Kwisiqingatha sesibini sowama-2025, imakethi yobuhle yehlabathi iqhubekile nokubonisa ezona mpawu ziphambili zokukhula okuzinzile kunye nokwahluka kolwakhiwo.
Kwelinye icala, iyantlukwano yophuhliso phakathi kweendidi, amajelo kunye nemimandla iqhubekile isanda. Kwelinye icala, uphuculo lolawulo kunye nezinto ezintsha zobuchwepheshe bezilungisa ngokutsha imithetho esisiseko yoshishino.
Ingxelo ka-NIQ ka-2025 “yeState of Beauty” yachaza ukuba iindlela ezininzi kushishino lwezithambiso zomelezwa ngakumbi kwisiqingatha sesibini salo nyaka.
1.Ukukhawuleziswa kwemigaqo-nkqubo yoLawulo lwezithambiso zeHlabathi
Kwezi, eyona iqaphelekayo kukuphuculwa kwemigaqo-nkqubo yolawulo. Kwikota yesithathu, inani lemigaqo-nkqubo engqongqo iye yaphunyezwa ngamandla, inyanzela amashishini kwimimandla emininzi ukuba aphucule iinkqubo zawo zokuthobela.
Inkqubo yothintelo lwePFAS (per- kunye ne-polyfluoroalkyl substances) kwi-European Union iqhubekile nokukhawuleza. Kuyaqondwa ukuba i-ECHA ikhuphe isindululo esihlaziyiweyo sePFAS ngo-Agasti kwaye yacacisa ishedyuli yokuphonononga.
Ngaphambili, iKhomishini yaseYurophu yenze isigqibo sothintelo kwi-PFHxA kunye nezinto ezinxulumene nazo. Ke ngoko, i-United Kingdom kunye namanye amazwe angamalungu e-EU akhawulezisa ukuphunyezwa. Iifomyula zokungangeni manzi kunye nokubila kwezithambiso, ebezihlala zinePFHxA kwixesha elidlulileyo, zaba zizinto eziphambili zokubekwa kweliso.
Ukongezelela, ngo-Meyi 13, i-2025, iKhomishini yaseYurophu ikhuphe i-Regulation (EU) 2025 / 877, ilungisa i-Regulation (EC) 1223 / 2009 kwi-cosmetics, yongeza izinto ze-21 zekhemikhali ezifana ne-dimethyl phosphonate kuluhlu lwezinto ezinqatshelwe kwiikhemikhali kwi-cosmetics kwi-Annexl-phosphonate II, kunye ne-Dimethylphosphonate kuluhlu lwezinto ezithintelweyo. Ukongezelela, ngo-Agasti 7, i-2025, iKhomishoni yaseYurophu ichaze ukuba ukususela ngoSeptemba 1, i-2025, izimonyo eziqukethe i-TPO azikwazanga ukufakwa kwimarike ye-EU, kwaye iimveliso ze-inventri esele zisemarike azikwazi ukuqhubeka zijikeleza.
Kwimarike yaseMelika, i-MoCRA (Cosmetic Regulatory Modernization Act ka-2022) ingena kwinqanaba elibalulekileyo. Nangona i-FDA ikuhlehlise ukukhutshwa kwemithetho ye-GMP kunye nemithetho yokuleyibhile yevumba elimnandi kude kube ngu-2026, iimfuno zokuthotyelwa ezisisiseko ezifana nengxelo yesiganeko esibi, ukubhaliswa kwendawo, kunye nokufakwa kwekhathalogu yemveliso kuye kwaphunyezwa ngokupheleleyo. I-Personal Care Products Council (PCPC) yase-United States yabonisa ukuba nangona isenzo singazange siphunyezwe ngokusemthethweni, emva kokuba isikhokelo kunye nomgaqo-nkqubo unqunywe, amashishini sele eqalisile ukuguqula ukulungelelanisa kwangaphambili ukuphepha ukuhla kokhuphiswano oluzayo.
Ukongeza, ngoJuni 26, 2025, imibala emithathu yokutya yendalo evunyiweyo yi-US Food and Drug Administration (FDA) yaqala ukusebenza kwaye yafakwa kwi-21 CFR Icandelo 73. Ezi zintathu zemibala ziyi-Galdieria blue extract, i-butterfly pea flower extract, kunye ne-calcium phosphate.
Ngomhla we-16 kaJanuwari 2025, i-United Kingdom ikhuphe umgaqo oqulunqwayo wokukhawulelana neekhemikhali ze-cosmetic, okulindeleke ukuba zisebenze ngoSeptemba 30, 2025. Ummiselo uya kuthintela ukusetyenziswa kwe-methyl salicylate kwi-cosmetics yase-UK.
Ngomhla woku-1 ku-Agasti ka-2025, iSebe loKhuseleko loKutya kunye noKhuseleko lweZiyobisi (MFDS) laseMzantsi Korea labhangisa ngokusemthethweni inkqubo yoqinisekiso lwezithambiso zendalo kunye nezendalo. Ngomhla we-14 ku-Agasti, i-MFDS ikhuphe i-"Cosmetics Labeling Guidelines" ehlaziyiweyo, echaza ukuba amashishini akusafuneki ukuba afumane isatifikethi sikarhulumente kwaye angakwazi ukwenza iileyibhile zemveliso kunye nokukhuthazwa ukuba nje zihlangabezana nemigangatho efanelekileyo kwaye zigcine izixhobo ezifanelekileyo zokuxhasa.
Uhlaziyo lolawulo lwaseTshayina nalo lwenziwa nzulu ngaxeshanye. I-NMPA ikhuphe imilinganiselo yezalathiso engama-24 (idrafti yokufuna izimvo) ukwenzela uhlengahlengiso lolawulo lwezithambiso kwaye yongeze iindlela ezintlanu ezintsha zetyhefu ngo-Agasti. Kwangaxeshanye, i-China yacacisa umgaqo-nkqubo wenkuthazo yezinto ezintsha ngoXwebhu lwe-12 ngo-2025, ukuxhasa amashishini asekuhlaleni ukuba aphuhlise iifomula ezintsha zokutshintshwa.
I-2.Ipateni yeNgingqi iCwangciswa ngokuthe ngcembe, kwaye i-Cosmetics yaseKorea iyanyuka
Kulo nyaka, ukuthunyelwa ngaphandle kwezithambiso zaseMzantsi Korea kuphumelele impumelelo eyimbali. Ngokutsho kwedatha evela kwiSebe loKhuseleko loKutya kunye noKhuseleko lweziyobisi ngoJulayi, umthamo wokuthumela ngaphandle ukususela ngoJanuwari ukuya kuJuni 2025 ufikelele kwi-5.5 yeebhiliyoni zeedola zase-US, ukunyuka konyaka-ngonyaka we-14.8%, ukufikelela kwinqanaba eliphezulu. Kuyaqondwa ukuba izinga lokukhula elinjalo litsala amehlo kakhulu kwihlabathi, libonisa iinzame zezinye iibrendi zaseMzantsi Korea kurhwebo lwamazwe ngamazwe.
Phakathi kwabo, umthamo wokuthumela ngaphandle ukusuka ngoJanuwari ukuya ku-Epreli wawuyi-3.61 yeebhiliyoni zeedola zase-US, udlula i-United States okokuqala ngqa ukuba ibeke kwindawo yesibini emhlabeni, okwesibini kwiFransi. Phakathi kwazo, izinga lokukhula konyaka-nyaka kwiimveliso zokhathalelo lwesikhumba zaseMzantsi Korea laliyi-14.9%.
Ukongeza kwi-South Korea, i-cosmetics ethunyelwa ngaphandle kwe-China kunye ne-Thailand ibonise ukukhula okuphindwe kabini kwi-2025. Ngokutsho kwedatha ye-Statistical Chamber of Commerce ye-China Chamber of Commerce for Import and Export of Medicines and Health Products, kwisiqingatha sokuqala se-2025, inani elipheleleyo lokuthumela ngaphandle kweemveliso ze-cosmetics zaseTshayina zaziyi-3.59 yeebhiliyoni zeedola zase-US, kunye nesantya sokukhula kwe-10.5 ngonyaka. Phakathi kwabo, umthamo wokuthumela izinto zokuthambisa e-Indonesia kwisiqingatha sokuqala se-2025 unyuke ngo-92.6% unyaka nonyaka, umthamo wokuthumela eRashiya unyuke nge-43.6% xa kuthelekiswa nexesha elifanayo kunyaka odlulileyo, kwaye umthamo wokuthumela eMalaysia unyuke nge-24.8% kwisiqingatha sokuqala se-2025.
Ishishini lezithambiso eThailand nalo libe nemiphumo emihle.
Ngokwahlukileyo, izingqisho zokubuyisela kwiimarike eziphambili ezivuthiweyo zahluke kakhulu. I-L'Oréal idize ukuba i-market ye-North Asia yehle nge-1.1% ngonyaka-ngonyaka kwi-H1 2025, kodwa izinga lokukhula kwilizwe laseTshayina libuyele kwi-3% kwikota yesibini.
UShiseido uphinde wakhankanya ngokuphindaphindiweyo imingeni yenzuzo eTshayina. Iimarike zaseYurophu nezaseMelika nazo zaziphantsi koxinzelelo.
Ingeniso yemarike yaseMelika yeQela leCoty kunyaka-mali ka-2025 yehle nge-8%, kwaye imakethi yaseAsia-Pacific yehle nge-8%. Ngokuchasene nale mvelaphi, iLatin America, iSouth Asia, uMbindi Mpuma, kunye neAfrika zigcine ukukhula okuphindwe kabini, zaba ziimarike eziphambili zeL'Oréal kunye ne-Estée Lauder ukukhuthaza.
3.Ukwenziwa ngokutsha kweTekhnoloji yeMpahla ekrwada
I-Exosomes iqhubekile ukufumana ingqwalasela ephezulu, kodwa iingxaki zokuthotyelwa kunye nokuqinisekiswa azikasonjululwa.
Uphando lwezemfundo kunye nokubek'esweni kweshishini kubonisa ukuba ngoku, akukho mveliso yobuhle exosome yamkelweyo e-United States. Isizathu kukuba kusekho iingxabano malunga nokuthotyelwa kwemithombo yabo kunye nokhuseleko lwabo lwexesha elide.
Ngokuchasene nale mvelaphi, iibrendi ziguqukele kwiindlela zobugcisa ezithembeke ngakumbi, kunye neenkqubo zesithako ezisebenzayo ezinje nge-peptides, iinkqubo zokuhanjiswa kwe-liposome, kunye neendawo ezithatha indawo ze-retinol ziye zaba lugqaliselo kuphando nophuhliso.
Kwangaxeshanye, "Ukuguga kakuhle" kunye "nokhathalelo lweselula kunye nenqanaba lemolekyuli" ibe yimixholo ephambili yophando kunye nophuhliso. Umboniso we-in-cosmetics we-Global / Asia udweliswe njengezihloko eziphambili, kwaye isikhululo sase-Asia silindeleke ukuba sibonise ngaphezu kwe-100 yezinto ezintsha ezitsha, ezigubungela izithako ezintsha ezifana ne-collagen dipeptide CP kunye neziqhamo ze-acid peptides.
I-Leecosmetic: Ukusebenzisa imathiriyeli ekrwada evela kwiinkampani ezaziwayo kumazwe ngamazwe
I-Leecosmetic iphambili umenzi wezithambiso. Ibonelela ngemveliso yomgangatho ophezulu wezithambiso kumaxabiso akhuphisana kakhulu kunye nemilinganiselo ephantsi yeodolo.
Sinikezela ngoluhlu lweenkonzo, ezifana imveliso yabucala ileyibhile zokuthambisa, OEM / ODM ukuvelisa, kunye nokubonelela ngesisombululo esipheleleyo sokubonelela ngemveliso kwiimpawu ezincinci kunye neziphakathi ze-cosmetics.
Njengomvelisi wezinto zokuthambisa wabucala okhula ngokukhawuleza, iLeecosmetic ibisebenzisa imathiriyeli ekrwada evela kwiinkampani ezaziwayo kumazwe ngamazwe ngendlela ekhuselekileyo nesebenzayo.
Qhagamshelana: https://leecosmetic.com/contactus/
4.I-Localization ye-Supply Chain ibonakala ngokunyukayo
I-Procter & Gamble ibhengeze utyalo-mali olongezelelweyo lwe-150 yezigidi zeedola zase-US kwisiseko se-Oral-B e-Iowa, e-United States, ukwakha indawo entsha yokuvelisa i-150,000-square-foot-foot kwaye yafumana inkuthazo yerhafu karhulumente kunye nengingqi. Inyathelo leProcter & Gamble libaluleke kakhulu kwaye likwasisiphumo semigaqo-nkqubo ekhuthazwa ngulo rhulumente wase-US.
Ukongeza, olu lungiselelo luyaqhubeka nokuveliswa kweemveliso zobuhle e-United States. Ngaphaya koko, kwinkampani, inokunciphisa ikhonkco lokubonelela, inciphise iindleko zomrhumo kunye nomngcipheko we-geopolitical, kwaye ikhulise ukukhuphisana kwayo kwimarike yaseMntla Melika.
Lo mkhwa awukho wodwa. I-L'Oréal yandisa umgca wayo wokuvelisa i-skincare kwi-Asia-mpuma ye-Asia, kwaye u-Estée Lauder ukhawulezisa ukwakhiwa kwesiseko sekhonkco lokubonelela kwi-Delta yoMlambo waseYangtze e-China, yonke ijonge ukusondela kwimarike yabathengi engundoqo ngemveliso yasekhaya. Idatha yemizi-mveliso ibonisa ukuba utyalo-mali ekufakweni kwalapha ekhaya kwikhonkco lokubonelela ngamashishini obuhle behlabathi lonyuke nge-18% unyaka nonyaka ngowama-2025.
Iimpawu eziphantsi kweQela leKao, ezinje ngeFreeplus, bezisoloko zikhuthaza ukuphuculwa kwekhonkco eligcweleyo ukusuka ngo-2024 kwaye bamisele ikomkhulu lehlabathi eShanghai, eTshayina. Kwi-2025, uKao uya kukhawulezisa ukuveliswa kweemveliso zeempawu ezimbini, i-Freeplus kunye ne-Curél.
Kwi-2025, iQela le-Beiersdorf lityale i-31.42 yezigidi zeedola zase-US kwi-Nivea (Shanghai) Co., Ltd. Ngelo xesha, i-factory ye-Qingpu e-Shanghai iya kuqhuba umjikelezo omtsha wokuphucula umgca wokuvelisa ohlakaniphile ukuphucula umgangatho wokuvelisa i-automation kunye nokuguquguquka.
5.Ukudityaniswa koMxholo we-E-commerce kunye namava angaphandle kwe-intanethi
Umxholo we-e-commerce omelwe yiTikTok Shop iyaqhubeka nokuqhushumba.
Ingxelo ye-Momentum Works×Tabcut ibonisa ukuba i-GMV yomxholo wobuhle be-e-commerce kwi-H1 2025 ifikelele kwi-26.2 yeebhiliyoni zeedola zase-US. Phakathi kwabo, imakethi yase-US yayiyi-5.8 yeebhiliyoni zeedola zase-US, ukunyuka konyaka-ngonyaka kwe-91%, kwaye i-Indonesia yadlula i-United States ukuba ibe yeyona marike inkulu.
Kuyafaneleka ukuba uqaphele ukuba umlinganiselo we-e-commerce ye-GMV ephilayo kwimarike yase-US yanda ukuya kwi-14%, kunye nokusebenza kwekhonkco lokutyalwa kwevidiyo emfutshane - ukuguqulwa okuphilayo kuqhubekile ukulungiswa.
Ngenxa yabathengi abaninzi abafuna kuphela ukuphumelela kweendleko / inkcubeko yokukhohlisa, oku kuye kwaba nefuthe elibi kwiindlela zeempawu ze-brand-to-high-end. Ukujongana nomgangatho weemarike, ezininzi iimveliso eziphezulu ziqalise iiseti ezincinci.
Amava angaxhunyiwe kwi-intanethi abonakaliswa ngokuntywiliselwa kunye nokuzonwabisa. I-Sephora yasungula indawo yokuqala yokumisa ukhenketho lwehlabathi jikelele lwe-SEPHORiA eShanghai, iqokelela phantse iibrendi ezingama-50 ezikwisiphelo esiphezulu ukwenza umsitho wamava antywilayo. I-Ulta yangena kwimarike yaseMexico okokuqala, ukuyila izigcawu zevenkile kunye neendawo eziphambili "zobuhle + ukuzonwabisa".
6. Uphuculo loLwakhiwo lweCandelo
Kwisiqingatha sesibini sika-2025, icandelo le-perfume liqhubekile nokukhula okunamandla kwimarike.
Idatha evela kwi-Circana ibonisa ukuba kwi-H1 2025, ukuthengiswa kweziqholo ze-premium e-US kwanda nge-6% ngonyaka. Ingxelo yezezimali ye-Coty Group iqinisekisile le meko: kunyaka-mali ka-2025, iziqholo ze-ultra-premium zikhule nge-9%, iziqholo zokuthengisa ngobuninzi nge-8%, kunye neziqholo eziphezulu nge-2%. Phakathi kwazo, iziqholo eziphezulu (ezine-15% -25% ye-oyile yevumba) kunye neziqholo ezincinci (5-10ml) zirekhoda ukukhula okuphawulekayo.
Ukongeza, intengiso yeziqholo kwimakethi yeempahla zodidi lwaseTshayina yabona ukukhula okumangalisayo. Ukuthengiswa kwezithambiso kugcine ukonyuka okuthe gqolo kwe-5%, kunye nemfuno ye-perfume eyandayo ngokuphawulekayo.
Intsalela yentengiso ye-Estée Lauder Group kwishishini layo leziqholo ifikelele kwi-RMB 17.877 yeebhiliyoni kunyaka-mali ka-2025, ukwanda okumalunga ne-RMB 30 yezigidi xa kuthelekiswa nonyaka-mali ka-2024. Kwikota yesine yonyaka-mali ka-2025, ishishini leziqholo lizuze ukukhula kwe-4%.
Udidi lokhathalelo lweenwele lwahlala lomelele. Kwi-H1 2025, ukuthengiswa kweemveliso zokunakekelwa kweenwele ze-premium e-US kwenyuka nge-6%, kunye nokunyamekela kwe-scalp kunye nokulungiswa kweemveliso zesitayela ezikhokelela ekukhuleni. Kwicandelo le-skincare, ukuthengiswa kwe-skincare yentengiso enkulu kunyuke nge-4%; Nangona intengiso ye-skincare ye-premium yehle kancinci nge-1%, umthamo wayo wokuthengisa wenyuka ngokuchasene nomkhwa. Ubungakanani bemarike yokhathalelo lwempilo ye-scalp yehlabathi kulindeleke ukuba bufikelele kwi-USD 32 yeebhiliyoni ngo-2025, phakathi kwazo iimveliso ezinemisebenzi yolawulo lwe-microbiome zenza isabelo esikhula ngokukhawuleza, sifikelele kwi-28%.
Ezi ndlela zonke zibonisa ujoliso olukhulayo lwabathengi ekusebenzeni ngempumelelo kwemveliso-iimveliso ezinomsebenzi omnye ocacileyo kunye needosi zesithako esifanelekileyo zithandwa kakhulu. Kwi udidi lwezithambiso zombala, i-lip gloss / i-lip liner kunye nemveliso ye-lash yanda kakhulu, ngelixa izithambiso zobuso zisekwixesha lohlengahlengiso. Ngokwedatha yakwaShopee, kwisiqingatha sesibini sika-2025, iglosi yomlomo kwaye iimveliso ze-lipstick zazikhethwa ngakumbi kuzo zonke iziza zayo zengingqi; zombini iigloss zemilebe ekhazimlayo kunye ne-matte lipsticks zibambe imfuno enkulu yentengiso. Ngeli xesha, ukuthengiswa kwe i-blush kunye ne-contour palettes iphinde yakhula ngokukhawuleza kwiindawo zakwaShopee zaseLatin America nakwiSoutheast Asia.
Isiphelo: Ukufuna Ukukhula Okuthile phakathi koMahluko
Kwimakethi yezithambiso ngo-2025, phakathi kweenguqu ezininzi kulawulo, itekhnoloji, amajelo, kunye nemimandla, ayibonisanga nje ubunzima bolwahlulo lolwakhiwo kodwa ivelise namathuba athile okukhula.
Kwiimpawu, kufuneka baqinisekise ukuthotyelwa kweefomyula zabo zemveliso kunye nophando olunzulu kunye nokuphuhlisa iimveliso ezinokhuphiswano olungundoqo. Ukongeza, njengoko imidiya yoluntu ngokuthe ngcembe ithatha indawo yeendaba zemveli, ukulungelelanisa amajelo okuthengisa kunye nemveliso kunye nokuveliswa kuya kukwakha ngamandla ukukhuphisana.
