The China beauty devices market has achieved booming growth over the past few years. In 2020, although COVID-19 had an impact on consumers’ spending power, women’s rigid beauty demands and their trade-up intention towards more advanced technologies and devices in pursuit of more advanced skin benefits pushed the market to another year of fast, double-digit growth.

Female consumers’ demand for upgraded beauty devices is reshaping the segment landscape, with the shaping and anti-aging segments moving into the spotlight in 2020, and the cleansing and purifying segment losing its long-held shine. With the competition growing more intense, brands that can meet consumers’ evolving demands in beauty devices, and enhance their persuasiveness in efficacy and safety, could succeed in future.

Key issues covered in this report

  • The impact of COVID-19 on the beauty devices market

  • The growth of the total market and different segmentations

  • The competitive strategies and launch activities of brands

  • Consumer usage of beauty devices

  • Adoption barriers of beauty devices

  • Features attracting trade-up

  • Skin benefits attracting the next/first purchase

  • Awareness of and associations with mainstream advanced beauty technologies


  • Cleaning and purifying segment covers facial cleansing devices and acne/pore removal devices. Well known examples include: FOREO LUNA play plus, Panasonic EH-2513 Electric Pore Cleanser, COSBEAUTY CB-035 Ultrasonic Skin Scrubber, and FOREO ESPADA.

  • Hydrating segment covers facial steamers and portable spray devices. Examples include: Panasonic EH-SA31 Facial Steamer and K.SKIN KD88 Nano Cool Mist Facial Sprayer.

  • Skin treatment segment covers at-home laser beauty devices and LED light therapy devices. Examples include: Ydunvie Iris Advanced Skin Renewing Device and Notime SKB-1518 Electrical Led Facial Mask Sheet.

  • Anti-aging segment covers massage infusion devices, which usually utilise RF (Radio Frequency) to deliver shaping and anti-aging effect, while aiding the absorption of skincare products at the same time. Examples include: Tripollar Stop VX and YA-MAN ACE.

  • Shaping and boosting segment covers massage devices, infusion and exfoliation devices. Examples include: The Beautools FacePump, NUFACE trinity mini and Notime SKB-1809.

  • Eyecare segment covers eyecare devices. Examples include: NanoTime f52e, YA-MAN wavy mini and Miss Arrivo The Vegas II.

  • The others segment covers make-up brushes/make-up applicators. This is still a very niche market in China, and more likely to be launched as an additional feature of beauty devices, such as ReFa MIST. Uni-purpose products include YA-MAN Mineral Air.

Subgroup definition (by monthly personal income)

  • Low personal income is defined as below RMB6,000 in tier one cities, and below RMB5,000 in tier two or below cities.

  • Mid personal income is defined as RMB6,000-9,999 in tier one cities, and RMB5,000-8,999 in tier two or below cities.

  • High personal income is defined as RMB10,000 or above in tier one cities, and RMB9,000 or above in tier two or below cities.

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