Why do Online Makeup Brands Prevail Skincare Brands in Chinese Cosmetics Industry?

摘要

In recent years,multiple online cosmetics brands have emerged in Chinese market,which are popular among young customers especially those of generation Z.For example,HFP,Perfect Diary,Florasis,Judydoll,Zeesea,Meikangfendia,HEDONE and Geoskincare.It is found that except for HFP and Geoskincare,the rest are makeup brands.According to cases of investment in Chinese cosmetics industry,the makeup enterprises and brands are preferred;the funds invested in makeup brands are much higher than those in skincare and other brands.In particular,Perfect Diary has been the flavor of investment banks.