Changes in Base Makeup Led by the Chinese MZ Generation
Priming and Moisturizing at Once - What’s Behind the Rapid Growth of 'Makeup-Specific Cream'?
The ‘makeup-specific cream’ is rapidly emerging as a new trend in the Chinese cosmetics market. The demand and interest in this product are skyrocketing, particularly among the MZ generation, indicating a shift beyond a simple trend to a reformation of makeup routines.
Why Are Products Blurring the Lines Between Skincare and Makeup Getting Attention?
Amid the Chinese consumers, especially those in their 20s and 30s, the need for 'efficiency' and 'practicality' in beauty products has become a purchasing criterion. In this environment, a ‘makeup-specific cream’ that serves as both a skincare and primer inevitably draws attention.
This product is a hybrid item that compresses the roles of a moisturizer, primer, and base preparation into one step. It not only shortens morning prep time for work and enhances makeup longevity but also tackles skin hydration and adhesion, significantly elevating everyday convenience.
Known as an essential item before applying makeup, users share a unanimous sentiment: "Once you try it, it's hard to return to regular cream."
“It’s incredibly convenient as it offers moisture replenishment and makeup adhesion at once.”
A 680% Increase in Search Volume, Popularity Proven by Consumer's Choice
Demand is clearly reflected in numbers too. On the beauty SNS platform ‘Xiaohongshu (小红书)’, searches for ‘makeup-specific cream (Priming Moisturizer)’ have increased by over 680% in the past year. It's not just about searching for information but this interest extends to actual purchasing trends.
Looking at China’s largest e-commerce platform ‘Tmall’ data, the top 10 brands’ products in this category have recorded monthly sales from 20,000 to over 60,000 units. This indicates more than mere curiosity—a substantive surge in demand and a clear change in consumer behavior.
This trend, initiated by the MZ generation, is rapidly spreading to women from their late teens to early 40s.
“It’s a product I searched and bought daily, and now it’s my daily essential.”
Material Power Relieving Concerns About Makeup Rupture, Less Affected by Seasons
The preference for this product is enhanced by its stable effect on skin conditions sensitive to seasonal changes. Unlike regular creams that could highlight flaky skin or cause makeup to separate in winter, makeup-specific creams significantly reduce post-application caking or separation, with a moist finish.
This accounts for positive feedback from users with dry, combination, and oily skin alike. On Xiaohongshu, users comment, “I was surprised to apply foundation smoothly without caking in winter,” and “Makeup stays all day even on dry days.”
“In winter, makeup used to crumble quickly, but this lasts all day.”
‘Time Saving’ and ‘Quality Improvement’… Catching Two Birds with One Stone
The MZ generation’s lifestyle can be summed up with the keywords ‘fast, yet complete’. The makeup-specific cream reflects this trend precisely, reducing the primers, base, and moisturizer steps into one while improving makeup adhesion and durability.
Many users say, “The makeup routine time before working has reduced by 5 minutes,” showing high satisfaction with the product’s time-saving feature. It’s not just quick; the quality of skin expression is also significantly improved, making this product a ‘must-have’.
“It’s really a precious item as I can really sleep 5 more minutes.”
Changes Verified by Users, Tangible 'Effects'
On Xiaohongshu, consumers continually share their real experiences of using this product. These reviews demonstrate that the users tangibly perceive the difference beyond mere advertising messages.
One user praised, saying “The skincare steps are reduced, and the base makeup applies better,” and another review notes “No need to apply multiple products separately, and the makeup definitely lasts longer.” Such spontaneous reviews help naturally elevate the product's recognition.
“It feels like the skin texture is conditioned first, so the foundation adheres well.”
Showing Clear Differences from Regular Creams, Transforming Market Structure
Compared to regular moisturizing creams, makeup-specific creams effectively serve as a ‘bridge’ connecting skincare and makeup. While maintaining the basic moisture, they smooth the skin surface, strengthening foundation adhesion at the point of application.
Unlike regular creams that offer oil-based moisture, the specific cream balances oil and moisture, providing a seamless transition into the makeup stage. Consequently, product selection criteria are shifting from simple ‘moisturization’ to ‘adhesion+moisture+efficiency’.
“Regular creams didn’t offer this adhesion, but this certainly stands out.”
A New Base Ecosystem in the Chinese Makeup Market is Opening
Analyzing market reactions, consumer feedback, and actual sales data, ‘makeup-specific cream’ is establishing itself not as a fleeting trend but as its own market category. While it’s a single product, its functions span multiple stages, particularly optimized for time-sensitive modern consumers.
supports this wave of makeup innovation with practical and reliable cosmetic solutions, offering consumers natural and lasting beauty.
