1.An overview of beauty and cosmetics
A large majority of the female respondents surveyed in Mainland China, the United States, and Germany use face make-up at least occasionally. China has a long and rich cultural tradition of aesthetics and make-up. Its growing middle class, with  increasing disposable income to spend on luxury items, is less price sensitive than consumers in the United States and Germany. Instead, ingredients, visually appealing package design, and the brand are very important purchase criteria for face make-up in China.

In addition, the trend of German and U.S.-American consumers being more price sensitive than Chinese consumers can be observed for nail products as well. This is underscored by how much they value long-lasting nail polish and can partially be explained by the current cost-of-living crisis. With increasing food and energy prices,consumers are spending less money on non-essential luxury items such as make-up and nail products. 40% of German and 42% of U.S.-American consumers state that they have been trying to spend less money on beauty and cosmetics in the past 12 months, compared to only 24% of Chinese consumers.

Just like for make-up products, color range stands out as an important purchase criterion for nail products, especially for U.S.-American consumers. This suggests a comparatively high eagerness for playfulness, self-expression, and the willingness to experiment with vibrant colors, different looks, and styles.

2.The rise of natural cosmetics
The substantial rise of natural cosmetics in recent years has continued in 2023. Beauty products that are formulated with ingredients sourced from the nature and produced using minimal processing are becoming more and more popular. Particularly in Mainland China and Germany, the demand for  natural cosmetics is growing. It is particularly evident in China, where the share of consumers who purchased natural cosmetics grew from 52% in 2021 to 70% in 2023.     

Globally, this trend is most pronounced among consumers under the age of 40 and driven by their unique values,priorities, and attitudes toward beauty, cosmetics, and self-care. In the United States and Germany, Gen Z stands out as the driving force behind the rise of natural cosmetics. In 2023,  43% of the U.S.-American and 54% of the German Gen Z consumers stated that they purchased natural cosmetics. In China, Millennials are the core target group for natural cosmetics. In 2023, 78% of Chinese Millennials stated that they purchased natural cosmetics.

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Sources: Statista Consumer Insights of August 2023