1. Makeup Markets Compared 3-Minute Beauty Trends China's Base Makeup & Colour Campbell Lin in Shanghai, MeasureCommerce June 16, 2021 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii With continuous mask wearing and even stay-at-home orders in some parts of the world, consumers are spending more time in taking care of their increasingly sensitive skins and less in doing makeup. According to MeasureCommerce data dashboard, between Jan 2021 ~ May 2021 and Jan 2020 ~ May 2020, the online makeup market (including base makeup and colour makeup) in China grew only 4.9%, behind cleansing market's 10.5% and skincare market's 6.7%. As not all makeup products are created equally, base makeup and colour makeup have shown diverging growth trends. Colour makeup contracted by 2.1%, losing more than 4% of the market to base makeup, while the latter grew 16%.

2. However, as the disparity between base and colour makeups has not accurately reflected the makeup trends in China, we dug deeper and analysed makeup subcategories in terms of market shares, growth rates and revenue sizes. On the bubble chart shown above, with the horizontal axis measuring subcategory market shares, vertical axis YoY growth rates and bubble size revenues in the first five months of 2021 (Jan ~ May 2021). the makeup market could be divided into four quadrants, each representing a combination of high/low revenue growth and market share scale. With the yellow zone representing the largest colour subcategory, lipstick is the third worst performing subcategory among all subcategories in terms of revenue growth, meaning that Chinese consumers have drastically reduced their spendings on what used to be the most popular lip makeup category. On the other hand, demands for lip gloss have stayed resilient with a growth rate of 15.3%, Top selling lip gloss brands, including Colorkey, Perfect Diary, Joocyee and YSL emphasise "protective film formation" (成膜) against colour wear off with mask wearing. In the upper hemisphere of the chart, foundation is the only subcategory falling under the high market share and high growth purple zone, showing its continuous leading position among base makeup products. Nevertheless, other base subcategories including pressed powder, concealer, loose powder and makeup fixers are also showing medium to high growth rates. Overall speaking, Chinese consumers nowadays are more interested longer-lasting makeup looks, such as "baking makeup" and "sandwich makeup". "Baking makeup" involves applying a large amount of loose powder (or setting powder) after primer and foundation, and let them sit on the face for 3 to 5 minutes for "baking" before dusting off the excess. On the other hand, "sandwich makeup", just like it sounds, asks for applying makeup fixer and/or loose powder before applying foundation and/or primer, and as the last step, applying makeup fixer and/or loose powder for the second time. Besides most base makeup subcategories in the red zone, two eye makeup subcategories, eye liner and eye brow are the also showing positive growth, while the rest of eye makeups are in the negatively growing green zone. While consumers are still interested in eye makeups, they now prefer simpler looks and emphasise only the outlines of their eyes and eyebrows. Last but not least, while "shading product" is on the lower end in terms of market share, it has the highest growth rate at 70% among all colour makeup categories. Stay tune for the next 3-Minute Beauty Trends article to learn more about what brands are driving this growth and why this category is trending in the market. For more beauty market updates and trends in China • Visit MeasureCommerce’s website • Subscribe to MeasureCommerce’s newsletter • Contact us at contact@measurecommerce.ai • Follow MeasureCommerce on LinkedIn • Follow MeasureCommerce on WeChat China's Base Makeup & Colour Makeup Markets Compared 3-Minute Beauty Trends