Current state of the industry: demand erupts, chaos lingers
In recent years, the children's cosmetics market has increased strongly with parents' increased awareness of the sun and skin protection of their children, showing a trend towards “age and scenery”, but the problems remain prominent。
In view of the exposure to the financial survey, “child-specific” powders, lipsticks, which are thermally sold by electric power platforms, are not marked with “small gold shield” and are recorded as “common people” - adult cosmetics. According to experts, children's cosmetics are more expensive, tested and approved, and some businesses use adult products as false propaganda to reduce costs。
The figure is the children's dresser, which is sold on a platform and is not marked with a “little gold shield”。
In addition, some parents may choose to burn their children's hair for the “role effects” of recreational performances or for specific environmental makeup, such as photo photographs. Some businesses take advantage of this opportunity to sell the so-called “child-grade” “innocent” fever on the internet, which is not approved by the national drug authority. The regulation on the supervision of children's cosmetics makes it clear that children's cosmetics may not claim the effect of dyeing, burning, etc., and that no child has ever been authorized to dye, burn, etc。
The figure shows a hot-out package marked “child-specific” sold on a platform。
There is also a very misleading “colour box” for parents, which looks beautiful and includes eye shadows, rubs and nail polish, often sold as toys. In fact, many are produced by toy-producing enterprises for doll-smuggling only, not cosmetics。
On the one hand, there is still market chaos and a multiplicity of fish dragons, and on the other hand, there is strong growth and strong demand in the industry。
At the beginning of this year, a study on the development of the children's cosmetics industry in china (2025), published by the centre for development studies of the directorate-general of market supervision (hereinafter referred to as " the report " ), showed that, as at the end of june 2025, 28168 varieties of children's general cosmetics had been registered, and 427 varieties of special child cosmetics had been registered. As the system of regulation of cosmetics continues to improve and the system of registration reform deepens, the market for children's cosmetics has grown rapidly and has flourished。
At the same time, with the transformation of the concept of “excellent parenting” and the escalation of consumption, the regularization of children's cosmetics has increased significantly, increasingly meeting the demand for diversified consumption. This is confirmed by the data in the above-mentioned report: in 2024, the size of the child-care market in china was rmb 31,58 billion, an increase of 6. 3 per cent over the same period. The size of the children's skin-care market is expected to exceed 50 billion yuan by 2025 and the size of the children's makeup market is projected to exceed 20 billion yuan. From 2019 to 2024, children's cosmetics grew at an annual compound rate of over 20 per cent, much faster than the adult skin-care market。
At the moment, the “carry economy” of children's cosmetics is hot, but the children's health must not be mistested, with more “real” and more safe. (texts/detona)
