As consumers become more mature, their preferences for product use, composition and brand positioning are more subdivided. The concepts of whitening, freckle removal, anti-aging, moisturizing, sunscreen and moisturizing will be more and more recognized by consumers. The subdivided products of eyes, lips, cheeks and neck are closer to the specific needs of consumers.

At the same time, with the progress and segmentation of domestic consumption, high-grade and popularization will become the general direction of cosmetics brand development. High end brands focus on meeting consumers' specific needs and subjective experience; Popular products focus on general objective functional requirements.

Enjoying a healthy and environmentally friendly low-carbon life has become the consensus of more and more domestic consumers. Conforming to this trend of environmental protection and pursuing nature and green in the production and use of cosmetics has become an inevitable development trend of the cosmetics industry. Consumers demand that cosmetics are harmless to human body. In recent years, pure natural products and organic products have been highly sought after, which is not only a development hotspot of the cosmetics market in the future, but also a key field for cosmetics enterprises to strengthen R & D. ‍