In recent years, men’s skin care has gained significant attention in China, reflecting a broader cultural shift towards personal grooming and wellness. As societal norms evolve, more men are recognizing the importance of maintaining healthy skin, not just for aesthetics but also for overall well-being. This guide aims to demystify the essentials of men’s skin care, providing practical insights tailored to the unique needs of Chinese men.

Readers can expect to explore a variety of topics, including skin types, common concerns, and effective routines. We will delve into the significance of ingredients, product selection, and the impact of environmental factors on skin health. By understanding these elements, men can make informed choices that enhance their skin care regimen.

Additionally, this guide will highlight the growing market for men’s skin care products in China, showcasing popular brands and innovative trends. From traditional remedies to modern solutions, we will cover a spectrum of options that cater to diverse preferences and lifestyles. Ultimately, this comprehensive resource aims to empower men to embrace skin care as an integral part of their daily routine.

Explainer: Why Men’s Skin Care Is Booming in China

China’s male pop stars have become key marketing vehicles for beauty brands looking to appeal not only to female fans but also to men. So, when another scandal broke last week surrounding a singer who has lucrative contracts with big international brands, it was a reminder of the risks inherent in such partnerships in a country that sees celebrities get cancelled for moral transgressions more easily and dramatically than others.

Prada fashion ambassador Cai Xukun, who also works with beauty players like Givenchy Beauty, Japan’s Effectim, domestic skin care giant Proya, and national pharmacy chain Watsons, was accused of pressuring a woman to get an abortion. Cai has denied any wrongdoing but indicated he would change his behavior in the future. So far, the brands appear to have stuck by Cai even though content relating to his endorsements has reportedly been scrubbed on some of their official Weibo accounts.

The most popular male celebrities often strike deals with several brands across different product categories. Actor Xiao Zhan, for example, has partnered with L’Oréal, YSL Beauty, Nars, and Shiseido’s Anessa. What’s at stake with such partnerships is market share in China. And in a market where famous young men stare down at the public from billboards with seemingly luminous skin, one category in particular is attracting a lot of attention.

The male skin care market is touted as a growth engine for beauty players in China. The Foresight Industry Research Institute estimates that it was worth 12.5 billion yuan ($1.8 billion) in 2020 and is forecasted to reach 20.7 billion yuan ($3 billion) in 2026, tracking a CAGR of more than 15 percent over the period.

Insights into the Male Skin Care Market

Underpinning this growth is a strong upwards trend for sports and exercise. During last year’s Covid-19 lockdowns, skin care became more of a focus for both men and women, and since the lifting of restrictions, there has been a strong desire to get fit and indulge in self-care. As a result, many brands are educating consumers to do skincare routines before or after sports, focusing on cleansers, anti-acne products, or products that carry SPF.

Arnold Ma, founder of marketing agency Dao Insights, said Chinese brands are making more effort in “leveraging male consumers’ interests such as sports and e-sports to create crossover collaborations, which seems not as common among Western brands.”

“Chinese brands also tend to be more active in curating offline events as part of efforts to build community and as a response to the social needs of the young generations of consumers. This also creates a social and peer effect, which would benefit the seeding process, which is not as common in Western marketing either,” Ma added.

Local companies also take a more diversified approach to their marketing, focusing on more niche platforms such as streetwear platform Dewu and popular sports website Hupu. Ma points to one local brand, Mancodes, that initially focused on the former, targeting the post-90s Gen-Z consumer.

“Recognising their desire for a brighter complexion without the appearance of wearing makeup, Mancodes successfully positioned its star product, the bare face cream, which has garnered remarkable success with over two million units sold since its launch,” he said.

Technical Features of Men’s Skin Care Products

Types of Men’s Skin Care Products

Market Trends and Consumer Behavior

Meanwhile, foreign brands are likely to continue down the celebrity marketing track, albeit one that appears slightly lower-risk than local entertainers. Now that Chinese male athletes have started to secure prominent luxury brand campaigns and ambassadorships, it is probably only a matter of time before they are tapped by global beauty brands hoping to ride the same skincare-meets-sports wave.

But another way Chinese brands are making marketing stickier is by focusing on female consumers with boyfriends, tapping into their spending power and a desire to make purchases for their partners. Although these are tried-and-true methods to convert customers elsewhere, they work especially well in emerging markets like China.

Brands across the spectrum are loosely prioritizing the same consumer profile. According to a Xiaohongshu report published last year, male skin care shoppers on the social commerce platform are overwhelmingly young — with over 70 percent born post-1990s — and live in first or second-tier cities. Although it’s a less mature segment than females, the proportion of men who spend 1,500 yuan a month on skin care products has already surpassed females, the company said.

Conclusion

The male skincare market in China is rapidly evolving, driven by changing societal norms and increasing awareness of personal grooming among men. With a projected market value of 24 billion yuan by 2027, brands are adapting their strategies to cater to this growing demographic. As local brands innovate and foreign brands adjust their marketing tactics, the competition will only intensify, making it an exciting time for the male beauty industry in China.

FAQs

1. What is driving the growth of men’s skincare in China?
The growth is driven by increased awareness of personal grooming, the influence of male celebrities, and a rising interest in fitness and self-care among men.

2. How much is the male skincare market expected to be worth by 2027?
The male skincare market in China is expected to be worth 24 billion yuan by 2027.

3. What types of products are popular among male consumers?
Popular products include cleansers, moisturizers, sunscreens, serums, and masks, with a focus on lightweight and natural formulations.

4. How are brands marketing to male consumers in China?
Brands are leveraging celebrity endorsements, focusing on social media platforms, and creating community events to engage male consumers.

5. What demographic is primarily driving the male skincare market?
The primary demographic includes young men, particularly those born post-1990s, living in first or second-tier cities.

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