JD Worldwide Releases Imported Cosmetic and Personal Care Consumption Trends

According to data from China’s e-commerce platform JD Worldwide, as of May 2022, the turnover of “clean skin care”and “micro-ecological skin care”related categories has increased by 135% year-on-year. Among them, products such as essence, facial cleanser, toner, and sunscreen are most concerned by consumers.

Under the trend of globalization, cross-border e-commerce has become a consumer window for more and more young people in China. "The cross-border e-commerce platform, which is developing rapidly against the trend, is building a scene to connect global goods and consumers for more and more consumers. Data show that in 2020, China's cross-border consumer users have exceeded 200 million people, along with the introduction of favorable policies, the future market growth is also expected to be considerable.

During the 618 promotion, China's cross-border e-commerce platform JD Worldwide released imported beauty and personal care consumption trends. In imported beauty and personal care consumption, six imported beauty and personal care categories, including clean beauty, micro-ecological skin care, friendly color cosmetics, scalp balance care, oil-based body care, and skin care black technology, have become popular trends.

In recent years, the concept of clean beauty has been sought after by Chinese consumers. As of May 2022, on JD Worldwide, the turnover of related categories of "clean skin care" and "micro-ecological skin care" has increased by 135% year-on-year. Among them, essences, cleansers, toners, sunscreens and other products featuring natural, organic and non-allergenic ingredients are the most concerned by Chinese consumers.

Data shows that in May 2022, the turnover of imported personal care categories increased by more than 100% year-on-year, of which products related to body care and scalp balance care accounted for more than 70% of the new increase. This shows that Chinese consumers' awareness of scalp care has gradually formed, which has promoted the growth of the scalp care market and has also driven the growth of sales of natural and healthy ingredients such as shampoo, conditioner, and scalp nutrients.

With the trend of skin care with oil, personal care subdivisions are diversified, and personal care products in the form of oil are increasing. Chinese cross-border consumers choose oil-based care products to maintain, moisturize and soothe their skin.

Under the influence of the concept of "green sustainable development", "friendly makeup" with organic and natural traceable raw materials, sustainable packaging, clean processing methods, and no added ingredients that are burdensome to the skin has become a new trend in consumption. In 2022, the year-on-year growth of JD Worldwide "Friendly Makeup" related products is three times that of other beauty products. Among them, SUQQU, ZELENS and Shiseido INTEGRATE are the most popular among Chinese consumers.

With the increasing investment of Chinese consumers in the field of skin care and the development of beauty and skin care technology, beauty salon care, aesthetic medicine, and beauty instruments have become the choices of more and more consumers. In May 2022, the turnover of imported household beauty instruments increased by 103% year-on-year. Among them, beauty instruments accounted for 45% of the imported 3C home appliances category. The use of beauty instruments has become a new trend in effective skin care.

On the whole, Chinese consumers now pay more attention to the "sustainability" of skincare products, and imported beauty and personal care consumption trends have entered the "green and sustainable development" stage. In the choice of skincare and personal care products, Chinese consumers are more willing to buy products with natural, organic and healthy ingredients. Their product concept has become more scientific and rational, respecting the actual needs of the skin, and focusing increasingly on improving the overall skin ecology for skin care.