Market Size and Growth Trends
Impressive Overall Growth: In 2026, the cream foundation category saw a year-on-year growth of 37.2%. Notably, the high-end segment (priced above 500 RMB) grew by 48.6%, while "cushion-style" cream foundations achieved a compound annual growth rate (CAGR) of 41.7% over the past three years, establishing themselves as the third major base makeup format alongside traditional cushion compacts and liquid foundations.
Expansion of Sub-categories: Cross-over formats like "lip cream-powders" are rapidly gaining traction with a CAGR of 41.6%; they are gradually replacing traditional matte lipsticks and further broadening the market scope for cream-based makeup products.
Consumer Demand Characteristics
Key Purchase Drivers: Over 68% of urban women prioritize "makeup longevity" and "natural radiance" when making a purchase. Consumers have moved beyond focusing solely on coverage; they are increasingly willing to pay for long-lasting performance, skin compatibility, and products that combine makeup with skincare benefits.
Stricter Ingredient Regulation: Following the 2026 implementation of the *Specifications for Cosmetic Efficacy Claim Evaluation*, ingredient transparency has become a critical criterion for rational consumer decision-making, though only a select few leading brands fully disclose active ingredient concentrations and encapsulation process parameters.
