Photo: Xiaohongshu screenshotĬhinese beauty shoppers are some of the most sophisticated consumers in the world. More expressive and colorful styles are emerging, represented by Dopamine, rave styles and ABG makeup. Starting April 1, 2024, radio frequency beauty machines will be officially treated as Class III medical devices. The Center for Device Evaluation of the State Food and Drug Administration in April this year issued Guidelines for the Registration and Review of Radio Frequency Cosmetic Devices. Given the industry boom, the government is setting up stricter supervision to regulate the market. They expect lifting and tightening results for higher-priced devices. For devices priced under $280 (2,000 RMB), consumers look for deep-cleaning and absorption functions. The most popular price ranges are below $70 (500 RMB) and over $4,560 (4,000 RMB). “During 618, Jmoon and Ya-Man (J-beauty) achieved over $42 million (300 million RMB) sales, followed by Amiro, Ulike, and Biolab,” Juliette Duveau, founder of The Chinese Pulse, tells Jing Daily.Ĭonsumers aged between 18 and 30 are the main buyers of beauty devices, says Liu. Though the beauty device market was in the past dominated by international brands such as Yamen, Tripollar, and Refa, domestic players are gaining popularity post pandemic. During China’s mid-year shopping festival 618, sales of beauty devices nearly doubled on Taobao and Tmall compared to last year’s 618 in the first hour on the evening of May 31. Over the last few months, new and emerging beauty devices have occupied Xiaohongshu’s feed. She provides brands and products with context through an entertaining storytelling approach that gives shoppers cultural and historical references,” says Rooke.ĭuring 618, Jmoon and Ya-Man (J-beauty) achieved over $42 million (300 million RMB) sales, followed by Amiro, Ulike, and Biolab. KOLs like Teresa Cheung, who recently started livestreaming on Xiaohongshu, attracted impressive traffic thanks to her outstanding style. “During 618, brands offered yoga classes, face painting tutorials, and much more. Rather than simply encouraging viewers to buy, they offer additional value. Nonetheless, brands and livestreamers are shifting their approach to live broadcasts. Last month, Olaplex gained 20,000 new followers on the short-video app following investment in livestreaming and ads.ĭouyin boasts deep penetration in lower-tier cities, making it a vital platform for brands to reach a wider audience online. “One-third of internet users in lower-tier markets have the habit of watching livestreaming,” says Liu. Live commerce in China is expected to achieve $623 billion (4.48 trillion RMB) in sales this year, 19.4 percent of the country’s total e-commerce market, says Danni Liu, managing director at iBlue Communications. “Its educational aspect has led to the popularity of makeup tutorials and skincare routines,” Rooke says.īrands are pouring resources into this channel. Growth was propelled by increasing consumption of short video content. “On 6.18 shopping festival, it saw a 70 percent YoY increase in sales,” says Allie Rooke, brand strategist at Clean Beauty Asia, who helps cruelty-free beauty brands engage consumers in China. During the first half of 2023, the gross merchandise value (GMV) of beauty brands sold via Douyin exceeded $10.6 billion (76.6 billion RMB). During June, Olaplex gained 20,000 new followers on the short-video app due to heavy investment in livestreaming and ads there.ĭouyin is proving to be beauty brand’s next growth engine in China.
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