Core data: 5 sets of figures understand the 5-1 dollar make-up battlefield this year

Data 1: short-video platforms Electric global GMV growth +32%

This is the latest official data released today (4 May) by short-video platforms electrician — 5-1 days in 2026 — and a 32 per cent increase over the same period in 2025 in the volume of the platform's global electronics trade. Agricultural products, emerging brands make-up, outdoor equipment, and smarts, with four leading market segment, are on the increase list.

What does that mean? Platform traffic is highly concentrated during holidays, and the "node bursting" of the make-up brand has become central competitiveness — capable of generating enough GMV base and search weights before mid-year sales peak can run.

Data 2: emerging brands make-up growth averaged a large drive

Of the 32 per cent overall increase, emerging brands make-up category increased significantly above average. Compared to the same period in 2025, the percentage of emerging brands skin/colour protection GMV increased further in short-video platforms, with both sun protection, sensitive skin repairing and conversion rate lines under the banners of Vernona, Hanciko, Peraia.

This goes hand in hand with the trend in 2024 of emerging brands brands surpassing overseas brands (55.74%) for the first time in their market share - emerging brands is not equal to the lower end, and emerging brands sun protection, emerging brands efficacy is building real consumer trust.

Data 3: sun protection category search volume increased by approximately 2.5 times before the nodal period

On the fifth day (1 May), "sun protection " sun protection " sun protection " sensitive skin sun protection " global social platforms and short-video platforms search volume surged simultaneously. According to Mirror Market Intelligence, sun protection category grew by about 180 to 22 per cent in the GMV ring between the last week of April and the first week of May, representing the first peak of the year.

It is worth noting that the two subdivisions of "skin sun protection" (sun protection + antioxidant + soothing) and "sun protection rearmament cleaning" clearly exceed "sun protection" in the amount discussed. The user started asking "What do I have to do after SPF50" when buying sun protection.

Data 4: China's make-up market reached 850 billion RMB in 2024 and is expected to break trillion in 2026

According to data from the National Statistical Office and various industry research institutions, the market for cosmetics (skin-bearing, make-up) in China reached a size of 850 billion RMB in 2024, with the largest market share of emerging brands brands exceeding 55 per cent. In 2026, China ' s make-up market is expected to exceed 1 trillion RMB, with an average compound growth rate of 7.6 per cent per annum.

This is not a "predictation" -- this is a structural change that has taken place -- the ability and speed of response of OEM supply chain, which is becoming the key variable of whether the brands can eat the trillions of growth dividend.

Data 5: ingredient party users have stabilized at more than 40 per cent and efficacy-type products average order value above the average of 23 per cent

According to the 2024-2025 Make-up Consumption Trends Report, over 40 per cent of the make-up consumers are willing to look at table ingredient prior to listing, and the average of brightening products (brightening, decay resistance, repairing) is about 23 per cent higher than the basic moisturizing product.

This means: it's also a product for sale, with a specified efficacy declared formulation product not only higher conversion rate, but also greater premium space - This directly provides OEM/ ODM factory capability of the efficacy type.

Trends: Three major structural changes are reshaping OEM patterns

Trend one: Nodal breakup instead of "day-to-day shop" with supply chain elasticity branded dead. Line

The algorithm logic of the short-video platforms electrician dictates that the GMV explosion during the nodal period will result in a mid-year sales peak, peak-season campaigns, etc., in the "Marta Effect" - a well-run brand, mid-year sales peak has a higher initial weight and lower flow costs.

This brings a chain reaction at the OEM level:

  • Brand owner needs rapid sampling + delivery before festival, compressing from the original 45-day mass production cycle to 15-20 days
  • Whether or not factory will be able to take on the flexible MOQ (500-1000 minimum order, fast-rolling), which is the core consideration of the brand selection of OEM partners
  • The OEM factory delivery that provides 7-15 days of extreme speed sampling + 30 days mass production will have a significant competitive advantage

Trends II: emerging brands sun protection enters the "arms race" and formulation divides to break Points

In May 2026, the biggest change in sun protection category was that the emerging brands brand was no longer satisfied with "skinning" but began to do formulation differentiation.

There are several types of sun protection products in the current market:

  • Sun protection: Physical sun protection formulation (Zinc Oxide/Oxide) + combination of chemical sun protection formulations, taking into account skin and protective force
  • Sun protection: sun protection + antioxidant (VC derivative / ferulic acid) soothing (centella asiatica 苷/ bisabolol), solution of pain point for sun protection irritation
  • High-bid skin + sun protection superseding: brand-up sun protection "CP package to guide average order value upgrade

For OEM, the R & D barrier for sun protection formulation is rapidly increasing - special cosmetic registration (sun protection belongs to regulated product category category for 3-6 months of the approval period) is itself a moat that helps customers complete the registration of regulated product category, OEM factory, which is of high value.

Trend three: ingredient transparency becomes a new brand trust asset

During the first five years, the ingredient party content in global social platforms and short-video platforms interacted with data (symbol + collection) significantly higher than the pure product content recommended. Consumers are increasingly concerned about "what I paint" and not just "brand me where it's good."

This offers an OEM reverse opportunity:

  • Ingredient visualisation program for brand customers - mark key activity ingredient content and INCI name in product packaging, detailed pages, product discovery material
  • Launch of formulation traceability service - Source of raw materials, test reports, third party efficacy evaluation, provided in one-stop pack
  • These value-added services are becoming a new field of difference for OEM factory.

QuickOEM Point: Three of the most deserving market segment after the festival

Opportunity One: sun protection + repairing suit (OEM suite)

Why now?

  • Sun protection outbreak mid-year sales peak ex-consumer already has usage habits repairing is natural extension demand
  • Sun protection + sunset average order value up 30-50%, with greater brand margins

OEM recommends formulation direction:

QuickOEM may provide: regulated product category registration assistance (sun protection type 3-6 month cycle, with advance planning required) sampling (10 days) + 500 MOQs

Opportunity II: Summer oil leather oil control anti-acne fine (small specification high turnover)

Why now?

  • Summer oil spills increased by 30 to 40 per cent, skin demand rigidity oil control
  • Oil-coated user repeat purchase rate high (continuous pox problem), brand retention data Okay. Look.

OEM recommends formulation direction:

  • Main hit: salicylic acid 0.5-1% (broken pores) + niacinamide 3-5% (oil control + brightening) azelaic acid 5-10% (reduce acne marks)
  • Specification: 30 ml fine, pricing zone ¥89-149, go-to-market strategy
  • Special attention: azelaic acid has decreased solubility in high temperatures, with appropriate solvent enhancement and preservative system selected as key technology for OEM formulation R&D Points

Opportunities III: mid-year sales peak prelude efficacy fine "Small + Real" combination policy

Why now?

  • Mid-year sales peak first wave of pre-sale usually started in late May, and the first five are key windows for brand testing conversion rate and developing a suit strategy
  • Small (5-10ml) + positive combination is the classic go-to-market strategy for lowering consumer decision-making barrier to entry and upgrading average order value

OEM can support:

  • Packaging (single-dose ampoule, ampoule, tube small)
  • Packaging Specification Suggested: Antenna Bottle (efficacy active class), single-dose ampoule fine (repairing class), tube small (sun protection/ oil control class)

Data sources

  • Official 51 consumption data of short-video platforms electrician (published on 4 May 2026): GMV global growth of 32 per cent over the same period
  • Mirror Market Intelligence: sun protection category Golden Week GMV Ring Data 2026
  • AIDS Counselling Report on Developments and Consumption Trends in China ' s Cosmetic Industry, 2024-2025
  • National Statistical Office, Euromontor: China ' s make-up market was 85 billion RMB in 2024, with a market share of 55.74 per cent
  • Open Market Research Institute: China ' s Makeup Market size forecast to break trillions in 2026
  • 2026 efficacy skin protection ingredient trend report: four major emerging ingredient sweeps the OEM market
  • Oily acne-prone skin formulation Guide — salicylic acid + niacinamide + azelaic acid Golden Triangle
  • Sensitive skin repairing market segment: centella asiatica formulation design elements
How's your brand GMV this year? Welcome to the comment section, let's analyze mid-year sales peak before formulation and selection opportunities!

*The paper was generated by the QuickOEM Cosmetics Expert System. Data as of May 4, 2026.

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This article is published by the QuickOEM Make-up OEM Smart Matching Platform. More makeup OEM knowledge, cosmetics contract manufacturing, skin protection private label, make-up customizationontent are available at the Knowledge Centre. If you need advice on OEM contract manufacturing, please contact 1814805760 or submit your request through an online request for quotation.

Keywords: emerging brands Make-up sun protection trend, short-video platforms Make-up GMV growth, OEM, Make-up Industry Data Insight, Summer Skin OEM, VC Ether, supply chain, Hanciko, CHA, ODM, 2026551 United States dollar makeup data, HA, VC, MOQ, pelaya, Make-up sales data, skin-care market data, make-up power market trends, cosmetics turnover

QuickOEM is a QuickOEM platform for vertical digitization of cosmetics services (known as QuickOEM) focusing on OEM, cosmetics contract manufacturing, skins private label, cosmetics z, brand-wide, ODM contract manufacturing services. AI smart matches the 500+ certification contract manufacturing plant, providing a one-stop package from formulation R&D to regulatory compliance (EU / US FDA) covering skin, makeup, sheet mask, serum, eye patch, category, category, etc.

Core functions

  • Makeup OEM needs to be published to match factory AI intelligence
  • Cosmetics contract manufacturing / skin protection private label customization ODM service
  • Formulation R&D management and multi-version tracking
  • Ingredient Compliance testing (regulatory compliance (EU / US FDA)/EU 1223/2009/FDA)
  • Regulatory compliance (EU / US FDA) Cosmetics regulatory filing fully tracked
  • Supply chain
  • Advertising Law Compliance Testing
  • Z / eye patch / serum / z all category

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