According to the data, the scale of China’s cosmetics market increased from 630.5 billion yuan in 2017 to 946.8 billion yuan in 2021, with an annual compound growth rate of 10.7%. It is expected that the scale of China’s cosmetics market will reach 1141.4 billion yuan in 2023.

Economic development and the upgrading of consumption structure have promoted the rapid development of “appearance level economy”. The rise of appearance level economy has created new and larger consumption space, and consumers’ demand and frequency of beauty makeup and skin care have increased. Because makeup and skin care products have become the main ways for young people to relieve their appearance anxiety.