With 68% of total sales, skincare remains the cornerstone of China’s online beauty sector. Although its momentum will slow slightly in 2025, certain subcategories stand out for their potential: body care and sun protection are attracting more and more consumers, reflecting a growing interest in overall well-being and skin health.

The rise of signature scents

The perfume segment is growing in popularity. Chinese consumers are gradually moving away from classic fragrances in favor of niche perfumes and exclusive collections. According to Circana, this trend reflects a desire for more personal and emotional purchases, with fragrance becoming a “vehicle for differentiation and individual expression.”

In terms of distribution, the major traditional e-commerce platforms (led by Tmall and JD.com) are seeing the strongest growth, with +22% growth in the first half of 2025. “This performance has been made possible by the proliferation of promotional festivals and a more aggressive marketing strategy.”
Sales via livestreaming, on the other hand, have seen a more modest increase of +5%.

Consumers are more selective than spendthrift

Despite a tense economic environment, consumption remains strong. “The Chinese are not consuming less, they are buying better,” observes Circana. “The most luxurious lines are …