Hauv Ib Ib nrab ntawm 2025, kev lag luam kev zoo nkauj thoob ntiaj teb txuas ntxiv nthuav tawm cov yam ntxwv tseem ceeb ntawm kev loj hlob ruaj khov thiab kev sib txawv ntawm cov qauv.
Ntawm qhov tod tes, kev txhim kho tsis sib xws ntawm pawg, channel, thiab cheeb tsam txuas ntxiv nthuav dav. Ntawm qhov tod tes, kev tswj hwm kev hloov kho tshiab thiab thev naus laus zis tshiab tau hloov kho cov cai hauv qab ntawm kev lag luam.
NIQ's 2025 "State of Beauty" tsab ntawv ceeb toom tau taw qhia tias ntau qhov kev hloov pauv hauv kev lag luam tshuaj pleev ib ce tau ntxiv dag zog ntxiv hauv ib nrab xyoo no.
1.Qhov kev nrawm ntawm Ntiaj Teb Cov Tshuaj Txhuam Txhuam Cov Txheej Txheem Kev Cai
Ntawm cov no, qhov tseem ceeb tshaj plaws yog kev txhim kho cov cai tswj hwm. Hauv lub quarter thib peb, ntau txoj cai nruj tau siv zog, yuam cov tuam txhab lag luam hauv ntau thaj tsam los txhim kho lawv cov kev ua raws cai.
Cov txheej txheem txwv ntawm PFAS (ib- thiab polyfluoroalkyl tshuaj) hauv European Union txuas ntxiv mus. Nws tau nkag siab tias ECHA tau tshaj tawm cov lus qhia txog kev txwv PFAS tshiab thaum Lub Yim Hli thiab tau qhia meej txog lub sijhawm tshuaj xyuas.
Yav dhau los, European Commission tau txiav txim siab txwv tsis pub PFHxA thiab lwm yam tshuaj. Yog li ntawd, lub tebchaws United Kingdom thiab qee lub xeev EU cov tswvcuab tau nce qib sai sai. Cov qauv dej tsis zoo thiab hws-pov thawj hauv cov tshuaj pleev ib ce, uas feem ntau muaj PFHxA yav dhau los, tau dhau los ua cov khoom tseem ceeb ntawm kev saib xyuas.
Tsis tas li ntawd, nyob rau lub Tsib Hlis 13, 2025, European Commission tau tshaj tawm Txoj Cai (EU) 2025/877, hloov kho Txoj Cai (EC) 1223/2009 ntawm cov tshuaj pleev ib ce, ntxiv 21 cov tshuaj lom neeg xws li dimethyl phosphonate rau hauv cov npe ntawm cov tshuaj txwv tsis pub tshuaj hauv tshuaj pleev ib ce hauv Annexyl phosphate II, thiab phenyl phenyl phosphate. nyob rau hauv daim ntawv teev cov khoom txwv tsis pub. Tsis tas li ntawd, thaum Lub Yim Hli 7, 2025, European Commission tau hais tias txij lub Cuaj Hlis 1, 2025, cov tshuaj pleev ib ce uas muaj TPO tsis tuaj yeem muab tso rau hauv EU kev ua lag luam, thiab cov khoom lag luam uas twb muaj nyob rau hauv kev ua lag luam tsis tuaj yeem txuas ntxiv mus.
Hauv Asmeskas kev lag luam, MoCRA (Cosmetic Regulatory Modernization Act of 2022) tab tom nkag mus rau theem tseem ceeb. Txawm hais tias FDA tau ncua kev tso tawm ntawm GMP cov cai thiab cov tshuaj tsw qab tshuaj tsw qab cov cai kom txog rau xyoo 2026, cov kev cai ua raws li cov kev qhia tsis zoo xws li kev ceeb toom tsis zoo, kev sau npe hauv chaw, thiab cov khoom lag luam tau ua tiav. Lub Tsev Haujlwm Saib Xyuas Kev Noj Qab Haus Huv Tus Kheej (PCPC) ntawm Tebchaws Meskas tau taw qhia tias txawm tias tsis tau ua raws li txoj cai, tom qab cov kev taw qhia thiab txoj cai raug txiav txim siab, cov tuam txhab tau pib hloov mus rau kev hloov kho loj ua ntej kom tsis txhob muaj kev poob qis hauv kev sib tw yav tom ntej.
Tsis tas li ntawd, nyob rau lub Rau Hli 26, 2025, peb cov khoom noj khoom haus natural colorants tau pom zoo los ntawm US Food and Drug Administration (FDA) tau ua tiav thiab tau muab tso rau hauv 21 CFR Part 73. Peb cov xim no yog Galdieria blue extract, butterfly pea paj extract, thiab calcium phosphate.
Thaum Lub Ib Hlis 16, 2025, Tebchaws Askiv tau tshaj tawm tsab cai lij choj ntawm kev txwv cov tshuaj pleev ib ce, uas xav tias yuav pib siv rau lub Cuaj Hlis 30, 2025. Txoj cai yuav txwv kev siv methyl salicylate hauv UK tshuaj pleev ib ce.
Thaum Lub Yim Hli 1, 2025, Ministry of Food and Drug Safety (MFDS) ntawm Kaus Lim Qab Teb tau tshaj tawm cov ntawv pov thawj cov khoom siv tshuaj pleev ib ce ntuj thiab organic. Thaum Lub Yim Hli 14, MFDS tau tshaj tawm cov kev hloov kho "Cov Lus Qhia Tshuaj Txhuam Hniav", hais tias cov tuam txhab tsis tas yuav tau txais daim ntawv pov thawj ntawm tsoomfwv thiab tuaj yeem ua cov khoom lag luam thiab kev txhawb nqa ntev li ntev tau raws li cov qauv tsim nyog thiab khaws cov ntaub ntawv txhawb nqa uas cuam tshuam.
Tuam Tshoj txoj kev tswj hwm kev hloov pauv tseem tab tom tob zuj zus ib txhij. NMPA tau tshaj tawm 24 qhov kev ntsuas kev taw qhia (draft rau kev xav txog kev xav) rau kev hloov kho tshuaj pleev ib ce thiab ntxiv tsib txoj kev toxicological tshiab nyob rau lub Yim Hli. Nyob rau tib lub sijhawm, Tuam Tshoj tau qhia meej txog cov khoom siv tshiab tshiab txhawb txoj cai los ntawm Daim Ntawv No. 12 hauv 2025, txhawb nqa cov lag luam hauv zos los tsim cov qauv tshiab rau kev hloov pauv.
2.Cov qauv hauv cheeb tsam yog maj mam rov ua dua, thiab Kaus Lim Kauslim tau nce siab
Xyoo no, South Kauslim cov tshuaj pleev ib ce xa tawm tau ua tiav keeb kwm kev ua tiav. Raws li cov ntaub ntawv los ntawm South Kauslim Ministry of Food and Drug Safety nyob rau hauv Lub Xya hli ntuj, lub export ntim ntawm lub ib hlis ntuj mus rau Lub rau hli ntuj 2025 mus txog 5.5 billion US dollars, ib xyoo-rau-xyoo nce ntawm 14.8%, mus txog ib tug tag nrho-lub sij hawm siab. Nws tau nkag siab tias qhov kev loj hlob zoo li no yog qhov muag pom thoob plaws ntiaj teb, qhia txog kev siv zog ntawm qee lub npe Kaus Lim Qab Teb hauv kev lag luam thoob ntiaj teb.
Ntawm lawv, cov khoom xa tawm los ntawm Lub Ib Hlis mus txog Lub Plaub Hlis yog 3.61 billion US dollars, tshaj lub tebchaws United States thawj zaug nyob rau hauv qeb thib ob hauv ntiaj teb, thib ob tsuas yog rau Fabkis. Ntawm lawv, qhov kev loj hlob ntawm ib lub xyoo ntawm South Kauslim cov khoom tu tawv nqaij yog 14.9%.
Ntxiv rau Kaus Lim Qab Teb, cov khoom siv tshuaj pleev ib ce xa tawm ntawm Tuam Tshoj thiab Thaib tau pom tias muaj ob tus lej loj hlob hauv 2025. Raws li cov ntaub ntawv txheeb cais ntawm Tuam Tshoj Chamber of Commerce rau Ntshuam thiab Export tshuaj thiab cov khoom noj qab haus huv, nyob rau hauv thawj ib nrab ntawm 2025, tag nrho cov export ntim ntawm Suav tshuaj pleev ib ce khoom yog 3.59 billion US dollars, nrog rau ib lub xyoo ntawm kev loj hlob ntawm 10.5%. Ntawm lawv, kev xa tawm ntim ntawm cov tshuaj pleev ib ce rau Indonesia hauv thawj ib nrab ntawm 2025 tau nce 92.6% xyoo-rau-xyoo, cov khoom xa tawm mus rau Russia tau nce 43.6% piv rau tib lub sijhawm xyoo tas los, thiab cov khoom xa tawm mus rau Malaysia tau nce 24.8% hauv thawj ib nrab xyoo 2025.
Kev lag luam tshuaj pleev ib ce hauv Thaib teb kuj tau txais txiaj ntsig zoo.
Nyob rau hauv sib piv, qhov rov qab rhythms ntawm lub lag luam loj hlob tseem ceeb sib txawv. L'Oréal tau tshaj tawm tias kev lag luam North Asian tau poob qis los ntawm 1.1% xyoo-rau-xyoo hauv H1 2025, tab sis qhov kev loj hlob hauv Suav teb loj hlob mus rau 3% hauv lub quarter thib ob.
Shiseido kuj tau hais ntau zaus txog cov nyiaj tau los sib tw hauv Suav teb. Kev lag luam nyob sab Europe thiab Asmeskas kuj tau raug kev nyuaj siab.
Cov nyiaj tau los ntawm Asmeskas kev lag luam ntawm Coty Group hauv xyoo 2025 tau txo qis los ntawm 8%, thiab Asia-Pacific kev lag luam poob 8%. Tawm tsam keeb kwm yav dhau los no, Latin America, South Asia, Middle East, thiab Africa tau tswj hwm kev loj hlob ntawm tus lej ob, dhau los ua lag luam tseem ceeb rau L'Oréal thiab Estée Lauder los txhawb.
3.Lub Innovation ntawm Raw Material Technology
Exosomes tau txuas ntxiv tau txais kev saib xyuas siab, tab sis cov teeb meem ntawm kev ua raws cai thiab kev txheeb xyuas tsis tau daws.
Kev tshawb fawb kev kawm thiab kev soj ntsuam kev lag luam qhia tau tias tam sim no, tsis muaj cov khoom zoo nkauj exosome tau pom zoo hauv Tebchaws Meskas. Yog vim li cas yog tias tseem muaj kev tsis sib haum xeeb txog kev ua raws li lawv cov peev txheej thiab lawv txoj kev nyab xeeb mus ntev.
Tawm tsam keeb kwm yav dhau los no, cov npe tau hloov mus rau txoj hauv kev txhim khu kev qha ntau dua, thiab cov khoom muaj txiaj ntsig zoo xws li peptides, liposome xa cov tshuab, thiab cov tshuaj retinol hloov pauv tau dhau los ua qhov tseem ceeb ntawm kev tshawb fawb thiab kev loj hlob.
Tib lub sijhawm, "Zoo-aging" thiab "kev saib xyuas ntawm tes thiab molecular-theem" tau dhau los ua cov ntsiab lus tseem ceeb ntawm kev tshawb fawb thiab kev loj hlob. Lub rooj sib tham hauv lub ntiaj teb / Asia tau teev lawv cov ntsiab lus tseem ceeb, thiab chaw nres tsheb Asian xav tias yuav nthuav tawm ntau dua 100 cov khoom siv tshiab, suav nrog cov khoom xyaw tshiab xws li collagen dipeptide CP thiab txiv hmab txiv ntoo acid peptides.
Leecosmetic: Siv cov ntaub ntawv raw los ntawm cov tuam txhab nto moo thoob ntiaj teb
Leecosmetic yog tus thawj coj chaw tsim tshuaj pleev ib ce. Nws muab cov khoom siv tshuaj pleev ib ce zoo ntawm tus nqi sib tw thiab nrog tsawg kawg nkaus kom muaj nuj nqis.
Peb muab ntau yam kev pabcuam, xws li private daim ntawv lo tshuaj pleev ib ce manufacturing, OEM / ODM manufacturing, thiab muab cov khoom lag luam ua tiav rau cov khoom siv tshuaj pleev ib ce me me thiab nruab nrab.
Raws li tus ceev ceev - loj hlob daim ntawv lo tshuaj pleev ib ce chaw tsim tshuaj paus, Leecosmetic tau siv raw cov ntaub ntawv los ntawm thoob ntiaj teb renowned tuam txhab uas muag nyob rau hauv ib tug nyab xeeb thiab zoo.
Hu rau: https://leecosmetic.com/contactus/
4.Lub Localization ntawm Supply Chain yog nce pov thawj
Procter & Gamble tshaj tawm kev nqis peev ntxiv ntawm 150 lab US las hauv Oral-B hauv paus hauv Iowa, Tebchaws Asmeskas, los tsim qhov chaw tsim khoom tshiab 150,000-square-foot thiab tau txais kev txhawb nqa se hauv xeev thiab hauv zos. Procter & Gamble qhov kev txav mus los yog qhov tseem ceeb ntawm qhov tseem ceeb thiab tseem yog qhov tshwm sim ntawm cov cai txhawb los ntawm tsoomfwv Meskas no.
Tsis tas li ntawd, qhov kev teeb tsa no txuas ntxiv tsim cov khoom zoo nkauj hauv Tebchaws Meskas. Ntxiv mus, rau lub tuam txhab, nws tseem tuaj yeem ua kom luv luv ntawm cov khoom siv, txo cov nqi se thiab kev pheej hmoo ntawm thaj chaw, thiab txhim kho nws cov kev sib tw hauv North American lag luam.
Cov qauv no tsis yog tshwj xeeb. L'Oréal tab tom nthuav dav nws cov khoom tu tawv nqaij nyob rau sab hnub tuaj Asia, thiab Estée Lauder tab tom ua kom nrawm rau kev tsim kho nws cov khoom siv hauv paus hauv Yangtze River Delta hauv Suav teb, txhua lub hom phiaj kom ze rau cov neeg siv khoom lag luam tseem ceeb los ntawm kev tsim khoom hauv zos. Cov ntaub ntawv kev lag luam qhia tau hais tias kev nqis peev hauv kev lag luam hauv cheeb tsam ntawm cov khoom siv khoom lag luam thoob ntiaj teb kev zoo nkauj tau nce 18% xyoo-rau-xyoo xyoo 2025.
Cov hom lag luam hauv Kao Group, xws li Freeplus, tau tsis tu ncua txhawb kev txhim kho kev sib txuas hauv zos txij li xyoo 2024 thiab tau teeb tsa lawv lub hauv paus hauv ntiaj teb hauv Shanghai, Suav. Nyob rau hauv 2025, Kao yuav ceev lub zos ntawm cov khoom ntawm ob hom, Freeplus thiab Curél.
Xyoo 2025, Beiersdorf Group tau nqis peev 31.42 lab nyiaj daus las hauv Nivea (Shanghai) Co., Ltd. Tib lub sijhawm, lub Hoobkas Qingpu hauv Shanghai yuav dhau los ua ib qho kev hloov kho tshiab ntawm cov khoom ntse ntse los txhim kho qib ntawm kev tsim automation thiab yoog raws.
5.Kev koom ua ke ntawm Cov Ntsiab Lus E-lag luam thiab Kev Ua Haujlwm Offline
Cov ntsiab lus e-lag luam sawv cev los ntawm TikTok Shop txuas ntxiv tawg.
Daim ntawv tshaj tawm Momentum Works × Tabcut qhia tau hais tias GMV ntawm lub ntiaj teb kev zoo nkauj cov ntsiab lus e-lag luam hauv H1 2025 mus txog 26.2 billion US dollars. Ntawm lawv, Asmeskas kev lag luam yog 5.8 billion US dollars, ib xyoos ib zaug nce ntawm 91%, thiab Indonesia tau dhau lub tebchaws United States los ua lag luam loj tshaj plaws.
Nws yog ib qho tsim nyog sau cia tias qhov kev faib ua feem ntawm kev lag luam e-lag luam GMV nyob hauv Asmeskas kev ua lag luam tau nce mus rau 14%, thiab kev sib txuas ua haujlwm ntawm kev cog qoob loo luv luv - kev hloov pauv nyob txuas ntxiv kom zoo.
Vim muaj ntau thiab ntau tus neeg siv khoom tsuas yog nrhiav kev ua kom tau zoo / dupe kab lis kev cai, qhov no tau cuam tshuam rau cov tswv yim ntawm cov khoom lag luam nruab nrab-rau-high-end. Txhawm rau ua kom muaj kev lag luam sib txawv, ntau lub tuam txhab high-end tau tsim mini-sets.
Cov kev paub offline yog tus cwj pwm los ntawm kev nkag siab thiab kev lom zem. Sephora tau pib thawj qhov chaw nres tsheb ntawm nws SEPHOriA ncig saib thoob ntiaj teb hauv Shanghai, sib sau ua ke ze li 50 lub tuam txhab high-end los tsim qhov kev tshwm sim zoo. Ulta tau nkag mus rau Mev ua lag luam thawj zaug, tsim cov khw muag khoom nrog rau qhov chaw tseem ceeb ntawm "kev zoo nkauj + kev lom zem".
6. Qeb Cov Qauv Txhim Kho
Nyob rau hauv lub thib ob ib nrab ntawm 2025, cov naj hoom qeb tau txuas ntxiv nws txoj kev loj hlob muaj zog hauv kev ua lag luam.
Cov ntaub ntawv los ntawm Circana qhia tau hais tias hauv H1 2025, kev muag khoom ntawm cov naj hoom hwm hauv Asmeskas tau nce 6% xyoo-rau-xyoo. Coty Group daim ntawv tshaj tawm nyiaj txiag tau lees paub qhov qauv no: nyob rau hauv nws cov nyiaj xyoo 2025, cov naj hoom ultra-premium loj hlob los ntawm 9%, cov khoom lag luam naj hoom loj los ntawm 8%, thiab cov naj hoom hwm zoo los ntawm 2%. Ntawm lawv, cov tshuaj tsw qab siab (nrog 15% -25% cov roj tsw qab) thiab cov naj hoom me me (5-10ml) tau sau tseg qhov kev loj hlob tseem ceeb tshaj plaws.
Tsis tas li ntawd, cov naj hoom muag hauv Suav teb cov khoom lag luam khoom kim heev tau pom kev loj hlob zoo heev. Kev muag khoom ntawm cov tshuaj pleev ib ce tau khaws cia li 5% nce ntxiv, nrog cov tshuaj tsw qab xav tau rov zoo dua.
Estée Lauder Group qhov muag muag los ntawm nws cov khoom lag luam naj hoom mus txog RMB 17.877 billion hauv xyoo 2025 nyiaj txiag, nce kwv yees li RMB 30 lab piv rau xyoo 2024 nyiaj txiag. Hauv lub quarter thib plaub ntawm xyoo 2025, kev lag luam naj hoom ua tiav 4% kev loj hlob.
Cov plaub hau tu qeb tseem muaj zog. Hauv H1 2025, kev muag khoom ntawm cov khoom tu plaub hau zoo hauv Asmeskas tau nce 6%, nrog kev saib xyuas tawv taub hau thiab kho cov khoom siv styling ua rau kev loj hlob. Hauv ntu kev tu tawv nqaij, kev muag khoom ntawm cov khoom siv tawv nqaij ua lag luam tau nce 4%; Txawm hais tias kev muag khoom ntawm cov khoom siv tawv nqaij zoo me ntsis txo qis los ntawm 1%, nws qhov muag ntim tau nce tawm tsam qhov sib txawv. Kev lag luam thoob ntiaj teb kev saib xyuas tawv taub hau loj yuav tsum ncav cuag $ 32 nphom hauv 2025, ntawm cov khoom lag luam nrog microbiome-regulating functions account rau ib qho kev sib faib sai, ncav cuag 28%.
Cov qauv no txhua tus muaj kev cuam tshuam rau cov neeg siv khoom loj hlob tsom mus rau kev ua tau zoo ntawm cov khoom lag luam-cov khoom lag luam nrog cov haujlwm meej meej thiab cov khoom siv tsim nyog tau txais txiaj ntsig ntau dua. Hauv xim tshuaj pleev ib ce qeb, di ncauj gloss / di ncauj liner thiab lash khoom loj hlob, thaum ntsej muag tshuaj pleev ib ce tseem nyob rau lub sijhawm hloov kho. Raws li Shopee cov ntaub ntawv, nyob rau ib nrab thib ob ntawm 2025, di ncauj gloss thiab lipstick khoom tau nyiam dua thoob plaws txhua qhov chaw hauv cheeb tsam; ob qho tib si glossy di ncauj glosses thiab matte lipsticks tuav kev lag luam xav tau ntau. Meanwhile, kev muag khoom ntawm blushes thiab contour palettes kuj tau loj hlob sai heev ntawm Shopee's Latin American thiab Southeast Asian qhov chaw.
Xaus: Nrhiav Tej Kev Loj Hlob nyob nruab nrab ntawm kev sib txawv
Hauv kev lag luam tshuaj pleev ib ce xyoo 2025, thaum muaj ntau yam kev hloov pauv hauv kev tswj hwm, thev naus laus zis, channel, thiab cheeb tsam, nws tsis tsuas yog nthuav tawm qhov nyuaj ntawm cov qauv sib txawv tab sis kuj ua rau muaj qee yam kev loj hlob.
Rau cov hom lag luam, lawv yuav tsum ua kom ntseeg tau tias kev ua raws li lawv cov qauv khoom thiab kev tshawb fawb tob thiab tsim cov khoom lag luam nrog cov kev sib tw tseem ceeb. Tsis tas li ntawd, raws li kev tshaj xov xwm maj mam hloov cov xov xwm ib txwm muaj, kev sib koom tes hauv kev lag luam nrog kev tsim khoom thiab kev tsim khoom yuav ua rau muaj kev sib tw ntau dua.
