ICEX has recently shared a report about the interest that male cosmetics is experiencing in China. According to the data they have shared in their report, it is predicted that by the year 2029 the market size will approach 3.6 billion euros, with a growth of 11%.
As indicated by the data collected in ICEX and processed through the Euromonitor platform, the Chinese male cosmetics market is the largest worldwide in absolute terms and is more than triple the size of the US market and more than double the South Korean market.
Regarding the main players in this market, the L'Oréal group has been the leader in the men's personal care market in China, despite having registered a slight decrease in market share. The company has an extensive portfolio that includes brands such as L'Oréal Men Expert, Biotherm Homme, Lancôme Homme, or Khiel's for Men. The market share for Chinese brands is in sixth place, the brand is Guangzhou Mizi Cosmetics, with a market share of 2.9%.
The national brands that triumph among Chinese male cosmetics consumers. Gaofu, launched the first national men's cosmetics brand, with specific formulations for the characteristics of local male skin and now focuses on young people between 18 and 25 years old. Kans, is also a popular brand among Chinese consumers, founded in 2003, increases its popularity in the Chinese country thanks to global ambassador Jackson Wang. Proya is the Chinese cosmetics giant, founded in 2006 and launched its first men's line in 2014 and last October 2025 has relaunched three products to reactivate it. Mancodes has been the only men's care brand that entered the top 20 of Douyin's cosmetics ranking, the Chinese TikTok. Z:SEA, founded in 2020 and in 2023 was included in the Forbes China Top 100 Emerging Brands list and stands out for its facial cleanser and gift packs. Other popular brands are Pechoin, Simpcare, Chando, Lanseral, Make Sense, Yamalisa, Dear Boyfriend, HE, Ke An, Guyu.
Regarding the international brands that stand out in the Chinese male cosmetics market are: Nivea Men, L'Oréal Expert, Biother Homme, Lab Series, Dove or Shiseido Men among others.
The categories that arouse most interest in facial cleansing, followed by moisturizing facial creams. ICEX highlights that there are three opportunities that the Spanish market can explore within this market and that men seek efficiency and prioritize technology and trust in products that are certified. Men also look for anti-aging serums and this type of product is experiencing high growth. Homogenization is another of these entry opportunities pointed out by the report.
Regarding age groups, the main group is that of under 25 years old, who represent 24% of the total consumption. Especially, those with the following demographic profile are interested: single adults from this age group.
The Chinese male cosmetics consumer mainly wants to solve physiological skin problems, especially those related to oiliness, acne, dryness, and irritation. In 64% of cases, they resort to cosmetics to carry out a skin care routine, and then, in 16% for seasonal changes, to solve dark circles problems (5.5%) and post-workout care (4.5%).
The leading channels to learn about products regarding male cosmetics are social networks, and especially, the Chinese TikTok, Douyin and WeChat Video. Regarding sales, the Taobao/Tmall ecosystem occupies a 35% market share, practically, the same as Douyin which already reaches 34%.