Round Table China The male makeup moment has arrived
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Oct 27, 2025 Men's grooming is undergoing a major shift from basic soap to complex skincare routines. Support for men using cosmetics is growing rapidly in China, reflecting changing societal attitudes. The market for men's skincare is booming, with impressive year-over-year sales growth in categories like hair care and color cosmetics. Social media is reshaping perceptions of masculinity, encouraging more men to embrace skincare. Emerging brands are competing with legacy players, and gender-neutral products are broadening the appeal. It's all about making good skin a priority!
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Rapid Shift In Social Acceptance
- Attitudes toward men using cosmetics have shifted dramatically in a decade in China.
- Public support rose from ~29% to ~60% while strong opposition fell below 10%.
Boyfriend Giving Skincare Tips
- Yu Shan shares that her boyfriend now gives skincare advice despite a rugged appearance.
- That example shows how expertise and interest in grooming cut across appearance stereotypes.
Men's Market Is Rapidly Expanding
- The men's skincare market in China grew to about ¥17 billion in 2024 and is forecasted to keep rising.
- Categories like hair care and color cosmetics show double-digit growth and large volume increases.