报告关注“颜值经济” 国货美妆持续突破|女人荫蒂被添全过程13种图片

  中新网北京11月18日电 (记者 张素)“颜值经济”成为中国消费市场重要增长领域之一。近日发布的一份关于美妆产业的报告称,国货品牌的成功不仅体现在销售数据,更体现在技术创新突破。

  《“颜”值经济新篇章:2025年中国美妆市场行业报告》(下称《报告》)由毕马威发布,其中援引统计数据称,2025年前三季度,社会消费品零售总额达到36.6万亿元(人民币,下同),同比增长4.5%,而化妆品零售额达3288亿元,同比增长3.9%。

  “当前,‘颜值经济’已成为中国消费市场中最具成长性的板块之一。”毕马威中国客户及业务发展主管合伙人江立勤说,美妆产业正步入集中度提升与模式重塑的关键阶段。

  《报告》注意到,消费者不再盲目追随大牌与营销,而是更加关注产品成分、安全性与实际功效。与此同时,监管体系的完善为行业健康发展保驾护航。

  “美妆内涵正从单纯的美学消费,延伸至科技美学、健康功效与文化认同的综合价值体系。”《报告》指出,新锐国货品牌快速崛起,实现了跨越式发展,这些品牌敏锐把握电商渠道变革机遇,通过社交媒体等内容平台实现精准触达,同时深耕成分功效研究与精准护肤,赢得消费者信任。

  《报告》显示,2025年上半年,化妆品新原料备案数量达80个,国产原料占比高达82%。其中,抗衰老成分在化妆品新原料备案中占据主导地位,本土特色植物成分备案频次较高,显示出本土植提原料正逐步从概念走向技术落地,未来有望形成差异化竞争力。

  “随着国货美妆品牌在品质、技术和创新方面的持续突破,其市场竞争力显著提升,行业整体呈现扩张态势。”毕马威中国零售及消费品行业主管合伙人林启华说,越来越多的中国美妆企业站上全球并购的舞台中央,表现出品牌实力与战略远见。(完)

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发布于:北京市