Social Commerce Integration: Platforms like Douyin (the Chinese counterpart of TikTok) and Xiaohongshu (Little Red Book) are merging social interaction with shopping experiences. Consumers are increasingly influenced by user-generated content, live-streaming sessions, and influencer endorsements, leading to spontaneous purchases directly within these apps. This fusion of social engagement and e-commerce is redefining how beauty products are discovered and bought.

Rise of Domestic Brands (C-Beauty): Chinese beauty brands are gaining significant traction by offering products that resonate with local preferences and cultural nuances. Their success is bolstered by competitive pricing, innovative formulations, and effective use of digital marketing channels. This shift is challenging the dominance of international brands and reshaping the competitive landscape. EUROMONITOR

Emphasis on Personalization and Niche Products: Consumers are seeking products tailored to their specific needs, leading to a surge in demand for personalized beauty solutions. Brands are responding by offering customizable products and targeting niche markets, such as skincare for specific skin types or concerns. This focus on personalization enhances customer engagement and loyalty. NIELSENIQ

These trends highlight the evolving preferences of Chinese consumers and the innovative approaches brands are adopting to meet these demands in the beauty e-commerce sector