What you need to know

China’s beauty device market experienced rapid growth during 2017-19 and is heading towards a market value of RMB10 billion. Compared to China’s facial skincare market, the beauty device market is still relatively small. Supported by females’ enthusiasm in evolving beauty technologies, as well as their great attention to using beauty devices to aid their skincare products, China’s beauty device market is anticipated to enjoy sustained rapid growth in the near future.

Opportunity lies ahead for brands that can retain consumers with engaging device user experiences and positive skin benefits supported by technologies, as well as those brands who can convey a professional and trustworthy brand image to consumers.

Covered in this Report

This Report examines the retail market for beauty devices, including facial cleansing devices, acne/pore removal devices, infusion and exfoliation devices, eye care devices, massage devices, massage infusion devices/RF devices, facial steamers, LED light therapy devices, portable spray devices, at-home laser beauty devices and make-up brushes/make-up applicators.

Segmentation definition

  • 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 EMS (Electrical Muscle Stimulation) or RF (Radio Frequency) to deliver shaping and anti-aging effect, while aiding the absorption of skincare products at the same time. Examples include: The Beautools FacePump, Tripollar Stop V and YA-MAN Bloom.

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

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

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

Excluded

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

  • 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 or above in tier one cities; RMB9,000 or above in tier two or below cities.

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