This Report explores the current market situation and consumer trends of China’s beauty device market. The beauty device is an up and coming segment with great growth opportunities. In this Report, Mintel has provided insights and foresight and identified strategic and tactical opportunities for the business to grow.

The current usage penetration of beauty devices is low yet consumer interests are high. For brands to unlock the growth opportunity they need to clearly communicate the functional benefits that the devices offer as well as reassure the customer of the safety of their products.

This Report focuses on consumer attitudes towards and the use of beauty devices, including facial cleansing devices, acne/pore removal devices, infusion and exfoliation devices, eye care devices, massage devices, facial steamers, LED light therapy devices, portable spray devices, at-home laser beauty devices and make-up brushes/make-up applicators.

• Cleaning and purifying segment covers facial cleaning devices and acne removal devices. Well known examples include: Clarisonic Mia 2 facial cleanser, FOREO Luna/Luna mini, Clinique sonic system purifying cleansing brush.

• Hydrating segment covers facial steamers and portable spray devices. Examples include: Panasonic EH-SA31 Facial Steamer, Kingdom KD77S portable spray device.

• Multi-function segment covers infusion and exfoliation devices and LED light therapy devices. The products from this segment offer multiple skin solutions. Products often come with deep cleaning, acne mark treatment, hydrating and anti-ageing functions. Examples include: YA-MAN HRF-11 model, Panasnoic EH-ST63, Ulike UH301, Talika Light Duo.

• Lifting and boosting segment covers massage devices as well as infusion/massage devices. Popular examples cover ReFa CARAT RAY and Nuface.

• Anti-aging segment covers: at-home laser beauty devices. Products are more focused on firming and wrinkle prevention with advanced laser technology. A popular example would be Iluminage.

• Eye care segment covers products that especially focus on eye treatments. The market is still very small. Examples include: FOREO Iris, Ulike eye massage pen, ReFa S CARAT RAY.

• Other segment covers: Make-up brush/make-up applicator; it is a very niche market in China at the moment. Clarisonic cleaning and makeup system is one of the examples.

This market definition excludes hair removal/shaving devices, body slimming devices.

• Low household income is defined as RMB 5,000-9,999 in tier one cities; RMB 4,000-7,999 in tier two and three cities.

• Mid household income is defined as RMB 10,000-15,999 in tier one cities; RMB 8,000-13,999 in tier two and three cities.

• High household income is defined as RMB > =16,000 in tier one cities; RMB > =14,000 in tier two and three cities.

• Low earner is defined with monthly personal income as RMB 4,999 or below.

• Mid earner is defined with monthly personal income as RMB 5,000-7,999.

• High earner is defined with monthly personal income as RMB 8,000 or above.