Cosmetics Exports in the First Half of 2025: 18.7 Billion RMB, Indonesia Soars by 94%

The first half of 2025 has concluded, with China's cosmetic industry demonstrating encouraging export performance. Overall export share grew steadily, while numerous trading partners delivered new positive surprises. 

Cosmetics Export Overview

According to China Customs data, from January to June 2025, China's total cosmetics export value reached RMB 18.71 billion, marking an 11.97% year-on-year increase from 2024.

Distribution of Cosmetics Export Markets

China's cosmetics export markets are broadly diversified. The top five destination countries in H1 2025 were: United States, United Kingdom, Indonesia, Netherlands, and Japan.The United States remained the largest export destination, with a 3.93% YoY growth from H1 2024. While showing an overall upward trend, the growth rate moderated compared to Q1.Indonesia, which delivered outstanding performance in Q1, maintained a stable upward trajectory with a 94.34% YoY surge from H1 2024.

However, exports to the UK and South Korea declined in H1 2025 versus H1 2024, with total values of RMB 1.185 billion and RMB 471 million, reflecting YoY decreases of 8.27% and 22.11% respectively.Despite ranking third by export volume, the UK showed volatile month-on-month growth and weaker performance relative to H1 2024.

Breakdown of Cosmetics Export Categories

The top five export categories by value in H1 2025 were: [Other beauty/cosmetic/skin care preparations], [Lip make-up preparations], [Eye make-up preparations], [Perfumes and toilet waters], and [Other hair preparations].

[Other beauty/cosmetic/skin care preparations] (including foundation, cleansing balm, talcum powder, masks, etc.) generated RMB 7.589 billion in exports, accounting for 40.56% of the total.This was followed by [Lip make-up preparations] at RMB 2.762 billion (14.76%).[Eye make-up preparations] ranked third with RMB 1.991 billion (10.64%).

Despite its third-place ranking, the export share of [Eye make-up preparations] decreased by approximately 1.64% from H1 2024.The top three markets for eye make-up exports—US, UK, and Japan—all recorded declining shares, with drops of 4.97%, 28.63%, and 22.08% respectively.

Conversely, exports to ASEAN member states rose steadily, with significant growth in Indonesia, Malaysia, Philippines, Singapore, etc. Indonesia saw a 63.72% YoY increase, while Singapore surged by 103.80%.

Challenges for the Second Half of the Year

Southeast Asia holds immense potential for Chinese cosmetics exports, with Indonesia delivering consistently strong performance in H1 2025. However, increasingly standardized and detailed regulations also present challenges for market entry.

In June 2025, Indonesia’s Food and Drug Authority (BPOM) released a draft regulation specifying testing parameters for the Sertifikat Analisis (Analysis Certificate for Imported Cosmetics). The certificate must be issued by BPOM-accredited laboratories and is valid for one year.

Evidently, Indonesia’s cosmetic regulations are shifting from "process simplification" toward stringent quality control. While Southeast Asia’s regulatory environment is tightening, this offers Chinese enterprises opportunities for self-assessment and operational optimization.

China's cosmetics industry is accelerating its global expansion. Enhanced brand power and product innovation solidify its export foundation while unlocking new possibilities.Regulatory changes may likewise introduce fresh opportunities and challenges.

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