China’s beauty and anti-aging market is ever growing and does not not show signs of slowing down, even we can see new trends in the anti-aging market.

In the western world, the majority of users of anti-aging products are rather middle-aged or seniors.

However in China, the biggest consumers are Gen Z and Millenials! They are looking for products to prevent the premature skin aging troubles due to the environment, smoking or other unhealthy habits. Asian skin is probably more sensitive to pollution, weather…

After Covid-19, health and safety are now key concerns of more Chinese citizens. This helps put more focus on products with natural and healthy concepts, or preventing the aging problems.

In China, the anti-aging market involves more options than just face cream. It includes preventatives and corrective procedures and surgeries, food supplements that promise to present youth within, as well as complex daily skin routines that involves various creams and serums.

skincare daily routines


Some major anti-aging market new trends are visible in China, and have been reinforced after Covid-19.

Premium products are rising in the anti-aging market

The popularity of premium anti-aging products keeps rising, especially among Millenials. Anti-aging products are relying on advanced technologies which helps western brands to take the leading role. Millenials are willing to pay for effective products to prevent the aging problems.

Aesthetic is part of anti-aging products new trends

Based on a report by Deloitte and Meituan, the Chinese aesthetic medicine market is estimated to reach RMB 311.5 billion in 2023. Among all the users, 20-35 age group accounts for 3/4 and the 20-25 age group’s share is steadily increasing.

Compared with working out, using skincare products, taking supplements, aesthetic medicine could be the most efficient means but also the most expensive ones.

Social media and the influencers culture are driving this trend. Many are willing to copy celebrities faces.

Aesthetic medicine can be through surgical procedures but also through, on surgical procedures .


Professional at-home beauty devices are becoming the new normal

It is obvious that the pandemic has accelerated the commercialization of professional at-home beauty devices. Moreover, more and more consumers tend to purchase premium professional beauty devices that are over RMB 3000. Among all the key functions of anti-aging beauty devices, Radiofrequency, Thermolift, Infusion, Microcurrent and Untrasonic rank top 5.

According to Mintel’s “China Beauty and Personal Care Report”, approx. 60% of female urban consumers within the ages of 20-49 in China are using at least one beauty device at home. These devices mostly include RF (radio frequency) devices, which had a 121% growth rate in 2020. Other popular products are microwave-based products and warm-up products.

Niche single-ingredient products are winning Gen-Z consumers

Gen Zs were born with better living conditions and are the most-educated generation yet. For them, there is no waiting to anti-aging – the sooner they start, the better off they will be. On the other hand, Gen Zs are also digital natives who know how to search for information and share their opinions via social media. They realize that anti-aging is not a myth – there are feasible means and reliable ingredients to treat aging.

After the pandemic, Weibo and XiaoHongShu users attached more importance to environmental protection and health related issues. They are more willing to do research on products and ingredients. Also, they are more likely to choose eco-friendly products with natural ingredients.

To prove this point, over 50% of Gen-Z consumers admit that they often favor plant-based skincare products

Cutting-edge aesthetic treatments boost demand for anti-aging products

More and more consumers take aesthetic treatments in order to counter aging and rejuvenate. There is no doubt that they will keep anti-aging products.

In regard to post-treatment skin-care, be it a serious treatment in a clinic or using at-home beauty devices, it is always about healing, anti-inflammatory, repair, protecting the skin from sun damage, and boosting nutrients. It is all about refreshing the skin by repairing the damaged cells, stimulating metabolism of the cells, and preventing further damage.

Thus, most aesthetic treatment users are starting to apply anti-aging skincare products.

anti-aging skincare


Western brands are still leading the anti-aging market in China.

New brands can succeed in the Chinese market if they are able to demonstrate some differentiation. Anti-aging market new trends are there to stay some years.

The first step is to assess the awareness and potential of your brand in China.

You need check the pulse of the market and search if any mentions of your brand on social it reacts to your brand by checking your brand’s mentions on social media and e-commerce platforms. This also gives brands the opportunity to check the value they can add to the Chinese market. Nowhere more so than in China is it important to focus on a brand’s unique selling points.

Keep in mind that Chinese consumers care very much about product effectiveness, and they like products with concrete ingredients that target specific skin problems.

Once this is established, it is crucial for a brand to work on its identity and online exposure through multiple channels and touchpoints. Branding is key in China. You need to develop your on-line reputation through contents, influencers, collaborations. The most important platforms to achieve this are WeChat, Weibo, XiaoHongShu and Douyin.

Chinese social media

You need be able to create a community on social networks and engage your followers.

If you have a limited budget for marketing, having contents seeding on XiaHongShu might be the right approach. It is a good channel to start talking to consumers who are looking for new products. You will be able to get reviews, especially if you collaborate with a KOL , and start getting trust from the audience.


To be able to sell in the China market, you need to go through the registration process, unfortunately  the pre-market registration process is lengthy and complex.

However, selling products through cross-border e-commerce facilitates market entry since it bypasses regulatory and bureaucratic requirements (e.g., obtaining import licenses, registering and filing the products.

By selling online, foreign brands can focus solely on building brand awareness across various digital channels, while saving considerable time and financial resources.

It is possible to use the same platforms that the ones used for marketing such as WeChat, XiaHonhShu or Douyin by setting up an e-shop and start testing the market. It is most cost effective way to enter China market if you are not a big international brand.

WeChat eco-system for social selling


Emotion Digital has a strong understanding of the Chinese market― we want to help you unleash your business’s potential to one of the largest populations in the world. Schedule your free consultation today.