Core Insights - The report highlights the rapid growth of China's national men's skincare industry, driven by the rising "He" economy and increasing male consumer awareness of skincare [5][7][50] - The market size of the national men's skincare industry is projected to grow from 4.63 billion yuan in 2020 to 9.29 billion yuan in 2024, with a CAGR of 19%, and is expected to exceed 20 billion yuan by 2029 [5][50] - The report identifies three major trends in the industry: product efficacy refinement, diversified marketing strategies, and healthier product ingredients [6][62] Policy Guidance - Recent government policies in the cosmetics industry have shifted from extensive expansion to standardized regulation, providing a framework for domestic men's skincare brands to transition from "cost performance" to "quality-price performance" [4] Market Size - The national men's skincare market is experiencing significant growth, with the market size increasing from 4.63 billion yuan in 2020 to 9.29 billion yuan in 2024, reflecting a CAGR of 19% [5][50] - The men's facial cleanser segment is particularly notable, with a market size of 6.41 billion yuan in 2024, growing at a CAGR of 17.4% [54] Development Trends - The industry is witnessing a trend towards refined product efficacy, with increasing demand for advanced skincare functions such as anti-acne, anti-aging, and skin repair [8] - Marketing strategies are diversifying, with brands employing IP collaborations, scenario-based gifting, and influencer marketing to engage consumers [57][61] - There is a growing emphasis on healthy ingredients, with brands incorporating traditional herbal components like ginseng and astragalus into their products [62][64] Consumer Profile - The primary consumer demographic for men's skincare products is young males aged 18-29, who account for over 50% of the market [28][31] - Consumption is concentrated in first- and second-tier cities, with a significant portion of consumers belonging to the middle to high-income brackets [28][31] Industry Chain - The industry chain consists of upstream raw material suppliers, midstream domestic skincare brands, and downstream retail channels, with a notable reliance on high-quality raw materials [33][39] Investment Trends - The national men's skincare market has attracted significant investment, with 18 financing events totaling over 600 million yuan reported as of January 2025 [24][25] Online Channel Growth - The online retail channel for men's skincare is rapidly expanding, with total online sales reaching 7.48 billion yuan from May 2023 to April 2024, reflecting a strong growth trend [46]
2025年中国国货男士护肤品行业概览：“他”经济悄然崛起，男士护肤赛道增长强劲
头豹研究院·2025-04-03 13:18