Reprinted from People's Daily Online, Pursuing Higher Quality, Enjoying Self Consumption, Promoting the Development of Personal Care Industry   http://finance.people.com.cn/n1/2025/1018/c1004-40584704.html

Beijing, October 18th (Reporter Sun Boyang) - In the evening, Xiaoxue returned to her residence after a day of work. She uses a delicate foam lotion, which not only cleans the skin effectively, but also emits a soothing fragrance, helping to relax the body and mind.

This ritualistic "moment of self pleasure" is becoming a daily routine for more and more modern people, reflecting the rise of a new trend in China's personal care market, and driving the industry to upgrade from basic functions to "functions+emotions+experiences" in multiple dimensions.

Data shows that by 2024, the size of China's personal care market has exceeded 400 billion yuan, with the "skincare style wash and care" category, which focuses on "mild, natural, and efficient", growing rapidly.

Behind this trend is the upgrading of consumer demand: young consumers, represented by Generation Z, are no longer satisfied with the cleaning function of products, but more pursue high quality, high aesthetics, and high emotional value. Their attention to ingredient transparency and sustainable attributes has also significantly increased, forcing brands to strengthen "traceable ingredients" and "environmental protection concepts" in research and development and promotion.

Nowadays, many skincare brands are laying out the "skincare style washing and care" track, enhancing product strength through technological innovation. Taking Shanghe as an example, relying on its nationwide network of terminal stores, it has built a sales system that covers a wide range and responds quickly, improving the connection efficiency between the brand and consumers. At the same time, through experiential marketing, exclusive membership services, and other methods, user stickiness has been further enhanced, achieving a leap from product output to lifestyle transmission, becoming a concrete practice for domestic brands to promote "self consumption".

Industry insiders point out that the rise of "skincare style care" is not only an upgrade in product form, but also a profound transformation in consumer philosophy, marking a new stage of "self pleasure driven" personal care consumption in China. In the future, with continuous breakthroughs in ingredient technology, formulation processes, and sensory innovation, this field will form a more distinct differentiation competition pattern, providing consumers with more diversified and personalized choices.