1. in Shading Colour Makeup 3-Minute Beauty Trends Rising Chinese Beauty Campbell Lin in Shanghai June 17, 2021 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Source: MeasureCommere Data Dashboard With continuous mask wearing and even stay-at-home orders in some parts of the world, consumers are putting on less lipstick, contours or blusher as face masks cover up half of our face. According to MeasureCommerce data dashboard, comparing the first 5 months in 2021 to the same period in 2020, revenues from colour makeup contracted by 5.8%, losing close to 7% of the market to base makeup.

2. However, among various colour makeup subcategories, shading though grew mostly rapid, with a YoO growth rate at 70% for the first 5 months of 2021. Source: Timage Tmall Flagship Store Chinese and Korean brands are leaders of the shading subcategory, with the top 2 best-selling brands, Timage (彩棠) and Too Cool for School accounting for close to 46%. From 8th place (Jan ~ May 2020) and 2nd place (Jan ~ Dec 2020) to 1st place (Jan ~ May 2021), Timage recorded a massive 1,771% revenue growth in January and May between this year and last year, beating 2020's shading makeup gold medalist, Too Cool for School. Let us take a closer look at what Timage is about and how it gained such impressive growth. Source: 南星星yx on Xiaohongshu Followers: 1.6 Million Before and After: Highlights/Brightening (Circled White) and Contouring (Circled Source: 我是张凯毅 on Xiaohongshu Followers: 1.6 Million Obvious Difference Before and After Looks "10 Kilograms" Lighter with Highlight, Contouring and Brightening Rising Chinese Beauty in Shading Colour Makeup 3-Minute Beauty Trends

3. While K-beauty and J-beauty makeup looks have long been chased after by Chinese consumers, in China consumer seldom knows what C-beauty really is. However, in 2019 "C-beauty looks" went viral in Japan, and one of C-beauty typical characteristics is more dimensional facial contour by stark contrasts of highlights and shading. At the core of Timage, founder Tang Yi (唐毅) calls for 匠心定 制，化繁为简 (Craftsman Made Simplified Makeup), looking for simplified makeup style specifically for typically Chinese's flatter facial features. Timage's top selling shading colour makeup product, built upon the idea of "all-in-one product", brings out more pronounced facial features of Chinese faces. The "Timage Master" palette contains a combination of two luminisers and one contour that consumers could first highlight their forehead, nose wings, nose bridge, chin, cheek bones, etc., and then apply shadows to side face and eye area with the same palette. On Xiaohongshu (小红书), Timage's contour palette is well received by consumers, with posts showing facial contrasts before and after contouring. Source: Timage on Weibo Suzhou Embroidery (苏锈) Makeup Series Source: Timage on Weibo Celadon (⻘瓷) Makeup Series In addition to the unique product, Timage also incorporated traditional Chinese cultural elements into product designs, blending traditional Chinese beauty things into modern makeup concepts. Last year, the brand incorporated Suzhou embroidery (苏锈) floral patterns into product packaging as well as the powder cakes. This year, the brand relaunched its celadon (青瓷, traditional Chinese pottery glazed in jade green celadon colours) makeup series, rendering a Chinese traditional beauty of simplicity and craftsmanship. Are there any other fast-growing makeup brands in rank chart you would like to learn more about? Leave us a message at contact@measurecommerce.ai and we look forward to hearing from you. Rising Chinese Beauty in Shading Colour Makeup 3-Minute Beauty Trends

4. 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 Rising Chinese Beauty in Shading Colour Makeup 3-Minute Beauty Trends