What’s next for home-use beauty devices in China?

September 20, 2018

China’s home-use beauty devices market reached US$616 million in retail value in 2017.

Home-use beauty devices is a fast-growing sector in the Chinese beauty market. According to Mintel’s research on consumer attitudes towards beauty devices, penetration is high with 59% of urban Chinese females aged 20-49 stating they have used at least one type of beauty devices at home. Moreover, Mintel estimates that the market reached a total retail value of US$616 million in 2017.

The perfect pair

With the growing popularity of beauty devices, consumers are eager to know what skincare products they should match with their new gadget. Some brands have already embraced the trend by introducing product sets that include skincare products together with beauty devices.

Olay recently launched the Regenerist Cellscience Essence that is teamed with a magnetic applicator—a beauty device powered by micro-current technology and designed to maximise the hero ingredient niacinamide.

Meanwhile, Japanese beauty device Yaman introduced the ‘Queen’, a special 40th anniversary edition of the device that is designed to be paired with Rice Energy Essential Eye Cream from Jun Ping, a brand launched by a Chinese Key Opinion Leader. The ‘Queen’ claims the micro-current function promotes absorption of the eye cream which contains nine active ingredients.

Don’t forget about men

Women are currently the main target market for home-use beauty devices, yet men’s skincare has been one of the most dynamic segments within the overall beauty and personal care industry in recent years.

Mainstream brands the likes of Foreo, Clarisonic and Phillips have introduced male-targeted beauty devices. That said, they tend to be black-coloured, slightly tailored versions of a brand’s classic product—with cleansing as the main functionality.


Masculine design and larger size
Foreo Luna 2 for men comes in black and features a larger silicone brush area to suit their faces.


3-in-1 device for men
Philips 3 in 1 SPA for Men, also a spin-off a classic female-targeted product, comes with three different applicators: for face massage, eye massage and a cleansing brush.

To grow this market, brands should dig deeper into male consumers’ specific needs and offer more convenient, streamlined products. Manufacturers can consider the integration of a shaver, toothbrush and skin treatment all-in-one product, or even add in muscle-enhancing or relaxing functions.

Laurie Du
Laurie Du

Laurie is Mintel’s Senior Beauty Analyst based in Shanghai. She provides insights on the Chinese beauty market, consumer behavioural trends and new product development.

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