Title: Trend Shift from UV Protection to Hydration and Long-lasting in Cosmetics

August 2025, Tmall Base Makeup Market Plunge: Trend Shift from UV Protection to Hydration and Long-lasting

In August 2025, the sales of base makeup on China's largest e-commerce platform, Tmall, saw a significant decline, raising concerns about the weakening competitiveness of K-Beauty. As consumer trends change rapidly, new strategies are required.

Changes in Tmall Base Makeup Sales

This August, Tmall's base makeup sales force drastically declined, a figure that represents a 56% decrease compared to the same period last year. Until last year, products with 'UV protection + whitening' functions led the market, which has now been reorganized to emphasize consumer trends for 'hydration + long-lasting'.

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This requires companies to develop new products and marketing strategies. Last August, the total sales of base makeup products were 410,000 units, but this year it dropped to 180,000 units.

This trend change has especially dealt a severe blow to K-Beauty. Sales of K-Beauty base makeup in August dropped to 28,300 units, a 69% decrease compared to the same month last year.

K-Beauty's Competitiveness: Decline and Challenges

K-Beauty's market share fell from 24% last year to 16% this year.

The poor performance of a major brand, Laneige, also contributed. Laneige was in the TOP 10 for two consecutive years, yet sales decreased from 50,000 to 10,000 units.

This trend coincides with the phenomenon of Chinese local brands dominating the market. In August, Tmall's base makeup TOP 10 list included many Chinese brands such as OSITREE, Za, and ZEESEA.

Trend Change: The Importance of 'Hydration and Long-lasting'

As consumers pursue new trends, products that combine 'hydration' and 'long-lasting' are gaining popularity.

Unlike last year, this year's products with such functionality are more in the spotlight, which is a strategically significant factor for brands responding to market changes.

However, K-Beauty's response remains insufficient. Fast response and quality enhancement to meet consumer needs amid shifting consumption patterns are required.

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YURICO5 is at the forefront of providing innovative and practical solutions in line with rapidly changing consumer trends in the cosmetics market. We hope all brands looking to boldly respond to changing market conditions can receive reliable advice and support through YURICO5.