3 3.1 2.8 3.0
Co Ltd
Tianjin Yumeijing Group 2.9 2.8 2.6 2.4 2.3
Co Ltd
Guangzhou Quaker 2.3 2.2 2.1 2.0 1.9
Chemical Co Ltd
Sebapharma GmbH & Co KG 2.3 2.1 2.0 1.9 1.5
Goodbaby International 1.9 1.9 1.8 1.6 1.5
Holdings Ltd
Hengan Fujian Holding 1.0 1.0 1.1 1.2 0.9
Co Ltd
Guangzhou Li Xin 0.9 0.9 1.0 0.9 0.9
Cosmetics Co Ltd
Shanghai Elsker For 1.7 1.4 1.1 0.9 0.8
Mother & Baby Co Ltd
Combi (Shanghai) Co Ltd 1.1 1.1 1.0 0.9 0.8
Beijing Longsight 1.1 0.9 0.9 0.7 0.6
Trading Co Ltd
Shanghai Xier - 0.1 0.5 0.6 0.6
Industrial Co Ltd
Profex (Shanghai) Co Ltd 0.2 0.3 0.3 0.4 0.5
Winner Medical Co Ltd 0.6 0.6 0.6 0.5 0.4
Changzheng Group - 0.5 0.5 0.5 0.4
Kimberly-Clark (China) 0.6 0.6 0.5 0.5 0.4
Investment Co Ltd
Les Enphants Co Ltd 0.6 0.6 0.5 0.5 0.4
(Mainland China)
C&S Paper Co Ltd 0.3 0.2 0.2 0.3 0.2
The
Beiersdorf Hair Care - - 0.1 0.1 0.1
Hubei Co Ltd
Chiaus (Fujian) 0.3 0.2 0.2 0.1 0.1
Industrial Development
Co Ltd
Shanghai Chaozhong 0.1 0.1 0.0 0.0 0.0
Cosmetics Co Ltd
Shanghai Uni-Charm Co Ltd 0.3 0.2 0.1 - -
Merck & Co Inc 0.1 0.1 - - -
Kingdom Healthcare 0.2 0.1 - - -
Holdings Ltd, Guangdong
Others 56.0 56.2 58.0 59.6 61.9
Total 100.0 100.0 100.0 100.0 100.0
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
% retail value rsp

Johnson's Baby Johnson & Johnson China 7.8 6.6 5.8 5.0
(Johnson & Johnson Ltd
Inc)
Baby Elephant Shanghai Chicmax 3.8 3.4 4.5 4.7
Cosmetics Co Ltd
Frog Prince China Child Care Co Ltd 4.0 3.9 3.7 3.6
Pigeon (Pigeon Corp) Pigeon (Shanghai) Co Ltd 3.3 3.1 2.8 3.0
Aveeno Baby Johnson & Johnson China 1.3 2.0 2.5 2.6
Inc)
Giving Shanghai Jahwa United 2.6 3.2 2.5 2.4
Co Ltd
Yumeijing Tianjin Yumeijing Group 2.8 2.6 2.4 2.3
Co Ltd
Pipidog Guangzhou Quaker 2.2 2.1 2.0 1.9
Chemical Co Ltd
Hai Er Mian (Henkel Henkel (China) Co Ltd 2.5 2.2 2.0 1.8
AG & Co KGaA)
Baby Sebamed Sebapharma GmbH & Co KG 2.1 2.0 1.9 1.5
Goodbaby Goodbaby International 1.9 1.8 1.6 1.5
Holdings Ltd
Hearttex (Hengan Hengan Fujian Holding 1.0 1.1 1.2 0.9
International Group Co Ltd
Co Ltd)
Croco Baby Guangzhou Li Xin 0.9 1.0 0.9 0.9
Cosmetics Co Ltd
Elsker (Johnson & Shanghai Elsker For 1.4 1.1 0.9 0.8
Johnson Inc) Mother & Baby Co Ltd
Combi (Combi Corp) Combi (Shanghai) Co Ltd 1.1 1.0 0.9 0.8
Sanosan (Mann & Beijing Longsight 0.9 0.9 0.7 0.6
Schröder GmbH) Trading Co Ltd
Babycare Shanghai Xier 0.1 0.5 0.6 0.6
Industrial Co Ltd
Mustela Profex (Shanghai) Co Ltd 0.3 0.3 0.4 0.5
(Expanscience SA,
Laboratoires)
PurCotton Winner Medical Co Ltd 0.6 0.6 0.5 0.4
Matern'ella Changzheng Group 0.5 0.5 0.5 0.4
Huggies (Kimberly- Kimberly-Clark (China) 0.6 0.5 0.5 0.4
Clark Corp) Investment Co Ltd
Nac Nac (Les Les Enphants Co Ltd 0.6 0.5 0.5 0.4
Enphants Co Ltd) (Mainland China)
G&H (Amway Corp) Amway (China) Co Ltd 0.5 0.4 0.3 0.3
Clean & Soft C&S Paper Co Ltd 0.2 0.2 0.3 0.2
Sunplay Baby (Rohto Mentholatum (Zhongshan) 0.2 0.2 0.1 0.1
Pharmaceutical Co Pharmaceuticals Co Ltd,
Ltd) The
Coppertone Beiersdorf Hair Care - 0.1 0.1 0.1
(Beiersdorf AG) Hubei Co Ltd
Chiaus (Chiaus Chiaus (Fujian) 0.2 0.2 0.1 0.1
Int'l Group Co Ltd) Industrial Development
Co Ltd
Xiao Ding Dang Shanghai Chaozhong 0.1 0.0 0.0 0.0
Cosmetics Co Ltd
Mamypoko (Unicharm Shanghai Uni-Charm Co Ltd 0.2 0.1 - -
Corp)
Coppertone (Bayer AG) Merck & Co Inc 0.1 - - -
Others Others 56.3 58.0 59.6 62.0
Total Total 100.0 100.0 100.0 100.0
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
% retail value rsp

Johnson's Baby Johnson & Johnson China 7.9 6.6 5.8 5.0
Inc)
Baby Elephant Shanghai Chicmax 3.6 3.2 4.4 4.5
Cosmetics Co Ltd
Inc)
Co Ltd
Co Ltd
Pipidog Guangzhou Quaker 3.5 3.4 3.2 3.0
Chemical Co Ltd
Baby Sebamed Sebapharma GmbH & Co KG 3.4 3.1 3.0 2.4
AG & Co KGaA)
Elsker (Johnson & Shanghai Elsker For 1.5 1.3 1.1 1.0
Holdings Ltd
(Expanscience SA,
Laboratoires)
Sanosan (Mann & Beijing Longsight 0.9 0.9 0.8 0.6
Schröder GmbH) Trading Co Ltd
Nac Nac (Les Les Enphants Co Ltd 0.9 0.8 0.7 0.6
Enphants Co Ltd) (Mainland China)
Oriflame (Oriflame Oriflame Cosmetics 0.2 0.1 0.1 0.1
Cosmetics SA) (China) Co Ltd
Frog Prince Prince Frog - - - -
International Holdings Ltd
Elsker (Danish Shanghai Elsker For - - - -
Elsker Mother & Baby Co Ltd
International A/S)
NUK (MAPA GmbH) Suzhou De Bao Trade Co Ltd - - - -
Others Others 51.7 52.9 56.7 59.5
Total Total 100.0 100.0 100.0 100.0
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
% retail value rsp

Sunplay Baby (Rohto Mentholatum (Zhongshan) 17.6 18.2 14.9 14.9

Ltd) The
Coppertone Beiersdorf Hair Care - 11.6 12.9 13.2
(Beiersdorf AG) Hubei Co Ltd
AG & Co KGaA)
Co Ltd
Inc)
Coppertone (Bayer AG) Merck & Co Inc 12.8 - - -
Johnson's Baby Johnson & Johnson China - - - -
Inc)
Coppertone Merck & Co Inc - - - -
Frog Prince Prince Frog - - - -
International Holdings Ltd
Elsker (Danish Shanghai Elsker For - - - -
Elsker Mother & Baby Co Ltd
International A/S)
Elsker (Johnson & Shanghai Elsker For - - - -
Others Others 46.4 47.7 51.5 53.1
Total Total 100.0 100.0 100.0 100.0
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value
2018-2021
% retail value rsp

(Expanscience SA,
Laboratoires)
NUK (MAPA GmbH) Suzhou De Bao Trade Co Ltd - - - -
Others Others 72.4 73.7 75.1 73.7
Total Total 100.0 100.0 100.0 100.0
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-
2026
CNY million
2021 2022 2023 2024 2025 2026

Hair Care
Skin Care
Sun Care
Toiletries
Baby Wipes 6,554.0 7,217.7 7,829.7 8,382.3 8,871.0 9,281.1
Medicated Baby and - - - - - -
Child-specific Products
Nappy (Diaper) Rash 1,166.0 1,280.5 1,391.3 1,499.7 1,601.7 1,688.2
Treatments
Products
trade sources
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value

Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Baby and Child-specific Hair Care 12.8 8.8 52.4

Baby and Child-specific Skin Care 10.1 7.8 45.6
Baby and Child-specific Toiletries 8.9 7.2 41.3
Baby Wipes 10.1 7.2 41.6
Medicated Baby and Child-specific - - -
Products
Nappy (Diaper) Rash Treatments 9.8 7.7 44.8
trade sources
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: %

Value 2021-2026
% retail value rsp

2021 2022 2023 2024 2025 2026
Premium 13.1 13.2 13.3 13.5 13.6 13.7

Mass 86.9 86.8 86.7 86.5 86.4 86.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade sources
BATH AND SHOWER IN CHINA -

CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Retail value sales increase by 0% in current terms in 2021 to CNY25.2 billion

▪ Intimate hygiene is the best performing category in 2021, with retail value sales increasing by
6% in current terms to CNY1.6 billion
▪ Procter & Gamble (Guangzhou) Ltd is the leading player in 2021, with a retail value share of
25%
▪ Retail sales are set to increase at a current value CAGR of 4% (2021 constant value CAGR of
2%) over the forecast period to CNY31.1 billion
2021 DEVELOPMENTS
Flat growth in 2021 due to short-term rebasing of liquid soap

After a strong year in 2020, bath and shower posted a flat current value performance in 2021,
primarily due to the double-digit decline of liquid soap. However, this is expected to be short-
term only, resulting from a combination of factors. Significant value growth in 2020 substantially
enlarged the sales base of liquid soap. Therefore, despite a negative performance, the size of
this category in 2021 still way surpassed that seen in 2019, which is indicative of Chinese
consumers’ increased hygiene awareness and established hand-washing routines as they adapt
to the new normal. Stockpiling in 2020 also brought some consumption forward.
Compared with liquid soap, hand sanitisers registered an even stronger value decline in 2021.
In addition to the factors mentioned above for liquid soap, retail sales of hand sanitisers faced
competition from institutional horeca offerings and from liquid soap itself. As a way of showing
courtesy and to ensure health and hygiene, more and more public venues in China, including
shopping centres and restaurants, have been offering free hand sanitiser as standard for
guests, reducing individual consumption and retail sales. On the other hand, consumers also
view liquid soap as a more affordable option for hand hygiene, which is also better for the skin,
during pandemic normalisation. The average unit price of hand sanitiser (CNY/litres) is also
much more expensive than that of liquid soap.
Delicacy of scent A strong value proposition for brands to differentiate

Scent has increasingly been an attractive claim to win over Chinese consumers, especially
the sophisticated younger cohort, who are not satisfied with traditional types of scents. With
sales of fragrances also soaring in China in 2021, delicacy of scent is observed as a major
direction for new product development and a strong value proposition for brands to differentiate
and premiumise, especially in body wash/shower gel, which is a direct manifestation of the
overarching self-pampering trend. Not only do body wash/shower gel brands source upmarket
ingredients from fragrances manufacturers to up their game in terms of scent complexity, but
scent is increasingly positioned as a primary unique selling point for emerging local brands. For
example, Chillmore, a lifestyle brand that brings fragrances as its core brand language, has
been growing its momentum in body wash/shower gel, utilising its unique set of woody and
grassy scents. Similar to Chillmore is Make Sense, whose scent types feature popular drinks,
e.g., latte coffee, mojito, gin, etc. In addition to bath and shower manufacturers seeing
opportunities in this trend, local fragrances brand Scent Library has also followed suit and
launched hand sanitisers under its signature scent series.
Procter & Gamble and Unilever strengthen their leading positions

Procter & Gamble and Unilever continued to hold the two leading positions respectively in
bath and shower in China in 2021, and also managed to improve their value shares. With
portfolios of well-known brand names, including Safeguard, Lux, Olay and Dove, growth was
driven by new product developments that kept up with current consumer trends, consumer-
centric data insights generated to empower e-commerce tactics, and agile marketing efforts.
Local manufacturers also saw share gains, but some have suffered from ageing brands and are
in urgent in need of revitalisation so as not to lose ground to emerging brands.
Healthy outlook driven by established hygiene routines

Over the forecast period, bath and shower is expected to see a low single-digit current value
CAGR, with percentage and absolute growth primarily driven by liquid soap and body
wash/shower gel. Whilst new COVID-19 cases remained relatively low on a national level in
2021, the new variant of the virus emerging in early 2022 is likely to drive growth, along with the
already established habit of frequent hand-washing, which is expected to stay in the longer
term, due to the rooted fear of spreading diseases. The shift from bar soap to liquid soap and
body wash/shower gel will also contribute to the positive outlook for these two categories.
Opportunities in skinification and experiential bathing and showering

Although body wash/shower gel has already seen wide adoption in China, opportunities still
exist in terms of providing value-added features, which will drive premiumisation in the longer
term, with skinification and experiential bathing being two major themes. Chinese consumers
have become increasingly knowledgeable about functional ingredients thanks to manufacturer
education on skin care ingredients, e.g., retinol and hyaluronic acid. Awareness of the need to
seek sophisticated targeted functionalities to care for the skin beyond basic cleansing is
expected to increase, expanding further into anti-ageing, acne treatment, and even skin barrier
repair. In response, a local skin care brand, Dr Yu from Shanghai Jahwa United, has already
crossed over into bath and shower, launching a body wash that contains AHA (alpha-hydroxy
acids). In addition to functionalities, the novel format of gel and niche formats beyond gel (e.g.,
mousse, oil, gel and scrub 2-in-1 products) are also expected to gain further momentum as
consumers care more about themselves and bath and shower experiences post-pandemic.
CATEGORY DATA
Table 22 Sales of Bath and Shower by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Hand Sanitisers - - - 54.7 431.0 309.6

Bar Soap 6,562.8 6,392.2 6,308.4 6,291.6 6,102.8 6,072.3
Bath Additives - - - - - -
Body Powder 364.1 388.5 411.8 432.9 453.9 473.9

Body Wash/Shower Gel 11,353.6 12,051.8 12,535.6 12,969.4 13,358.5 13,812.6
Intimate Hygiene 1,321.7 1,432.8 1,530.7 1,601.8 1,538.8 1,636.7
- Intimate Washes 1,321.7 1,432.8 1,530.7 1,601.8 1,538.8 1,636.7
- Intimate Wipes - - - - - -
Liquid Soap 1,531.0 1,707.0 1,894.8 2,055.1 3,307.5 2,875.5
Bath and Shower 21,133.2 21,972.4 22,681.3 23,405.4 25,192.5 25,180.7
Table 23 Sales of Bath and Shower by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Hand Sanitisers -28.2 - -

Bar Soap -0.5 -1.5 -7.5
Bath Additives - - -
Body Powder 4.4 5.4 30.2
Body Wash/Shower Gel 3.4 4.0 21.7
Intimate Hygiene 6.4 4.4 23.8
- Intimate Washes 6.4 4.4 23.8
- Intimate Wipes - - -
Liquid Soap -13.1 13.4 87.8
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
% retail value rsp

2016 2017 2018 2019 2020 2021
Premium 8.7 8.8 8.9 8.9 8.9 8.9

Mass 91.3 91.2 91.1 91.1 91.1 91.1
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 25 NBO Company Shares of Bath and Shower: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Procter & Gamble 21.8 22.2 23.0 24.1 25.0

(Guangzhou) Ltd
Co Ltd
Guangzhou Blue Moon Co 1.8 1.9 2.0 3.4 2.8
Ltd
Reckitt Benckiser China 1.3 1.6 1.8 2.6 2.4
Renhe Pharmacy Co Ltd 2.3 2.3 2.3 1.9 2.0
Zhongshan Magic Co Ltd 2.4 2.3 2.2 1.9 1.9
Whealthfields Lohmann 1.5 1.6 1.7 2.3 1.8
(Guangzhou) Co Ltd
Zhongshan City Gadetin 1.4 1.5 1.6 1.5 1.6
Articles Of Everyday
Use Co Ltd
Nice Group 1.2 1.2 1.2 1.1 1.1
Coty Inc 0.6 0.6 0.6 0.6 0.6
Perfect (China) Co Ltd 1.0 0.9 0.8 0.7 0.6
Jiangsu Longrich Group 1.0 0.9 0.8 0.6 0.6
Enwei Group 0.8 0.7 0.7 0.6 0.5
Care Ltd
Infinitus (China) Co Ltd 0.5 0.4 0.4 0.4 0.4
Ltd
Kingdom Healthcare 0.4 0.4 0.4 0.3 0.3
Nu Skin (China) Daily- 0.3 0.4 0.3 0.3 0.3
Use & Health Products
Co Ltd
Jolly Daily Products Co 0.3 0.3 0.3 0.3 0.3
Ltd
Xian Kaimi Co Ltd 0.5 0.4 0.4 0.4 0.3
Goodbaby International 0.3 0.3 0.3 0.3 0.3
Holdings Ltd
Pro-Health (China) Co Ltd 0.2 0.2 0.2 0.2 0.2
The
Shandong Jiuxin 0.2 0.2 0.2 0.2 0.2
Chemical Product Co Ltd
Others 42.2 41.8 41.1 39.4 40.0
Total 100.0 100.0 100.0 100.0 100.0
Table 26 LBN Brand Shares of Bath and Shower: % Value 2018-2021
% retail value rsp


Lux (Unilever Group) Unilever China Ltd 4.7 4.8 4.7 5.3
Liushen Shanghai Jahwa United 4.4 4.2 3.8 3.9
Co Ltd
Dove (Unilever Group) Unilever China Ltd 2.4 2.6 2.6 2.8
Blue Moon Guangzhou Blue Moon Co Ltd 1.9 2.0 3.4 2.8
Dettol (Reckitt Reckitt Benckiser China 1.6 1.8 2.6 2.4
Benckiser Group Plc
(RB))
Fu Yan Jie Renhe Pharmacy Co Ltd 2.3 2.3 1.9 2.0
Walch Whealthfields Lohmann 1.6 1.7 2.3 1.8

(Whealthfields (Guangzhou) Co Ltd
Group Inc)
Accen (Ausnow Zhongshan City Gadetin 1.4 1.4 1.4 1.4
International (Hong Articles Of Everyday
Kong) Co Ltd) Use Co Ltd
Zici (Meiri Zhongshan Magic Co Ltd 1.3 1.3 1.2 1.2
International (Hong
Kong) Co Ltd)
Nice Nice Group 1.2 1.2 1.1 1.1
Nivea Bath Care Nivea (Shanghai) Co Ltd 0.8 0.8 0.7 0.7
(Beiersdorf AG)
adidas Coty Inc 0.6 0.6 0.6 0.6
Perfect (Perfect Perfect (China) Co Ltd 0.9 0.8 0.7 0.6
Resources (M) Sdn
Bhd)
Enear (Meiri Zhongshan Magic Co Ltd 0.8 0.7 0.6 0.6
International (Hong
Kong) Co Ltd)
Longrich Jiangsu Longrich Group 0.9 0.8 0.6 0.6
Enwei Enwei Group 0.7 0.7 0.6 0.5
Phytocare Infinitus (China) Co Ltd 0.4 0.4 0.4 0.4
ABC Kingdom Healthcare 0.4 0.4 0.3 0.3
Nu Skin (Nu Skin Nu Skin (China) Daily- 0.4 0.3 0.3 0.3
Enterprises Inc) Use & Health Products
Co Ltd
Jolly Jolly Daily Products Co 0.3 0.3 0.3 0.3
Ltd
Hazeline (Unilever Unilever China Ltd 0.3 0.3 0.3 0.3
Group)
Kaimi Xian Kaimi Co Ltd 0.4 0.4 0.4 0.3
Holdings Ltd
Fa (Henkel AG & Co Henkel (China) Co Ltd 0.4 0.4 0.3 0.3
KGaA)
Lynx (Unilever Group) Unilever China Ltd 0.3 0.3 0.3 0.3
Bao Xin Pro-Health (China) Co Ltd 0.2 0.2 0.2 0.2
Others Others 43.8 43.2 41.3 41.9
Total Total 100.0 100.0 100.0 100.0
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
% retail value rsp


Pursue (Amway Corp) Amway (China) Co Ltd 2.9 2.7 2.9 2.1
L'Occitane L'Occitane 0.9 1.1 1.1 1.3
International SA
Fresh LVMH Moët Hennessy 0.4 0.5 0.5 0.7
Louis Vuitton SA
Biotherm Homme L'Oréal (China) Co Ltd 0.3 0.3 0.3 0.3
(L'Oréal Groupe)
Jo Malone London Estée Lauder (Shanghai) 0.2 0.2 0.2 0.2
(Estée Lauder Cos Commercial Co Ltd
Inc)
Others Others 86.8 85.7 85.0 84.1
Total Total 100.0 100.0 100.0 100.0
Table 28 Forecast Sales of Bath and Shower by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Hand Sanitisers 309.6 328.2 347.2 366.7 386.5 406.6

Bar Soap 6,072.3 5,938.7 5,796.2 5,645.5 5,487.4 5,322.8
Bath Additives - - - - - -
Body Powder 473.9 486.6 498.3 509.2 519.4 528.8
Body Wash/Shower Gel 13,812.6 14,061.3 14,300.3 14,529.1 14,747.1 14,953.5
Intimate Hygiene 1,636.7 1,706.5 1,775.8 1,844.3 1,911.8 1,978.7
- Intimate Washes 1,636.7 1,706.5 1,775.8 1,844.3 1,911.8 1,978.7
- Intimate Wipes - - - - - -
Liquid Soap 2,875.5 3,255.1 3,630.2 3,988.7 4,317.3 4,602.9
Bath and Shower 25,180.7 25,776.4 26,348.1 26,883.5 27,369.5 27,793.3
trade sources
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Hand Sanitisers 6.0 5.6 31.3

Bar Soap -2.2 -2.6 -12.3
Bath Additives - - -
Body Powder 2.7 2.2 11.6
Body Wash/Shower Gel 1.8 1.6 8.3
Intimate Hygiene 4.3 3.9 20.9
- Intimate Washes 4.3 3.9 20.9
- Intimate Wipes - - -
Liquid Soap 13.2 9.9 60.1
trade sources
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
% retail value rsp

2021 2022 2023 2024 2025 2026
Premium 8.9 9.0 9.1 9.2 9.3 9.3

Mass 91.1 91.0 90.9 90.8 90.7 90.7
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade sources
COLOUR COSMETICS IN CHINA -

CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Facial make-up is the best performing category in 2021, with retail value sales rising by 21%
in current terms to CNY34.7 billion
▪ L’Oréal (China) Co Ltd is the leading player in 2021, with a retail value share of 26%
▪ Retail sales are set to grow at a current value CAGR of 12% (2021 constant value CAGR of
2021 DEVELOPMENTS
Colour cosmetics sees A rebound from COVID-19 slump

Colour cosmetics witnessed double-digit current value growth in 2021, returning to more
dynamic growth in the new normal after the COVID-19 outbreak in 2020, when consumers were
heavily impacted by the lockdown policy and rarely wore make-up, leading to little growth. When
COVID-19 was controlled relatively well and consumers resumed regular work and social
activities in 2021, colour cosmetics saw a rebound, with facial make-up experiencing dynamic
growth compared with lip products, given the new normal in terms of wearing face masks. In
addition, riding on the healthy living mega trend, consumers had more sophisticated needs
when it came to facial make-up, for example, foundation that would not transfer to face masks,
and foundation/powder with skin care functions to nourish the skin. Eye make-up also
maintained dynamic growth in 2021, despite already seeing the strongest increase in 2020, as
this can be seen even when wearing a mask. The focal point for eye make-up remains eye
shadow, and eye shadow palettes with more vivid and dynamic colours are gaining traction.
C-beauty brands continue to see dynamic momentum

Home-grown colour cosmetics brands continue to see dynamic momentum, riding on the
hype of “national tide”. Local brands are no longer a substitute for established international
brands. Instead, some local brands have even created new segments and become the
dominant players. For example, Into You, a local lip products brand, launched a series of lip
make-up in the format of “lip mud”, which soon became popular amongst younger consumers,
who are usually willing to try out new products. In addition, many local players are good at
shortening the product cycle and launching new products in a relatively short period of time
compared with established international brands. For example, local brands are able to update
their products in three to six months, whilst some established players in the category are only
able to update their products in seven to 18 months.
Competition remains fierce in the online marketplace

E-commerce has grown to be the largest distribution channel for colour cosmetics, accounting
for nearly half of value sales in 2021 after seeing continuous growth in the past few years. Many
colour cosmetics brands are even born from the internet, become popular through social
networks, and successfully win over younger generations. In a category with fierce competition
and quick turnover, many brands are putting their effort into adopting more and more diverse
marketing tactics to attract consumers and maintain consumer loyalty. For example, home-
grown make-up brand Joyce collaborated with popular tea brand Lelecha to launch a limited-
edition eye shadow palette, which offers vivid and dynamic colour combinations. In addition, the
social media hype continues, and KOL marketing continues to be an important strategy adopted
by brands. For example, lip products brand Into You actively collaborates with beauty
influencers on Little Red Book, and sends them new products prior to their official launch to
them for preview and try-on, which has turned out to be very effective in attracting consumers
and driving sales.
Offline experience remains important, despite rapid online expansion

Even though e-commerce continues to expand, offline channels remain important, as trying
products on is still vital for many people when purchasing colour cosmetics. It has been
observed that the more dynamic beauty specialist stores which have emerged in the market
have quickly gained attention from the younger generations. These offline stores, such as The
Colorist and WOW Colour, usually have colourful and vivid settings and diverse sections across
colour cosmetics, skin care, fragrances and personal care. In addition, many brands are
focusing on offline store renovation whilst also expanding through online marketplaces. For
example, online-native brand Perfect Diary continues to expand offline, and currently has over
30 stores in cities such as Shanghai, Hangzhou and Guangzhou. Home-grown brand Judydoll is
also actively launching pop-up stores in offline channels to promote its limited-edition
collaboration with the toy brand Pop Mart.
Men’s colour cosmetics has large potential for growth

Men’s colour cosmetics represents huge potential for growth, as Chinese men’s awareness of
personal grooming continues to increase, and at the same time, increasing numbers of men’s
grooming brands are launching make-up products exclusively for men. For example, Tom Ford
and Chanel have both launched male colour cosmetics product lines in the Chinese market, and
are gaining popularity amongst young and sophisticated male consumers. Nowadays, make-up
is no longer a threat to masculinity; rather it is a sign of the pursuit of self-improvement. Being
referred to as delicate and clean-cut is now seen as praise by men, and male consumers have
fewer concerns about applying colour cosmetics. In fact, quite a lot of younger male consumers
in China use BB/CC cream, brow pencil and lip colours. As consumers are becoming more and
more sophisticated and have increasing disposable incomes to spend on personal grooming,
men’s colour cosmetics represents large potential for growth in the forecast period.
CATEGORY DATA
Table 31 Sales of Colour Cosmetics by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Eye Make-Up 5,771.7 6,391.5 7,621.3 8,953.4 9,477.6 10,426.5

- Eye Liner/Pencil 1,797.0 2,001.9 2,387.5 2,797.8 3,019.0 3,349.6
-- Premium Eye Liner/ 491.2 595.7 753.6 877.9 955.2 1,079.3

Pencil
-- Mass Eye Liner/Pencil 1,305.8 1,406.2 1,634.0 1,919.9 2,063.9 2,270.3
- Eye Shadow 941.9 1,009.7 1,313.1 1,836.2 2,427.7 2,981.6
-- Premium Eye Shadow 257.5 300.5 437.2 579.3 718.3 861.9
-- Mass Eye Shadow 684.4 709.2 875.9 1,256.9 1,709.4 2,119.7
- Mascara 2,120.1 2,325.7 2,609.5 2,685.8 2,440.5 2,276.6
-- Premium Mascara 579.5 692.1 771.7 752.4 696.6 654.8
-- Mass Mascara 1,540.6 1,633.7 1,837.9 1,933.4 1,744.0 1,621.9
- Other Lash and Brow 912.8 1,054.2 1,311.2 1,633.7 1,590.3 1,818.7
Make-Up
-- Premium Other Lash 296.1 349.4 421.0 503.1 510.7 577.1
and Brow Make-Up
-- Mass Other Lash and 616.7 704.8 890.2 1,130.5 1,079.7 1,241.6
Brow Make-Up
Facial Make-Up 13,704.2 16,335.9 21,043.6 28,052.1 28,824.3 34,746.4
- BB/CC Creams 5,233.0 6,761.0 8,344.5 9,988.0 9,779.1 10,374.2
-- Premium BB/CC Creams 1,610.1 2,381.1 3,228.7 4,084.3 4,023.1 4,385.2
-- Mass BB/CC Creams 3,622.9 4,380.0 5,115.8 5,903.7 5,756.1 5,989.1
- Blusher/Bronzer/ 677.4 748.5 954.3 1,384.7 1,480.5 1,944.8
Highlighter
-- Premium Blusher/ 208.4 263.6 374.8 669.1 732.6 1,062.3
Bronzer/Highlighter
-- Mass Blusher/Bronzer/ 469.0 484.9 579.5 715.6 747.8 882.4
Highlighter
- Foundation/Concealer 4,625.4 5,269.8 7,218.3 10,582.3 11,322.9 14,579.9
-- Premium Foundation/ 1,489.6 1,933.5 3,064.5 5,286.3 5,772.6 8,197.1
Concealer
-- Mass Foundation/ 3,135.9 3,336.4 4,153.8 5,296.0 5,550.3 6,382.8
Concealer
- Powder 1,483.8 1,675.2 2,125.0 2,898.9 2,990.4 3,729.7
-- Premium Powder 456.5 590.0 846.6 1,341.8 1,402.2 1,935.1
-- Mass Powder 1,027.2 1,085.2 1,278.4 1,557.1 1,588.2 1,794.7
- Other Facial Make-Up 1,684.6 1,881.4 2,401.6 3,198.2 3,251.4 4,117.8
-- Premium Other Facial 550.9 643.6 941.0 1,482.1 1,514.7 2,120.5
Make-Up
-- Mass Other Facial 1,133.7 1,237.8 1,460.6 1,716.2 1,736.8 1,997.3
Make-Up
Lip Products 7,696.1 10,408.6 14,834.5 20,326.1 19,547.2 22,533.0
- Lip Gloss 1,515.0 2,033.1 2,881.5 3,600.9 3,466.2 3,595.7
-- Premium Lip Gloss 480.2 885.5 1,536.6 2,020.6 2,004.4 2,104.6
-- Mass Lip Gloss 1,034.8 1,147.6 1,344.9 1,580.3 1,461.8 1,491.0
- Lip Liner/Pencil 38.5 46.0 58.4 67.1 54.9 56.2
-- Premium Lip Liner/ 12.2 20.1 30.7 37.6 31.8 32.7
Pencil
-- Mass Lip Liner/Pencil 26.3 26.0 27.7 29.5 23.2 23.5
- Lipstick 6,142.7 8,329.5 11,894.7 16,658.1 16,026.1 18,881.1
-- Premium Lipstick 1,947.0 3,628.0 6,149.4 9,131.9 9,022.3 10,826.8
-- Mass Lipstick 4,195.7 4,701.5 5,745.2 7,526.2 7,003.8 8,054.3
- Other Lip Products - - - - - -
-- Premium Other Lip - - - - - -
Products
-- Mass Other Lip - - - - - -
Products
Nail Products 464.1 483.6 509.6 530.5 459.8 471.2
- Nail Polish 406.3 422.9 445.4 463.2 401.4 410.9
-- Premium Nail Polish 67.7 62.5 60.0 57.8 46.7 49.1
-- Mass Nail Polish 338.6 360.4 385.4 405.4 354.7 361.8
- Nail Treatments/ 2.4 2.5 2.7 2.8 2.4 2.5
Strengthener
-- Premium Nail 0.4 0.4 0.4 0.3 0.3 0.3
Treatments/Strengthener
-- Mass Nail Treatments/ 2.0 2.1 2.3 2.4 2.2 2.2
Strengthener
- Polish Remover 51.6 54.1 57.2 60.0 51.9 53.7
-- Premium Polish Remover 8.6 8.0 7.6 7.2 5.8 6.1
-- Mass Polish Remover 43.0 46.1 49.6 52.8 46.2 47.5
- Other Nail Products 3.9 4.1 4.3 4.6 4.0 4.1
-- Premium Other Nail 1.3 1.5 1.6 1.7 1.6 1.6
Products
-- Mass Other Nail 2.6 2.7 2.7 2.8 2.4 2.5
Products
Colour Cosmetics Sets/ 821.7 943.3 1,120.5 1,388.4 1,316.1 1,484.1
Kits
- Premium Colour 114.6 160.9 234.0 346.8 380.8 464.6
Cosmetics Sets/Kits
- Mass Colour Cosmetics 707.1 782.4 886.5 1,041.6 935.3 1,019.5
Sets/Kits
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Eye Make-Up 10.0 12.6 80.6

- Eye Liner/Pencil 10.9 13.3 86.4
-- Premium Eye Liner/Pencil 13.0 17.1 119.7
-- Mass Eye Liner/Pencil 10.0 11.7 73.9
- Eye Shadow 22.8 25.9 216.6
-- Premium Eye Shadow 20.0 27.3 234.8
-- Mass Eye Shadow 24.0 25.4 209.7
- Mascara -6.7 1.4 7.4
-- Premium Mascara -6.0 2.5 13.0
-- Mass Mascara -7.0 1.0 5.3
- Other Lash and Brow Make-Up 14.4 14.8 99.3
-- Premium Other Lash and Brow Make-Up 13.0 14.3 94.9
-- Mass Other Lash and Brow Make-Up 15.0 15.0 101.3
Facial Make-Up 20.5 20.5 153.5
- BB/CC Creams 6.1 14.7 98.2
-- Premium BB/CC Creams 9.0 22.2 172.3
-- Mass BB/CC Creams 4.0 10.6 65.3
- Blusher/Bronzer/Highlighter 31.4 23.5 187.1
-- Premium Blusher/Bronzer/Highlighter 45.0 38.5 409.7
-- Mass Blusher/Bronzer/Highlighter 18.0 13.5 88.2
- Foundation/Concealer 28.8 25.8 215.2
-- Premium Foundation/Concealer 42.0 40.6 450.3
-- Mass Foundation/Concealer 15.0 15.3 103.5
- Powder 24.7 20.2 151.4
-- Premium Powder 38.0 33.5 323.9
-- Mass Powder 13.0 11.8 74.7
- Other Facial Make-Up 26.6 19.6 144.4
-- Premium Other Facial Make-Up 40.0 30.9 284.9
-- Mass Other Facial Make-Up 15.0 12.0 76.2
Lip Products 15.3 24.0 192.8
- Lip Gloss 3.7 18.9 137.3
-- Premium Lip Gloss 5.0 34.4 338.3
-- Mass Lip Gloss 2.0 7.6 44.1
- Lip Liner/Pencil 2.4 7.9 46.1

-- Premium Lip Liner/Pencil 3.0 21.8 168.3
-- Mass Lip Liner/Pencil 1.5 -2.2 -10.6
- Lipstick 17.8 25.2 207.4
-- Premium Lipstick 20.0 40.9 456.1
-- Mass Lipstick 15.0 13.9 92.0
- Other Lip Products - - -
-- Premium Other Lip Products - - -
-- Mass Other Lip Products - - -
Nail Products 2.5 0.3 1.5
- Nail Polish 2.4 0.2 1.1
-- Premium Nail Polish 5.0 -6.2 -27.5
-- Mass Nail Polish 2.0 1.3 6.9
- Nail Treatments/Strengthener 2.1 0.9 4.6
-- Premium Nail Treatments/Strengthener 3.6 -6.0 -26.5
-- Mass Nail Treatments/Strengthener 1.9 2.1 10.9
- Polish Remover 3.3 0.8 4.1
-- Premium Polish Remover 6.1 -6.5 -28.6
-- Mass Polish Remover 3.0 2.0 10.6
- Other Nail Products 3.3 1.0 5.1
-- Premium Other Nail Products 4.5 4.1 22.2
-- Mass Other Nail Products 2.5 -0.8 -3.7
Colour Cosmetics Sets/Kits 12.8 12.6 80.6
- Premium Colour Cosmetics Sets/Kits 22.0 32.3 305.5
- Mass Colour Cosmetics Sets/Kits 9.0 7.6 44.2
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021

Louis Vuitton SA
Commercial Co Ltd
Zhejiang Yige 0.3 2.0 2.9 5.1 6.4
Group Co Ltd
(Shanghai) Co Ltd
Co Ltd
Carslan Group Hong Kong 4.5 3.8 3.2 2.5 2.4
Co Ltd
Guangzhou Meishang - 0.4 1.1 1.4 2.4
Cosmetics Co Ltd
Coty Inc 2.8 2.4 1.9 1.9 1.7
Shanghai Juyi Cosmetics - 0.6 0.7 1.2 1.4
Co Ltd
Care Ltd
MGPIN Cosmetics Co Ltd 0.6 0.5 0.7 0.9 1.0
Shanghai Fengyi 0.8 1.3 1.9 1.9 1.0
Technology Co Ltd
Guangzhou Zise Marine 0.9 1.1 1.7 1.7 0.9
Bio Technology Co Ltd
Jala (Group) Co Ltd 1.3 1.1 0.9 0.9 0.8
Shanghai Flyon 2.5 2.2 1.6 1.0 0.6
Cosmetics Co Ltd
Aekyung Group 0.7 1.2 1.6 0.6 0.6
Cosmetics Science
Technology Co Ltd
Hanhoo Cosmetics Co Ltd 1.0 0.8 0.6 0.5 0.4
Guangzhou Lansur 1.7 1.4 1.2 0.7 0.3
Cosmetics Co Ltd
Shanghai Ruishang 0.6 0.5 0.4 0.3 0.2
Cosmetics Co Ltd
Shanghai Kanebo 0.3 0.3 0.2 0.2 0.2
Cosmetics Co Ltd
La Prairie SA, 0.2 0.2 0.2 0.2 0.2
Laboratoires
Kosé Cosmetics Co Ltd 0.2 0.2 0.1 0.2 0.2
(China)
Cosmetics Co
Others 17.1 13.3 9.5 8.3 14.3
Total 100.0 100.0 100.0 100.0 100.0
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
% retail value rsp


Group Co Ltd
Louis Vuitton SA
(L'Oréal Groupe)
(L'Oréal Groupe)
Maybelline New York L'Oréal (China) Co Ltd 10.7 8.5 6.8 4.7
(L'Oréal Groupe)
Giorgio Armani L'Oréal (China) Co Ltd 2.5 3.4 3.5 3.6
(L'Oréal Groupe)
Groupe)
Mac (Estée Lauder Estée Lauder (Shanghai) 3.2 3.8 3.4 2.7
Cos Inc) Commercial Co Ltd
Chanel (Chanel SA) Chanel (China) Trading 2.7 2.6 2.5 2.6
Co Ltd
Carslan Carslan Group Hong Kong 3.8 3.2 2.5 2.4

Co Ltd
Colorkey Guangzhou Meishang 0.4 1.1 1.4 2.4
Cosmetics Co Ltd
Givenchy LVMH Moët Hennessy 2.2 2.5 2.3 2.1
Louis Vuitton SA
3CE (L'Oréal Groupe) L'Oréal (China) Co Ltd - 0.9 1.8 2.1
Max Factor Coty Inc 2.4 1.9 1.9 1.7
Shu Uemura (L'Oréal L'Oréal (China) Co Ltd 1.1 1.1 1.3 1.5
Groupe)
Bobbi Brown (Estée Estée Lauder (Shanghai) 1.1 1.2 1.3 1.4
Judydoll Shanghai Juyi Cosmetics 0.6 0.7 1.2 1.4
Co Ltd
Make Up For Ever LVMH Moët Hennessy 1.2 1.2 1.3 1.4
Louis Vuitton SA
Tom Ford (Estée Estée Lauder (Shanghai) 0.7 0.9 1.2 1.4
Mamonde AmorePacific Cosmetics 2.5 2.0 1.7 1.3
Cle de Peau Shiseido China Co Ltd 1.1 1.2 1.2 1.2
(Shiseido Co Ltd)
Louis Vuitton SA
Little Ondine Yatsen Holding Ltd - 0.3 1.6 1.1
MGPIN MGPIN Cosmetics Co Ltd 0.5 0.7 0.9 1.0
Chioture Shanghai Fengyi 1.3 1.9 1.9 1.0
Technology Co Ltd
Zeesea Guangzhou Zise Marine 1.1 1.7 1.7 0.9
Laneíge AmorePacific Cosmetics 1.4 1.1 1.0 0.9
Nars (Shiseido Co Shiseido China Co Ltd 0.3 0.6 0.7 0.8
Ltd)
Others Others 32.4 25.9 21.5 24.7
Total Total 100.0 100.0 100.0 100.0
Table 35 LBN Brand Shares of Eye Make-up: % Value 2018-2021
% retail value rsp


Group Co Ltd
(L'Oréal Groupe)
Louis Vuitton SA
Little Ondine Yatsen Holding Ltd - 1.5 6.6 4.8
Judydoll Shanghai Juyi Cosmetics - - - 4.6
Co Ltd
(L'Oréal Groupe)
Louis Vuitton SA
Co Ltd
Groupe)
Groupe)
Louis Vuitton SA
Flamingo Shanghai Ruishang 2.9 2.7 2.2 1.5
Cosmetics Co Ltd
Louis Vuitton SA
Marie Dalgar Shanghai Flyon 2.8 2.2 1.4 1.0
Cosmetics Co Ltd
The Face Shop LG Household & Health 1.5 1.3 1.1 0.9
Care Ltd
Ltd)
(L'Oréal Groupe)
Lansur (IMC Group) Guangzhou Lansur 3.3 3.0 1.6 0.9
Cosmetics Co Ltd
Ltd)
Others Others 29.0 15.3 7.3 7.6
Total Total 100.0 100.0 100.0 100.0
Table 36 LBN Brand Shares of Facial Make-up: % Value 2018-2021
% retail value rsp


Group Co Ltd
Louis Vuitton SA
(L'Oréal Groupe)
(L'Oréal Groupe)

(L'Oréal Groupe)
Groupe)
Co Ltd
Cosmetics Co Ltd
Co Ltd
(L'Oréal Groupe)
(Shiseido Co Ltd)
Louis Vuitton SA
Groupe)
Care Ltd
Ltd)
Age 20's Aekyung Group 2.6 3.4 1.2 1.2
Louis Vuitton SA
Louis Vuitton SA
Marie Dalgar Shanghai Flyon 3.6 2.5 1.5 0.9
Cosmetics Co Ltd
Others Others 27.5 27.1 27.3 30.5
Total Total 100.0 100.0 100.0 100.0
Table 37 LBN Brand Shares of Lip Products: % Value 2018-2021
% retail value rsp

(L'Oréal Groupe)
(L'Oréal Groupe)
(L'Oréal Groupe)
Groupe)
Co Ltd
(L'Oréal Groupe)
Louis Vuitton SA
Cosmetics Co Ltd
Louis Vuitton SA
Group Co Ltd
Chioture Shanghai Fengyi 4.0 5.6 5.9 3.1
Technology Co Ltd
Co Ltd
Groupe)
Judydoll Shanghai Juyi Cosmetics - - - 1.3
Co Ltd
Louis Vuitton SA
(Shiseido Co Ltd)
Innisfree AmorePacific Cosmetics 2.3 1.8 1.3 0.6
Ltd)
Za (Shiseido Co Ltd) Shiseido China Co Ltd 0.9 0.7 0.6 0.4
Others Others 19.4 10.0 8.2 12.0
Total Total 100.0 100.0 100.0 100.0
Table 38 LBN Brand Shares of Nail Products: % Value 2018-2021
% retail value rsp


(L'Oréal Groupe)
(L'Oréal Groupe)
(L'Oréal Groupe)
Za (Shiseido Co Ltd) Shiseido China Co Ltd 2.8 2.7 3.2 2.5
Etude (AmorePacific AmorePacific Cosmetics 2.7 2.8 2.3 1.9
Corp) (Shanghai) Co Ltd
Ltd)
Anna Sui (Kosé Corp) Anna Sui Beauty 1.7 1.4 1.3 1.1
Urara (Shiseido Co Shiseido China Co Ltd 1.4 1.3 1.3 1.0
Ltd)
Louis Vuitton SA
Groupe)
(L'Oréal Groupe)
Co Ltd
Co Ltd)
Care Ltd
Yue-sai (L'Oréal L'Oréal (China) Co Ltd 0.2 0.2 0.2 0.2
Groupe)
Inc) Cosmetics Co
Red Earth (Esprit Best Central Trading 0.1 0.1 0.1 0.1
Holdings Ltd) (Shanghai) Co Ltd
Revlon (Revlon Inc) Revlon (China) Co Ltd - - - -
DHC (DHC Corp) Shanghai DHC Business - - - -
Co Ltd
Cocool Shanghai Jahwa United - - - -
Co Ltd
Lunasol (Kao Corp) Shanghai Kanebo - - - -
Cosmetics Co Ltd
Others Others 27.9 23.9 24.3 42.3
Total Total 100.0 100.0 100.0 100.0
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
% retail value rsp

Louis Vuitton SA
(L'Oréal Groupe)
(L'Oréal Groupe)
Groupe)
Co Ltd
Louis Vuitton SA
Groupe)
Louis Vuitton SA
(Shiseido Co Ltd)
Louis Vuitton SA
Ltd)
Care Ltd
Others Others 15.1 14.1 13.8 17.9
Total Total 100.0 100.0 100.0 100.0
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Eye Make-Up 10,426.5 11,211.8 12,052.2 12,960.0 13,927.1 14,956.2

- Eye Liner/Pencil 3,349.6 3,588.5 3,826.8 4,062.0 4,291.8 4,513.9
-- Premium Eye Liner/ 1,079.3 1,170.7 1,263.9 1,358.2 1,452.7 1,547.1
Pencil
-- Mass Eye Liner/Pencil 2,270.3 2,417.8 2,562.9 2,703.9 2,839.1 2,966.8
- Eye Shadow 2,981.6 3,543.5 4,151.3 4,822.5 5,554.8 6,343.6
-- Premium Eye Shadow 861.9 999.8 1,149.8 1,310.8 1,481.2 1,658.9
-- Mass Eye Shadow 2,119.7 2,543.6 3,001.5 3,511.7 4,073.6 4,684.7
- Mascara 2,276.6 2,066.9 1,866.2 1,675.7 1,496.3 1,328.7
-- Premium Mascara 654.8 599.1 545.2 493.4 444.1 397.4
-- Mass Mascara 1,621.9 1,467.8 1,321.0 1,182.3 1,052.3 931.3
- Other Lash and Brow 1,818.7 2,013.0 2,207.9 2,399.7 2,584.2 2,770.0
Make-Up
-- Premium Other Lash 577.1 634.8 691.9 747.3 799.6 851.5
and Brow Make-Up
-- Mass Other Lash and 1,241.6 1,378.2 1,516.0 1,652.5 1,784.6 1,918.5
Brow Make-Up
Facial Make-Up 34,746.4 40,421.5 45,875.0 51,482.0 57,330.7 63,357.0
- BB/CC Creams 10,374.2 10,709.2 10,995.1 11,209.9 11,350.7 11,446.5
-- Premium BB/CC Creams 4,385.2 4,648.3 4,903.9 5,149.1 5,380.8 5,596.0
-- Mass BB/CC Creams 5,989.1 6,060.9 6,091.2 6,060.8 5,969.9 5,850.5
- Blusher/Bronzer/ 1,944.8 2,422.5 2,889.7 3,393.8 3,939.9 4,517.5
Highlighter
-- Premium Blusher/ 1,062.3 1,434.2 1,792.7 2,187.1 2,624.5 3,096.9
Bronzer/Highlighter
-- Mass Blusher/Bronzer/ 882.4 988.3 1,097.1 1,206.8 1,315.4 1,420.6
Highlighter
- Foundation/Concealer 14,579.9 17,905.1 21,102.3 24,504.4 28,147.1 31,906.5
-- Premium Foundation/ 8,197.1 10,820.2 13,308.9 15,970.7 18,845.4 21,860.6
Concealer
-- Mass Foundation/ 6,382.8 7,084.9 7,793.4 8,533.8 9,301.8 10,045.9
Concealer
- Powder 3,729.7 4,451.0 5,173.6 5,889.6 6,622.8 7,392.4
-- Premium Powder 1,935.1 2,476.9 3,021.8 3,565.7 4,136.2 4,756.6
-- Mass Powder 1,794.7 1,974.1 2,151.8 2,324.0 2,486.6 2,635.8
- Other Facial Make-Up 4,117.8 4,933.7 5,714.3 6,484.3 7,270.2 8,094.0
-- Premium Other Facial 2,120.5 2,756.7 3,363.1 3,968.5 4,603.5 5,294.0
Make-Up
-- Mass Other Facial 1,997.3 2,177.0 2,351.2 2,515.8 2,666.7 2,800.0
Make-Up
Lip Products 22,533.0 24,125.8 25,634.0 27,022.9 28,258.2 29,296.2
- Lip Gloss 3,595.7 3,622.9 3,632.9 3,625.6 3,601.0 3,548.3
-- Premium Lip Gloss 2,104.6 2,146.7 2,178.9 2,200.7 2,211.7 2,200.7
-- Mass Lip Gloss 1,491.0 1,476.1 1,454.0 1,424.9 1,389.3 1,347.6
- Lip Liner/Pencil 56.2 55.9 55.3 54.4 53.3 51.9
-- Premium Lip Liner/ 32.7 32.8 32.6 32.3 31.8 31.2
Pencil
-- Mass Lip Liner/Pencil 23.5 23.1 22.7 22.1 21.5 20.7
- Lipstick 18,881.1 20,447.0 21,945.8 23,342.9 24,603.9 25,696.1
-- Premium Lipstick 10,826.8 11,909.5 12,981.3 14,019.8 15,001.2 15,901.3
-- Mass Lipstick 8,054.3 8,537.6 8,964.5 9,323.0 9,602.7 9,794.8
- Other Lip Products - - - - - -
-- Premium Other Lip - - - - - -
Products
-- Mass Other Lip - - - - - -
Products
Nail Products 471.2 446.0 417.9 387.8 356.2 323.9
- Nail Polish 410.9 388.6 363.5 336.5 308.1 279.0
-- Premium Nail Polish 49.1 46.6 43.8 40.8 37.5 34.1
-- Mass Nail Polish 361.8 342.0 319.7 295.7 270.6 244.9
- Nail Treatments/ 2.5 2.3 2.2 2.0 1.9 1.7
Strengthener
-- Premium Nail 0.3 0.3 0.3 0.2 0.2 0.2
Treatments/Strengthener
-- Mass Nail Treatments/ 2.2 2.1 1.9 1.8 1.7 1.5
Strengthener
- Polish Remover 53.7 51.1 48.3 45.5 42.6 39.7
-- Premium Polish Remover 6.1 5.9 5.6 5.3 5.1 4.8
-- Mass Polish Remover 47.5 45.2 42.7 40.1 37.5 34.9
- Other Nail Products 4.1 4.0 3.9 3.8 3.6 3.5
-- Premium Other Nail 1.6 1.6 1.5 1.4 1.3 1.2
Products
-- Mass Other Nail 2.5 2.5 2.4 2.4 2.3 2.3

Products
Colour Cosmetics Sets/ 1,484.1 1,609.4 1,716.9 1,804.6 1,885.9 1,959.1
Kits
- Premium Colour 464.6 538.9 603.6 657.9 710.5 760.2
Cosmetics Sets/Kits
- Mass Colour Cosmetics 1,019.5 1,070.5 1,113.3 1,146.7 1,175.4 1,198.9
Sets/Kits
trade sources
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Eye Make-Up 7.5 7.5 43.4

- Eye Liner/Pencil 7.1 6.1 34.8
-- Premium Eye Liner/Pencil 8.5 7.5 43.3
-- Mass Eye Liner/Pencil 6.5 5.5 30.7
- Eye Shadow 18.8 16.3 112.8
-- Premium Eye Shadow 16.0 14.0 92.5
-- Mass Eye Shadow 20.0 17.2 121.0
- Mascara -9.2 -10.2 -41.6
-- Premium Mascara -8.5 -9.5 -39.3
-- Mass Mascara -9.5 -10.5 -42.6
- Other Lash and Brow Make-Up 10.7 8.8 52.3
-- Premium Other Lash and Brow Make-Up 10.0 8.1 47.6
-- Mass Other Lash and Brow Make-Up 11.0 9.1 54.5
Facial Make-Up 16.3 12.8 82.3
- BB/CC Creams 3.2 2.0 10.3
-- Premium BB/CC Creams 6.0 5.0 27.6
-- Mass BB/CC Creams 1.2 -0.5 -2.3
- Blusher/Bronzer/Highlighter 24.6 18.4 132.3
-- Premium Blusher/Bronzer/Highlighter 35.0 23.9 191.5
-- Mass Blusher/Bronzer/Highlighter 12.0 10.0 61.0
- Foundation/Concealer 22.8 17.0 118.8
-- Premium Foundation/Concealer 32.0 21.7 166.7
-- Mass Foundation/Concealer 11.0 9.5 57.4
- Powder 19.3 14.7 98.2
-- Premium Powder 28.0 19.7 145.8
-- Mass Powder 10.0 8.0 46.9
- Other Facial Make-Up 19.8 14.5 96.6
-- Premium Other Facial Make-Up 30.0 20.1 149.7
-- Mass Other Facial Make-Up 9.0 7.0 40.2
Lip Products 7.1 5.4 30.0
- Lip Gloss 0.8 -0.3 -1.3
-- Premium Lip Gloss 2.0 0.9 4.6
-- Mass Lip Gloss -1.0 -2.0 -9.6
- Lip Liner/Pencil -0.5 -1.6 -7.7
-- Premium Lip Liner/Pencil 0.2 -1.0 -4.7
-- Mass Lip Liner/Pencil -1.5 -2.5 -11.9
- Lipstick 8.3 6.4 36.1
-- Premium Lipstick 10.0 8.0 46.9
-- Mass Lipstick 6.0 4.0 21.6
- Other Lip Products - - -
-- Premium Other Lip Products - - -
-- Mass Other Lip Products - - -
Nail Products -5.4 -7.2 -31.3

- Nail Polish -5.4 -7.4 -32.1
-- Premium Nail Polish -5.0 -7.0 -30.5
-- Mass Nail Polish -5.5 -7.5 -32.3
- Nail Treatments/Strengthener -6.0 -7.2 -31.0
-- Premium Nail Treatments/Strengthener -6.9 -8.1 -34.5
-- Mass Nail Treatments/Strengthener -5.9 -7.0 -30.6
- Polish Remover -4.9 -5.9 -26.1
-- Premium Polish Remover -3.9 -4.9 -22.2
-- Mass Polish Remover -5.0 -6.0 -26.6
- Other Nail Products -2.2 -3.4 -16.0
-- Premium Other Nail Products -4.3 -5.8 -25.8
-- Mass Other Nail Products -0.8 -2.0 -9.6
Colour Cosmetics Sets/Kits 8.4 5.7 32.0
trade sources
DEODORANTS IN CHINA - CATEGORY

ANALYSIS
KEY DATA FINDINGS

▪ Deodorant roll-ons is the best performing category in 2021, with retail value sales increasing
by 3% in current terms to CNY582 million
▪ Nivea (Shanghai) Co Ltd is the leading player in 2021, with a retail value share of 25%
▪ Retail sales are set to increase at a current value CAGR of 3% (2021 constant value CAGR of
2021 DEVELOPMENTS
Recovery of deodorants in 2021

Due to pandemic restrictions and venue closures, deodorants recorded a current value
decline in 2020, as a result of fewer outings and therefore less sweating, and less need for
deodorants. In 2021, as businesses gradually returned to normal, consumers started to spend
more time outside of their homes, exercising, socialising and travelling, which drove the usage
of deodorants. This led to a current value rebound in 2021, with low single-digit current value
growth, although sales were not quite able to return to the pre-pandemic level. Deodorant roll-
ons posted a better performance than the spray format, as the former has a better product
variety, which gives consumers more choice, and it is also smaller and more portable when
taken outside of the home.
Nivea continues to lead

Nivea continued to lead deodorants in China in value terms in 2021, and also maintained its
share growth. Including both Nivea Deodorant and Nivea Men, Beiersdorf accounted for over a
quarter of overall value sales of deodorants in 2021, followed by Unilever. As e-commerce is the
biggest distribution channel for deodorants and accounts for more than half of sales in the
market, Nivea has been heavily involved in developing agile e-commerce strategies,
strengthening its omnichannel presence in the market. In order to approach the younger cohort
in China, Nivea also collaborated with a popular intellectual property which is well-received
amongst young Chinese consumers, Xiaolan Friends, to launch a special edition series of
deodorant roll-ons.
Education and innovation needed to further boost adoption of

deodorants
Deodorants is expected to register only slow current value growth over the forecast period,
with deodorant roll-ons leading the rise. Being a relatively niche category, deodorants has not
been able to gain mass awareness in China, partly due to the fact that consumers in some parts
of Asia are less likely to have body odour, and they are not fully educated about the benefits of
or occasions to wear deodorants. Compared with adjacent markets in Asia, there is still a lot of
unmet potential in China per capita, which could be tapped into through education by
manufacturers and marketing efforts to draw wider consumer interest, as well as new products
that tackle local consumers’ pain points.
Cosmetisation and value-added features for deodorants

As Chinese consumers’ awareness of and interest in traditional deodorant offerings is still
limited, one way for brands to break this pattern could be to borrow inspiration from categories
whose popularity and momentum are much higher, such as lip products and fragrances, to give
deodorants a refreshed image; lip products in China posted double-digit current value growth in
2021. For example, Watercome, a local beauty and personal care brand, launched a series of
deodorant roll-ons that look like lipsticks. Not only does the smaller packaging make it easier to
take out and about in crossbody bags and pockets, a lipstick look also reduces consumers’
awkwardness if they want to wear it in public. Watercome’s roll-on series also has three shades
of packaging, representing the different fragrances of peach champagne, rose, and red pine
jasmine, and elevates the fun and experience while using it. In addition to cosmetisation, value-
added features, e.g., duration of odour, coolness, and additional functionalities such as
whitening, could also be areas of innovation for brands to explore.
CATEGORY DATA
Table 42 Sales of Deodorants by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Deodorant Creams - - - - - -
Deodorant Pumps - - - - - -
Deodorant Roll-Ons 497.3 524.1 550.8 576.9 567.1 581.8
Deodorant Sprays 407.4 443.6 481.3 512.9 495.5 503.4
Deodorant Sticks - - - - - -
Deodorant Wipes - - - - - -
Deodorants 904.7 967.7 1,032.2 1,089.8 1,062.5 1,085.2
Table 43 Sales of Deodorants by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Deodorant Creams - - -
Deodorant Pumps - - -
Deodorant Roll-Ons 2.6 3.2 17.0
Deodorant Sprays 1.6 4.3 23.5
Deodorant Sticks - - -
Deodorant Wipes - - -
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
% retail value rsp

2016 2017 2018 2019 2020 2021
Premium 0.0 0.0 0.0 0.0 0.0 0.0

Mass 100.0 100.0 100.0 100.0 100.0 100.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 45 NBO Company Shares of Deodorants: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021

The
Avon (China) Co Ltd 5.9 6.4 6.8 5.3 6.4
Coty Inc 1.8 1.8 1.9 2.0 2.1
Mandom (China) 1.1 1.1 1.1 1.2 1.2
Cosmetics Co Ltd
Watson (Group) HK Ltd, AS 1.0 1.0 0.9 0.9 0.9
Oriflame Cosmetics 0.5 0.4 0.4 0.4 0.4
(China) Co Ltd
Others 23.0 22.7 21.9 22.6 20.3
Total 100.0 100.0 100.0 100.0 100.0
Table 46 LBN Brand Shares of Deodorants: % Value 2018-2021
% retail value rsp

Nivea Deodorant Nivea (Shanghai) Co Ltd 14.5 16.1 16.4 18.1

(Beiersdorf AG)
Rexona (Unilever Unilever China Ltd 16.5 15.2 14.8 13.9
Group)
Bodyice (Rohto Mentholatum (Zhongshan) 7.2 7.8 8.8 9.2
Ltd) The
Nivea Men Nivea (Shanghai) Co Ltd 6.1 6.8 6.9 7.3
(Beiersdorf AG)
Avon (Natura&Co) Avon (China) Co Ltd - - 5.3 6.4
Fa (Henkel AG & Co Henkel (China) Co Ltd 6.8 6.3 6.1 6.0
KGaA)
Body Series (Amway Amway (China) Co Ltd 6.8 6.3 6.1 5.8
Corp)
Bodyice for Men Mentholatum (Zhongshan) 2.1 2.2 2.1 2.2

(Rohto Pharmaceuticals Co Ltd,
Pharmaceutical Co The
Ltd)
Rexona Men Unilever China Ltd 1.7 1.6 1.6 1.6
(Unilever Group)
Fa Men (Henkel AG & Henkel (China) Co Ltd 1.6 1.5 1.4 1.4
Co KGaA)
Gatsby (Mandom Corp) Mandom (China) 1.1 1.1 1.2 1.2
Cosmetics Co Ltd
Watsons (Private Watson (Group) HK Ltd, AS 1.0 0.9 0.9 0.9
Label)
Avon (Avon Products Avon (China) Co Ltd 6.4 6.8 - -
Inc)
Others Others 22.7 21.9 22.6 20.3
Total Total 100.0 100.0 100.0 100.0
Table 47 Forecast Sales of Deodorants by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Deodorant Creams - - - - - -
Deodorant Pumps - - - - - -
Deodorant Roll-Ons 581.8 587.6 592.9 597.6 601.8 605.4
Deodorant Sprays 503.4 503.9 504.2 504.4 504.6 504.7
Deodorant Sticks - - - - - -
Deodorant Wipes - - - - - -
Deodorants 1,085.2 1,091.5 1,097.1 1,102.1 1,106.4 1,110.1
trade sources
Table 48 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Deodorant Creams - - -
Deodorant Pumps - - -
Deodorant Roll-Ons 1.0 0.8 4.1
Deodorant Sprays 0.1 0.1 0.3
Deodorant Sticks - - -
Deodorant Wipes - - -
trade sources
Table 49 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
% retail value rsp
2021 2022 2023 2024 2025 2026
Premium 0.0 0.0 0.1 0.1 0.1 0.1

Mass 100.0 100.0 99.9 99.9 99.9 99.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade sources
DEPILATORIES IN CHINA -
CATEGORY ANALYSIS
KEY DATA FINDINGS
▪ Retail value sales increase by 9% in current terms in 2021 to CNY630 million

▪ Women’s razors and blades is the best performing category in 2021, with retail value sales
rising by 14% in current terms to CNY309 million
▪ Schick (Guangzhou) Co Ltd is the leading player in 2021, with a retail value share of 25%
▪ Retail sales are set to rise at a current value CAGR of 7% (2021 constant value CAGR of 5%)
over the forecast period to CNY887 million
2021 DEVELOPMENTS
Sales of depilatories bounce back in 2021

COVID-19 restrictions kept people at home in 2020, which impeded sales of depilatories. In
2021, as consumers gradually adapted to the new normal, public venues reopened and
domestic travel resumed. As activities outside the home returned, especially during the summer,
which is the peak season for depilatories, sales recovered, leading to a rebound in purchases,
with high single-digit growth in current value terms. Women’s razors and blades, which are
perceived as relatively easier and safer to use, registered higher growth than hair
removers/bleaches.
Schick takes the lead in depilatories

Schick Intuition under Schick (Guangzhou) (Edgewell) took the lead in depilatories from
Reckitt Benckiser China’s Veet in 2021, accounting for a quarter of value sales. Having been in
the market for a long time, Schick Intuition has built a reliable image thanks to its signature razor
with built-in moisturising bar. In order to attract a younger cohort, the brand not only collaborated
with international intellectual property Snoopy to launch a special edition, but also upgraded its
product to a more compact and attractive version, which was even easier for consumers to use
and more portable. As the skinification trend started to impact body care, the Salon+ series
brought care into the shaving process, by adding commonly seen skin care ingredients such as
hyaluronic acid and ceramide in the soap bar, claiming to provide a spa-like experience.
Stable performance ahead, but electric appliances pose A potential

threat
Depilatories in China is expected to post solid current value growth over the forecast period.
As consumers’ awareness of themselves and their bodies increases, demand for hair removal is
likely to increase, driving sales of razors and blades in particular and improving the penetration
rate, especially as value-added features are being incorporated in new product developments.
However, the strong sales momentum of IPL permanent hair removal devices, especially
through e-commerce channels, is likely to challenge the prospects for depilatories.
E-commerce expected to increase its penetration

E-commerce is the dominant distribution channel for depilatories in China, accounting for
nearly two thirds of overall value sales in 2021. While the pandemic gave the share of e-
commerce a boost, as offline traffic was severely negatively impacted, over the forecast period
e-commerce is expected to continue its growth momentum and continue to increase its share of
sales, due to convenience of purchase and ease of comparing information online. Besides
traditional third-party marketplaces such as tmall.com and JD.com, live commerce on emerging
social media platforms, e.g., TikTok, will play an increasingly important role in driving the
penetration of online purchases. Smaller but growing channels in China, such as beauty
specialists and warehouse clubs, could also be ones to watch.
CATEGORY DATA
Table 50 Sales of Depilatories by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Hair Removers/Bleaches 279.0 296.2 312.9 324.6 308.3 320.0

Women's Pre-Shave - - - - - -
Women's Razors and Blades 194.5 213.0 236.0 257.3 270.7 309.4
Depilatories 473.5 509.2 548.9 581.9 579.0 629.5
Table 51 Sales of Depilatories by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Hair Removers/Bleaches 3.8 2.8 14.7

Women's Pre-Shave - - -
Women's Razors and Blades 14.3 9.7 59.1
Table 52 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
% retail value rsp

2017 2018 2019 2020 2021
Disposables 5.4 5.5 6.0 5.2 4.0

Systems 94.6 94.5 94.0 94.8 96.0
Systems - Razors 57.1 57.3 57.5 58.9 59.8
Systems - Refill Blades 37.5 37.2 36.5 36.0 36.2
Other Razors and Blades - - - 0.0 -
Total 100.0 100.0 100.0 100.0 100.0
Table 53 NBO Company Shares of Depilatories: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Schick (Guangzhou) Co Ltd 15.0 17.6 20.2 21.9 24.8

Reckitt Benckiser China 23.5 24.2 24.5 23.1 23.0
Procter & Gamble 7.1 7.0 7.2 7.7 8.4
(Guangzhou) Ltd
Guangzhou Maryepil 4.5 4.9 5.6 5.4 5.7
Cosmetics Co Ltd
Shanghai Shibi 8.9 8.3 7.4 6.4 4.5
Cosmetics Co Ltd
Zhuhai Sunrana 0.1 - - - -
Cosmetics Co Ltd
Others 40.9 37.9 35.2 35.5 33.5
Total 100.0 100.0 100.0 100.0 100.0
Table 54 LBN Brand Shares of Depilatories: % Value 2018-2021
% retail value rsp

Schick Intuition Schick (Guangzhou) Co Ltd 17.6 20.2 21.9 24.8

(Edgewell Personal
Care Brands LLC)
Veet (Reckitt Reckitt Benckiser China 24.2 24.5 23.1 23.0
Benckiser Group Plc
(RB))
Gillette Venus Procter & Gamble 7.0 7.2 7.7 8.4
Co, The)
Maryepil (Cp Wax srl) Guangzhou Maryepil 4.9 5.6 5.4 5.7
Cosmetics Co Ltd
Shibi Shanghai Shibi 8.3 7.4 6.4 4.5
Cosmetics Co Ltd
Gillette Sensor Procter & Gamble - - - -
Excel for Women (Guangzhou) Ltd
(Procter & Gamble
Co, The)
Schick Intuition Schick (Guangzhou) Co Ltd - - - -
(Energizer Holdings
Inc)
Sunrana Zhuhai Sunrana - - - -
Cosmetics Co Ltd
Others Others 37.9 35.2 35.5 33.5
Total Total 100.0 100.0 100.0 100.0
Table 55 Forecast Sales of Depilatories by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Hair Removers/Bleaches 320.0 326.4 332.3 337.6 342.4 346.5

Women's Pre-Shave - - - - - -
Women's Razors and Blades 309.4 340.4 370.3 398.5 424.0 446.0
Depilatories 629.5 666.8 702.6 736.1 766.3 792.5
trade sources
Table 56 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Hair Removers/Bleaches 2.0 1.6 8.3

Women's Pre-Shave - - -
Women's Razors and Blades 10.0 7.6 44.1
trade sources
FRAGRANCES IN CHINA - CATEGORY

ANALYSIS
KEY DATA FINDINGS
▪ Premium fragrances is the best performing category in 2021, with retail value sales growing
by 33% in current terms to CNY13.1 billion
▪ Estée Lauder (Shanghai) Commercial Co Ltd is the leading player in 2021, with a retail value
share of 12%
2021 DEVELOPMENTS
Niche brands move into the mainstream

Fragrances saw exceptional current value growth in 2021, after the slower increase seen in
2020 caused by COVID-19. In China, fragrances is gradually overtaking colour cosmetics as the
new “lipstick effect”. With still relatively low penetration compared with Western markets,
fragrances in China has huge potential. One factor that can demonstrate the potential in the
category is the rising popularity of niche fragrance brands. Different from commercial fragrance
brands such as Dior and Chanel, niche brands are favoured by sophisticated consumers who
pursue a representation of their own unique taste. It was observed that these niche brands were
becoming increasingly popular in the Chinese market in recent years, as more and more brands
entered China through cross-border e-commerce and even opened offline stores. For example,
British perfume house Penhaligon’s launched boutique stores in Shanghai in 2021, and
released a few China-exclusive fragrances to better engage with Chinese consumers.
Home-grown brands gain popularity

Riding on the “China Cool” trend, that supports brands made in China, home-grown fragrance
brands are also gaining popularity amongst Chinese consumers. These local brands are usually
trying to appeal to younger generations by offering affordable prices, creative designs, and
localised marketing strategies. For example, local fragrance brand Scent Library collaborated
with White Rabbit to tap into consumer nostalgia and create a confectionery-scented fragrance
that is very familiar to millennials. Due to the rapid growth seen in the category over the past few
years, companies that are not in the beauty field are also seen to be investing in fragrances. For
example, Byte Dance, the owner of Douyin, launched its own fragrance brand Emotif. This
brand is only sold through e-commerce platforms, and usually offers small volumes, such as 2ml
and 9ml bottles, to attract younger consumers.
Collaboration is A key strategy for fragrance brands

It has been observed that collaboration is becoming increasingly popular in fragrances in
China, as a way to relaunch products and engage with broader consumer groups. For example,
home-grown fragrance brand To Summer launched exclusive gift sets to celebrate the 2022
Chinese New Year, including a tiger-like scented candle, a bottle of fragrance, red envelopes
and an exclusive perfume bag. This launch adopted a drop model on the brand’s WeChat Mini
Programme, and the limited-edition quickly created a huge buzz on social networks.
Collaboration is not new for fragrances, and many international brands have already adopted
this strategy to launch limited-edition products. For example, Byredo worked together with high
fashion brand Off-White to launch the Elevator Music fragrance series. Local brand Scent
Library also collaborated with home-grown confectionery brand White Rabbit to launch a
fragrance series with a sense of nostalgia.
Premium fragrances A key category for growth

Premium fragrances continued to completely outperform mass fragrances in 2021, and also
represents huge potential for growth in the forecast period, whilst mass fragrances is set to
continue to decline. In terms of per capita spending on fragrances, the Chinese market still has
relatively low spending compared with developed markets in Asia Pacific and Western markets,
and thus is projected to have plenty of room for growth. Within premium fragrances, which
includes premium men’s fragrances, premium women’s fragrances and premium unisex
fragrances, unisex has by far the strongest growth potential. Premium unisex fragrances are
gaining increasing popularity in the Chinese market, exemplified by Tom Ford and Jo Malone.
Such products are particularly favoured by young working-class females, who strive to fight
against gender stereotypes and pursue a sense of independence.
Fragrances as the new “lipstick effect” post-COVID-19

Fragrances demonstrated strong resilience during COVID-19, when colour cosmetics
experienced a slump. Against the backdrop of COVID-19, consumers started to look inwards
and search for self-care and self-pampering, which drove up sales of fragrances and other
aroma-related categories, such as interior fragrances and scented body lotions and sprays. At
the same time, fragrance brands are also striving to attract consumers and boost sales through
a series of online-to-offline strategies. For example, many brands are tapping into the Chinese
market through cross-border e-commerce platforms such as Tmall Global and JD Worldwide,
which offer easy registration for brands that do not have a legal entity in China. After
successfully testing online marketplaces, many brands start to create an offline presence by
launching boutique stores. For example, Swedish luxury fragrance brand Byredo opened its first
flagship store in Shanghai Plaza 66, and another at SKP in Beijing, even when COVID-19 hit the
country in 2020.
CATEGORY DATA
Table 57 Sales of Fragrances by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Premium Fragrances 3,965.2 5,027.4 6,511.4 8,611.1 9,873.7 13,119.9

- Premium Men's 692.5 847.6 1,049.3 1,318.0 1,456.3 1,791.3
Fragrances
- Premium Women's 3,067.7 3,865.4 4,947.7 6,407.2 7,208.1 9,514.7
Fragrances
- Premium Unisex 205.0 314.5 514.5 885.9 1,209.3 1,813.9

Fragrances
- Premium Fragrance - - - - - -
Sets/Kits
Mass Fragrances 1,540.7 1,411.6 1,318.1 1,228.1 996.4 973.2
- Mass Men's Fragrances 148.7 143.5 137.5 131.3 108.5 103.1
- Mass Women's Fragrances 1,392.0 1,268.1 1,180.6 1,096.8 887.9 870.1
- Mass Unisex Fragrances - - - - - -
- Mass Fragrance Sets/ - - - - - -
Kits
Fragrances 5,505.9 6,439.1 7,829.5 9,839.2 10,870.1 14,093.1
Table 58 Sales of Fragrances by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Premium Fragrances 32.9 27.0 230.9

- Premium Men's Fragrances 23.0 20.9 158.7
- Premium Women's Fragrances 32.0 25.4 210.2
- Premium Unisex Fragrances 50.0 54.7 785.0
- Premium Fragrance Sets/Kits - - -
Mass Fragrances -2.3 -8.8 -36.8
- Mass Men's Fragrances -5.0 -7.1 -30.7
- Mass Women's Fragrances -2.0 -9.0 -37.5
- Mass Unisex Fragrances - - -
- Mass Fragrance Sets/Kits - - -
Fragrances 29.7 20.7 156.0
Table 59 NBO Company Shares of Fragrances: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021

Commercial Co Ltd
Parfums Christian Dior 9.6 9.4 9.1 8.9 8.9
Chanel SA 11.5 10.9 9.8 8.8 8.0
Coty Inc 6.7 6.0 5.2 4.5 3.9
Diptyque SA - - 0.6 1.4 2.3
Burberry Group Plc 2.8 2.5 2.2 2.0 1.8
Gucci Group NV 1.5 1.4 1.3 1.2 1.1
Louis Vuitton SA
Calvin Klein Cosmetics Co 1.6 1.4 1.2 1.1 1.0
Prada SpA 1.5 1.5 1.4 0.8 0.9
Nina Ricci SA, Parfums 1.6 1.6 1.5 0.6 0.7
Salvatore Ferragamo SpA 0.8 0.8 0.8 0.8 0.7
Cosmetics Co
Avon (China) Co Ltd 1.0 0.9 0.6 0.4 0.4
L'Occitane 0.4 0.4 0.4 0.4 0.3
International SA
Burberry (Shanghai) 0.4 0.4 0.3 0.3 0.3
Trading Co Ltd
Euroitalia Srl 0.4 0.4 0.4 0.3 0.3
Lacoste SA 0.5 0.4 0.4 0.3 0.2
Kenzo Parfums SA 0.6 0.5 0.4 0.3 0.2
Sisley China Co Ltd 0.2 0.2 0.2 0.2 0.2
Inter Parfums Inc 0.6 0.5 0.4 0.3 0.2
Hermès (Shanghai) Trade 0.2 0.2 0.2 0.2 0.2
Co Ltd
Anna Sui Beauty 0.4 0.3 0.3 0.2 0.2
Hugo Boss AG 0.3 0.3 0.2 0.2 0.1
Elizabeth Arden Inc 0.2 0.2 0.2 0.2 0.1
Davidoff Parfums 0.3 0.2 0.1 0.1 0.1
Oriflame Cosmetics 0.4 0.5 0.2 0.1 0.1
(China) Co Ltd
Joyería Tous SA 0.2 0.1 0.1 0.1 0.1
Nanjing Paris Prestige 0.2 0.1 - - -
Perfume Co Ltd
Others 46.2 46.5 47.2 47.4 45.4
Total 100.0 100.0 100.0 100.0 100.0
Table 60 LBN Brand Shares of Fragrances: % Value 2018-2021
% retail value rsp


Inc)
(L'Oréal Groupe)
Christian Dior Miss Parfums Christian Dior 4.2 4.4 4.5 4.6
Dior (LVMH Moët
Hennessy Louis
Vuitton SA)
Chanel N°5 Chanel SA 3.0 3.0 3.1 3.4
Diptyque Diptyque SA - 0.6 1.4 2.3
J'adore (LVMH Moët Parfums Christian Dior 2.8 2.3 2.0 1.8
Hennessy Louis
Vuitton SA)
Marc Jacobs Daisy Coty Inc 2.2 2.0 1.7 1.6
Chance Chanel SA 1.7 1.6 1.4 1.2
Gucci (Coty Inc) Gucci Group NV 1.4 1.3 1.2 1.1
Chanel Chance Eau Chanel SA 1.6 1.4 1.1 0.9
de Fraiche
Prada (L'Oréal Prada SpA - - - 0.9
Groupe)
Burberry (Coty Inc) Burberry Group Plc 1.2 1.0 0.9 0.8
Louis Vuitton SA
Christian Dior Dior Parfums Christian Dior 0.7 0.7 0.8 0.8
Addict (LVMH Moët
Hennessy Louis
Vuitton SA)
Nina Ricci (Puig SL) Nina Ricci SA, Parfums 1.6 1.5 0.6 0.7
Salvatore Ferragamo Salvatore Ferragamo SpA - - - 0.7
(Inter Parfums Inc)
Marc Jacobs Dot Coty Inc 0.8 0.7 0.6 0.5
Chloe Coty Inc 0.7 0.6 0.6 0.5
Roger & Gallet L'Oréal (China) Co Ltd 0.4 0.5 0.5 0.5
(L'Oréal Groupe)
Miracle (L'Oréal L'Oréal (China) Co Ltd 0.5 0.5 0.5 0.5
Groupe)
Inc) Cosmetics Co
Marc Jacobs Honey Coty Inc 0.7 0.6 0.5 0.4
Bleu de Chanel Chanel SA 0.5 0.4 0.4 0.4
International SA
Burberry for Men Burberry (Shanghai) 0.4 0.3 0.3 0.3
(Coty Inc) Trading Co Ltd
Versace Euroitalia Srl 0.4 0.4 0.3 0.3
Burberry London Edt Burberry Group Plc 0.4 0.3 0.3 0.3
(Coty Inc)
Calvin Klein Calvin Klein Cosmetics Co 0.3 0.3 0.3 0.3
Euphoria Blossom
(Coty Inc)
Prada (Puig SL) Prada SpA 1.5 1.4 0.8 -
Salvatore Ferragamo Salvatore Ferragamo SpA 0.8 0.8 0.8 -
Inc)
Others Others 61.9 60.0 58.3 54.6
Total Total 100.0 100.0 100.0 100.0
Table 61 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
% retail value rsp


Burberry London Edt Burberry Group Plc 2.7 2.4 2.2 2.1
(Coty Inc)
Christian Dior Parfums Christian Dior 1.4 1.5 1.6 1.7
Homme (LVMH Moët
Hennessy Louis
Vuitton SA)
Free for Men (Coty Calvin Klein Cosmetics Co 1.8 1.6 1.5 1.4
Inc)
Dunhill Inter Parfums Inc 2.7 2.2 1.6 1.3
Allure Homme Chanel SA 2.3 1.9 1.5 1.3
(Inter Parfums Inc)
Lacoste (Coty Inc) Lacoste SA 1.4 1.2 1.0 0.9
Versace Euroitalia Srl 0.9 0.8 0.7 0.7
Eternity for Men Calvin Klein Cosmetics Co 0.9 0.8 0.7 0.6
(Coty Inc)
Hermès (Hermès Hermès (Shanghai) Trade 0.7 0.7 0.6 0.6

International SCA) Co Ltd
Armani Acqua di Giò L'Oréal (China) Co Ltd 0.4 0.4 0.4 0.4
(L'Oréal Groupe)
Diesel Fuel For L'Oréal (China) Co Ltd 0.7 0.6 0.5 0.4
Life for Him
(L'Oréal Groupe)
Louis Vuitton SA
Davidoff (Coty Inc) Davidoff Parfums 0.7 0.6 0.4 0.4
Kenzo (LVMH Moët Kenzo Parfums SA 0.7 0.5 0.4 0.4
Hennessy Louis
Vuitton SA)
Eau Sauvage (LVMH Parfums Christian Dior 0.6 0.5 0.4 0.4
Moët Hennessy Louis
Vuitton SA)
DKNY (Estée Lauder Estée Lauder (Shanghai) 0.7 0.5 0.3 0.3
Others Others 71.9 74.8 77.4 78.9
Total Total 100.0 100.0 100.0 100.0
Table 62 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
% retail value rsp

(L'Oréal Groupe)
Christian Dior Miss Parfums Christian Dior 6.7 6.8 6.8 6.9
Dior (LVMH Moët
Hennessy Louis
Vuitton SA)
Chanel N°5 Chanel SA 4.7 4.7 4.7 5.0
J'adore (LVMH Moët Parfums Christian Dior 4.4 3.5 3.0 2.6
Hennessy Louis
Vuitton SA)
Marc Jacobs Daisy Coty Inc 3.5 3.0 2.6 2.4
Chance Chanel SA 2.7 2.4 2.1 1.8
Chanel Chance Eau Chanel SA 2.5 2.1 1.7 1.4
de Fraiche
Prada (L'Oréal Prada SpA - - - 1.3
Groupe)
Burberry (Coty Inc) Burberry Group Plc 1.8 1.6 1.4 1.3
Louis Vuitton SA
Christian Dior Dior Parfums Christian Dior 1.1 1.1 1.1 1.1
Addict (LVMH Moët
Hennessy Louis
Vuitton SA)
Nina Ricci (Puig SL) Nina Ricci SA, Parfums 2.5 2.3 0.9 1.0
Marc Jacobs Dot Coty Inc 1.3 1.1 0.9 0.8
(Inter Parfums Inc)
Chloe Coty Inc 1.0 0.9 0.9 0.8

Roger & Gallet L'Oréal (China) Co Ltd 0.7 0.7 0.8 0.8
(L'Oréal Groupe)
Miracle (L'Oréal L'Oréal (China) Co Ltd 0.8 0.7 0.8 0.7
Groupe)
Marc Jacobs Honey Coty Inc 1.1 0.9 0.8 0.7
Prada (Puig SL) Prada SpA 2.4 2.2 1.2 -
Others Others 55.6 55.9 57.3 54.8
Total Total 100.0 100.0 100.0 100.0
Table 63 Forecast Sales of Fragrances by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026

- Premium Men's 1,791.3 2,113.7 2,451.9 2,819.7 3,214.5 3,632.3
Fragrances
- Premium Women's 9,514.7 11,512.8 13,700.2 16,029.3 18,433.7 21,014.4
Fragrances
- Premium Unisex 1,813.9 2,539.4 3,453.6 4,627.9 6,108.8 7,941.4
Fragrances
Sets/Kits
Mass Fragrances 973.2 894.3 817.4 743.0 671.6 603.8
- Mass Women's Fragrances 870.1 800.5 732.5 666.6 603.2 542.9
Kits
Fragrances 14,093.1 17,060.3 20,423.1 24,219.8 28,428.5 33,191.8
trade sources
Table 64 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total

Fragrances 21.1 18.7 135.5
trade sources
HAIR CARE IN CHINA - CATEGORY

ANALYSIS
KEY DATA FINDINGS
▪ Retail value sales grow by 9% in current terms in 2021 to CNY65.0 billion

▪ Hair loss treatments is the best performing category in 2021, with retail value sales growing
by 95% in current terms to CNY943 million
34%
over the forecast period to CNY84.4 billion
2021 DEVELOPMENTS
Growth in hair care in China surges post-COVID-19

After seeing slower than average retail volume and current value growth in 2020, hair care
showed a much stronger increase in 2021, with the normalisation of offline retailing as the
pandemic was brought under control. Leading players in hair care in China, such as Procter &
Gamble and Unilever, recorded encouraging recovery in the first half of the year, given the
slump of sales in supermarkets and hypermarkets in the previous year. Besides, enhanced
awareness of self-pampering due to home seclusion during the pandemic sustained post-
COVID-19 and led consumers to increasingly shift to spend more on self-care, from which hair
care especially benefited in 2021. However, given the polarised impacts of COVID-19 on
different hair care categories in 2020, performances also varied in 2021. Shampoos and
conditioners and treatments showed solid growth in 2021, as these are considered daily
necessities, whilst demand for categories that especially benefited from COVID-19 lockdowns in
2020, such as colourants, returned to more normal growth in 2021. Styling agents, a category
that was hit hard during 2020 due to fewer social occasions, was back on its growth track in
2021.
Scalp care heats up in China

As consumers nowadays have more sophisticated awareness of hair care, they have started
to seek solutions to hair problems such as dandruff and hair loss. Therefore, products that can
be directly applied to the scalp are gaining popularity, heating up the scalp care segment in
China. Claims such as enhancement of scalp barrier function, activation of scalp hair follicle
cells, and improvement of scalp blood circulation are increasingly common in the market and
attracting consumers’ attention. Improved awareness of scalp health has been accompanied by
the escalation of consumer demand for sophisticated functions in hair care products, from the
most basic cleaning to anti-hair loss and even anti-oxidation and anti-ageing. The wide
acceptance of the scalp care concept also attracted many hair care brands. Besides the leading
player in salon professional hair care, Kérastase, and several silicone- and oil-free hair care
brands, local players such as Bawang and KONO are also tapping into this rising consumer
need, with product innovations such as mild, scalp-friendly formulations.
Hair loss treatments is buoyed by e-commerce sales

The hair loss treatments category in China used to mainly be occupied by functional
shampoos positioned for hair loss treatment, but over recent years, education on short-video
platforms and the booming of aesthetic medicine enhanced consumers’ awareness of OTC
solutions for treating hair loss. Leading players offering minoxidil-based products have been
very proactive in the deployment of online channels recently, propelling dynamic growth in hair
loss treatments since 2018. Online pharmacies are the mainstream channels for sales of hair
loss treatments, but a lack of professional instruction on usage and dosage is the shortcoming
of e-commerce. Besides retail channels, manufacturers are also enhancing their cooperation
with hospitals and hair transplant institutions as a source of conversion for retail sales.
Consumers who use products under professional guidance tend to achieve a more obvious
effect, which directly leads to a higher repurchase rate and opens up purchases in the retail
channel.
Intensified competition due to newly introduced hair care brands

Hair care in China has ushered in new opportunities and growth potential post-COVID-19,
which has been attracting new entrants. Online sales especially have been bolstered by the
surge in the number of cross-border hair care brands and the emergence of domestic hair care
brands over the past year. More and more overseas hair care brands are aiming to capitalise on
the rising demand for hair care skinification and accelerating their expansion in the Chinese
market. In addition to established brands such as Kérastase, many niche overseas hair care
brands, such as OUAI, entered the Chinese market post-COVID-19, with the launch of its online
store on Tmall international. Domestic personal care players have also been doubling-down on
the hair care category. Emerging local brand Spes launched products to meet the segmented
demand for products with oil control and fluffy hair. Spes systematically introduced popular facial
care ingredients such as niacinamide into its hair care and body care products. New entrants
have brought back a buzz to the saturated hair care category, with product innovation and
concept revolution, and this is expected to propel the further growth of hair care in China.
Lazy economy opens up opportunities for hair care

The lazy economy in recent years brought an upgrade in convenience-based consumption.
Many new formats and packaging were introduced in the hair care category to meet the rising
consumer demand. Two significant trends that have emerged in hair care in China are no-rinse
and small packaging. In terms of no-rinse, dry shampoo has been picking up stream since
COVID-19, especially during lockdown, when consumers were cooped up at home and reduced
the frequency with which they cleaned their hair. Besides shampoo, hair care brands also
actively explored the possibility of using a no-rinse format in other categories. Rejoice launched
rinse-free conditioner, whilst Pantene introduced the new product Hydra Stick. Besides no-rinse
products, enriched formats and packaging are being developed in response to consumers’
increased attention to convenience and novelty. Pantene pioneered small packaging innovation,
with the success of intensive shot hair masks in the Chinese market. This was closely followed
by a series of products in small packaging, introduced in the market by different hair care
brands. For instance, Bioburgeon, a new hair care brand launched by a skin care manufacturer,
applied its signature small dose packaging in hair serum products.
CATEGORY DATA
Table 65 Sales of Hair Care by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
2-in-1 Products 135.7 119.4 105.7 91.4 74.9 64.6

Colourants 2,770.5 3,069.8 3,392.1 3,737.8 4,631.1 4,897.9
Conditioners and 7,825.2 8,413.6 9,141.4 9,994.3 10,535.0 11,663.6
Treatments
Hair Loss Treatments 126.7 139.9 169.7 318.8 482.7 942.7
Perms and Relaxants - - - - - -
Salon Professional Hair 478.7 585.9 750.5 1,018.5 1,535.9 2,363.5
Care
Shampoos 36,501.2 37,303.9 38,690.1 40,173.3 40,725.3 43,367.0
- Medicated Shampoos 1,393.1 1,037.3 814.0 860.4 889.5 933.9
- Standard Shampoos 35,108.0 36,266.6 37,876.2 39,313.0 39,835.8 42,433.1
Styling Agents 1,730.4 1,756.0 1,778.8 1,798.3 1,614.8 1,720.1
Hair Care 49,568.4 51,388.5 54,028.3 57,132.5 59,599.6 65,019.1
Table 66 Sales of Hair Care by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
2-in-1 Products -13.8 -13.8 -52.4

Colourants 5.8 12.1 76.8
Conditioners and Treatments 10.7 8.3 49.1
Hair Loss Treatments 95.3 49.4 644.0
Perms and Relaxants - - -
Salon Professional Hair Care 53.9 37.6 393.8
Shampoos 6.5 3.5 18.8
- Medicated Shampoos 5.0 -7.7 -33.0
- Standard Shampoos 6.5 3.9 20.9
Styling Agents 6.5 -0.1 -0.6
Hair Care 9.1 5.6 31.2
Table 67 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
% retail value rsp

2016 2017 2018 2019 2020 2021
Premium 10.1 12.5 16.7 22.1 26.2 29.5

Mass 89.9 87.5 83.3 77.9 73.8 70.5
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 68 NBO Company Shares of Hair Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Procter & Gamble 35.6 35.0 34.3 33.5 33.5

(Guangzhou) Ltd
Cosmetics Science
Technology Co Ltd
Fine Today Shiseido Co - - - - 3.0
Ltd
Lafang China Co Ltd 2.2 2.1 1.9 1.7 2.0
Shumei Personal - - - 1.2 1.5
Care(Shenzhen) Co Ltd
(Shanghai) Co Ltd
Beiersdorf Hair Care 3.5 3.1 2.7 1.4 1.2
Hubei Co Ltd
Youngrace Cosmetic 1.2 1.2 1.2 1.2 1.1
Group International Ltd
Shanghai Huayin Co Ltd 1.0 1.0 1.0 0.9 1.0
Shanghai Zhanghua 0.9 0.9 1.0 1.0 1.0
Health Cosmetics Co Ltd
Wanma Pharmaceutical Co 0.1 0.1 0.3 0.5 0.8
Ltd
Guangzhou DeColour 0.8 0.7 0.6 0.6 0.5
Cosmetics Co Ltd
Jiangsu Longrich Group 1.3 1.0 0.7 0.5 0.4
Bawang (Guangzhou) Co Ltd 0.5 0.5 0.4 0.4 0.4
Hoyu (Shanghai) Trade 0.3 0.4 0.4 0.4 0.4
Co Ltd
Mandom (China) 0.3 0.4 0.4 0.4 0.4
Cosmetics Co Ltd
Shanxi Zhendong 0.1 0.1 0.1 0.1 0.4
Pharmaceutical Co Ltd
Guangzhou Houdy 0.3 0.3 0.3 0.3 0.3
Cosmetics Factory
Ltd
Opal Cosmetics 0.2 0.2 0.2 0.2 0.2
(Huizhhou) Ltd
L'Occitane 0.1 0.1 0.1 0.1 0.2
International SA
Xian Janssen 0.2 0.2 0.2 0.2 0.2
Pharmaceutical Ltd
Co Ltd
Dihon Pharmaceutical 0.9 - - - -
Group Co Ltd
Others 17.8 16.9 16.0 15.3 12.2
Total 100.0 100.0 100.0 100.0 100.0
Table 69 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021

Coty Inc 10.1 8.5 6.9 4.9 3.4
Procter & Gamble - - - - -
(Guangzhou) Ltd
Others 39.2 41.6 27.5 21.5 16.9
Total 100.0 100.0 100.0 100.0 100.0
Table 70 LBN Brand Shares of Hair Care: % Value 2018-2021
% retail value rsp

Co, The)
Clear (Unilever Unilever China Ltd 4.9 4.7 4.6 4.4
Group)
(L'Oréal Groupe)
Seeyoung (Huanya Guangzhou Uniasia 4.1 3.8 3.2 3.6
Group Co Ltd) Cosmetics Science
Technology Co Ltd
Kérastase (L'Oréal L'Oréal (China) Co Ltd 0.4 0.8 1.6 2.5
Groupe)
Clear Men (Unilever Unilever China Ltd 2.7 2.6 2.5 2.4
Group)
Schwarzkopf (Henkel Henkel (China) Co Ltd 2.7 2.5 2.3 2.2
AG & Co KGaA)
Vidal Sassoon Procter & Gamble 2.1 2.1 2.0 1.9
Co, The)
Syoss (Henkel AG & Henkel (China) Co Ltd 2.1 1.9 1.7 1.6
Co KGaA)
Excellence (L'Oréal
Groupe)
Slek Shumei Personal - - 1.2 1.5
Care(Shenzhen) Co Ltd
Lafang Lafang China Co Ltd 1.5 1.3 1.2 1.4
Ryo (AmorePacific AmorePacific Cosmetics 1.1 1.4 1.3 1.3
Youngrace Youngrace Cosmetic 1.2 1.2 1.2 1.1
Super Mild Fine Today Shiseido Co Ltd - - - 1.1
Aquair Fine Today Shiseido Co Ltd - - - 1.0
Bee & Flower Shanghai Huayin Co Ltd 1.0 1.0 0.9 1.0
Savol Shanghai Zhanghua 0.0 1.0 1.0 1.0
Men (Procter & (Guangzhou) Ltd
Gamble Co, The)
Tsubaki Fine Today Shiseido Co Ltd - - - 0.9
Mandi (3SBio Inc) Wanma Pharmaceutical Co 0.1 0.3 0.5 0.8
Ltd
Maestro (Beiersdorf Beiersdorf Hair Care 0.9 0.8 0.8 0.8
AG) Hubei Co Ltd
Decolor Guangzhou DeColour 0.7 0.6 0.6 0.5
Cosmetics Co Ltd
Schwarzkopf Henkel (China) Co Ltd 0.5 0.5 0.6 0.5
Freshlight (Henkel
AG & Co KGaA)
Schwarzkopf Natural Henkel (China) Co Ltd 0.4 0.5 0.6 0.5
& Easy (Henkel AG &
Co KGaA)
Super Mild Shiseido China Co Ltd 0.7 0.8 1.0 -
(Shiseido Co Ltd)
Aquair (Shiseido Co Shiseido China Co Ltd 0.8 0.8 1.0 -
Ltd)
Tsubaki (Shiseido Shiseido China Co Ltd 0.7 0.7 0.9 -
Co Ltd)
Slek (Beiersdorf AG) Beiersdorf Hair Care 1.4 1.1 - -
Hubei Co Ltd
Sikin Shanghai Zhanghua 0.5 - - -
Others Others 23.6 21.4 19.6 19.0
Total Total 100.0 100.0 100.0 100.0
Table 71 LBN Brand Shares of Colourants: % Value 2018-2021
% retail value rsp


Excellence (L'Oréal
Groupe)
Savol Shanghai Zhanghua - 15.3 13.0 12.9
Freshlight (Henkel
AG & Co KGaA)
Schwarzkopf Natural Henkel (China) Co Ltd 6.8 7.0 7.2 6.4
& Easy (Henkel AG &
Co KGaA)
Bigen (Hoyu Co Ltd) Hoyu (Shanghai) Trade 6.0 5.8 5.4 5.3
Co Ltd
Schwarzkopf Igora Henkel (China) Co Ltd 4.0 3.9 3.3 2.9
Brillance (Henkel
AG & Co KGaA)
Guang Ming (Henkel Henkel (China) Co Ltd 1.7 1.6 1.4 1.4
AG & Co KGaA)
Enhance (Henkel AG Henkel (China) Co Ltd 1.7 1.6 1.4 1.2
& Co KGaA)
Sikin Shanghai Zhanghua 7.7 - - -
Garnier Nutrisse L'Oréal (China) Co Ltd - - - -
(L'Oréal Groupe)
Revlon (Revlon Inc) Revlon (China) Co Ltd - - - -
Others Others 31.9 24.6 29.7 30.7
Total Total 100.0 100.0 100.0 100.0
Table 72 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
% retail value rsp


Groupe)
L'Oréal L'Oréal (China) Co Ltd 10.2 8.6 6.1 4.7
Professionnel
(L'Oréal Groupe)
Professional
(Henkel AG & Co KGaA)
Wella System Coty Inc - - 4.9 3.4
Professional (Wella
AG)
Shiseido Shiseido China Co Ltd 1.9 1.7 1.3 1.1
Professional
(Shiseido Co Ltd)
Wella System Coty Inc 8.5 6.9 - -
Professional
Wella System Procter & Gamble - - - -
Professional (Guangzhou) Ltd
(Procter & Gamble
Co, The)
Others Others 41.6 27.5 21.5 16.9
Total Total 100.0 100.0 100.0 100.0
Table 73 LBN Brand Shares of Styling Agents: % Value 2018-2021
% retail value rsp

Maestro (Beiersdorf Beiersdorf Hair Care 26.1 26.9 28.2 29.4

AG) Hubei Co Ltd

Cosmetics Co Ltd
Vidal Sassoon Procter & Gamble 7.2 7.6 7.7 8.2
Co, The)
Schwarzkopf (Henkel Henkel (China) Co Ltd 6.5 6.3 6.8 6.7
AG & Co KGaA)
Houdy Guangzhou Houdy 4.3 4.3 4.2 4.3
Cosmetics Factory
Syoss (Henkel AG & Henkel (China) Co Ltd 3.0 2.8 3.0 3.1
Co KGaA)
Decolor Guangzhou DeColour 2.9 2.7 2.7 2.6
Cosmetics Co Ltd
Satinique (Amway Amway (China) Co Ltd 1.1 1.1 1.1 1.1
Corp)
Resources (M) Sdn
Bhd)
Co Ltd
Arche Arche Group Co Ltd 0.1 0.1 0.0 -
Aikai Guangdong Aikai 0.3 0.2 - -
Industrial Group Co Ltd
Dep (Henkel AG & Co Henkel (China) Co Ltd - - - -
KGaA)
Sifoné (Kao Corp) Kao (China) Holding Co Ltd - - - -
Elsève (L'Oréal L'Oréal (China) Co Ltd - - - -
Groupe)
Aupres JS (Shiseido Shiseido China Co Ltd - - - -
Co Ltd)
Uno (Shiseido Co Ltd) Shiseido China Co Ltd - - - -
Others Others 33.1 30.6 28.3 26.7
Total Total 100.0 100.0 100.0 100.0
Table 74 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
% retail value rsp


Technology Co Ltd
Groupe)
Ryo (AmorePacific AmorePacific Cosmetics 6.4 6.1 4.8 4.5
Super Mild Fine Today Shiseido Co Ltd - - - 3.6
Aquair Fine Today Shiseido Co Ltd - - - 3.4
Mese Lafang China Co Ltd 2.2 1.6 1.3 1.3
Satinique (Amway Amway (China) Co Ltd 2.8 1.9 1.5 1.2
Corp)
Kiehl's (L'Oréal L'Oréal (China) Co Ltd 1.7 1.3 1.1 1.0
Groupe)
L'Oréal L'Oréal (China) Co Ltd 0.8 0.7 0.6 0.6
Professionnel
(L'Oréal Groupe)
International SA
Professional
(Henkel AG & Co KGaA)
Wella System Coty Inc - - 0.5 0.4
Professional (Wella
AG)
Shiseido Shiseido China Co Ltd 0.2 0.1 0.1 0.1
Professional
(Shiseido Co Ltd)
Scalp D (ANGFA Co ANGFA (Shanghai) Co Ltd 0.1 0.0 0.0 0.0
Ltd)
Super Mild Shiseido China Co Ltd 4.1 3.4 3.7 -
(Shiseido Co Ltd)
Aquair (Shiseido Co Shiseido China Co Ltd 4.5 3.6 3.6 -
Ltd)
Wella System Coty Inc 0.7 0.6 - -
Professional
Wella System Procter & Gamble - - - -
Professional (Guangzhou) Ltd
(Procter & Gamble
Co, The)
Others Others 14.7 19.1 22.3 32.0
Total Total 100.0 100.0 100.0 100.0
Table 75 Forecast Sales of Hair Care by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
2-in-1 Products 64.6 54.3 45.3 37.5 30.9 25.7

Colourants 4,897.9 5,328.7 5,711.7 6,065.4 6,402.8 6,746.1
Conditioners and 11,663.6 12,282.6 12,750.1 13,133.6 13,433.3 13,650.3
Treatments
Hair Loss Treatments 942.7 1,280.9 1,443.6 1,566.3 1,661.8 1,751.6
Perms and Relaxants - - - - - -
Salon Professional Hair 2,363.5 3,044.1 3,631.7 4,107.4 4,583.9 5,010.2
Care
Shampoos 43,367.0 44,300.0 45,019.0 45,552.2 46,037.9 46,437.0
- Medicated Shampoos 933.9 960.0 986.1 1,010.6 1,035.0 1,058.0
- Standard Shampoos 42,433.1 43,340.1 44,032.9 44,541.7 45,003.0 45,379.0
Styling Agents 1,720.1 1,740.7 1,758.1 1,772.5 1,785.5 1,796.7
Hair Care 65,019.1 68,031.4 70,359.3 72,234.8 73,935.9 75,417.5
trade sources
Table 76 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
2-in-1 Products -15.9 -16.8 -60.1

Colourants 8.8 6.6 37.7
Conditioners and Treatments 5.3 3.2 17.0
Hair Loss Treatments 35.9 13.2 85.8
Perms and Relaxants - - -
Salon Professional Hair Care 28.8 16.2 112.0
Shampoos 2.2 1.4 7.1
- Medicated Shampoos 2.8 2.5 13.3
- Standard Shampoos 2.1 1.4 6.9
Styling Agents 1.2 0.9 4.5
Hair Care 4.6 3.0 16.0
trade sources
Table 77 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
% retail value rsp

2021 2022 2023 2024 2025 2026
Premium 29.5 32.2 34.3 35.8 37.0 38.0

Mass 70.5 67.8 65.7 64.2 63.0 62.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade sources
MEN'S GROOMING IN CHINA -

CATEGORY ANALYSIS
KEY DATA FINDINGS

▪ Men’s fragrances is the best performing category in 2021, with retail value sales increasing by
2021 DEVELOPMENTS
Men’s shaving sees A stronger performance in 2021

The pandemic hit men’s shaving in 2020, due to home seclusion and reduced offline traffic,
seeing a slight retail volume decline and slow current value growth. In 2021, despite flexible
working arrangements still preventing the full recovery of mobility, consumers had become
accustomed to the new normal and returned to their former shaving habits, and with the
economy stabilising and logistics recovering, this led to mid single-digit value growth. Men’s
razors and blades was the primary contributor to percentage and absolute growth and also
remained the largest category within men’s shaving.
Men’s skin care on the rise

Despite its already large base, men’s skin care saw a boost to its sales in 2021, driven by
increasing awareness of personal grooming amongst Chinese men, and brands’ agile business
models that cater to local consumers’ needs. It has been observed that male Chinese
consumers, especially the younger generation in their early 20s, are paying more and more
attention to self-image and personal hygiene, which resulted in deeper penetration of men’s skin
care products. From brands’ perspective, they have actively leveraged the power of KOL
marketing and social media networks to educate consumers that having a regular skin care
routine is not contradictory to masculinity. Accordingly, quite a few men’s skin care brands have
been seeing rapid growth, especially those with an online presence, and e-commerce is
considered an important channel to drive sales of men’s grooming products.
Men’s hair care benefits from the recovery of styling agents

Men’s hair care returned to a stronger pace of growth in 2021, with the release of pent-up
demand for hair styling products, which saw growth hampered by home seclusion during the
COVID-19 pandemic. Hair sprays, signature products from one of the leading players in men’s
hair care, Gatsby, showed robust recovery in 2021. In response to consumers’ segmented
demand for hair care products, an increasing number of male-specific hair care products were
launched by manufacturers to target consumers seeking products to deal with typical hair issues
suffered by men, such as greasy or oily hair, or hair loss. With growing sales in men’s hair care,
established hair care brands are introducing product lines especially for male consumers, whilst
emerging internet brands specialising in men’s grooming products are also leveraging their
advantage of precise consumer targeting to acquire category share.
Emerging local brands venture into men’s shaving and men’s toiletries
Men’s grooming is led by well-known international groups such as L'Oréal, Unilever,
Beiersdorf and Procter & Gamble, which together account for a dominant share of value sales.
However, emerging new local brands have also been observed to venture into this space,
stealing share from the leaders, especially in men’s shaving and men’s bath and shower. For
example, Huanxing, an e-commerce player that primarily sells men’s shaving products in kits,
has been increasingly well-received by young Chinese consumers. Although it only has one
razor SKU, its stylish design, good shaving experience, affordable price, as well as engaging
brand image have all contributed to its popularity. Another example is Dear Boyfriend, which
sells a wide portfolio of personal care products, including bath and shower products, and
positions itself as a lifestyle brand with a fashion touch, and is also attracting female consumers
who purchase for their boyfriends.
Men’s shaving has A positive outlook, but continues to face A threat

from appliances
Over the forecast period, men’s shaving is expected to post solid, stable current value growth,
underpinned by continued demand for manual shaving. However, it will continue to face
competition from electric men’s shavers, as using an electric shaver has been the mainstream in
China. With electric shavers reaching maturity, appliances manufacturers are looking for further
growth opportunities by trying to convert consumers who still use razors and blades to use
electric shavers, either by launching extremely affordable SKUs, or premium models with smart
and innovative features that facilitate shaving. Under such circumstances, it will be critical for
manufacturers of razors and blades to prevent their products from ending up as commodities,
and to invest in new products or brands that offer added-value, either through new
functionalities or a unique brand image.
Men’s colour cosmetics has huge potential for growth

Similar to the dynamic momentum of men’s skin care, men’s colour cosmetics is also seeing a
boost to its sales, and is expected to witness huge growth potential in the forecast period.
Chinese men, especially gen Z, are becoming more and more accepting of the use of colour
cosmetics such as BB/CC cream, eyebrow pencil and even lip colour to create a complete look.
This phenomenon has quickly swept across social media, and it is easy to find men’s make-up
tutorials and reviews online. As consumers’ awareness of personal grooming continues to
increase, and more and more male-specific brands emerge, men’s colour cosmetics will not only
be a battlefield for the male product lines of established brands; rather, many more male-
specific make-up brands are emerging and trying to cater to local consumers’ needs through
agile business models.
CATEGORY DATA
Table 78 Sales of Men’s Grooming by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Men's Shaving 1,745.5 1,875.0 2,002.2 2,122.7 2,164.0 2,292.5

- Men's Post-Shave 35.0 36.6 38.2 39.7 40.2 41.8
- Men's Pre-Shave 98.7 105.2 111.9 118.7 120.5 127.1
- Men's Razors and Blades 1,611.8 1,733.2 1,852.1 1,964.4 2,003.4 2,123.6
Men's Toiletries 9,933.7 10,567.5 11,295.6 12,067.3 11,711.8 12,313.3
- Men's Bath and Shower 271.3 293.6 317.0 341.0 358.6 378.8
-- Premium Men's Bath 8.9 9.4 10.1 10.7 11.0 11.4
and Shower
-- Mass Men's Bath and 262.4 284.2 306.9 330.4 347.6 367.4
Shower
- Men's Deodorants 163.7 177.1 190.6 203.8 198.9 206.3
-- Premium Men's - - - - - -
Deodorants
-- Mass Men's Deodorants 163.7 177.1 190.6 203.8 198.9 206.3
- Men's Hair Care 2,500.7 2,677.5 2,861.4 3,046.9 3,130.2 3,330.6
-- Premium Men's Hair 89.3 144.9 212.6 281.8 343.3 405.1
Care
-- Mass Men's Hair Care 2,411.4 2,532.6 2,648.8 2,765.1 2,786.9 2,925.4
- Men's Skin Care 6,998.0 7,419.3 7,926.6 8,475.6 8,024.2 8,397.6
-- Premium Men's Skin 869.2 922.8 1,007.8 1,134.8 1,197.2 1,294.3
Care
-- Mass Men's Skin Care 6,128.8 6,496.5 6,918.8 7,340.8 6,826.9 7,103.3
Men's Fragrances 841.2 991.1 1,186.8 1,449.3 1,564.8 1,894.4
- Premium Men's 692.5 847.6 1,049.3 1,318.0 1,456.3 1,791.3
Fragrances
Men's Grooming 12,520.4 13,433.7 14,484.6 15,639.3 15,440.7 16,500.1
Table 79 Sales of Men’s Grooming by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Men's Shaving 5.9 5.6 31.3

- Men's Post-Shave 4.0 3.6 19.3
- Men's Pre-Shave 5.5 5.2 28.8
- Men's Razors and Blades 6.0 5.7 31.8
Men's Toiletries 5.1 4.4 24.0
- Men's Bath and Shower 5.6 6.9 39.7
-- Premium Men's Bath and Shower 4.0 5.2 29.1
-- Mass Men's Bath and Shower 5.7 7.0 40.0
- Men's Deodorants 3.7 4.7 26.0
-- Premium Men's Deodorants - - -
-- Mass Men's Deodorants 3.7 4.7 26.0
- Men's Hair Care 6.4 5.9 33.2
-- Premium Men's Hair Care 18.0 35.3 353.5
-- Mass Men's Hair Care 5.0 3.9 21.3
- Men's Skin Care 4.7 3.7 20.0
-- Premium Men's Skin Care 8.1 8.3 48.9
-- Mass Men's Skin Care 4.0 3.0 15.9
Men's Fragrances 21.1 17.6 125.2
Table 80 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
% retail value rsp

2018 2019 2020 2021
Disposables 0.9 0.8 0.7 0.7

Systems 98.3 98.5 98.7 98.8
Systems - Razors 70.7 71.2 71.4 71.6
Systems - Refill Blades 27.6 27.4 27.3 27.3
Other Razors and Blades 0.8 0.6 0.6 0.5
Total 100.0 100.0 100.0 100.0
Table 81 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
% retail value rsp

2018 2019 2020 2021
Facial Care 98.3 98.3 98.4 98.4

Body Care 1.6 1.5 1.5 1.5
Hand Care 0.2 0.2 0.1 0.1
Total 100.0 100.0 100.0 100.0
Table 82 NBO Company Shares of Men’s Grooming: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021

Procter & Gamble 15.7 15.8 15.8 16.2 15.6
(Guangzhou) Ltd
The
Co Ltd
Guangzhou Meiku 2.2 2.5 2.8 3.0 2.9
Information Technology
Co Ltd
Mandom (China) 1.3 1.3 1.5 1.4 1.4
Cosmetics Co Ltd
Coty Inc 1.5 1.4 1.4 1.4 1.3
Burberry Group Plc 0.7 0.7 0.7 0.8 0.8
Schick (Guangzhou) Co Ltd 1.0 1.0 0.9 0.9 0.8
Kao (China) Holding Co 0.8 0.8 0.8 0.8 0.8
Ltd

Ltd
Chanel SA 0.5 0.6 0.6 0.6 0.7
Cosmetics Science
Technology Co Ltd
Guangzhou Adolph - 0.3 0.6 0.7 0.6
Ltd
Commercial Co Ltd
Shanghai Inoherb 0.4 0.4 0.4 0.4 0.3
Cosmetics Co Ltd
Calvin Klein Cosmetics Co 0.2 0.2 0.2 0.3 0.3
Burberry (Shanghai) 0.2 0.2 0.2 0.2 0.3
Trading Co Ltd
Cosmetics Co
Gucci Group NV 0.1 0.1 0.1 0.2 0.2
Shanghai DHC Business 0.2 0.2 0.2 0.2 0.2
Co Ltd
Inter Parfums Inc 0.2 0.2 0.2 0.1 0.1
L'Occitane 0.1 0.1 0.1 0.1 0.1
International SA
Others 20.7 21.0 21.8 22.1 24.7
Total 100.0 100.0 100.0 100.0 100.0
Table 83 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
% retail value rsp

L'Oréal Men Expert L'Oréal (China) Co Ltd 12.8 12.9 13.7 13.6
(L'Oréal Groupe)
Clear Men (Unilever Unilever China Ltd 9.9 9.4 9.6 9.5
Group)
Gillette (Procter & Procter & Gamble 9.6 9.1 9.3 8.6
Nivea Men Nivea (Shanghai) Co Ltd 7.7 7.5 6.7 6.4
(Beiersdorf AG)
Mentholatum for men Mentholatum (Zhongshan) 6.2 6.0 6.0 5.2
Ltd)
gf Shanghai Jahwa United 6.8 6.1 4.7 4.2
Co Ltd
Men (Procter & (Guangzhou) Ltd
Gamble Co, The)
JVR Guangzhou Meiku 2.5 2.8 3.0 2.9
Information Technology
Co Ltd
SK-II for Men Procter & Gamble 2.1 2.5 2.8 2.8

Co, The)
Biotherm Homme L'Oréal (China) Co Ltd 2.1 2.2 2.4 2.5
(L'Oréal Groupe)
Cosmetics Co Ltd
Schick (Edgewell Schick (Guangzhou) Co Ltd 1.0 0.9 0.9 0.8
Personal Care
Brands LLC)
Men's Bioré (Kao Kao (China) Holding Co 0.8 0.8 0.8 0.8
Corp) Ltd
Lancôme Homme L'Oréal (China) Co Ltd 0.8 0.8 0.8 0.8
(L'Oréal Groupe)
Uno Fine Today Shiseido Co Ltd - - - 0.6
Groupe)
Aupres JS (Shiseido Shiseido China Co Ltd 0.6 0.6 0.6 0.6
Co Ltd)
Technology Co Ltd
Neutrogena Men Johnson & Johnson China 0.6 0.5 0.5 0.5
Inc)
Giorgio Armani For L'Oréal (China) Co Ltd 0.2 0.2 0.3 0.4
Men (L'Oréal Groupe)
Inoherb Shanghai Inoherb 0.4 0.4 0.4 0.3
Cosmetics Co Ltd
Clinique for Men Estée Lauder (Shanghai) 0.4 0.4 0.3 0.3
Inc)
Mentholatum Men's Mentholatum (Zhongshan) 0.2 0.2 0.3 0.3
Ltd)
Flying Eagle Procter & Gamble 0.3 0.3 0.3 0.3
Co, The)
Uno (Shiseido Co Ltd) Shiseido China Co Ltd 0.6 0.6 0.6 -
Others Others 25.0 25.7 25.9 28.5
Total Total 100.0 100.0 100.0 100.0
Table 84 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
% retail value rsp

Gillette (Procter & Procter & Gamble 70.5 68.2 67.5 63.6

Schick (Edgewell Schick (Guangzhou) Co Ltd 6.9 6.5 6.2 5.9
Personal Care
Brands LLC)
Flying Eagle Procter & Gamble 2.6 2.4 2.2 2.1
Co, The)
Schick (Energizer Schick (Guangzhou) Co Ltd - - - -
Holdings Inc)
Others Others 20.0 22.9 24.2 28.4
Total Total 100.0 100.0 100.0 100.0
Table 85 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Men's Shaving 2,292.5 2,383.4 2,462.3 2,527.6 2,578.1 2,612.8

- Men's Post-Shave 41.8 42.8 43.8 44.7 45.7 46.6
- Men's Pre-Shave 127.1 132.1 137.1 142.1 147.3 152.4
- Men's Razors and Blades 2,123.6 2,208.5 2,281.4 2,340.7 2,385.2 2,413.8
Men's Toiletries 12,313.3 12,709.8 13,060.2 13,374.4 13,654.1 13,901.7
- Men's Bath and Shower 378.8 394.1 409.8 425.7 441.8 457.9
-- Premium Men's Bath 11.4 11.7 11.9 12.2 12.4 12.6
and Shower
-- Mass Men's Bath and 367.4 382.4 397.8 413.5 429.4 445.3
Shower
- Men's Deodorants 206.3 210.0 213.2 215.8 217.7 219.0
-- Premium Men's - - - - - -
Deodorants
-- Mass Men's Deodorants 206.3 210.0 213.2 215.8 217.7 219.0
- Men's Hair Care 3,330.6 3,474.1 3,592.3 3,697.4 3,792.9 3,883.5
-- Premium Men's Hair 405.1 458.6 500.0 534.4 562.1 590.4
Care
-- Mass Men's Hair Care 2,925.4 3,015.5 3,092.3 3,163.0 3,230.8 3,293.1
- Men's Skin Care 8,397.6 8,631.5 8,844.9 9,035.6 9,201.7 9,341.4
-- Premium Men's Skin 1,294.3 1,372.0 1,447.4 1,519.8 1,588.2 1,651.7
Care
-- Mass Men's Skin Care 7,103.3 7,259.5 7,397.5 7,515.8 7,613.5 7,689.7
Men's Fragrances 1,894.4 2,207.5 2,536.8 2,896.1 3,282.8 3,693.2
- Premium Men's 1,791.3 2,113.7 2,451.9 2,819.7 3,214.5 3,632.3
Fragrances
Men's Grooming 16,500.1 17,300.7 18,059.2 18,798.1 19,515.1 20,207.7
trade sources
Table 86 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Men's Shaving 4.0 2.7 14.0

- Men's Post-Shave 2.4 2.2 11.5
- Men's Pre-Shave 3.9 3.7 19.9
- Men's Razors and Blades 4.0 2.6 13.7

Men's Toiletries 3.2 2.5 12.9
- Men's Bath and Shower 4.0 3.9 20.9
-- Premium Men's Bath and Shower 2.4 2.0 10.2
-- Mass Men's Bath and Shower 4.1 3.9 21.2
- Men's Deodorants 1.8 1.2 6.1
-- Premium Men's Deodorants - - -
-- Mass Men's Deodorants 1.8 1.2 6.1
- Men's Hair Care 4.3 3.1 16.6
-- Premium Men's Hair Care 13.2 7.8 45.7
-- Mass Men's Hair Care 3.1 2.4 12.6
- Men's Skin Care 2.8 2.2 11.2
-- Premium Men's Skin Care 6.0 5.0 27.6
-- Mass Men's Skin Care 2.2 1.6 8.3
Men's Fragrances 16.5 14.3 95.0
trade sources
ORAL CARE IN CHINA - CATEGORY

ANALYSIS
KEY DATA FINDINGS

▪ Mouthwashes/dental rinses is the best performing category in 2021, with retail value sales
rising by 65% in current terms to CNY2.5 billion
▪ Yunnan Baiyao Group Co Ltd is the leading player in 2021, with a retail value share of 12%
2021 DEVELOPMENTS
Oral care returns to stable volume growth, with A polarised performance

In 2021, oral care categories recovered from the polarised impact of COVID-19, showing two
diametrically opposed trends. Consumable products and daily necessities, for example
toothpaste, saw a slightly higher growth rate, along with the recovery of sales in mainstream
offline channels such as supermarkets and hypermarkets. However, the growth of the overall
oral care category was dragged down by the sluggish performance of power toothbrushes,
which had been the growth engine for oral care in Chinese market over the past few years.
Recent years witnessed the emergence of many domestic oral care brands in response to
consumers’ pursuit of convenient and effective oral care products. Capital is very active in the
oral care market, with two local oral care companies starting IPOs in 2021. The category is also
fuelled by frequent financing and investment activities for product innovation and expansion.
Growth plateau for power toothbrushes

Power toothbrushes is facing near-term headwinds after years of explosive growth. In 2020,
power toothbrushes continued to grow, as consumers stuck at home had strong demand for
home care appliances amidst COVID-19. Sales via e-commerce were especially spurred by
livestream sales, which to some extent pulled demand forward into this year. However, after
several years of explosive growth, the consumption of electric toothbrush units has peaked, and
sales declined in 2021 due to a significantly higher penetration rate. However, electric
toothbrush replacement heads, as consumables with high usage frequency, maintained healthy
growth momentum and is expected to help drive the sustainable growth of power toothbrushes
in the forecast period. Also, although the current popularity of power toothbrushes is in high-tier
cities, penetration is expected to gradually spread to more regions, and there is still potential to
foster growth with wider consumer coverage and further segmentation, such as the
development of professional modes especially for children.
Mouthwashes/dental rinses propelled by the entry of emerging brands

With enhanced awareness of the need for oral care, Chinese consumers are gradually
adopting peripheral oral care products, such as mouthwashes/dental rinses and dental floss.
This opens up opportunities to a number of start-ups eyeing the upgrading of consumption
demand. The market stretch of mouthwashes has expanded the usage scenarios for oral care
products, gradually extending to occasions such as the office and dinner parties. Some brands
have even approached the market by cooperating with chained consumer foodservice to
increase market exposure. The diversification of usage scenarios has also, in turn, driven the
development of small packaging in mouthwashes to cater to convenience-oriented consumers.
Mouthwashes packaged in strips, and pods in coffee creamer portion size, have been
introduced in the market along with the launch of rising brands such as BOP and Okina, as well
as being widely adopted by leading players such as Colgate and Saky. Besides packaging
innovation, value-added ingredients such as small molecule peptide and probiotics are being
incorporated into products to address common oral issues such as mouth ulcers.
Enrichment of range of flavours in oral care products to attract younger

generations
The emergence of local players in oral care has led to the enrichment of the choice of
flavours. Toothpaste and mouthwashes are two representative categories that are seeing the
increasing diversification and localisation of product flavours in oral care. For example, local
manufacturer NYSCPS customised its mouthwashes, offering refreshing fruit flavours such as
grapefruit and watermelon to cater to the preferences of Chinese consumers. Its alcohol-free
formula also makes these mouthwashes milder compared with established brands containing
alcohol. Meanwhile, toothpaste flavours are no longer limited to traditional ones such as plain
mint, with fruity and other different flavours being widely adopted in toothpastes nowadays. In
addition to leading domestic player Saky, which has tried out passion fruit and peach amongst
its flavour innovations, the emergence of Marvis toothpaste, featuring plenty of choice in terms
of different flavours, such as liquorice and ginger mint, is also a notable example.
Demand for antiseptic toothpaste bolstered in oral care post-COVID-19

COVID-19 awakened consumer demand for antiseptic toothpaste and heated up the market
of oral microecology. Many oral care brands are keen to tap into the expanding segment and
capitalise on the concept of oral microecology. The past two years witnessed the increasing
prevalence of antibacterial toothpaste featuring long-term antibacterial properties, and the rise of
some oral care products claiming to be effective against helicobacter pylori in the market.
However, with the tighter regulations on toothpaste by the National Medical Products
Administration, toothpastes that claim to be antibacterial will be subject to strict controls, given
that antiseptic is not included as one of the main function of toothpaste that can be claimed or
advertised. Consumers are increasingly aware of the importance of a balanced oral microbiota
environment for oral health, thus oral care product developments will be tailored towards this
direction. For instance, a home-grown premium oral care brand incorporates probiotics into its
product mix, with its toothpaste products featuring probiotic ADP-1, which can help decompose
dental stains, and caught on quickly amongst Chinese consumers through online channels.
CATEGORY DATA
Table 87 Sales of Oral Care by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Dental Floss 428.7 455.3 480.8 505.0 529.2 553.4

Denture Care 64.0 73.6 72.9 83.1 100.6 121.1
Mouth Fresheners - - - - - -
Mouthwashes/Dental Rinses 481.2 555.8 735.8 947.0 1,516.1 2,503.5
Tooth Whiteners 75.5 79.4 82.9 100.2 139.8 165.7
Toothbrushes 9,353.9 11,083.5 13,662.0 16,808.1 17,849.6 17,671.3
- Manual Toothbrushes 7,255.4 7,647.2 8,021.9 8,317.9 8,367.8 8,655.5
- Power Toothbrushes 2,098.5 3,436.3 5,640.1 8,490.2 9,481.8 9,015.8
Toothpaste 24,860.1 26,600.3 27,744.1 29,103.6 29,761.3 31,157.9
Oral Care 35,263.5 38,847.8 42,778.6 47,547.0 49,896.6 52,172.8
Note: Oral Care total excludes the category total for manual and power toothbrushes
Table 88 Sales of Oral Care by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Dental Floss 4.6 5.2 29.1

Denture Care 20.4 13.6 89.1
Mouth Fresheners - - -
Mouthwashes/Dental Rinses 65.1 39.1 420.3
Tooth Whiteners 18.5 17.0 119.4
Toothbrushes -1.0 13.6 88.9
- Manual Toothbrushes 3.4 3.6 19.3
- Power Toothbrushes -4.9 33.8 329.6
Toothpaste 4.7 4.6 25.3
Oral Care 4.6 8.1 48.0
Table 89 Sales of Toothbrushes by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Toothbrushes 9,353.9 11,083.5 13,662.0 16,808.1 17,849.6 17,671.3

-- Battery Toothbrushes 272.9 342.6 445.6 513.3 495.1 432.7
--- Battery Toothbrush 35.5 42.7 53.8 59.2 57.8 53.1
Replacement Heads
Units
-- Electric Toothbrushes 1,825.7 3,093.7 5,194.6 7,976.9 8,986.7 8,583.1
--- Electric Toothbrush 273.0 464.1 775.6 1,211.4 1,497.3 1,806.4
Replacement Heads
--- Electric Toothbrush 1,552.6 2,629.7 4,419.0 6,765.5 7,489.4 6,776.7
Units
Table 90 Sales of Toothbrushes by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Toothbrushes -1.0 13.6 88.9

- Power Toothbrushes -4.9 33.8 329.6
-- Battery Toothbrushes -12.6 9.7 58.6
--- Battery Toothbrush Replacement Heads -8.1 8.4 49.4
--- Battery Toothbrush Units -13.2 9.8 59.9
-- Electric Toothbrushes -4.5 36.3 370.1
--- Electric Toothbrush Replacement 20.6 45.9 561.6
Heads
--- Electric Toothbrush Units -9.5 34.3 336.5
Table 91 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
% retail value rsp

2017 2018 2019 2020 2021
Traditional/Standard/ 13.5 12.4 11.7 11.1 10.0

Basic
Total Care/Complete Care 10.0 9.6 9.3 8.7 8.0
Whitening 26.6 27.0 27.0 27.0 27.6
Fresh Breath 18.6 18.0 17.9 18.0 18.6
Children's 8.3 9.0 9.6 10.1 10.6
Sensitive 13.3 13.8 14.1 14.4 14.6
Gum Health 9.8 10.2 10.5 10.6 10.7
Others 0.0 0.0 0.0 0.0 -
Total 100.0 100.0 100.0 100.0 100.0
Table 92 NBO Company Shares of Oral Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021

Ltd
Procter & Gamble 13.9 13.0 12.1 12.0 11.6
(Guangzhou) Ltd
Hawley & Hazel Chemical 13.3 12.5 11.6 11.4 11.2
(Zhongshou) Co Ltd
Colgate (Guangzhou) Co 12.3 10.7 9.2 9.0 8.7
Ltd
Philips China Co Ltd 3.1 3.6 4.5 4.0 3.9
Dencare (Chongqing) 2.7 2.7 2.9 3.0 3.2
Oral Care Co Ltd
Guangzhou Hao Xing Wan 0.2 0.5 1.0 1.8 2.4
Technology Co Ltd
Qingdao Lion Daily 1.6 1.6 1.6 2.1 2.4
Necessities Chemicals
Co Ltd
GlaxoSmithKline (China) 2.2 2.2 2.1 2.1 2.3
Investment Co Ltd
Care Ltd
Nice Group 2.0 1.9 1.8 1.7 1.7
Xiaomi Technology Co Ltd 0.2 0.4 0.5 1.0 1.3
Ltd
Sunstar Inc 0.5 0.6 0.6 0.7 0.8
Masson Co Ltd 1.1 1.0 0.9 0.8 0.8
Guangzhou Liby 0.9 0.8 0.7 0.6 0.6
Enterprise Group Co Ltd
Guangdong Xuejie Daily 0.6 0.6 0.6 0.6 0.6
Necessities Co Ltd
Wuhan Jinchen 0.4 0.4 0.4 0.3 0.3
Industrial Co Ltd
Bai Qi (Guangzhou) 0.3 0.3 0.3 0.2 0.2
Daily Product Co Ltd
Liuzhou Liangmianzhen 0.3 0.3 0.2 0.2 0.2
Co Ltd
Jointown Pharmaceutical 0.2 0.2 0.2 0.2 0.2
Group Co Ltd
Ningbo Qicai Holding Co 0.1 0.1 0.1 0.1 0.1
Ltd
Shanghai Toothpaste 0.1 0.1 0.1 0.1 0.1
Factory Co Ltd
Tianjin Tianshi 0.1 0.1 0.1 0.1 0.1
Biological Development
Co Ltd
Guangxi Aoqili Co Ltd 0.1 0.1 0.1 0.1 0.1
Others 14.5 18.3 21.9 21.8 20.4
Total 100.0 100.0 100.0 100.0 100.0
Table 93 LBN Brand Shares of Oral Care: % Value 2018-2021
% retail value rsp

Palmolive Co) Ltd
Philips Philips China Co Ltd 3.6 4.5 4.0 3.9
(Koninklijke
Philips NV)
Lesening Dencare (Chongqing) 2.7 2.9 3.0 3.2
Oral Care Co Ltd
Oral-B (Procter & Procter & Gamble 2.3 2.4 2.6 2.7
uSmile Guangzhou Hao Xing Wan 0.5 1.0 1.8 2.4
Technology Co Ltd
Sensodyne GlaxoSmithKline (China) 2.0 1.9 1.9 2.1
(GlaxoSmithKline Plc) Investment Co Ltd
Bamboo Salt LG Household & Health 2.2 2.1 2.1 2.0
Care Ltd
Zhong Hua (Unilever Unilever China Ltd 3.3 2.6 2.2 1.9
Group)
Cnice Nice Group 1.9 1.8 1.7 1.7
Xiaomi (Xiaomi Corp) Xiaomi Technology Co Ltd 0.4 0.5 1.0 1.3
Lion (Lion Corp) Qingdao Lion Daily 0.7 0.9 1.2 1.3
Co Ltd
Listerine (Johnson Johnson & Johnson China 0.6 0.7 0.9 1.2
& Johnson Inc) Ltd
Glister (Amway Corp) Amway (China) Co Ltd 1.5 1.3 1.2 1.1
Systema (Lion Corp) Qingdao Lion Daily 0.8 0.8 1.0 1.1
Co Ltd
Sanxiao (Colgate- Colgate (Guangzhou) Co 1.5 1.3 1.1 1.0
Palmolive Co) Ltd
Heimei Masson Co Ltd 1.0 0.9 0.8 0.8
Ora2 Sunstar Inc 0.4 0.5 0.6 0.6
Liubizhi Guangzhou Liby 0.8 0.7 0.6 0.6
Frog Guangdong Xuejie Daily 0.6 0.6 0.6 0.6
Necessities Co Ltd
Jinchen Wuhan Jinchen 0.4 0.4 0.3 0.3
Industrial Co Ltd
Colgate Plax Colgate (Guangzhou) Co 0.1 0.1 0.1 0.3
(Colgate-Palmolive Ltd
Co)
Heidelberg (German Bai Qi (Guangzhou) 0.3 0.2 0.2 0.2
Bavaria Health Daily Product Co Ltd
Product Co Ltd)
Polident GlaxoSmithKline (China) 0.2 0.2 0.2 0.2
Liangmianzhen Liuzhou Liangmianzhen 0.3 0.2 0.2 0.2
Co Ltd
SpinBrush (Church & Jointown Pharmaceutical 0.2 0.2 0.2 0.2
Dwight Co Inc) Group Co Ltd
Others Others 19.1 22.6 22.4 20.9
Total Total 100.0 100.0 100.0 100.0
Table 94 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
% retail value rsp

Listerine (Johnson Johnson & Johnson China 35.8 33.9 31.1 24.4
& Johnson Inc) Ltd
Ora2 Sunstar Inc 9.3 10.9 10.0 7.9
Colgate Plax Colgate (Guangzhou) Co 5.1 5.2 4.6 5.5
(Colgate-Palmolive Ltd
Co)
Gum Sunstar Inc 2.1 1.9 1.4 1.0
Walch Whealthfields Lohmann 2.5 2.1 1.4 0.9
(Whealthfields (Guangzhou) Co Ltd
Group Inc)
Victoria-C (German Bai Qi (Guangzhou) 0.2 0.1 0.1 0.0
Bavaria Health Daily Product Co Ltd
Product Co Ltd)
Phytocare Infinitus (China) Co Ltd - - - -
Others Others 32.2 33.0 41.2 51.5
Total Total 100.0 100.0 100.0 100.0
Table 95 LBN Brand Shares of Toothpaste: % Value 2018-2021
% retail value rsp

Palmolive Co) Ltd
Lesening Dencare (Chongqing) 4.1 4.7 5.1 5.3
Oral Care Co Ltd
Sensodyne GlaxoSmithKline (China) 3.1 3.2 3.3 3.6
Zhong Hua (Unilever Unilever China Ltd 5.0 4.3 3.7 3.2
Group)
Bamboo Salt LG Household & Health 2.9 2.9 3.0 2.9
Care Ltd
Cnice Nice Group 3.0 2.9 2.9 2.8
Lion (Lion Corp) Qingdao Lion Daily 1.0 1.4 1.9 2.1
Co Ltd
Liubizhi Guangzhou Liby 1.2 1.1 1.0 1.0
Ora2 Sunstar Inc 0.3 0.3 0.3 0.3
Liangmianzhen Liuzhou Liangmianzhen 0.4 0.4 0.3 0.3
Co Ltd
Resources (M) Sdn
Bhd)
Maxam (Shanghai Shanghai Toothpaste 0.2 0.2 0.1 0.1
Jahwa United Co Ltd) Factory Co Ltd
Tiens (Tiens Group Tianjin Tianshi 0.2 0.2 0.1 0.1

Co Ltd) Biological Development
Co Ltd
Tian Qi Guangxi Aoqili Co Ltd 0.2 0.1 0.1 0.1
Fangcao (Liuzhou Anhui Fangcao Daily 0.1 0.1 0.1 0.1
Liangmianzhen Co Ltd) Chemicals Co Ltd
Jie Yin (Colgate- Colgate (Guangzhou) Co - - - -
Palmolive Co) Ltd
Others Others 7.9 9.6 8.4 7.8
Total Total 100.0 100.0 100.0 100.0
Table 96 Forecast Sales of Oral Care by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Dental Floss 553.4 568.3 582.5 596.5 610.2 623.6

Denture Care 121.1 138.4 154.6 167.9 178.8 189.9
Mouth Fresheners - - - - - -
Mouthwashes/Dental Rinses 2,503.5 3,464.6 4,192.2 4,855.0 5,379.6 5,799.6
Tooth Whiteners 165.7 182.8 199.1 214.8 229.3 242.4
Toothbrushes 17,671.3 18,446.0 19,119.0 19,720.1 20,276.5 20,786.7
Toothpaste 31,157.9 31,640.8 32,017.4 32,353.5 32,670.6 32,967.3
Oral Care 52,172.8 54,440.8 56,264.8 57,907.7 59,345.0 60,609.5
trade sources
Table 97 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Dental Floss 2.7 2.4 12.7

Denture Care 14.3 9.4 56.8
Mouth Fresheners - - -
Mouthwashes/Dental Rinses 38.4 18.3 131.7
Tooth Whiteners 10.3 7.9 46.3
Toothbrushes 4.4 3.3 17.6
- Power Toothbrushes 7.5 5.6 31.4
Toothpaste 1.6 1.1 5.8
Oral Care 4.3 3.0 16.2
trade sources
Table 98 Forecast Sales of Toothbrushes by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Toothbrushes 17,671.3 18,446.0 19,119.0 19,720.1 20,276.5 20,786.7

-- Battery Toothbrushes 432.7 420.2 409.8 401.3 393.9 387.5
Replacement Heads
Units
-- Electric Toothbrushes 8,583.1 9,271.6 9,891.2 10,455.7 10,979.6 11,460.6
Replacement Heads
Units
trade sources
Table 99 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Toothbrushes 4.4 3.3 17.6

- Power Toothbrushes 7.5 5.6 31.4
-- Battery Toothbrushes -2.9 -2.2 -10.5
--- Battery Toothbrush Replacement Heads -2.8 -1.9 -9.4
--- Battery Toothbrush Units -2.9 -2.2 -10.6
-- Electric Toothbrushes 8.0 6.0 33.5
--- Electric Toothbrush Replacement 17.1 11.3 71.0
Heads
--- Electric Toothbrush Units 5.6 4.3 23.5
trade sources
SKIN CARE IN CHINA - CATEGORY

ANALYSIS
KEY DATA FINDINGS
▪ Retail value sales grow by 9% in current terms in 2021 to CNY293.8 billion

▪ Facial care is the best performing category in 2021, with retail value sales rising by 9% in
current terms to CNY258.7 billion
2021 DEVELOPMENTS
Premiumisation is an ongoing trend

Premium skin care continued to outperform mass skin care in 2021, demonstrating that
premiumisation is an ongoing trend in the Chinese market and consumers prefer to trade up in
skin care to brands with a high-end positioning and products with better quality. At the same
time, premium and prestige skin care brands are also striving to adopt strategies to penetrate
more consumer groups, for example, younger consumers and consumers in low-tier cities.
These strategies include aggressive online marketing tactics with strong discounts, especially
during online shopping festivals such as double 11 and double 12. This poses increasing
competition for mass skin care brands in terms of price, as premium brands are becoming more
and more affordable.
Functional skin care gaining popularity

Against the backdrop of COVID-19, consumers’ attention to skin health has increased, driving
up the popularity of functional skin care products. For this reason, ingredients play an
increasingly important role in consumers’ decision-making journey when purchasing skin care
products. A series of functional ingredients, such as vitamin C, amino acid, hyaluronic acid and
retinol A, are becoming more and more familiar to consumers. The most popular functional
ingredients combination for 2021 was vitamin C for use in the morning and retinol A for the
evening, with vitamin C for brightening and whitening the skin and retinol A for anti-ageing,
providing the skin with the ultimate brightening and firming treatment. This formula was brought
to consumers’ attention by the home-grown brand Proya, which featured its vitamin C and
retinol A combo as its star products in 2021. This buzz was also followed up by many
international players, such as Olay, Neutrogena, L’Oréal Paris, etc. In the longer term, it could
be effective for brands to highlight the functional ingredients in their products to engage with
knowledgeable consumers (skintellectuals) and demonstrate clear product efficacy through
various brand communication to consumers.
Digital marketing tactics diversify

The share of e-commerce in skin care in China continued to increase in 2021, rising by two
percentage points to reach 37%. This increase was caused by both the continued rise in online
purchasing behaviour and skin care brands’ increasing investment in online channels. In 2021,
brands also sought new ways to collaborate with e-commerce giants to launch online-exclusive
products and attract consumers. For example, home-grown brand Winona collaborated with
Tmall Black Box to launch an anti-ageing serum for sensitive skin, which eventually won the
leading place in the segment. Livestreaming has been an important marketing tactic for skin
care brands, especially during major online shopping festivals such as double 11 and double 12.
Many local brands that were born online continue to prioritise livestreaming e-commerce as the
major approach to drive sales. For example, local dermocosmetics skin care brand Dr Yu has as
much as 70% of its brand sales driven by livestreaming sessions. However, it is also noticed
that the regulations regarding livestreaming are becoming increasingly stringent, therefore this
will pose some uncertainty for brands that utilise livestreaming e-commerce as the dominant
channel. In the longer term, digital marketing tactics will continue to evolve and will become
more diversified in order to engage with consumers.
Dermocosmetics winning over more consumers

Cosmetic surgery is becoming increasingly popular amongst Chinese consumers, especially
millennials and generation Z urban dwellers. This trend originated from developed markets such
as Japan and South Korea and gradually swept across the Mainland China market, and even
nurtured many online consultation apps, such as SoYoung and Gengmei, which made cosmetic
surgery a more approachable beauty solution for consumers. Such beauty procedures range
from hyaluronic acid injections to botulinum toxin injections, to more complicated ones such as
V-line jaw and prominent cheekbones. The prevalence of cosmetic medical procedures is also
driving up the demand for aftercare products, including but not limited to repairing facial masks,
ampoules and sprays, with such products usually having a dermocosmetics nature. These
products are usually launched by companies with a laboratory background and are
recommended by beauty clinics and doctors to accelerate skin repair after medical procedures.
The expected rise in cosmetic surgery is therefore set to drive growth in dermocosmetic skin
care products.
Domestic brands better echo consumers’ needs in China

Domestic brands are reaching new heights, leveraging the national wave, supported by rising
culture confidence with “China Cool” and a preference for local brands. Consumers’ perception
of products made in China has gradually evolved from the past stereotype of low quality and
cheap prices to an image of made with cutting-edge technology and value for money. Many
domestic enterprises have illustrated this point through strong research and development
capabilities and a deeper understanding of the demands of local consumers. For example,
domestic enterprise Bloomage Biotech is one of the largest suppliers of hyaluronic acid in the
world. Leveraging its advantages in the medical beauty industry, Bloomage Biotech launched
several B2C brands locally, including Biohyalux and QUADHA, which both feature its high
potency hyaluronic acid and advanced extracting technology. Biohyalux HA Aqua Single Use
Essence uses INFIHA-HYDRA technology to boost hyaluronic acid absorption; and hero product
Single Use Salicylic Acid Anti-acne Essence from QUADHA treats acne-prone skin with salicylic
acid while repairing the skin barrier with oligopeptide and hyaluronic acid.
Online marketplace A key battlefield

Beyond launching on established major online platforms such as Tmall, JD.com and WeChat
e-store, many fast-growing skin care brands have been leveraging the rising trend of short-video
apps such as Douyin and Kuaishou, and even sites popular with generation Z, namely Bilibili (or
B Station), which was initially famous for sharing anime and comic video content, but recently
entered mainstream beauty marketing by featuring make-up tutorials, unboxing videos and
product reviews by KOLs. Similarly, brands are usually highly active on social e-commerce
platforms such as RED and Weibo, which enable brands to leverage the influence of KOLs and
KOCs (key opinion consumers) to build brand awareness and increase trials. Livestreaming
continues to play a vital role in driving sales, and is likely to account for a larger share of brand
revenue in the forecast period.
CATEGORY DATA
Table 100 Sales of Skin Care by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Body Care 4,276.4 4,541.6 4,826.1 5,587.2 5,988.8 6,258.9

- Firming/Anti- 1,395.3 1,530.7 1,674.9 2,002.9 2,204.7 2,338.4
Cellulite Body Care
-- Premium Firming/Anti- 779.6 916.8 1,062.1 1,311.7 1,492.7 1,612.2
Cellulite Body Care
-- Mass Firming/Anti- 615.7 613.9 612.8 691.2 712.0 726.2
Cellulite Body Care
- General Purpose Body 2,881.1 3,011.0 3,151.2 3,584.2 3,784.1 3,920.6
Care
-- Premium General 864.0 990.6 1,097.6 1,300.7 1,450.3 1,551.8
Purpose Body Care
-- Mass General Purpose 2,017.1 2,020.4 2,053.6 2,283.6 2,333.8 2,368.8
Body Care
Facial Care 148,246.9 163,708.0 185,060.0 213,045.1 236,937.4 258,698.1
- Acne Treatments 772.3 852.6 939.9 1,032.0 1,063.0 1,137.4
-- Premium Acne - - - - - -
Treatments
-- Mass Acne Treatments 772.3 852.6 939.9 1,032.0 1,063.0 1,137.4
- Face Masks 18,115.8 20,983.1 25,304.4 29,028.0 31,774.7 33,285.0
-- Premium Face Masks 2,429.8 3,195.2 4,243.2 5,397.4 6,962.6 7,728.5
-- Mass Face Masks 15,686.0 17,787.9 21,061.1 23,630.6 24,812.1 25,556.5
- Facial Cleansers 15,858.9 17,108.6 18,726.5 20,787.5 22,681.3 23,716.4
-- Liquid/Cream/Gel/Bar 15,543.3 16,778.4 18,380.9 20,371.4 22,193.6 23,150.7
Cleansers
--- Premium Liquid/ 3,321.0 4,018.4 4,882.3 5,995.5 7,314.5 7,899.6
Cream/Gel/Bar Cleansers
--- Mass Liquid/Cream/ 12,222.3 12,760.1 13,498.6 14,376.0 14,879.1 15,251.1
Gel/Bar Cleansers
-- Facial Cleansing Wipes 315.6 330.1 345.6 416.1 487.7 565.7
--- Premium Facial - - - - - -
Cleansing Wipes
--- Mass Facial 315.6 330.1 345.6 416.1 487.7 565.7
Cleansing Wipes
- Moisturisers And 99,764.0 109,196.0 122,156.4 141,440.0 159,109.5 177,610.4
Treatments
-- Basic Moisturisers 64,118.8 68,823.3 74,920.9 83,914.1 90,593.3 95,631.1
--- Premium Basic 17,803.4 21,025.8 25,109.5 31,512.4 37,562.8 42,070.3
Moisturisers
--- Mass Basic 46,315.4 47,797.5 49,811.5 52,401.7 53,030.5 53,560.8
Moisturisers
-- Anti-Agers 35,645.2 40,372.7 47,235.5 57,525.9 68,516.2 81,979.3
--- Premium Anti-Agers 14,006.4 17,760.1 23,185.4 31,648.1 42,250.2 54,925.3
--- Mass Anti-Agers 21,638.8 22,612.6 24,050.0 25,877.8 26,266.0 27,054.0
- Lip Care 1,702.6 1,792.9 1,889.2 1,996.5 2,048.6 2,085.6
-- Premium Lip Care 149.9 187.4 232.4 290.0 333.5 356.8
-- Mass Lip Care 1,552.7 1,605.5 1,656.9 1,706.6 1,715.1 1,728.8
- Toners 12,033.3 13,774.9 16,043.7 18,761.1 20,260.4 20,863.4
-- Premium Toners 4,559.1 5,844.7 7,636.1 9,865.9 11,543.0 12,581.9
-- Mass Toners 7,474.3 7,930.2 8,407.6 8,895.3 8,717.4 8,281.5
Hand Care 4,661.1 5,174.6 5,706.5 6,274.4 6,524.0 6,639.1
- Premium Hand Care 691.8 844.0 1,020.9 1,260.8 1,500.4 1,590.4
- Mass Hand Care 3,969.3 4,330.5 4,685.6 5,013.6 5,023.6 5,048.8
Skin Care Sets/Kits 12,662.2 14,713.0 17,482.1 19,991.7 20,630.3 22,209.7
- Premium Skin Care 2,992.6 3,651.0 4,553.9 5,305.2 5,650.1 6,780.1
Sets/Kits
- Mass Skin Care Sets/ 9,669.6 11,062.0 12,928.2 14,686.5 14,980.2 15,429.6
Kits
Skin Care 169,846.6 188,137.2 213,074.7 244,898.4 270,080.4 293,805.9
Table 101 Sales of Skin Care by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Body Care 4.5 7.9 46.4

- Firming/Anti-Cellulite Body Care 6.1 10.9 67.6
-- Premium Firming/Anti-Cellulite Body 8.0 15.6 106.8
Care
-- Mass Firming/Anti-Cellulite Body Care 2.0 3.4 17.9
- General Purpose Body Care 3.6 6.4 36.1
-- Premium General Purpose Body Care 7.0 12.4 79.6
-- Mass General Purpose Body Care 1.5 3.3 17.4
Facial Care 9.2 11.8 74.5
- Acne Treatments 7.0 8.0 47.3
-- Premium Acne Treatments - - -
-- Mass Acne Treatments 7.0 8.0 47.3
- Face Masks 4.8 12.9 83.7
-- Premium Face Masks 11.0 26.0 218.1
-- Mass Face Masks 3.0 10.3 62.9
- Facial Cleansers 4.6 8.4 49.5
-- Liquid/Cream/Gel/Bar Cleansers 4.3 8.3 48.9
--- Premium Liquid/Cream/Gel/Bar 8.0 18.9 137.9
Cleansers
--- Mass Liquid/Cream/Gel/Bar Cleansers 2.5 4.5 24.8
-- Facial Cleansing Wipes 16.0 12.4 79.2
--- Premium Facial Cleansing Wipes - - -
--- Mass Facial Cleansing Wipes 16.0 12.4 79.2
- Moisturisers And Treatments 11.6 12.2 78.0
-- Basic Moisturisers 5.6 8.3 49.1
--- Premium Basic Moisturisers 12.0 18.8 136.3
--- Mass Basic Moisturisers 1.0 2.9 15.6
-- Anti-Agers 19.6 18.1 130.0
--- Premium Anti-Agers 30.0 31.4 292.1
--- Mass Anti-Agers 3.0 4.6 25.0
- Lip Care 1.8 4.1 22.5

-- Premium Lip Care 7.0 18.9 138.0
-- Mass Lip Care 0.8 2.2 11.3
- Toners 3.0 11.6 73.4
-- Premium Toners 9.0 22.5 176.0
-- Mass Toners -5.0 2.1 10.8
Hand Care 1.8 7.3 42.4
- Premium Hand Care 6.0 18.1 129.9
- Mass Hand Care 0.5 4.9 27.2
Skin Care Sets/Kits 7.7 11.9 75.4
- Premium Skin Care Sets/Kits 20.0 17.8 126.6
- Mass Skin Care Sets/Kits 3.0 9.8 59.6
Skin Care 8.8 11.6 73.0
Table 102 NBO Company Shares of Skin Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021

Commercial Co Ltd
Procter & Gamble 4.0 4.7 5.3 5.5 5.4
(Guangzhou) Ltd
Jala (Group) Co Ltd 4.1 4.1 4.0 3.7 3.5
Louis Vuitton SA
(Shanghai) Co Ltd
Care Ltd
Tech Co Ltd
Cosmetics Co Ltd
Co Ltd
Cosmetics Co
Co Ltd
Guangdong Marubi 1.1 1.1 1.0 1.0 0.9
Biotechnology Co Ltd
Ltd
Cosmetics Science
Technology Co Ltd
L'Occitane 0.6 0.6 0.7 0.8 0.9
International SA
Cosmetics Co Ltd
Clarins SA 0.5 0.5 0.6 0.7 0.8

Harbin Voolga Tech Co Ltd - - 0.7 0.8 0.8
Cosmetics Co Ltd
Danzi Group 1.1 1.0 0.9 0.9 0.7
Others 35.6 33.9 32.8 30.7 29.8
Total 100.0 100.0 100.0 100.0 100.0
Table 103 LBN Brand Shares of Skin Care: % Value 2018-2021
% retail value rsp


Groupe)
(L'Oréal Groupe)
Tech Co Ltd
Co Ltd)
Ltd)
Care Ltd
Inc) Cosmetics Co
Louis Vuitton SA
Louis Vuitton SA
Yunifang Hunan Yujiahui Internet 1.3 0.9 1.2 1.1
Co Ltd
KanS Shanghai Chicmax 1.1 0.8 0.9 1.1
Cosmetics Co Ltd
Groupe)
Herborist Shanghai Jahwa United 1.7 1.6 1.0 0.9
Co Ltd
La Roche-Posay L'Oréal (China) Co Ltd 0.5 0.6 0.7 0.9
(L'Oréal Groupe)
Marubi Guangdong Marubi 1.1 1.0 1.0 0.9
International SA
Clarins Clarins SA 0.5 0.6 0.7 0.8
(Shiseido Co Ltd)
Voolga Harbin Voolga Tech Co Ltd - 0.7 0.8 0.8
Artistry (Amway Corp) Amway (China) Co Ltd 1.3 1.1 0.9 0.8
Resources (M) Sdn
Bhd)
(L'Oréal Groupe)
Others Others 55.6 52.5 49.1 47.0
Total Total 100.0 100.0 100.0 100.0
Table 104 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
% retail value rsp


(L'Oréal Groupe)
Groupe)
Louis Vuitton SA
Tech Co Ltd
(L'Oréal Groupe)
Inc) Cosmetics Co
Ltd)
Louis Vuitton SA
HomeFacial Pro Guangzhou Danke 1.1 2.0 1.8 1.5
Internet Technology Co Ltd
Avène (Pierre Fabre Eau Thermale Avène Co Ltd 1.6 1.6 1.5 1.4
SA, Laboratoires)
Hanhoo Hanhoo Cosmetics Co Ltd 2.1 1.8 1.4 1.3
(L'Oréal Groupe)
Co Ltd
SkinCeuticals L'Oréal (China) Co Ltd 0.2 0.5 0.8 1.0
(L'Oréal Groupe)
Groupe)
Beautrio Infinitus (China) Co Ltd 2.6 1.8 1.3 1.0
(Shiseido Co Ltd)
Sisley (Sisley CFEB Sisley China Co Ltd 0.4 0.5 0.6 0.9
SAS)
Cogi (Guangzhou Shanghai Cogi Cosmetics 0.4 0.6 0.7 0.8
Liby Enterprise Co Ltd
Group Co Ltd)
Longrich Jiangsu Longrich Group 1.7 1.3 1.0 0.8
Pien Tze Huang Zhangzhou Pien Tze 1.0 1.2 1.4 -
Huang Pharmaceutical Co
Ltd
Others Others 43.9 40.4 38.8 38.2
Total Total 100.0 100.0 100.0 100.0
Table 105 LBN Brand Shares of Anti-agers: % Value 2018-2021
% retail value rsp

Groupe)
(L'Oréal Groupe)
Co Ltd)
Ltd)
Inc) Cosmetics Co
(Shiseido Co Ltd)

Louis Vuitton SA
Louis Vuitton SA
La Prairie La Prairie SA, 0.9 1.0 1.2 1.3
(Beiersdorf AG) Laboratoires
Helena Rubinstein L'Oréal (China) Co Ltd 0.3 0.7 1.0 1.2
(L'Oréal Groupe)
Co Ltd
Cosmetics Co Ltd
SAS)
SU:M37 LG Household & Health 1.3 1.6 1.3 0.9
Care Ltd
SkinCeuticals L'Oréal (China) Co Ltd 0.2 0.4 0.6 0.8
(L'Oréal Groupe)
Co Ltd
Care Ltd
(L'Oréal Groupe)
Maysu Jala (Group) Co Ltd 1.0 0.9 0.8 0.7
(L'Oréal Groupe)
Others Others 39.5 35.6 32.7 33.9
Total Total 100.0 100.0 100.0 100.0
Table 106 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
% retail value rsp


SAS)
Nivea (Beiersdorf AG) Nivea (Shanghai) Co Ltd 2.2 1.9 1.9 2.0
Co Ltd
(Shiseido Co Ltd)
Vichy (L'Oréal L'Oréal (China) Co Ltd 1.5 1.3 1.2 1.0
Groupe)
International SA
La Prairie La Prairie SA, 0.8 0.6 0.5 0.4
(Beiersdorf AG) Laboratoires
Biotherm (L'Oréal L'Oréal (China) Co Ltd 0.4 0.3 0.3 0.3
Groupe)
DHC (DHC Corp) Shanghai DHC Business 0.6 0.4 0.3 0.2
Co Ltd
Sunrana Zhuhai Sunrana 0.1 0.1 0.1 0.1
Cosmetics Co Ltd
Yves Rocher Yves Rocher SA 0.1 0.0 0.0 0.0
Avon (Avon Products Avon (China) Co Ltd - - - -
Inc)
L'Oréal Paris L'Oréal (China) Co Ltd - - - -
(L'Oréal Groupe)
Softto Softto Co Ltd - - - -
Others Others 49.6 46.1 43.3 36.8
Total Total 100.0 100.0 100.0 100.0
Table 107 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
% retail value rsp

Vaseline (Unilever Unilever China Ltd 12.3 14.6 17.0 16.4

Group)
Dr Yu Shanghai Jahwa United 3.4 4.0 9.7 10.0
Co Ltd
International SA
Johnson's Body Care Johnson & Johnson China 7.2 6.5 5.6 5.5
Inc)
Nivea (Beiersdorf AG) Nivea (Shanghai) Co Ltd 4.4 4.1 4.6 5.0
Groupe)
Resources (M) Sdn
Bhd)
Inc)
(L'Oréal Groupe)
Cosmetics Co Ltd
Jurlique (Pola Jurlique International 1.2 1.0 0.7 0.7
Orbis Holdings Inc) Pty Ltd
Co Ltd
Cosmetics Co Ltd
Inc) Cosmetics Co
Doctor Li Guangzhou Sisder Health 0.3 0.4 0.4 0.4
& Beauty Co Ltd
Vichy (L'Oréal L'Oréal (China) Co Ltd 0.5 0.5 0.5 0.4
Groupe)
Dabao (Johnson & Dabao Cosmetics Co 0.5 0.4 0.4 0.3
Johnson Inc)
Fresh LVMH Moët Hennessy 0.2 0.3 0.3 0.3
Louis Vuitton SA
Co Ltd
Maxam Shanghai Jahwa United 0.2 0.2 0.1 0.1
Co Ltd
Co Ltd
Care Ltd
Biotherm (L'Oréal L'Oréal (China) Co Ltd 0.1 0.1 0.1 0.1
Groupe)
Tiens (Tiens Group Tianjin Tianshi 1.2 0.5 0.2 0.0
Co Ltd) Biological Development
Co Ltd
Inc)
H2O Plus (Pola H2O Plus Holdings LLC - - - -
Orbis Holdings Inc)
Others Others 31.8 36.0 29.7 29.1
Total Total 100.0 100.0 100.0 100.0
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
% retail value rsp


Groupe)
Tech Co Ltd
Co Ltd)
Care Ltd
Louis Vuitton SA
Louis Vuitton SA
Groupe)
(L'Oréal Groupe)
International SA

(Shiseido Co Ltd)
SAS)
SA, Laboratoires)
Others Others 39.2 38.2 35.4 34.6
Total Total 100.0 100.0 100.0 100.0
Table 109 Forecast Sales of Skin Care by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Body Care 6,258.9 6,312.4 6,343.4 6,351.5 6,336.6 6,298.7

- Firming/Anti- 2,338.4 2,400.8 2,455.7 2,502.5 2,540.3 2,568.8
Cellulite Body Care
-- Premium Firming/Anti- 1,612.2 1,692.8 1,768.9 1,839.7 1,904.1 1,961.2
Cellulite Body Care
-- Mass Firming/Anti- 726.2 708.0 686.8 662.8 636.3 607.6
Cellulite Body Care
- General Purpose Body 3,920.6 3,911.6 3,887.7 3,849.1 3,796.3 3,729.9
Care
-- Premium General 1,551.8 1,613.9 1,670.3 1,720.4 1,763.5 1,798.7
Purpose Body Care
-- Mass General Purpose 2,368.8 2,297.7 2,217.3 2,128.6 2,032.8 1,931.2
Body Care
Facial Care 258,698.1 274,751.7 290,473.7 306,194.9 322,040.5 337,448.9
- Acne Treatments 1,137.4 1,171.5 1,204.3 1,235.6 1,265.3 1,293.1
-- Premium Acne - - - - - -
Treatments
-- Mass Acne Treatments 1,137.4 1,171.5 1,204.3 1,235.6 1,265.3 1,293.1
- Face Masks 33,285.0 33,570.4 33,604.4 33,453.3 33,158.7 32,724.8
-- Premium Face Masks 7,728.5 8,269.5 8,682.9 9,030.3 9,346.3 9,626.7
-- Mass Face Masks 25,556.5 25,300.9 24,921.4 24,423.0 23,812.4 23,098.0
- Facial Cleansers 23,716.4 23,954.7 24,088.1 24,172.5 24,198.1 24,161.2
-- Liquid/Cream/Gel/Bar 23,150.7 23,316.9 23,378.3 23,385.2 23,335.0 23,225.6
Cleansers
--- Premium Liquid/ 7,899.6 8,294.6 8,626.4 8,928.3 9,196.2 9,426.1
Cream/Gel/Bar Cleansers
--- Mass Liquid/Cream/ 15,251.1 15,022.3 14,751.9 14,456.9 14,138.9 13,799.5
Gel/Bar Cleansers
-- Facial Cleansing Wipes 565.7 637.8 709.7 787.3 863.1 935.6
--- Premium Facial - - - - - -
Cleansing Wipes
--- Mass Facial 565.7 637.8 709.7 787.3 863.1 935.6
Cleansing Wipes
- Moisturisers And 177,610.4 192,533.6 207,545.0 222,852.1 238,555.4 254,107.8
Treatments
-- Basic Moisturisers 95,631.1 97,237.0 98,355.1 99,356.3 100,214.5 100,903.8
--- Premium Basic 42,070.3 45,015.2 47,491.0 49,865.6 52,109.5 54,193.9
Moisturisers
--- Mass Basic 53,560.8 52,221.8 50,864.0 49,490.7 48,105.0 46,709.9

Moisturisers
-- Anti-Agers 81,979.3 95,296.6 109,190.0 123,495.8 138,340.9 153,204.0
--- Premium Anti-Agers 54,925.3 68,107.3 81,728.8 95,622.7 109,966.1 124,261.7
--- Mass Anti-Agers 27,054.0 27,189.3 27,461.2 27,873.1 28,374.8 28,942.3
- Lip Care 2,085.6 2,070.4 2,052.4 2,031.4 2,007.5 1,980.7
-- Premium Lip Care 356.8 367.5 376.7 384.2 390.0 393.9
-- Mass Lip Care 1,728.8 1,702.9 1,675.6 1,647.2 1,617.5 1,586.8
- Toners 20,863.4 21,451.1 21,979.7 22,450.1 22,855.6 23,181.4
-- Premium Toners 12,581.9 13,211.0 13,805.5 14,357.7 14,860.3 15,306.1
-- Mass Toners 8,281.5 8,240.1 8,174.2 8,092.4 7,995.3 7,875.4
Hand Care 6,639.1 6,519.5 6,392.0 6,261.9 6,129.6 5,995.0
- Premium Hand Care 1,590.4 1,622.2 1,651.4 1,677.8 1,701.3 1,721.7
- Mass Hand Care 5,048.8 4,897.3 4,740.6 4,584.1 4,428.3 4,273.3
Skin Care Sets/Kits 22,209.7 22,665.6 23,064.7 23,405.2 23,686.1 23,906.5
Sets/Kits
Kits
Skin Care 293,805.9 310,249.1 326,273.7 342,213.6 358,192.8 373,649.1
trade sources
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Body Care 0.9 0.1 0.6

- Firming/Anti-Cellulite Body Care 2.7 1.9 9.9
-- Premium Firming/Anti-Cellulite Body 5.0 4.0 21.7
Care
-- Mass Firming/Anti-Cellulite Body Care -2.5 -3.5 -16.3
- General Purpose Body Care -0.2 -1.0 -4.9
-- Premium General Purpose Body Care 4.0 3.0 15.9
-- Mass General Purpose Body Care -3.0 -4.0 -18.5
Facial Care 6.2 5.5 30.4
- Acne Treatments 3.0 2.6 13.7
-- Premium Acne Treatments - - -
-- Mass Acne Treatments 3.0 2.6 13.7
- Face Masks 0.9 -0.3 -1.7
-- Premium Face Masks 7.0 4.5 24.6
-- Mass Face Masks -1.0 -2.0 -9.6
- Facial Cleansers 1.0 0.4 1.9
-- Liquid/Cream/Gel/Bar Cleansers 0.7 0.1 0.3
--- Premium Liquid/Cream/Gel/Bar 5.0 3.6 19.3
Cleansers
--- Mass Liquid/Cream/Gel/Bar Cleansers -1.5 -2.0 -9.5
-- Facial Cleansing Wipes 12.7 10.6 65.4
--- Premium Facial Cleansing Wipes - - -
--- Mass Facial Cleansing Wipes 12.7 10.6 65.4
- Moisturisers And Treatments 8.4 7.4 43.1
-- Basic Moisturisers 1.7 1.1 5.5
--- Premium Basic Moisturisers 7.0 5.2 28.8
--- Mass Basic Moisturisers -2.5 -2.7 -12.8
-- Anti-Agers 16.2 13.3 86.9
--- Premium Anti-Agers 24.0 17.7 126.2
--- Mass Anti-Agers 0.5 1.4 7.0
- Lip Care -0.7 -1.0 -5.0
-- Premium Lip Care 3.0 2.0 10.4

-- Mass Lip Care -1.5 -1.7 -8.2
- Toners 2.8 2.1 11.1
-- Premium Toners 5.0 4.0 21.7
-- Mass Toners -0.5 -1.0 -4.9
Hand Care -1.8 -2.0 -9.7
- Mass Hand Care -3.0 -3.3 -15.4
Skin Care Sets/Kits 2.1 1.5 7.6
- Mass Skin Care Sets/Kits -1.0 -2.0 -9.6
Skin Care 5.6 4.9 27.2
trade sources
SUN CARE IN CHINA - CATEGORY

ANALYSIS
KEY DATA FINDINGS
▪ Baby and child-specific sun care is the best performing category in 2021, with retail value
sales rising by 18% in current terms to CNY311 million
▪ Shiseido China Co Ltd is the leading player in 2021, with a retail value share of 15%
2021 DEVELOPMENTS
Sun care rebounds to higher growth, with consumers resuming outdoor

activities
Sun care returned to dynamic current value growth in 2021, with the resumption of offline
traffic to stores and the lifting of suspension measures on travel. Both international and domestic
sun care brands, for example Anessa and Cogi, reported encouraging growth in 2021. The
COVID-19 pandemic hampered consumer spending on sun care products in 2020 due to home
seclusion, but the category still registered a positive performance thanks to the strong growth in
online sales. Stepping into 2021, sun care returned to stronger dynamism, in the context of
consistent market education and increasing penetration of sun protection products.
Premium sun care outperforms the mass segment

Although premium sun care underperformed mass sun care in 2020, due to the emergence of
many value for money domestic brands with a heavy online presence, consumers quickly
regained their appetite for premium sun care brands post-COVID-19. Premium sun care brands
weathered the near-term headwinds with the active expansion of their product mix and the
successful launch of region-exclusive sun protection series, such as Anessa in association with
Pokémon. The recovery of demand for travel UV protection and offline traffic also contributed to
the rebound of premium sun care brands. Also, after the surge in sales of mass sun protection
spray, consumers moved back to rational consumption of this new product format, dragging
down the growth of mass sun protection, as several mass brands saw sales of their spray
products spike in 2020, but saw a slowdown in 2021.
Increasingly diverse channel presence for sun care products

Retail disruption brought about by the pandemic awakened sun care brands to the importance
of diversification of channel distribution, and the category is undergoing channel restructuring
and bringing out online and offline synergies with an omnichannel approach. E-commerce is still
the growth engine for sun care, given the high online penetration of this category, and has been
gaining share due to the strong sales performance of livestreaming. Sun care brands can
quickly catch on amongst consumers with promotional investment in livestream platforms. Sun
care products are also promoted together with other sun protection items, such as sun screen
clothes and hats by livestreamers. In offline channels, besides further growth in sales in chained
cosmetics stores and supermarkets, sun care brands have enhanced their product presence in
multi-brand beauty retailers, mono-brand stores, shopping centres and even convenience
stores.
Holistic sun care products are on the rise

With consumers’ enhanced awareness and understanding of sun protection, the category is
seeing a growing shift towards more holistic sun care products. Consumers nowadays are seen
to take skin care products or colour cosmetics as a benchmark when making a purchasing
decision in sun care, with the desire to purchase multifunctional sun protection products.
Although the basis remains UV protection, today’s sun care products also integrate ingredients
that are commonly used in skin care products for the function of restoration and moisturisation,
such as ceramide, plant extracts and vitamins, with the aim of improving the usage experience.
Meanwhile, value-added functions such as nourishing the skin, moisturising, repairing and
whitening can meet the demand for more diversified use scenarios.
Weakened seasonality is expected to unlock the growth potential of sun

care
Previously positioned as a category with strong seasonality, sun care is growing due to the
subtle shift in consumers’ perception of photoageing in the context of frequent market education
and social media marketing. Sun care in China can usher in opportunities with the increasingly
weakened seasonality of the category, when travel and outdoor activities are no longer the only
usage scenarios for sun protection, as urban daily protection will continue to gain popularity
along with amplified awareness of photoageing. Consumers apply sun screen on a daily basis
not only for UV protection, but also for air pollution and blue light damage, brought about by
daily commuting and long office hours. Weakened seasonality will not only increase the
consumption frequency of sun care products, but also trigger the segmentation of sun care
products to meet more niche and sophisticated sun protection demands.
CATEGORY DATA
Table 111 Sales of Sun Care by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Adult Sun Care 9,119.5 9,976.8 11,208.3 13,275.9 14,165.3 16,403.0

- Aftersun 704.3 787.4 901.6 1,019.3 1,056.2 1,122.5
-- Premium Aftersun 359.7 422.0 507.3 607.2 642.4 692.5
-- Mass Aftersun 344.6 365.4 394.3 412.1 413.8 429.9
- Self-Tanning - - - - - -
-- Premium Self-Tanning - - - - - -
-- Mass Self-Tanning - - - - - -
- Sun Protection 8,415.2 9,189.4 10,306.7 12,256.6 13,109.0 15,280.5
-- Premium Sun Protection 2,478.0 2,852.1 3,342.4 4,345.1 4,366.8 5,268.5
-- Mass Sun Protection 5,937.3 6,337.3 6,964.4 7,911.5 8,742.3 10,012.0
Sun Care
Sun Care 9,295.6 10,173.7 11,431.4 13,530.4 14,428.7 16,713.6

Table 112 Sales of Sun Care by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Adult Sun Care 15.8 12.5 79.9

- Aftersun 6.3 9.8 59.4
-- Premium Aftersun 7.8 14.0 92.5
-- Mass Aftersun 3.9 4.5 24.8
- Self-Tanning - - -
-- Premium Self-Tanning - - -
-- Mass Self-Tanning - - -
- Sun Protection 16.6 12.7 81.6
-- Premium Sun Protection 20.6 16.3 112.6
-- Mass Sun Protection 14.5 11.0 68.6
Sun Care 15.8 12.4 79.8
Table 113 NBO Company Shares of Sun Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021

The
Kao (China) Holding Co 8.2 7.7 6.9 5.8 4.5
Ltd
Better Way (China) Co Ltd 0.6 0.9 1.9 3.2 4.4
Tech Co Ltd
Cosmetics Science
Technology Co Ltd
Isdin Guangzhou Co Ltd 1.6 2.7 5.2 4.0 3.0
Shanghai Cogi Cosmetics - - 1.0 2.8 2.8
Co Ltd
Recipe Co Ltd - 1.1 1.7 3.6 2.6
(China)
Cosmetics Co
Jala (Group) Co Ltd 1.3 1.3 1.1 1.1 1.0
Ltd
Shanghai DHC Business 1.0 0.9 0.8 0.7 0.6
Co Ltd
Cosmetics Co Ltd
Care Ltd
Dabao Cosmetics Co 0.6 0.6 0.5 0.5 0.5
Coty Inc 0.3 0.4 0.4 0.4 0.4
Danzi Group 0.5 0.4 0.4 0.4 0.4
NAOS SAS 0.3 0.3 0.3 0.3 0.3
L'Occitane 0.3 0.3 0.3 0.3 0.3
International SA
Louis Vuitton SA
Beiersdorf Hair Care - - 0.2 0.2 0.2
Hubei Co Ltd
(Shanghai) Co Ltd
Nu Skin (China) Daily- 0.3 0.3 0.3 0.2 0.2
Use & Health Products
Co Ltd
Carver Korea Co Ltd 0.1 0.1 0.1 0.1 0.1
Merck & Co Inc 0.3 0.2 - - -
Others 35.2 34.1 31.6 31.6 31.8
Total 100.0 100.0 100.0 100.0 100.0
Table 114 LBN Brand Shares of Sun Care: % Value 2018-2021
% retail value rsp

Anessa (Shiseido Co Shiseido China Co Ltd 11.3 11.1 9.6 9.9

Ltd)
Sunplay (Rohto Mentholatum (Zhongshan) 10.0 9.6 7.9 7.9
Ltd) The
Bioré (Kao Corp) Kao (China) Holding Co Ltd 7.7 6.9 5.8 4.5
Mistine (Better Way Better Way (China) Co Ltd 0.9 1.9 3.2 4.4
(Thailand) Co Ltd)
Co Ltd)
(L'Oréal Groupe)
Tech Co Ltd
Meifubao (Huanya Guangzhou Uniasia 4.7 3.8 3.7 3.2
Technology Co Ltd
Isdin (ISDIN SA) Isdin Guangzhou Co Ltd 2.7 5.2 4.0 3.0
Groupe)
Cogi (Guangzhou Shanghai Cogi Cosmetics - 1.0 2.8 2.8
Liby Enterprise Co Ltd
Group Co Ltd)
RE:CIPE Recipe Co Ltd 1.1 1.7 3.6 2.6
Cosme Decorte (Kosé Kosé Cosmetics Co Ltd 0.5 0.7 1.4 2.2
Corp) (China)
Inc) Cosmetics Co
Ltd)
Groupe)
Neutrogena (Johnson Johnson & Johnson China 0.9 0.8 0.7 0.7
& Johnson Inc) Ltd
Co Ltd
Nivea Sun Nivea (Shanghai) Co Ltd 0.9 0.8 0.6 0.6
(Beiersdorf AG)
Dabao (Johnson & Dabao Cosmetics Co 0.6 0.5 0.5 0.5
Johnson Inc)
(L'Oréal Groupe)
Groupe)
Lancaster Coty Inc 0.4 0.4 0.4 0.4
Wetcode Danzi Group 0.4 0.4 0.4 0.4
Bioderma NAOS SAS 0.3 0.3 0.3 0.3
Freeplus (Kao Corp) Shanghai Kanebo 0.3 0.4 0.4 0.3
Cosmetics Co Ltd
Suncut (Kosé Corp) Kosé Cosmetics Co Ltd 0.3 0.3 0.3 0.3
(China)
Kanebo Aqua (Kao Shanghai Kanebo 0.3 0.3 0.3 0.3
Corp) Cosmetics Co Ltd
Others Others 37.8 35.0 34.7 34.6
Total Total 100.0 100.0 100.0 100.0
Table 115 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
% retail value rsp


Ltd)
Co Ltd)
Tech Co Ltd
Isdin (ISDIN SA) Isdin Guangzhou Co Ltd 8.0 14.2 11.4 8.5
Groupe)
Cosme Decorte (Kosé Kosé Cosmetics Co Ltd 1.5 1.9 4.0 6.2
Corp) (China)
Groupe)
(L'Oréal Groupe)
Groupe)
Lancaster Coty Inc 1.1 1.1 1.2 1.1
Bioderma NAOS SAS 0.9 0.9 0.9 0.9
International SA

Louis Vuitton SA
Care Ltd
SA, Laboratoires)
Sooryehan LG Household & Health 0.1 0.1 0.1 0.1
Care Ltd
Bioderma (NAOS SAS) Laboratoires Bioderma SAS - - - -
Others Others 28.3 23.8 23.2 19.6
Total Total 100.0 100.0 100.0 100.0
Table 116 Forecast Sales of Sun Care by Category: Value 2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Adult Sun Care 16,403.0 18,098.6 19,620.7 20,959.5 22,070.2 23,130.3

- Aftersun 1,122.5 1,158.5 1,187.7 1,209.7 1,227.0 1,240.9
-- Premium Aftersun 692.5 724.2 750.2 769.5 784.6 797.0
-- Mass Aftersun 429.9 434.3 437.6 440.2 442.4 443.9
- Self-Tanning - - - - - -
-- Premium Self-Tanning - - - - - -
-- Mass Self-Tanning - - - - - -
- Sun Protection 15,280.5 16,940.0 18,432.9 19,749.9 20,843.2 21,889.4
-- Premium Sun Protection 5,268.5 5,997.0 6,711.9 7,395.9 7,995.0 8,578.6
-- Mass Sun Protection 10,012.0 10,943.1 11,721.0 12,353.9 12,848.2 13,310.7
Sun Care
Sun Care 16,713.6 18,448.1 20,004.7 21,377.2 22,521.4 23,614.5
trade sources
Table 117 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Adult Sun Care 10.3 7.1 41.0

- Aftersun 3.2 2.0 10.6
-- Premium Aftersun 4.6 2.8 15.1
-- Mass Aftersun 1.0 0.6 3.3
- Self-Tanning - - -
-- Premium Self-Tanning - - -
-- Mass Self-Tanning - - -
- Sun Protection 10.9 7.5 43.3
-- Premium Sun Protection 13.8 10.2 62.8
-- Mass Sun Protection 9.3 5.9 32.9
Sun Care 10.4 7.2 41.3
trade sources
PREMIUM BEAUTY AND PERSONAL

CARE IN CHINA - CATEGORY
ANALYSIS
KEY DATA FINDINGS
▪ Premium fragrances is the best performing category in 2021, with retail value sales rising by
2021 DEVELOPMENTS
Premium skin care continues to enjoy healthy growth

Premium skin care saw remarkable current value growth once again in 2021, driven by the
ongoing premiumisation trend and more segmented demand from consumers. As awareness of
healthy living is increasing rapidly and consumers are paying more and more attention to skin
health, per capita spending on skin care is rising, and the premiumisation trend is also being
propelled. Besides, as consumers become increasingly knowledgeable and sophisticated, more
segmented skin care needs emerge. Such demand includes skin detoxing, skin immunity
enhancement, antioxidants, etc, which require brands’ strong research and development
capabilities. Premium skin care brands are able to demonstrate their expertise in this field and
win over consumers.
Premium hair care brands sustain strong growth momentum post-

COVID-19
With the increase in self-pampering demand amongst Chinese consumers, which spread to
the post-COVID-19 period, premium hair care brands kept riding on the trend of functionality
and sophisticated hair care. Premium hair care brands tend to have a stronger online presence
compared with mass hair care brands, which use traditional offline channels such as
supermarkets and hypermarkets as their main distribution channels. Many overseas premium
brands, such as René Furterer and Christophe Robin, flooded into the Chinese market in recent
years through cross-border e-commerce, and caught on quickly in the Chinese market. 2021
witnessed a surge in sales of premium hair care brands, especially those targeting hair loss
concerns and scalp care. Premium hair care therefore registered strong growth in terms of both
current value and volume sales. Besides a significant increase in the number of brands
available, functional ingredients such as vitamins and ginger extract were incorporated into
many new references, which lifted the price of premium hair care products.
Premium adult sun care rides on the demand for multifunctional sun
protection
The holistic sun care concept caught on quickly amongst Chinese consumers over the review
period, with their increasingly sophisticated understanding of photoageing and anti-blue light.
Sun care products that target segmented consumer demand and skin issues such as sensitive
skin and dry skin are gaining popularity. Value-added ingredients and functions, meanwhile, are
lifting the prices of sun protection products. Premium adult sun care outperformed the mass
segment in 2021, which was especially notable in online channels. Sun care products from
established skin care brands, such as Cosme Decorte and Lancôme, are capitalising on
consumers’ shifting preference for holistic sun protection. Besides the basic need of shielding
against UV rays, sun care products which shield against blue light, haze, and even damage
brought about by make-up are likely to be on the rise, considering the increasing usage
frequency and diversified use scenarios for sun care products. Value-added functions such as
nourishing the skin, moisturising, repairing and whitening are also set to further propel sales in
premium adult sun care in the forecast period.
Premium fragrances has A particularly positive outlook

Premium fragrances saw even stronger double-digit current value growth in 2021, despite
many other categories witnessing a slowdown in growth compared with 2020. Against the
backdrop of COVID-19, awareness of self-care and self-pampering saw rapid growth, resulting
in fragrances being the new “lipstick effect” for Chinese consumers. In addition, the penetration
of fragrances continued to deepen, especially amongst millennials and gen Z, whose awareness
of personal grooming is increasingly rapidly. The dynamic momentum of premium fragrances is
expected to continue throughout the forecast period, supported by efforts made by premium and
luxury brands. For example, many international brands that used to enter the Mainland China
market through cross-border e-commerce platforms are now expanding to offline channels such
as department stores and owned boutique stores in order to attract a broader range of
consumers. For instance, Byredo and Penhaligon’s both launched their offline stores in 2021,
after launching a few waves of pop-up stores to create a buzz.
CATEGORY DATA
Table 118 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Premium Baby and Child- 2,150.8 2,450.7 2,855.1 3,334.9 3,668.2 4,227.5
specific Products
Premium Bath and Shower 1,829.7 1,924.9 2,007.3 2,088.1 2,247.9 2,252.4
Premium Colour Cosmetics 8,571.8 12,516.1 18,859.3 27,180.3 27,819.5 34,359.1
- Premium Eye Make-Up 1,624.3 1,937.6 2,383.4 2,712.7 2,880.7 3,173.1
- Premium Facial Make-Up 4,315.5 5,811.7 8,455.7 12,863.6 13,445.2 17,700.2
- Premium Lip Products 2,439.4 4,533.6 7,716.7 11,190.1 11,058.5 12,964.2
- Premium Nail Products 78.0 72.4 69.5 67.1 54.4 57.1
- Premium Colour 114.6 160.9 234.0 346.8 380.8 464.6
Cosmetics Sets/Kits
Premium Deodorants 0.4 0.5 0.5 0.5 0.5 0.5
- Premium Men's 692.5 847.6 1,049.3 1,318.0 1,456.3 1,791.3
Fragrances
- Premium Women's 3,067.7 3,865.4 4,947.7 6,407.2 7,208.1 9,514.7

Fragrances
- Premium Unisex 205.0 314.5 514.5 885.9 1,209.3 1,813.9
Fragrances
Sets/Kits
Premium Hair Care 5,019.7 6,428.8 9,037.7 12,609.2 15,587.2 19,208.4
Premium Skin Care 47,597.5 58,434.0 73,023.3 93,887.6 116,060.0 137,096.8
- Premium Body Care 1,643.6 1,907.4 2,159.7 2,612.4 2,943.0 3,163.9
- Premium Facial Care 42,269.5 52,031.6 65,288.9 84,709.1 105,966.5 125,562.4
- Premium Hand Care 691.8 844.0 1,020.9 1,260.8 1,500.4 1,590.4
Sets/Kits
Premium Adult Sun Care 2,837.7 3,274.1 3,849.6 4,952.3 5,009.2 5,961.0
- Premium Aftersun 359.7 422.0 507.3 607.2 642.4 692.5
- Premium Self-Tanning - - - - - -
- Premium Sun Protection 2,478.0 2,852.1 3,342.4 4,345.1 4,366.8 5,268.5
Personal Care
Note: Premium beauty and personal care sales are additionally included within baby and child-specific
products, bath and shower, colour cosmetics, deodorants, fragrances, hair care, skin care and sun care
Table 119 Sales of Premium Beauty and Personal Care by Category: % Value Growth
2016-2021

2020/21 2016-21 CAGR 2016/21 Total
Premium Baby and Child-specific Products 15.2 14.5 96.6

Premium Bath and Shower 0.2 4.2 23.1
Premium Colour Cosmetics 23.5 32.0 300.8
- Premium Eye Make-Up 10.2 14.3 95.3
- Premium Facial Make-Up 31.6 32.6 310.1
- Premium Lip Products 17.2 39.7 431.4
- Premium Nail Products 5.1 -6.0 -26.7
Premium Deodorants 0.2 2.3 12.3
Premium Hair Care 23.2 30.8 282.7
Premium Skin Care 18.1 23.6 188.0
- Premium Body Care 7.5 14.0 92.5
- Premium Facial Care 18.5 24.3 197.1
Premium Adult Sun Care 19.0 16.0 110.1
- Premium Aftersun 7.8 14.0 92.5
- Premium Self-Tanning - - -
- Premium Sun Protection 20.6 16.3 112.6
Table 120 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-
2021
% retail value rsp

Company 2017 2018 2019 2020 2021

Commercial Co Ltd
Louis Vuitton SA
Procter & Gamble 2.3 2.9 3.0 3.4 3.3
(Guangzhou) Ltd
(Shanghai) Co Ltd
Care Ltd
Tech Co Ltd
Co Ltd
L'Occitane 1.3 1.3 1.2 1.2 1.3
International SA
Clarins SA 1.0 0.9 1.0 1.0 1.1
Cosmetics Science
Technology Co Ltd
Sisley China Co Ltd 0.8 0.7 0.8 0.9 1.0
Eau Thermale Avène Co Ltd 2.1 1.6 1.3 1.1 0.9
(China)
La Prairie SA, 0.6 0.6 0.6 0.7 0.7
Laboratoires
Ltd
Ltd
NAOS SAS 0.9 0.8 0.8 0.7 0.6
Fancl Corp 1.0 0.9 0.7 0.6 0.5
Chanel SA 0.8 0.7 0.6 0.5 0.5
Best World 1.6 1.5 1.1 0.8 0.5
International Ltd
Coty Inc 0.7 0.7 0.6 0.5 0.5
MGPIN Cosmetics Co Ltd 0.2 0.2 0.3 0.3 0.3
Elizabeth Arden Inc 0.3 0.3 0.3 0.3 0.2
Others 24.2 21.7 21.2 20.4 21.9
Total 100.0 100.0 100.0 100.0 100.0
Table 121 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
% retail value rsp


Groupe)
Louis Vuitton SA
Tech Co Ltd
Co Ltd)
Care Ltd
(L'Oréal Groupe)
Louis Vuitton SA
Co Ltd
Groupe)
(L'Oréal Groupe)
(Shiseido Co Ltd)
International SA
(L'Oréal Groupe)
Technology Co Ltd
Louis Vuitton SA
SAS)
SA, Laboratoires)
Ltd)

Groupe)
Helena Rubinstein L'Oréal (China) Co Ltd 0.2 0.4 0.6 0.7
(L'Oréal Groupe)
Others Others 40.8 39.4 37.6 38.4
Total Total 100.0 100.0 100.0 100.0
Table 122 Forecast Sales of Premium Beauty and Personal Care by Category: Value
2021-2026
CNY million
2021 2022 2023 2024 2025 2026
Premium Baby and Child- 4,227.5 4,685.1 5,122.9 5,587.7 5,985.5 6,365.7
specific Products
Premium Bath and Shower 2,252.4 2,329.4 2,405.3 2,475.2 2,538.0 2,593.1
Premium Colour Cosmetics 34,359.1 40,222.8 45,888.7 51,709.0 57,767.1 63,992.8
- Premium Eye Make-Up 3,173.1 3,404.4 3,650.8 3,909.6 4,177.5 4,455.0
- Premium Facial Make-Up 17,700.2 22,136.2 26,390.4 30,841.0 35,590.3 40,604.2
- Premium Lip Products 12,964.2 14,089.0 15,192.9 16,252.9 17,244.8 18,133.1
- Premium Nail Products 57.1 54.3 51.2 47.7 44.1 40.3
- Premium Colour 464.6 538.9 603.6 657.9 710.5 760.2
Cosmetics Sets/Kits
Premium Deodorants 0.5 0.5 0.5 0.6 0.6 0.6
- Premium Men's 1,791.3 2,113.7 2,451.9 2,819.7 3,214.5 3,632.3
Fragrances
- Premium Women's 9,514.7 11,512.8 13,700.2 16,029.3 18,433.7 21,014.4
Fragrances
- Premium Unisex 1,813.9 2,539.4 3,453.6 4,627.9 6,108.8 7,941.4
Fragrances
Sets/Kits
Premium Hair Care 19,208.4 21,916.4 24,111.3 25,880.8 27,360.3 28,667.0
Premium Skin Care 137,096.8 155,584.3 173,820.5 192,086.7 210,546.7 228,651.1
- Premium Body Care 3,163.9 3,306.6 3,439.3 3,560.1 3,667.6 3,759.9
- Premium Facial Care 125,562.4 143,265.2 160,711.4 178,188.8 195,868.4 213,208.4
- Premium Hand Care 1,590.4 1,622.2 1,651.4 1,677.8 1,701.3 1,721.7
Sets/Kits
Premium Adult Sun Care 5,961.0 6,721.2 7,462.1 8,165.4 8,779.6 9,375.6
- Premium Aftersun 692.5 724.2 750.2 769.5 784.6 797.0
- Premium Self-Tanning - - - - - -
- Premium Sun Protection 5,268.5 5,997.0 6,711.9 7,395.9 7,995.0 8,578.6
Personal Care
trade sources
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: % Value
Growth 2021-2026
2021/2022 2021-26 CAGR 2021/26 Total
Premium Baby and Child-specific Products 10.8 8.5 50.6

Premium Bath and Shower 3.4 2.9 15.1
Premium Colour Cosmetics 17.1 13.2 86.2
- Premium Eye Make-Up 7.3 7.0 40.4
- Premium Facial Make-Up 25.1 18.1 129.4
- Premium Lip Products 8.7 6.9 39.9
- Premium Nail Products -4.9 -6.7 -29.5
Premium Deodorants 0.3 2.0 10.7
Premium Hair Care 14.1 8.3 49.2
Premium Skin Care 13.5 10.8 66.8
- Premium Body Care 4.5 3.5 18.8
- Premium Facial Care 14.1 11.2 69.8
Premium Adult Sun Care 12.8 9.5 57.3
- Premium Aftersun 4.6 2.8 15.1
- Premium Self-Tanning - - -
- Premium Sun Protection 13.8 10.2 62.8
trade sources
MASS BEAUTY AND PERSONAL

CARE IN CHINA - CATEGORY
ANALYSIS
KEY DATA FINDINGS

▪ Mass baby and child-specific products is the best performing category in 2021, with retail
value sales growing by 14% in current terms to CNY28.0 billion
12%
2021 DEVELOPMENTS
Mass brands are facing increasing competition from the premium

segment
In 2021, the competition in the beauty and personal care industry became fiercer. Premium
brands actively adopted aggressive promotion and discount strategies to attract consumers,
especially during major online shopping festivals such as double 11 and June 18. It is common
to see buy-one-get-one-free and second item 50% offers during these shopping festivals, when
consumers tend to hoard beauty and personal care products. For this reason, mass brands are
facing increasing competition from premium brands in terms of price, and need to adopt more
diverse marketing tactics to attract consumers and justify their value for money attributes. Under
this circumstances, mass brands are also seeking new ways to engage with consumers and
drive sales, for example, actively leveraging livestreaming, KOL marketing and WeChat private
community groups to attract and retain customers.
Local brands compete fiercely in the mass segment

The mass segment is still the main battlefield for home-grown beauty and personal care
brands. These brands are usually known for offering value for money, and have a group of loyal
consumers. However, it is observed that many new local brands are emerging more strongly on
the internet and growing relatively rapidly through various e-commerce platforms, and represent
a new wave of C-beauty brands. Florasis is one of these examples. Established in 2017,
Florasis quickly expanded through online platforms such as Tmall, JD.com and its owned
WeChat e-store, and leveraged its unique C-beauty aesthetic style of make-up to win over a
large number of consumers. Such local brands usually have relatively agile digital marketing
strategies, such as livestreaming and social media marketing, and quick product turnover, which
makes monthly new product launches possible.
Mass adult sun care set to see dynamic growth post-COVID-19

Mass adult sun care returned to a higher rate of current value growth in 2021, when consumer
demand spiked along with the resumption of outdoor activities and inbound travel. The recovery
of offline channels such as beauty specialists and supermarkets also helped boost sales in
mass adult sun care. Although premium adult sun care is riding the demand for multifunctional
sun protection, the further penetration of sun care into lower-tier markets opens up the potential
for mass adult sun care products that feature both value for money and protection against UV
rays. Besides an increasing presence in offline channels, mass adult sun care brands will also
leverage livestreaming to reach out to potential new consumers. Strong promotion and
discounts are frequently used on this channel as a stimulus for consumption and will open up
the mass segment.
CATEGORY DATA
Table 124 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
CNY million
2016 2017 2018 2019 2020 2021
Mass Baby and Child- 14,919.0 16,845.9 19,450.2 22,517.2 24,548.6 28,043.7
specific Products
Mass Bath and Shower 19,303.5 20,047.5 20,674.0 21,317.3 22,944.5 22,928.3
Mass Colour Cosmetics 19,886.0 22,046.8 26,270.2 32,070.3 31,805.5 35,302.1
- Mass Eye Make-Up 4,147.4 4,453.9 5,237.9 6,240.8 6,596.9 7,253.4
- Mass Facial Make-Up 9,388.6 10,524.2 12,588.0 15,188.5 15,379.1 17,046.2
- Mass Lip Products 5,256.7 5,875.0 7,117.8 9,136.0 8,488.7 9,568.9
- Mass Nail Products 386.2 411.3 440.0 463.4 405.4 414.1
- Mass Colour Cosmetics 707.1 782.4 886.5 1,041.6 935.3 1,019.5
Sets/Kits
Mass Deodorants 904.2 967.3 1,031.7 1,089.2 1,062.0 1,084.7
Mass Fragrances 1,540.7 1,411.6 1,318.1 1,228.1 996.4 973.2
- Mass Women's Fragrances 1,392.0 1,268.1 1,180.6 1,096.8 887.9 870.1
Kits
Mass Hair Care 44,548.7 44,959.7 44,990.6 44,523.2 44,012.5 45,810.7
Mass Skin Care 122,249.1 129,703.2 140,051.4 151,010.9 154,020.5 156,709.1
- Mass Body Care 2,632.8 2,634.2 2,666.3 2,974.8 3,045.8 3,095.0
- Mass Facial Care 105,977.4 111,676.5 119,771.2 128,336.0 130,970.9 133,135.7
- Mass Hand Care 3,969.3 4,330.5 4,685.6 5,013.6 5,023.6 5,048.8
Kits
Mass Adult Sun Care 6,281.9 6,702.7 7,358.7 8,323.6 9,156.1 10,441.9
- Mass Aftersun 344.6 365.4 394.3 412.1 413.8 429.9
- Mass Self-Tanning - - - - - -
- Mass Sun Protection 5,937.3 6,337.3 6,964.4 7,911.5 8,742.3 10,012.0
Mass Beauty and 229,633.1 242,684.6 261,144.9 282,079.8 288,546.0 301,293.6
Personal Care
Note: Mass beauty and personal care sales are additionally included within baby and child-specific products,
bath and shower, colour cosmetics, deodorants, fragrances, hair care, skin care and sun care
Table 125 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-
2021

2020/21 2016-21 CAGR 2016/21 Total
Mass Baby and Child-specific Products 14.2 13.5 88.0

Mass Bath and Shower -0.1 3.5 18.8
Mass Colour Cosmetics 11.0 12.2 77.5
- Mass Eye Make-Up 10.0 11.8 74.9
- Mass Facial Make-Up 10.8 12.7 81.6
- Mass Lip Products 12.7 12.7 82.0
- Mass Nail Products 2.1 1.4 7.2
Mass Deodorants 2.1 3.7 20.0
Mass Hair Care 4.1 0.6 2.8
Mass Skin Care 1.7 5.1 28.2
- Mass Body Care 1.6 3.3 17.6
- Mass Facial Care 1.7 4.7 25.6
- Mass Hand Care 0.5 4.9 27.2
- Mass Skin Care Sets/Kits 3.0 9.8 59.6
Mass Adult Sun Care 14.0 10.7 66.2
- Mass Aftersun 3.9 4.5 24.8
- Mass Self-Tanning - - -
- Mass Sun Protection 14.5 11.0 68.6
bath and shower, colour cosmetics, deodorants, fragrances, hair care, skin care and sun care
Table 126 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Procter & Gamble 11.8 11.7 11.8 12.0 12.2

(Guangzhou) Ltd
Jala (Group) Co Ltd 3.5 3.6 3.8 3.7 3.7
Co Ltd
Cosmetics Co Ltd
Cosmetics Co
Zhejiang Yige 0.0 0.3 0.6 1.1 1.5
Group Co Ltd
(Shanghai) Co Ltd
Ltd
Cosmetics Science
Technology Co Ltd
Co Ltd
The
Guangdong Marubi 0.9 0.9 0.9 0.9 0.9
Cosmetics Co Ltd
Harbin Voolga Tech Co Ltd - - 0.6 0.7 0.8
Danzi Group 0.9 0.9 0.9 0.9 0.8
Cosmetics Co Ltd
Care Ltd
Guangzhou Danke 0.2 0.4 0.8 0.7 0.6
Internet Technology Co
Ltd
Shanghai Cogi Cosmetics 0.1 0.2 0.3 0.5 0.6
Co Ltd
Others 40.7 39.8 38.5 37.2 37.5
Total 100.0 100.0 100.0 100.0 100.0
Table 127 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
% retail value rsp


(L'Oréal Groupe)
Co, The)

Ltd)
Inc) Cosmetics Co
Group Co Ltd
(L'Oréal Groupe)
Cosmetics Co Ltd
Yunifang Hunan Yujiahui Internet 1.1 0.8 1.2 1.0
Co Ltd
Clear (Unilever Unilever China Ltd 1.0 1.0 0.9 1.0
Group)
Resources (M) Sdn
Bhd)
Co Ltd
Hanhoo Hanhoo Cosmetics Co Ltd 1.3 1.1 0.9 0.8
Voolga Harbin Voolga Tech Co Ltd - 0.6 0.7 0.8
Wetcode Danzi Group 0.9 0.9 0.9 0.8
(L'Oréal Groupe)
Cosmetics Co Ltd
Watsons (Private Watson (Group) HK Ltd, AS 0.8 0.8 0.7 0.7
Label)
Meifubao (Huanya Guangzhou Uniasia 0.8 0.7 0.7 0.7
Technology Co Ltd
Others Others 54.4 53.2 52.6 52.6
Total Total 100.0 100.0 100.0 100.0
Table 128 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-
2026
CNY million
2021 2022 2023 2024 2025 2026
Mass Baby and Child- 28,043.7 30,808.0 33,395.2 35,771.9 38,025.4 40,167.4
specific Products
Mass Bath and Shower 22,928.3 23,447.0 23,942.8 24,408.4 24,831.5 25,200.2
Mass Colour Cosmetics 35,302.1 37,591.7 39,807.2 41,948.1 43,990.9 45,899.6
- Mass Eye Make-Up 7,253.4 7,807.5 8,401.4 9,050.4 9,749.6 10,501.2
- Mass Facial Make-Up 17,046.2 18,285.3 19,484.6 20,641.0 21,740.4 22,752.8
- Mass Lip Products 9,568.9 10,036.9 10,441.1 10,770.1 11,013.5 11,163.1
- Mass Nail Products 414.1 391.6 366.7 340.0 312.1 283.6
- Mass Colour Cosmetics 1,019.5 1,070.5 1,113.3 1,146.7 1,175.4 1,198.9

Sets/Kits
Mass Deodorants 1,084.7 1,091.0 1,096.6 1,101.5 1,105.9 1,109.6
Mass Fragrances 973.2 894.3 817.4 743.0 671.6 603.8
- Mass Women's Fragrances 870.1 800.5 732.5 666.6 603.2 542.9
Kits
Mass Hair Care 45,810.7 46,115.0 46,248.0 46,354.1 46,575.7 46,750.5
Mass Skin Care 156,709.1 154,664.9 152,453.2 150,126.9 147,646.1 144,998.0
- Mass Body Care 3,095.0 3,005.8 2,904.1 2,791.4 2,669.1 2,538.8
- Mass Facial Care 133,135.7 131,486.5 129,762.3 128,006.1 126,172.1 124,240.6
- Mass Hand Care 5,048.8 4,897.3 4,740.6 4,584.1 4,428.3 4,273.3
Kits
Mass Adult Sun Care 10,441.9 11,377.4 12,158.6 12,794.1 13,290.6 13,754.7
- Mass Aftersun 429.9 434.3 437.6 440.2 442.4 443.9
- Mass Self-Tanning - - - - - -
- Mass Sun Protection 10,012.0 10,943.1 11,721.0 12,353.9 12,848.2 13,310.7
Mass Beauty and 301,293.6 305,989.4 309,918.9 313,247.9 316,137.6 318,483.6
Personal Care
trade sources
bath and shower, colour cosmetics, deodorants, fragrances, hair care, skin care and sun care.
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: % Value
Growth 2021-2026

2021/2022 2021-26 CAGR 2021/26 Total
Mass Baby and Child-specific Products 9.9 7.5 43.2

Mass Bath and Shower 2.3 1.9 9.9
Mass Colour Cosmetics 6.5 5.4 30.0
- Mass Eye Make-Up 7.6 7.7 44.8
- Mass Facial Make-Up 7.3 5.9 33.5
- Mass Lip Products 4.9 3.1 16.7
- Mass Nail Products -5.4 -7.3 -31.5
Mass Deodorants 0.6 0.5 2.3
Mass Hair Care 0.7 0.4 2.1
Mass Skin Care -1.3 -1.5 -7.5
- Mass Body Care -2.9 -3.9 -18.0
- Mass Facial Care -1.2 -1.4 -6.7
- Mass Hand Care -3.0 -3.3 -15.4
- Mass Skin Care Sets/Kits -1.0 -2.0 -9.6
Mass Adult Sun Care 9.0 5.7 31.7
- Mass Aftersun 1.0 0.6 3.3
- Mass Self-Tanning - - -
- Mass Sun Protection 9.3 5.9 32.9
trade sources
bath and shower, colour cosmetics, deodorants, fragrances, hair care, skin care and sun care.

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LIST OF CONTENTS AND TABLES

Table 12 Sales of Baby and Child-specific Products by Category: % Value

Offline experience remains important, despite rapid online expansion ................................... 31

Table 53 NBO Company Shares of Depilatories: % Value 2017-2021...................... 52

Table 75 Forecast Sales of Hair Care by Category: Value 2021-2026...................... 70

Table 98 Forecast Sales of Toothbrushes by Category: Value 2021-2026 ............... 87

BEAUTY AND PERSONAL CARE IN

Beauty and personal care in 2021: The big picture

2021 key trends

What next for beauty and personal care?

Source: Euromonitor International

Source: Euromonitor International

Baby and Child-specific 17,069.8 19,296.5 22,305.3 25,852.2 28,216.7 32,271.2

% current value growth

Baby and Child-specific Products 14.4 13.6 89.1

% retail value rsp

L'Oréal Groupe 8.3 9.0 10.3 11.4 12.2

% retail value rsp

L'Oréal (China) Co Ltd 8.2 8.9 10.2 11.3 12.1

% retail value rsp

L'Oréal Paris L'Oréal (China) Co Ltd 2.8 3.0 3.3 3.5

Saky Guangzhou Weimeizi 0.9 0.8 0.8 0.8

% retail value rsp

Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021

% retail value rsp

Store-Based Retailing 67.9 65.9 63.4 60.7 56.0 56.0

% retail value rsp

Store-Based Retailing 59.1 56.9 48.6 39.0 34.9 69.1

--- Drugstores/ 2.6 10.0 6.2 11.8 16.4 0.0

Hair Care Men's Oral Care Skin Care Sun Care

Store-Based Retailing 60.5 57.5 60.3 55.7 44.7

Baby and Child-specific 32,271.2 35,493.1 38,518.1 41,359.6 44,010.8 46,533.1

% constant value growth

Baby and Child-specific Products 10.0 7.6 44.2

Summary 1 Research Sources

Trade Associations Beijing Daily Chemical Association

China Association of Fragrance Flavour &

China Direct Selling Association

China General Chamber of Commerce

China Oral Care Industry Association

Guangdong Daily Chemical Association

Trade Press China Cosmetics Review (CCR)

Source: Euromonitor International

BABY AND CHILD-SPECIFIC

Baby and child-specific products resumes its growth momentum

PROSPECTS AND OPPORTUNITIES

Baby sun care thrives on awakened awareness of adult sun protection

Tighter regulations to standardise baby and child-specific products

Baby and Child-specific 1,320.4 1,484.1 1,698.1 1,939.2 2,058.5 2,457.5

% current value growth

Baby and Child-specific Hair Care 19.4 13.2 86.1

% retail value rsp

Premium 12.6 12.7 12.8 12.9 13.0 13.1

% retail value rsp

Johnson & Johnson China 9.9 9.1 8.7 8.3 7.7

% retail value rsp

% retail value rsp

% retail value rsp