The beauty conversation in China is changing. Efficacy, science-backed claims and ingredient transparency are now front and center. As consumer expectations continue to evolve, companies offering more than just products—those bringing advanced know-how, innovation and credibility—are well-placed to tap into a market entering its next phase of growth.
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The beauty conversation in China is changing. Efficacy, science-backed claims and ingredient transparency are now front and center. As consumer expectations continue to evolve, companies offering more than just products—those bringing advanced know-how, innovation and credibility—are well-placed to tap into a market entering its next phase of growth.
While headlines may no longer speak of explosive expansion, China remains one of the world’s most dynamic beauty and personal care markets. According to statistics from the China Flavor and Fragrance Cosmetics Industry Association (CAFFCI), China’s cosmetics market recorded a total transaction volume of RMB 1.07 trillion ($147.6 billion) in 2024—marking a steady year-on-year increase of 2.8%. Behind these numbers, a deeper transformation is underway.
The industry is shifting from a volume-driven model to one defined by value creation, where brand trust, product efficacy and technical capabilities are key differentiators. That means for companies looking to grow in this market, the opportunity lies not just in scale, but in the chance to align with an increasingly sophisticated ecosystem.
From Hype to Substance
As China’s beauty sector moves beyond trend cycles and superficial product claims, performance becomes the new battleground, defined by verifiable results, science-led formulation and high-quality ingredients. Domestic brands are scaling up their technical capabilities, while multinationals are being challenged to show more than just global branding. They must now demonstrate true product superiority and local relevance.
Increasingly, consumers are asking sharper questions and demanding greater transparency. They scrutinize ingredient lists carefully, and expect every claim to be backed by evidence. As a result, brands that fail to substantiate their promises are steadily losing ground to those that can.
A Maturing Regulatory Environment
As consumer expectations rise, regulatory standards are evolving in tandem. Recent reforms have tightened requirements for safety, efficacy, and transparency, bringing China’s framework closer to international norms. This shift is creating a more level playing field and driving the industry toward more responsible, sustainable innovation.
Earlier this year, China’s National Medical Products Administration (NMPA) introduced its Regulations on Supporting Innovation of Cosmetic Raw Materials. These measures streamline the classification system and technical requirements for the registration and filing of new raw materials. They also encourage simultaneous submissions of new raw materials and related products—a move aimed at fostering greater innovation across China's cosmetic ingredients sector.
Where speed to market once defined success, the focus has shifted to long-term resilience. The brands that endure will be those that integrate compliance into their innovation strategy and view regulatory rigor not as an obstacle, but as a springboard to build credibility.
Staying Competitive in a Changing Landscape
China remains a key player in the global beauty supply chain. From raw materials and active ingredients to formulation and packaging, the country plays a vital role in driving speed, efficiency, and product diversity.
Businesses must therefore build deeper technical capabilities and market insight in order to remain competitive in this evolving landscape. The most successful companies will be those that can anticipate shifts, adapt quickly, and co-develop solutions that resonate with a more discerning and diverse consumer base.
In this landscape, trade shows like Personal Care and Homecare Ingredients (PCHi) are taking on greater strategic importance. Visitors attend to not only source, but also seek formulation inspiration, regulatory updates, and cross-border collaboration. With a strong focus on knowledge exchange and innovation, PCHi offers unmatched opportunities to connect with industry leaders and stay ahead of emerging trends—making it an essential venue for navigating change.
The next edition of PCHi will take place from March 18 to 20, 2026 at the Hangzhou Grand Convention and Exhibition Center.
