Amid the Spread of the ‘No Makeup Look’, China’s Beauty Market Focuses on Authentic Beauty
Recently, among Chinese makeup consumers, fatigue over ‘fake bare face’ is spreading, leading to a rapidly rising trend emphasizing genuine beauty. For K-beauty to re-establish its stance in the Chinese market, it is essential to accurately read this wave of change and respond accordingly.
Fatigue Over ‘Fake Bare Face’ Driving Consumer Perception Shift
In the first half of 2025, the Chinese makeup market is swiftly transitioning from fatigue over ‘fake sophistication’ to seeking the ‘natural me’. This is not merely a fad but shows that consumers’ beauty philosophies are evolving. The representative trend is the ‘No Makeup Makeup Look’. This keyword has been mentioned 645,000 times on Xiaohongshu, gaining widespread resonance.
“Now, looking like myself is more beautiful than a perfectly made-up face”
Many consumers consider ‘skin texture and blemishes as part of themselves’, moving away from the ‘perfection-centered’ makeup. They are pursuing ‘authentic beauty’, focusing on implementing refined natural beauty that seems uncomposed. Realization that overly crafted bare skin induces fatigue is leading the entire market into a new phase.
Changing Product Categories: Light and Transparent
This change in perception is immediately leading to a structural adjustment in the color cosmetics market. For instance, the base and tone-up cream product groups are being renewed with a focus on ‘light and transparent formulations’. This change in trend is confirmed in the performance as well, with the base and tone-up categories recording a total revenue of 3.51 billion yuan in the first half of 2025, a 4.1% growth compared to the same period last year.
The trend is evident in concealers as well, where rather than ‘perfect blemish coverage’, ‘precise spot covering’ has become the trend. Instead of covering the whole face, it discreetly covers only specific parts. The ‘Seamless Concealer’ launched by the US brand HOURGLASS sold 58.29 million units in the first half, marking an 8.7% sales increase from the previous year.
“Nowadays, the most important thing when choosing cosmetics is if it can express me naturally. I’m tired of excessive amounts”
This type of consumer reaction suggests that future color products must draw psychological sympathy beyond usage feel.
The Coexistence of Naturalness and Diversity: Evolution of Style
The makeup style in China may currently be facing its most diverse phase ever. The core is a ‘style where individuality coexists based on naturalness’. Among these, the ‘Sweet Makeup’ category is continuing remarkable progress, growing by an impressive 93.0% compared to the previous year.
Meanwhile, the ‘Smokey Makeup’ mentions are maintaining at 265,000, indicating a movement to interpret intense styles in their own way.
“I like authentic beauty. It’s cooler to be myself than to ‘try hard not to try’”
Ultimately, the key is ‘how much I can express while maintaining my essence’. The criteria are not confined to a specific style. Becoming a brand means being able to embody a philosophy that respects each person’s identity and sense beyond merely providing color cosmetics, as shown by consumers.
The Strategic Turning Point Facing K-Beauty
Having sensed this change, the K-Beauty industry is now at a crossroads of transformation. Only by arming themselves again with fresh senses and philosophy, without settling on existing popularity, can they achieve sustainable growth and resurgence. What’s particularly important is the ability to actively encapsulate ‘natural beauty’ in product formulations, application, and finish. While ‘coverage’, ‘lasting power’, and ‘tone-up effect’ were priorities until now, the focus is shifting to ‘how much it looks like skin’, ‘how unmade-up it seems’.
Originally, cosmetics were a ‘means to express myself’, but now they are evolving more into a ‘means to discover myself’. Naturally, if this trend is missed, there is a high possibility of falling behind the rapid changing pace of the market.
maintains alignment with changing trends in the cosmetics industry by reflecting the authenticity and naturalness consumers desire in product development, supporting the enhancement of your individuality.
