Skin sensitivity issues become more prevalent after autumn sets in, driving a consumption boom for repair skincare products. The population of people with sensitive skin in China keeps growing, and products for skin barrier repair and gentle anti-aging are gaining popularity.
Effective September 1, the new national standard for facial cleansers, GB/T 29680—2026, is officially implemented. It covers all facial cleanser categories including cleansing creams, cleansing mousses and cleansing powders, imposing stricter specifications on raw materials, hazardous substances and testing indicators, filling the previous regulatory gaps for some new types of cleansing products.
In terms of consumption trends, consumers are adopting a more rational approach to skincare. Instead of blindly following internet-famous trends, they prioritize checking product filings and ingredient lists. Single-use ampoule essences and streamlined skincare sets have become popular picks, and domestic effective skincare brands continue to increase their market share.