China's beauty industry had undergone years of rapid development, even in the face of 2020 pandemic, the market was able to rebound quickly with increasing consumption power and fierce competition furthering growth. At the same time, evolving consumer demands have pushed brands to innovate. While no brands are completely safe in maintaining their market position amid ever-changing market environments, on the flip side, all brands have the potential for phenomenal growth through adaptation and transformation. Brands must continuously explore market opportunities and continue to refine their product portfolio and brand equity accordingly; allowing them to build a key positioning that can resonate with a clearly defined target audience group. This white paper from Ocean Engine and Kantar Worldpanel provides an overview of the Chinese beauty market and highlights possible growth opportunities for different brands to explore.