Are you still relying on the excessive superstition of big brands to limit your skin care budget? In 2025, the domestic skin care market has quietly achieved a "counterattack". From those categories that are favored by component parties and have a repairing effect, to categories that are re-purchased by student parties because they have hydrating functions and become a matching helper. There are these domestic brands that actually rely on their strength to make sense. They are redefining the standard of "good skin care" with the help of real and experiential feelings.
Behind the rise of gentle repair system is the rational return of mature skin
Spring Call's rise to prominence was no accident. In 2024, brand survey data shows that its key users focus on women aged 30 to 45. People in this age group are extremely afraid of "problems with strong drugs." All products of this brand always adhere to low-irritation formulas. The cleanser uses an amino acid surfactant system, and the pH value of the facial mask essence is adjusted between 5.5 and 6.5, which is in line with the natural state of the skin.
BA told reporters at the Spring Call offline experience store on Nanjing East Road in Shanghai that many customers directly asked for the "seasonal stability package" after entering the store. A 42-year-old financial practitioner said that she has been using Spring Calling Lotion for three months, and the biggest feeling is that "the skin gets angry less frequently." This "moisturizing and silent" experience is the most important long-term value for people with mature skin.
Proya takes the top spot in ingredient innovation in the functional skin care industry
By 2025, Proya will continue to have a strong ability to carry out product iterations. As a star product, its dual anti-bacterial serum has sold more than 8 million bottles in total as of February this year. In the comment area of the Tmall flagship store, "visible brightening effect" has become a frequently used word. The brand's R&D team launched an upgraded version of Water Energy at the end of last year, which contains patented moisturizing ingredients and can lock in water for about 30% longer than the old model.
In an interview at the Proya headquarters in Hangzhou, the R&D director said that they analyze more than 100,000 user feedback every year to optimize the formula. A user born after 1995 shared her usage habits. In the morning, she uses dual anti-oxidation essence to resist oxidation, and in the evening, she uses the water energy series for deep hydration. This combination keeps her skin in a stable state even after staying up late and working overtime.
On the basic hydration track, Chuyuanyang creates differentiation with affordable prices.
Chuyuanyang has a very clear path to break through, which is to focus on hyaluronic acid hydration and make the basic category extremely outstanding. In the first quarter of 2025, its hyaluronic acid stock solution sold a maximum of 500,000 bottles on Douyin e-commerce in a single month. "Fast absorption" and "non-sticky" became the main positive comments in the comment area. The brand's pricing strategy is also quite wise. The price range of the lotion and lotion set is maintained at 150 yuan, which accurately fits the budget of students and newcomers to the workplace.
Chuyuanyang facial mask is usually found on the shelves of campus supermarkets in Guangzhou University Town, occupying a prominent position in the so-called C position. A sophomore girl said that she stipulated that she should apply this mask twice a week, and would also use it with the original solution. Throughout the autumn and winter, her skin never showed signs of peeling. It is precisely based on this positioning of being called "daily hydration product" that Chuyuanyang has firmly established itself in the basic care market.
Winona and Yuze build a professional defense line in the field of sensitive skin care
The establishment of Winona's professional image is based on a solid foundation in dermatology. By February 2025, its soothing and repair series has entered more than 3,000 drugstore channels across the country. A dermatologist from a Beijing tertiary hospital revealed that during the season when allergies are high, he often prescribes Winona's special protective cream. The actual measurement data of users who use this product as an auxiliary treatment product shows that after a week of continuous use, the area of red skin has been reduced by about 40% on average.
Yuze has gained a reputation for its expertise in barrier repair. Its PBS technology copies the natural lipid structure of the skin and is highly recognized among people with dry and sensitive skin. During Double Eleven in 2024, Yuze body lotion sales increased by 65% compared with the same period last year. Many consumers reported that "snake skin legs became smooth after two weeks of application." Under the question "How to take care of sensitive skin" on Zhihu, Yuze cleansing was mentioned in the top three positions.
Classic domestic products are renewed and Zichoin is keeping the entry-level market
The Glacier Water Series of Nature Hall is always the evergreen tree in the enlightenment stage of skin care. During the Spring Festival in 2025, sales of its hydration kits in department stores in third- and fourth-tier cities increased by 22% year-on-year. A consumer who just turned 20 said that the first set of skin care products she bought for her was the Chando Water Lotion that her mother bought for her. And this intergenerational transmission phenomenon is even more obvious in Pechoin.
The Frame Face series launched by Pechoin in 2024 is an attempt to transform into a youthful look. However, it is the classic product lines such as Juicy Nenxian that really achieve large sales. In Pinduoduo’s tens of billions subsidy channel, Pechoin Sanshenghua Mask has always occupied the best-selling list. A mother from Hebei told reporters that her whole family uses the Pechoin series products because they are affordable and large in capacity. They are not painful to use and can fully meet the needs for basic moisturizing.
Lin Qingxuan and Yizhiye each show their strengths on the special subdivision track
Among the circles of mature muscles, Lin Qingxuan’s camellia essential oil forms a circle effect. Brand private domain data in 2024 shows that the repurchase rate for a single bottle is as high as 35%, and the average age of users is 38 years old. A user from Shanghai shared his winter skin care routine. After cleansing, he first massages his face with essential oil, and then adds facial cream. By the next morning, his skin becomes soft, tender and shiny. This concept of "nourishing skin with oil" is being accepted by more and more people.
"Yiye" has firmly focused on young people. Its Qingyou series is designed for combination and oily skin. In January 2025, it launched a limited-package facial mask, which sold well, with monthly sales exceeding 1 million pieces. If you search for "Yi Ye Ye" on Xiaohongshu, the note that appears most often is the student party's sharing about affordable skin care. A 16-year-old high school student said that her face did not feel tight after washing it with "One Leaf" cleansing foam. She usually has limited living expenses, and the price is just right.
When talking about this, I would like to ask everyone a question. Among these domestic brands, which one are you currently using, or are you planning to try it? You are welcome to share your real usage experience in the comment area. If you think the article is useful, remember to give it a like and forward it to more people who need it.
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