2023美妝護(hù)膚行業(yè)出海白皮書-99正式版

20232023.02INDEX01020304美妝企業(yè)出海優(yōu)勢美國全球頭部DTC品牌美妝企業(yè)出?，F(xiàn)狀東南亞出海頭部美妝品牌日韓拉美20208.4%20223對千DTC/

2020 務(wù)5400務(wù)務(wù) 千務(wù)KOL3????對????????務(wù)???????爽??務(wù)4015-告

2022 8% 蓮 3,0802022 10%2026 蓮 4,000$2,444$108.9$483$646$1,2062016

+7.6%$2,862$2,562 $124.5$108.0$535$453$653$597$1,404 $1,5502020 2021

+8.0%$3,080$137.5$578(18.8%)$711(23.1%)$1,653(53.7%)2022

$4,047$183.4$3,326 $770$150.1$627$933$773$2,161$1,7762023E 2026E

16’-22’ 22’-26’CAGR CAGR+4.0% +7.5%+3.0% +7.4%+1.6% +7.0%+5.4% +6.9%Source:Euromonitor,MeetIntelligence 6銳 研 蓮78% /55%銳1/8 讓2021(21’-26’CAGR)銳銳銳銳銳$193.5(+5.9%)$168.7(+6.1%)/()$778.3(+8.2%)/$23.1(+4.6%)$89.6$86.5(+5.5%)$29.2(+4.3%)$57.5$48.7(+4.2%)(+6.0%)(+2.9%)$40.4$27.1(+5.2%)(+4.8%)US$7.1Source:Euromonitor,MeetIntelligence 738%蓮蓮 告2021(21’-26’CAGR)$146.5(+8.4%)$250.3(+8.0%)$174.6(+6.3%)$55.4(+5.5%)$26.1(+6.5%)Source:Euromonitor,MeetIntelligence 802??9務(wù)(~1978)20??

模野(2016- )(2006-2016) ??(1979-2005)????? 告??告研Source:MeetIntelligence10粉21粉OEM/ODM2020500052021務(wù)務(wù) 2010/務(wù)務(wù) 5etc… 1-2 務(wù)Source: ,MeetIntelligence 11務(wù)模6-103-612-18

模蓮100-150~20%本潤價本本本價生成利貨成成成售拿零OEMOEMSource: ,MeetIntelligence

模50%的? ? A? ?? ?Etc…12DTC/ ……5400 + 1602021Source:MeetIntelligence13務(wù) 務(wù)模/PerfectDiary2020/CHIOTURE2020/JudyJoll2019Hedone2020/Colorkey2020//HoldLive2020/Spenny2020VNK2020/Focallure2016/Susisu//Florasis2019讓/ZEESEA2019/Flowerknows2019YesIC2018VenusMARBLE2019/GoGoTales//MEIKING2019/FLAMINGO2019務(wù)Girlcult2020/MSRIEDAIGAR2017/CATKIN2019/MAOGEPING2020/Carslan2019201720192019和20212008資20182013201920192019Source:MeetIntelligence14*( )( )務(wù)2022Dec-21 Jan-22 Feb-22 Mar-22 Apr-22 May-22 Jun-22 Jul-22 Aug-22 Sep-22 Oct-22 Nov-22 Dec-22202220223%21%24%11%KOL4%10%/73%//51%Source:MeetIntelligence * 3 Facebook,Google TikTok 研 15粉 銳Top15 *2020Q42022Q440%35%30%25%20%15%10%5%0%Source:MeetIntelligence16務(wù)務(wù)模姿務(wù)睫姿姿姿姿務(wù)務(wù)模！/姿太1703????18務(wù)2026e2021務(wù)*US$663US$594US$535US$303US$251US$154千6 US$119US$242* 務(wù) 務(wù)

21’-26’CAGR9.0%5.6%5.6%5.5%8.1%8.9%10.1%7.5%

2020 務(wù)2021 蓮600千 蓮5Source:Euromonitor,MeetIntelligence 19202022 2026+5.2%586.4CAGR 717.820225.1%22’-26’CAGR20.5%+5.8%42.8%+4.3%+5.3%31.6%+5.2%/21’-26’CAGRSource:Euromonitor,MeetIntelligence

2021CR5=57.2%(-290bpsvs2019)?7.5%5.8%4.8%CR5=38.7%(+300bpsvs2019)?4.7%3.8%3.2%21202020208.4%2021導(dǎo)研13.3%18.3%蓮5002021蓮告DTC Glossier告(43.7%蓮/vs54.2%)銳銳31.3%2017+CeraVe2021銳260bpsDTCSource:MeetIntelligence22務(wù)/HudaBeauty GloWish202241% 23% 34%HudaBeautyGloWishDTCKosasRevealer??模?模姿?務(wù)??Source:MeetIntelligence 23粉銳TheOrdinary2021Maskne(MaskAcne)去撐()()85%69%84%82%82%79%74%68%65%49%61%60%50%48%45%44%39%45% 37%37%31%28%Source:InternationaljournalofDermatology,Globalcosmeticsindustry,24MeetIntelligence31 GenZ2 4+ DTC25Top3Top3202138.2%16.0%14.8%202129.9%23.9%15.2%201823.8%21.0%17.2%201824.5%23.6%16.3%務(wù)202138.2%30%副模副Amazon確副去副49%務(wù)5041%

202221%6%4%4%4%3%SEPHORABirchboxBluemercuryBuymebeautyCosme-deDermstoreSource:Euromonitor,PowerReview,MeetIntelligence2674%+對47%副45%/40%/37%?愿?+送?副 羥?去 Z 去 3?尼???Source:PowerReview,MeetIntelligence27YOUTUBE

務(wù)YOUTUBEYOUTUBE副睫研匹0-1725.4%匹1.8%匹2.3%18-2454.0%25-349.7%YOUTUBEKOL副35-5410.9%TA3%50+7.33%beauty尼youtube務(wù)KOC5.3%6.5%務(wù)太1/1024.6%務(wù)63.6%務(wù)Source:Scrumball,MeetIntelligence 28GenZGenZ 匹去GenZ去GenZ

GenZ70%GenZ送33%Z去睫睫務(wù)GenZ 88% Z 去務(wù) 歲 52% Z 去Z 去贈Source:PewResearchCenter,MeetIntelligence

40%19%28%29GenZ16%15%13%11%10%10%GenZ258%7%6%告送4%粉GenZ送69%Z75%Z50Z去GenZ撐銳爽副告務(wù)銳爽DTCSource:Statista,StudentBean,MeetIntelligence 30DTCDTC ……DTC務(wù)DTC2010滋導(dǎo)DTC3CDTCZ務(wù)DTC2021DTC45%20103025DTCDTC銳爽Source:Brands’websites,MeetIntelligence31導(dǎo)導(dǎo)蓮粉GenZDTC銳爽DTCGlossierJunocoTikTok副模KOL/KOC銳銳爽DTC

DTC Glossier務(wù)務(wù) Junoco #ToBeHuman務(wù)300Fresh 務(wù)模務(wù)銳爽 Clinique告Source:Brands’websites,MeetIntelligence 32去13%副4副去GenZZ去50%副()DTCGlossierColourpopFentyBeauty蓮副尼務(wù)DTC HudaBeauty 務(wù)LunarBeautySource:Brands’websites,MeetIntelligence 33DTCDTC 名 紙名DTC No.B.S.DTC AugustinusBaderSource:Brands’websites,MeetIntelligence 346352021? MNC2022 2026+9.6%133 CAGR 192.1?1.9%10.6%18.3%

**2022*22’-26’CAGR?MNC+9.6%+10.6%/?69.2%+8.7%+7.5%/**21’-26’CAGRSource:Euromonitor,MeetIntelligence362020千千副千2021千千撐撐(41%vs38%)撐的務(wù)千Mistine千千務(wù)千模務(wù)務(wù)蓮5撐10.1%7%72021千銳爽銳千千務(wù)務(wù)銳爽紙(20.3%vs務(wù)副務(wù)研5千12.5%)千千Wardah千研爽Source:MeetIntelligence37??29%34%千贈千尼副蓮告千蓮蓮5蓮Source:Statista,Euromonitor,MeetIntelligence381 3KOL2439千 告 副去 千 油爽 千 告 告務(wù)202262022$0 $2 $4 $6 $8 $10 $12 $0 $2 $4 $6 $8 $10 $12 $0 $5 $10$15$20$25$30$35,990$6,541$3,798$2,642$2,638$2,213Source:Shopee,MeetIntelligence 40?腐腐腐腐?Source:MeetIntelligence

副TikTok#BowkylionTikTok#AnnaJoblingABCTikTok#NaomiNeoABC 告TikTok#ROCEORDO?EZTikTok#jharnabhagwani腐TikTok#LinhTruong41銳爽+銳爽銳爽2019千 務(wù)Source:MeetIntelligence

CC 銳遠(yuǎn) 銳42副副千5千副20161.3%202120.9%千副3ShopeeLazada副20.9%15.9%15.0%

613.4%10.5% 9.9%8.0%

33.0%22.1%19.5%19.2%10.2%6.3%1.3%0.6%2.0%0.4%

7.5%6.8%5.7%4.7%3.0%0.4%0.8%Source:Euromonitor,Shopee,MeetIntelligence 43?千粉TikTok務(wù)NagitaSlavinaTikTok2.5千尼千ARAR副紙千AR2019Lazada千副千LazadaAR副Source:TikTok,L’Oreal,Lazada,MeetIntelligence 44KOL

千千千務(wù)43千千KOL/KOC千 ( SMS )2H27M89%2H31M72%64%3H02M2H59M48%36%2H28M19%3H17M4H06MSource:WeAreSocial,MeetIntelligence 45Nano告對羥務(wù)研尼尼6 TikTokkaykai_ntchUnaaNianaGuerrero76016003310CardncynLucintalunaDharMann3705001400ueay_rAdhityappeoyskaela1304201030ustazebitlewnasdailylinhbarbie4004401450sofyank96amberromeikezaheun260290750khairulamingnaimineotai2701200160740

vlog1w 務(wù)populargirl,對副千太 千 務(wù)千 太

(1M+)20%Nano(100K-(1-20K)48%1M)17%務(wù)(20-60K)15%太 務(wù)Source:Scrumball,MeetIntelligence 46模千 TikTok 粉90% 模0% 10% 20% 30%?/?vlog

?#gayadirumah36#makeuptutorial4#??????????'21#goclamdep26Source:Scrumball,MeetIntelligence 47銳千銳爽導(dǎo)千

EverBilena1983(6.8%)銳爽去2019EverBilenaJodiStaMaria務(wù)去去務(wù)Jodi去贈去EverBilena睫盡務(wù)OrientalPrincess19902021(5.5%)銳爽2019OrientalPrincessVarithornKanpaiboolVarithornKanpaibool粉 務(wù)OrientalPrincess匹 副務(wù)Source:EverBilena,OrientalPrincess,MeetIntelligence48492022 2026+4.2%335 CAGR 394.620223.9%22’-26’CAGR4.1%20.5%+3.2%+6.8%+6.1%71.5%/+5.7%21’-26’CAGRSource:Euromonitor,MeetIntelligence

2021?4.4%3.5%3.0%?4.6%4.4%4.3%?4.0%4.0%3.4%?/17.7%9.0%3.0%502020 17.4%2016 務(wù)30%務(wù)(72.4%vs54.2%)銳爽 銳蓮 蓮1.7 (124 vs70 )紙 務(wù)導(dǎo) 21-26 撐8.4%

模副太務(wù)務(wù)務(wù)確太太DIY務(wù)務(wù)蓮FanclOrbis蓮告/副牌務(wù)AmoreLG副銳副研4告銳爽副銳Source:MeetIntelligence51123SK-IIPitera(Retinol)務(wù)告爽F(xiàn)ancl dProgramISNTREE71%FanclHerbloom(Kombucha)456盡睫粉Innisfreere-fill告礦睫Tirtir2021夠Ma:nyoZaódamBentonAcornSaborino7231Source:Vogue,MeetIntelligence 52務(wù)務(wù)副贈告務(wù)20214副 務(wù) CoupangOliveYoung副Source:Euromonitor,Statista,MeetIntelligence

201810.8%22.2%17.8%15.6%202115.1%24.4%17.9%11.6%201814.2%30.3%13.0%11.5%202117.5%32.9%11.2%7.6%201833.9%13.0%15.0%9.3%202146.9%10.2%8.3%7.7%201827.4%13.0%21.5%13.3%202137.3%13.2%16.0%12.1%532022 *Instagram

58%48%31%16%9%CosmoTwitter InstagramFacebook TikTok Pinterest63%53%/31%28%20%InstagramFacebookKakaostory Twitter TikTok* = /16-64Source:Wearesocial,MeetIntelligence

太I(xiàn)nstagram/Youtube副Cosmo務(wù),去 去粉Pony 太 粉去545520222026273+7.5%372CAGR20214.9%21’-26’CAGR33.8%+6.6%/+8.5%41.8%+7.6%19.5%+8.4%21’-26’CAGRSource:Euromonitor,MeetIntelligence

2021CR5=45.1%(-210bpsvs2019)?9.5%8.1%6.5%CR5=47.5%(+160bpsvs2019)?12.2%8.2%5.7%562020務(wù)2021蓮20%(18%vs8%)DTCTop1045.1%28%25%Top10務(wù)撐務(wù)60%去撐去蓮模告副撐務(wù)務(wù)撐撐2022撐22’-26‘57.5%銳務(wù)務(wù)5研銳務(wù)務(wù)讓 挑告導(dǎo)告Source:MeetIntelligence57NaturaDTC

副副撐DTC Elaluz務(wù) 撐 務(wù) 100%CAvonDTC贈務(wù)DTCDEZISource:MeetIntelligence58銳銳銳銳銳銳務(wù)銳銳銳 NativaSpa務(wù)50%銳80%Source:MeetIntelligence 59MaryKayDTC 副TresluceYanbal副DTC副DTC RareBeautyinsSource:MeetIntelligence60KOL副KOL41%29% 20%千愿 副

202141%務(wù)35%31%29%20%18%14%13%12%8%4%Source:Statista,HypeAuditor,MeetIntelligence

TopmarimariafrancinyehlkebiancaamadoratsoydanielaalfarodhasiawezkaluisafernandawGEMELASORTEGAMariamObregón

2020155018108308005001770278.7258.56104????62COLOURPOPGLOSSIERFOCALLURE/ZEESEA/63/尼?????

/?

研64COLOURPOPGLOSSIERFOCALLURE/ZEESEA/?副?+銳爽?睫副?IP?KOLUGC?副?千???告??KOLIP???副?副6501 ColourPop2014ColourPopSeedBeautyColourPop2.51011+30+2015WWDIns2022IPColourPop務(wù)名ULTA(Sephora)Source:Publicresources,MeetIntelligence 66ColourPop盡SeedBeauty1000ColourPop爽512-24副ColourPopColourPop研詞Colourpop1Colourpop導(dǎo)研盡銳Colourpop副去盡導(dǎo)Source:MeetIntelligence67Colourpop:Instagram 1016 Twitter 130 TikTok 110Pinterest 21Source:MeetIntelligence 68(2021.7-2023.1)KOC(0-1K)4%(1M+)8%Nano(1-10K)(100K-1M) 31%30%(10-100K)27%

ColourPopKOLColourpop KOL2018 KathleenLightsbloggerKOL/KOCColourPopKOLKOL KOCColourPop3Colourpop 副Ins @ 對贈的Source:Scrumball,MeetIntelligence 69IPColourPop 粉2016ColourPopIPHelloKitty100 IP

ColourPop? ? 副? ?? ?? ?? Etc. ? Etc.IP/?爽????Colourpop??ColourpopxDisneySource:MeetIntelligence

ColourpopBestFriendAnimalSociety務(wù)7002 Glossier2014 GlossierIntoTheGloss(ITG)務(wù) Glossier 蓮SkinFirst,MakeupSecond銳爽 80%DTC Glossier /研 2023 Sephora

1.02272+182021Ins2021Source:Publicresources,MeetIntelligence 71GlossierEmilyWeiss導(dǎo)/銳-送Glossier銳爽務(wù)銳爽歲GlossierPure&TrueGlossierBabyPink夠GlossierBoyBrowCloudPaintMilkyJellyCleanser蓮模Glossier務(wù)蓮銳爽Source:MeetIntelligence 722016GlossierF2F410020%2022513夠務(wù)GlossierGlossierD.C.GlossierL.A.Glossier ? 副 ?銳爽爽LA模GlossierGlossier?insSource:Glossier,MeetIntelligence 73Awareness2021GlossierYouAreGoodLoyaltyGlossier 銳爽務(wù) 歷務(wù) 羥歷導(dǎo)睫Glossier100 Slack1,000Source:MeetIntelligence

Interest 副 Glossier尼導(dǎo)Purchase蓮Glossier副74032016 2013FocallurePinkflash,Stagenius,5 務(wù) 蓮蓮 +

Top1 20 B2021 GMV 2022 22021 A千Source:Publicresources,MeetIntelligence 75(2021-Now)(2017-2021)(2013-2016)/ü副ü千副+püüp?模?千?模?????TikTokInstagram?GoogleFacebook//? KOL ? 千 蓮Source:Publicresources,MeetIntelligence766去務(wù)20去睫3-6去6-12研研去MTOMTS蓮礦千?KOL?模????OEM千Source: ,MeetIntelligence 77Focallure Pinkflash Stagenius2016202020163022303.5-6.3/1.03-2.3///2.3-4.4/2.7-4.2/Source: ,Shopee,MeetIntelligence 78? Haico AuroraIns 400 +? ELLE野KOL尼( ≥100 )KOL? KOL 尼(+100)?KOLKOLSource:MeetIntelligence 79TikTokIns??副???/?/TikTok180+1.6+25+//1.5+Instagram19+1.4+1.6+11.2+1??????????研千? 睫Source:MeetIntelligence 80TikTok KOL 模KOLSource:Scrumball,MeetIntelligence 81( )100KOL1/3/20217/3/2021KOL副 務(wù)社2021 5 10 11 12KOL 務(wù)? 尼尼@ 尼? 務(wù)尼? TikTok 務(wù)太

套/套

91 82 82?3套9套5?28.5Source:GoogleTrend,Shopee,MeetIntelligence 82銳Ins副2021匹告套副蓮務(wù) 千ins1%套的Source:MeetIntelligence 8304讓2011務(wù)研201810Top320191510