More than eighty percent of the annual beauty new hair list is a domestic product

The beauty industry is undergoing tremendous changes, and domestic products are occupying more and more seats in the market competition, whether it is technology or marketing power has reached a new stage. The recently announced 2023 Tmall Golden Makeup Awards show that in the annual TOP Brand Award, domestic brands have added two seats, and in the Annual Emerging Star Brand Award, 11 cutting-edge brands, including Ximuyuan, INTO YOU, Huazhi, Hua Zhixiao, etc., are on the list for the first time, and their Chinese brands account for more than eighty percent.

The makeup market ushered in a recovery, and new domestic products influxed

After two to three years of "silence", makeup has recently ushered in a recovery. Tmall official data shows that since April, the makeup market has achieved double-digit growth of more than 4%, and many domestic makeup brands have made significant investments in the market.

Data show that in the past year, 25 brands exceeded 10 billion in turnover, 201 brands exceeded 186 million, while 163 new brands exceeded 398 million, and <> super items with a turnover of more than <> million and <> new products with a turnover of more than <> million were born, leading beauty consumption.

Among these brands and single products, the proportion of domestic products continues to increase, and the industry competition is more intense. In the Super Single of the Year Award, Quadi Rejuvenating Essence Secondary Essence occupied a place, while Hua Xizi Yuyang Air Powder, Nature Hall Small Purple Bottle, L'Oreal 20 Cream, Estée Lauder Black Truffle Essence, NARS Super Square Bottle, etc. won the Super New Product of the Year Award. It can be seen that domestic emerging forces are constantly pouring into the market, and consumers' recognition of domestic products is getting higher and higher.

"Ingredient Party" upgrades the brand to transform into technological skin care

Among the domestic brands, the head brands of Proya Group, Bethany Group, Galan Group and Mao Geping led the growth rate, and brands such as Pechoin, Ou Shiman, and Marumi transformed from classic renewal to technological skin care, achieving consumer circle-breaking.

When millennials became the main buyers of skincare products, the label of "ingredient party" was immediately attached to this generation of young people. They grew up watching the data, ingredients, and experiments and evaluations take a more rigorous view of skincare, and it's hard to believe that a serum or cream works wonders just because of a dream advertisement or a beautiful display in a mall.

Nowadays, the "ingredient party" has been upgraded again, and beauty lovers have begun to shift from ingredient skin care to technological skin care. "We want to move from ingredient skincare to technological skincare, and from ingredient hair care to technological hair care." Meng Gu, general manager of Taobao Tmall FMCG Business Unit, said, "I hope that consumers' understanding of the beauty industry will be more objective and more in line with the actual future trend, rather than just looking at ingredients." ”

Tmall Beauty Industry General Manager Abu also said that today's Chinese consumers' understanding of skin care should not just "simply talk about the skin care of ingredients", behind the scientific and technological skin care, ingredients are one link, but not all links. Abu believes that when skin care products act on the skin, it is actually a comprehensive effect, and ingredients are one of the very important steps in the occurrence of this effect, but ingredients are not everything, and there are many technologies behind the ingredients to promote the ingredients.

"The stronger the ingredient, the better" is a misconception that consumers should not be misled

Bi Ran, general manager of Quadi brand, also agreed with the creation of "technological beauty". For example, she said that many people think that the smaller the hyaluronic acid molecule, the better, but in fact, it is not, "We found that the hyaluronic acid molecule is good cell activity and stability at 3000-5000 daltons, but when it declines, we will find that although the penetration rate increases, the overall function and activity decline significantly." ”

It can be seen that for skin care products, it is not the higher the concentration of ingredients, the better, the smaller the molecules of the ingredients, the better, brands and platforms need to let consumers not be misled by the concept of ingredients from the scope of scientific and technological research. "This is the development process of consumers from not knowing about cosmetics or ingredients, to preliminary understanding, to finally in-depth understanding and understanding." Bi Ran said.

Text/Reporter Chen Si