In 2023, China’s baby skincare market witnesses a significant upward trajectory. As reported by Tmall International and iResearch, the market is projected to grow at a rate of 14.6%, reaching a valuation of 15.73 billion yuan. A fascinating development in this market is the surge in online sales. With ecommerce and cross-border trading flourishing, online channels are expected to account for more than half of the total market share by the end of the year.

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01. China’s Baby Skincare Market development overview

 In 2023, China’s baby skincare market is experiencing robust growth, with projections indicating a 14.6% year-on-year increase, reaching 15.73 billion yuan. This surge reflects the evolution of China’s baby skincare market, especially in online and cross-border baby skincare sectors. With national consumer spending power rising and over 70% of families allocating more than 25% of total consumption to child-rearing, the emphasis on baby skincare has grown.

The COVID-19 pandemic caused a short-term dip in the market, but recovery has been swift. The market is transitioning from basic care to Functional Skincare Products, aligning with modern parenting philosophies that emphasize scientific, targeted solutions for infant skincare needs.

Cross-border baby skincare brands have become integral to market expansion, especially with supportive national policies streamlining cross-border e-commerce and regulating children’s cosmetic products. These changes encourage innovation and enhance consumer trust.

Online channels, including major platforms like Tmall, are set to capture over 50.9% of the market share in 2023. Cross-border baby skincare products dominate in this space, benefiting from comprehensive e-commerce strategies and favorable policies.

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02. The baby skin characteristics and care

Infant skin significantly differs from adult skin, with the stratum corneum being approximately 30% thinner. The immature skin barrier necessitates gentle and safe Functional Skincare Products. Basic care includes balanced cleansing and moisturizing, with additional focus on sun protection tailored to various developmental stages.

Daily care should focus on maintaining skin health without over-cleansing, using safe and effective Functional Skincare Products that support the skin’s natural development. Products with natural, non-irritating ingredients are essential to support baby skin’s barrier and resilience.

03. Baby functional skin care user insight

The primary consumers of Functional Skincare Products and cross-border baby skincare offerings are high-income mothers born in the 90s and 95s, living in first- to third-tier cities. These parents, especially mothers aged 26-35, lead the decision-making for baby skincare purchases.

Data shows over 60% of spending on baby skincare products is concentrated in the mid- to high-end range, priced above 65 yuan. This shift aligns with increasing demand for targeted, effective baby functional skincare. Social media channels like Xiaohongshu, Weibo, and short video platforms are crucial for product discovery and information sharing.

Parental focus is shifting from basic moisturization to Functional Skincare Products that offer anti-allergy, soothing, and barrier-repairing functions. Baby skin concerns such as eczema, peeling, and redness dominate online conversations, highlighting the need for specialized care.

Seasonal skin issues further influence product choices. Spring sees more allergic reactions, summer raises concern for sunburn and heat rash, while autumn and winter require intensive moisturization and barrier repair.

04. Baby functional skin care market trend insight

The demand for Functional Skincare Products is reshaping China’s baby skincare market. Parents seek not only basic care but also advanced solutions like barrier repair, skin hydration, and sun protection. Cross-border baby skincare brands are leveraging these trends through sophisticated product offerings.

International brands currently lead in ingredient technology, but domestic players are rapidly innovating. Key growth segments include intensive moisturization, gentle soothing, effective restoration, and sensory-friendly sun protection.

In intensive moisturization, biomimetic vernix, squalane, and plant-based lipid films are popular ingredients. These compounds replicate natural skin lipids to enhance hydration and skin barrier development. Ingredients like Panthenol B5 and avocado lipids support barrier restoration and moisture retention.

The gentle soothing segment highlights amino acids, ceramides, and plant-based squalane—ideal for sensitive skin or seasonal transitions. These Functional Skincare Products are designed to calm irritation while reinforcing skin resilience.

For effective restoration and skin-feel sun protection, ingredients like calendula and Italian helichrysum are preferred. Calendula is renowned for its healing properties, while modern baby sunscreens balance efficacy with a pleasant skin feel.

As Functional Skincare Products become mainstream, and cross-border baby skincare platforms flourish, China’s baby skincare market is set to evolve with a greater focus on scientifically-informed, parent-approved solutions. The ongoing trend reflects a commitment to personalized, effective, and safe baby skincare in line with modern parental values.

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