Report: "Ingredient-obsessed" consumers have become the mainstream beauty consumer group.

KPMG recently released the report "A New Chapter in the 'Appearance' Economy: 2025 China Beauty Market Industry Report", which shows that, according to surveys, 58.8% of consumers consider product ingredients as the primary factor in their purchasing decisions. "Ingredient lovers" have become the mainstream consumer group. At the same time, the market share of products in the 300-500 yuan mid-range price range has significantly increased, while the ultra-low price and high-end markets are both under pressure, reflecting that consumers are increasingly focusing on the actual efficacy and cost performance of products while pursuing a "self-pleasing" experience. This indicates that consumers are no longer blindly following big brands and marketing, but paying more attention to product ingredients, safety, and actual efficacy. At the same time, Chinese brands have made significant breakthroughs in technological innovation. The report shows that in the first half of 2025, there were 80 new cosmetic raw materials registered, with domestic materials accounting for as high as 82%. Among them, anti-aging ingredients dominate in the registration of new cosmetic raw materials, and the registration frequency of local characteristic plant ingredients is relatively high, indicating that local plant extract materials are gradually moving from concept to technical implementation, and may form differentiation competitiveness in the future.