Visitors get to know products from Proya at its exhibition stand during the China Beauty Expo in Shanghai on May 14, 2025. CHINA DAILY
The country's beauty market is witnessing an increase of domestic brands that are consolidating their positions and driving sector growth, according to industry reports.
Data from the China Association of Fragrance Flavour and Cosmetic Industries show that among the top 500 brands by transaction value in 2025, the number of brands exceeding 100 million yuan ($14.74 million) in scale rose from 746 in 2023 to 839 in 2025. At the same time, the market share of domestic brands climbed to 57.37 percent, marking five consecutive years of growth and signaling a fundamental shift in market power.
Leading listed and pre-listing companies in China's first-tier beauty market are performing strongly. Data from FBeauty show that the top 10 domestic beauty enterprises generated total revenue exceeding 60 billion yuan, with 3 billion yuan now serving as the new threshold for inclusion in the top 10.
These enterprises are evolving strategically: moving from reliance on single brands to multibrand portfolios; from traffic-driven to research and development-driven models; and from a domestic focus to global expansion. Each shift reflects the broader trajectory of the country's beauty industry.
