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Preferred channels for purchasing beauty and skincare products among consumers in China in 2025

Characteristic	Live-stream e-commerce	Private traffic/CRM-driven sales	Content e-commerce	Cross-border e-commerce	Others	Beauty specialty stores	Department store counters	Brand standalone stores	Others
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Release date

May 2026

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Region

China

Survey time period

2025

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In 2025, online channels accounted for ** percent of total beauty and skincare sales in China, with live-stream e-commerce representing the largest segment at ** percent. Among offline channels, beauty specialty stores were the dominant format, capturing a ** percent share.

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Overview

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Retail

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