What you need to know

The China colour cosmetics market is estimated to draw near to RMB40 billion by the end of 2019, with a projected CAGR 11.1% over the next five years. Both imported premium and domestic mass brands are thriving and have enhanced their reach both online and offline, increasing market competition. Educated by KOLs and product reviews, consumers are becoming savvier, and questioning the value of products that fall within their budgets.

51% of surveyed consumers have used more than five selected make-up products, although overall 64% of respondents prefer a nude look over a delicate finish. 59% of respondents say they tend to change their make-up styles to follow a trend, yet 69% of them still stick to buying plain and daily wearable colours.

Covered in this report

This Report includes colour cosmetics products for eyes, face, lips, and nails for women. The products include cushion BB/CC cream, foundation, highlighter, concealer, blusher, mascara, eye liner, eye shadow, eyebrow definer, lipstick, lip gloss and nail polish.


  • Nail varnish remover, medicated products including lip salves and cosmetic hardware such as false eyelashes and nails are excluded.

  • Market sizes in this Report do not cover sales that have occurred in the C2C market (eg WeChat business or Taobao).

Subgroup definitions (by Monthly Personal Income)

  • Low personal income is defined as RMB2,000-5,999 in tier one cities; RMB2,000-4,999 in tier two or below cities.

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

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

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