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Goldman Sachs6 min

The Outlook for China’s Beauty Sector

Christine Cho, Liz

Interview, Fireside Chat

The Chinese beauty market contracted by 1% in 2020 due to travel restrictions, yet achieved a 38% online penetration rate driven by robust onshore retail growth. Forecasts project a 22% recovery in 2021 as offline channels stabilize, with online sales expected to capture 57% of the market by 2025. Simultaneously, local leaders like Yatsen are diversifying into multi-brand portfolios to counter short brand cycles, while the industry increasingly adopts ESG standards to address shifting consumer expectations.