Children cosmetics is becoming a rising category in the Chinese market recently. Several reasons contribute to its rapid growth. With a better financial condition and improved life standards, the new generation of Chinese parents tends to choose cosmetics specially designed for children for safety reasons though these products may be a bit more expensive than regular cosmetics. Besides, these young parents are more open-minded than the previous generation, so some of them allow their children to wear children makeup.

These habit changes contribute to the positive market data. From 2019 to 2024, the compound annual growth rate of global children's cosmetics market is expected to be 8.66%. By the end of 2024, the market value will reach 150 billion yuan, so the market potential should not be underestimated. The sales data also prove this trend. According to Kaola, the consumption of children’s makeup increased by 300% YoY last year. On Tmall Global, children skincare and personal care products are accelerating their growth. Categories including lotion, sunscreen, and shower gel, witnessed three-digit growth in the past two years. ¹

Regulations

The government also has noticed the rising category and followed up. As governments’ regulations and implementation that are relevant to children’s health and development are always more careful.

Recently, various provinces and municipalities in China, including Henan, Chongqing, Sichuan, etc., launched a round of inspection campaigns in the children cosmetic market to ensure product safety.

According to "Children's Cosmetics Declaration and Review Guide" in China, children's cosmetics refer to cosmetics used by children aged 12 and below. The main features of children's skin are: thinner and more sensitive, less hair, less secretion, rich in skin vessels, and the poor defense ability of external stimuli and bacterial infection. Because of these skin features, children cosmetics need to be more cautious about ingredients and formulations.

The basic ingredients in cosmetics for adults and children are similar, such as propolis, glycerin, active agents, perfumes, pigments, preservatives, etc., but children cosmetics usually contain more ingredients such as vitamin C and vitamin D and some special sterilization.

Regulatory requirements for children cosmetics are higher than adult cosmetics in China. For example, the total bacterial count can't be greater than 1000 CFU / ml in adult cosmetics, cannot be greater than 500 CFU / ml in children cosmetics. In the meantime, children cosmetics require less stimulation and fewer bubbles, and avoid adding spices or hormones. Products and ingredients must be introduced into the market after a safety risk assessment for children. A certain number of adults even buy children cosmetics for themselves because they think that children cosmetics are milder and safer.

Some Popular Children Cosmetic Brands in China

Baby Elephant (红色小象)

Baby Elephant is a top children cosmetic brand founded in 2015 and belonging to CHICMAX, one of the biggest Chinese cosmetic companies. Depending on the strong distribution ability of CHICMAX and high-quality products, Baby Elephant quickly grew to be the top1 children cosmetic brand in China with annual sales of about 1.3 billion yuan. ² Now this brand has 4.18 million followers on Tmall and has more than 100,000 offline distribution channels, providing a good foundation for its further development. ³

Baby cream from Baby Elephant

Leosotoo (莱索兔)

Leosotoo is a new domestic children cosmetic brand founded in 2019. It focuses on children makeup products. Its product line coves lipstick, eye shadow, CC cream, etc. It has sponsored many

Children fashion shows to improve its exposure.

Products from Leosotoo

Miss Nella

Miss Nella is a popular children cosmetic brand founded in the UK. It entered the Chinese market at the end of 2020 through Tmall Global. Safety is this brand’s biggest selling point since it meets the EU standards, has an SGS certification, and also passes sensitive skin tests. Although it now only has 2,458 followers on Tmall Global, its top-selling brand, a nail polish, achieved over 2000 units monthly sales.

Nail polish from Miss Nella