Preferred channels for buying cosmetics in China 2024

Published by
Xin Ou,
Feb 5, 2025

According to a survey conducted by Rakuten Insight in September 2024, online marketplaces were the leading purchase channel for cosmetic products among consumers in China, with around 80 percent of respondents choosing this option. Meanwhile, 45 percent of respondents reported buying cosmetics from brand websites. While pharmacies were the main purchase channel for cosmetics among consumers in Hong Kong, only eight percent of respondents in mainland China reported buying cosmetic products there.

Leading channels for purchasing beauty and cosmetic products among consumers in China as of September 2024

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Release date

January 2025

Region

China

Survey time period

September 12 to 30, 2024

Number of respondents

3,752 respondents

Age group

16 years and older

Special properties

up to three answers allowed

Method of interview

Online survey

Supplementary notes

The question was phrased by the source as follows: "Which shopping channels do you use for purchasing cosmetics? (Choose up to 3 of the most relevant answers)"

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Cosmetics market in ChinaLuxury goods market in ChinaCosmetics industryGlobal prestige/luxury cosmetics Cosmetics in the Asia-Pacific region
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