Unlocking a 1.8-Billion-Yuan Market: How Men’s Anti-Aging Is Carving Out New Territory from the “She Economy”

When “anti-aging starts at 25” shifts from an anxiety-driven slogan to a scientific consensus, when men’s anti-aging creams make their way to the top of sales charts, and when neck care becomes a new necessity for the sleepless generation — China’s anti-aging skincare market is undergoing an unprecedented transformation. No longer the “exclusive battlefield” for mature consumers or limited to “facial care,” the 2025 anti-aging market is now defined by “all-age coverage, full-body care, and technology empowerment.” From ingredient innovation to technical breakthroughs, from the stronghold of international giants to the rise of local challengers, every shift in this trillion-yuan industry tells a new chapter in the story of “anti-aging.”

1. Market Expansion and Diversified Demand: The Rise of All-Age, All-Scenario Anti-Aging

China’s anti-aging skincare market is expanding at an astonishing rate. In the first half of 2025, total sales reached 65.49 billion yuan, a year-on-year increase of 30.3%, making it the undisputed growth engine of the skincare industry. This surge is not driven by a single demographic but reflects a dual trend of “all-age and all-gender” participation.

Young consumers aged 25+ are no longer waiting for wrinkles to appear — instead, they’re proactively preventing early signs of aging with hyaluronic acid serums and entry-level retinol products. Meanwhile, consumers aged 45+ seek deep anti-aging solutions, with collagen creams and wrinkle serums enjoying repurchase rates over 60%. Even more notable is the explosive growth of the male skincare segment — discussions about men’s facial anti-aging rose 83.7% on social media, and specialized products for oil control and wrinkle reduction achieved over 1.8 billion yuan in sales on Douyin alone.

(Source: Magic Mirror Insight)

The anti-aging “battlefield” has also expanded beyond the face to every inch of the body. In the first half of 2025, facial care remained dominant with 17.84 billion yuan in sales, but body anti-aging products surged 283.9% year-on-year. Neck and chest care products became new growth drivers. For example, Zaowuzhe’s Firming Neck Mask, featuring a “two-step smoothing + tightening” system, generated 50 million yuan in sales within six months. OLAY’s Triple-Defense Body Lotion—with “anti-oxidation, anti-photoaging, and anti-glycation” functions—catered to consumers’ demand for full-body anti-aging. Even hand and foot care joined the trend, with retinol-infused hand creams and exfoliating foot masks seeing 200% topic growth on Xiaohongshu.

(Source: User Talk)

2. Ingredient Innovation and Technological Breakthroughs: Driving Precision in Anti-Aging Efficacy

If traditional anti-aging was about “casting a wide net,” 2025’s approach is about “precision targeting.” This evolution is driven by simultaneous revolutions in ingredients and technology.

On the ingredient side, the market now operates on a dual track of “classic core + innovative differentiation.” Longstanding staples like collagen and Pro-Xylane remain robust—Comper Beauty’s medical-grade repair and anti-aging series, based on recombinant collagen, achieved over 2 billion yuan in annual sales. Meanwhile, emerging stars like Sodium DNA and grape seed extract are gaining traction. Derived from deep-sea sturgeon, Sodium DNA enhances cell vitality and collagen synthesis—La Prairie’s Caviar Luxe Eye Cream, priced above ¥2000, remains in high demand thanks to this ingredient. Grape seed extract, known for its antioxidant power 20 times stronger than Vitamin C, became the “anti-aging ingredient of 2024.” Brands such as Guyu and SkinCeuticals saw their related product sales double.

(Source: Magic Mirror Insight)

Technology has turned “precision anti-aging” from a buzzword into a reality. Breakthroughs in transdermal delivery have overcome the skin’s natural barriers — Lanzhi’s TPS mist transdermal system uses ultra-fine atomization and dynamic electroporation to deliver actives directly into the dermis, improving penetration by 181 times. Meanwhile, AI-driven solutions enable personalized care — L’Oréal’s CellBioPrint System can analyze sebum levels and wrinkle depth within five minutes to create tailor-made skincare routines.

Another key trend is the convergence of medical and cosmetic research. Over 50% of new anti-aging products now carry “clinic-grade” or “medical-origin” labels. Filorga’s Micro-Needle Serum uses intelligent microsphere transmission technology, bridging the gap between professional and at-home treatments, allowing consumers to enjoy “light medical-grade” anti-aging results without visiting a clinic.

(Source: Shuoyuan Consulting)

3. Competitive Landscape: Local Brands Rise as Global Players Defend Their Turf

In 2025, the anti-aging market is witnessing an intense battle between global powerhouses and rising domestic challengers.

International brands leverage decades of R&D and brand equity to dominate the premium segment. On Taobao-Tmall’s 2024 face cream sales leaderboard, Helena Rubinstein’s Black Bandage Cream ranked first with 360 million yuan in sales, earning its reputation as the “anti-wrinkle gold standard” with a 30% Pro-Xylane concentration. SkinCeuticals’ AGE Interrupter Cream and Lancôme Absolue Revitalizing Cream followed closely, maintaining over 20% growth despite prices above ¥1500. These brands excel at “scenario-based marketing” — Murad, for instance, collaborated with posture and etiquette influencers to position its Triple Retinol Oil as a lifestyle essential, achieving ¥7.5–10 million in Douyin sales.

(Source: Toubao Research Institute)

Domestic brands, on the other hand, are making headway through differentiation. PROYA has focused on the “early anti-aging” niche — its Ruby Series, featuring type XVII recombinant collagen for basement membrane repair, saw a 3.5 percentage point market share increase (Nov 2023–Oct 2024). KANS has bet big on Douyin, leveraging short dramas and influencer reviews to push its Red Waistline Series from ¥1.37 billion (2022) to ¥8.05 billion (2024) in online sales, growing at 142.8% annually.

In niche categories, domestic brands are innovating faster. Winona, targeting sensitive skin, launched its Time Repair Sunscreen combining UV protection and anti-aging — becoming the go-to product for sensitive consumers. Its Baby Series even entered the infant skincare segment, pioneering “early-age anti-aging.”

(Source: Toubao Research Institute)

From “anti-aging at 25” to “whole-body anti-aging,” and from “ingredient stacking” to “precision technology,” China’s 2025 anti-aging market is no longer defined by mere efficacy — it’s a comprehensive transformation across consumer demand, technology, and competition.

As gene editing and stem cell technologies continue to advance, the future of anti-aging may soon move into the “cellular repair” era. If domestic brands continue to strengthen their technological depth and niche positioning, they could soon challenge the dominance of international labels in the premium segment. For consumers, this means more choices and better results; for the industry, it marks a shift from “scale expansion” to “high-quality growth.” The story of the anti-aging market has only just entered its most exciting chapter.