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Our Expertise

Reverse Group forged its experience with cosmetics brands from LVMH and L’Oréal. We worked with skincare, makeup, perfume, hair care, and body care brands for market research, product testing, focus group, social listening, trends analysis, and marketing in China.

We help your brand navigates the market and make the most out of its unique sales potential:

  • Annual revenue of $58 billion USD in 2023
  • Forecasted YoY growth rate of 6% by 2028
  • Forecasted premium beauty share of 53%

Key Insights

Market Data

The cosmetics market reached 58 billion USD in 2023. The peak periods for cosmetics sales are around January, February, June, and November during the main festivals in China. Also, Chinese consumers change their cosmetics routine between the seasons.

Sales Channels

The Covid-19 pandemic accelerated the online sales of cosmetics in China. In 2023, the share between offline and online sales is respectively of 48% and 52%. Chinese customers favor O2O consumer journeys with the possibility to browse and purchase from any local channel.

Consumers Trends

In China, consumers aged 18-29 account for about 50% of total sales. Among this age category, Gen Z represents the largest proportion. Today, women account for 77% of cosmetics customers in China but men’s skincare and makeup are developing at a fast pace. 

Top 3 Influencers for Beauty in China


Lily has a small but concentrated community of 14,000 followers with “what’s in my bathroom” and unique display content.


Zhou is gathering 98,000 followers on Xiaohongshu and promoting luxury and premium cosmetics products.


William is a business entrepreneur with more than 128,000 followers and sharing his daily life tips including how to maintain a good skincare routine. 

Top 3 Categories for Cosmetics in China

1. Men Beauty

Men beauty is the current emerging market to catch for beauty and skincare brands in China. It remains a niche market but appearance plays a huge part in this new consumption trend, with a rising interest for men makeup and men skincare. A few Chinese brand launched exclusively for men in the recent years.

2. Clean Beauty

Compared to the West, sustainable beauty and green beauty is not a sufficient argument on its own to sell in China – it’s a new emerging market. Local consumers will pay attention to clean beauty products for health benefits if the product is associated with financial benefits. A sustainable positioning is a plus in China today as local consumers are actively looking for clean formulas and clean ingredients. 

3. Nutricosmetics

China is the largest nutricosmetics market in the world. The Chinese traditional medicine insists on the “in” and “out” beauty treatment. The traditional skincare routine must be incorporated with beauty supplements and cosmetics to drink. 

Best in Class


The brand combined the nutricosmetics and the clean beauty trends. They became the leader through collaborations with doctors, KOCs, medical PR, and pharmacies.


The oil skincare brand launched a campaign “How to choose essential oils in Spring?” to adapt its content to local concerns, given the importance of seasons in China.


The premium cosmetics brands reached $10.5 million USD in 10 days on Douyin. They combined a “Douyin 520 Confession Season” campaign with Douyin live streamers.

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