Face foundation makeup is the first major category of makeup
2024Q1 sales of 2.791 billion, an increase of 7.48%, is the first color cosmetics category
Liquid foundation and cushion foundation are the key categories in the face base/foundation category
Sun protection has become one of the most popular benefits of base makeup
Makeup/concealer/oil control is the mainstream claimed effect, TOP10 Chinese products brand sunscreen free foundation
Lightness/concealer/makeup retention is the mainstream claim of the air cushion
Light and breathable is the primary reason consumers buy base makeup
Light and breathable, durable makeup, and fine powder are the three key factors
Market trend