Lip mud, a new category in the lip cosmetics space, is China's latest beauty obsession.
C-beauty label INTO YOU introduced the "lip mud" concept in 2020, and it has quickly become one of China’s fastest-growing consumer brands.
China’s growing base of beauty-obsessed consumers continues to offer opportunities for brands that dare to innovate.
Many beauty enthusiasts in China have found that traditional lip products like lipstick, gloss, balm, and liner no longer satisfy their needs. Almost overnight, a new addition to the lip cosmetics category—lip mud—became their latest fixation and the fastest-rising star of C-beauty.
As the name suggests, lip mud is a product with a soft, mud-like texture that delivers a lightweight, matte finish on the lips. It strikes the perfect balance between the glossy shine of lip gloss and the natural, muted tones of traditional lipsticks. According to Mktindex, lip mud sales reached $35.7 million (230 million RMB) on Alibaba in 2020, with a 3,141% year-on-year increase.
Today, there are over 72,000 customer posts about lip mud on Xiaohongshu, and 16,000 SKUs listed on the platform's shopping feature. With prices ranging from $8 to $15, lip mud is an affordable and fun purchase for China’s beauty-obsessed youth, who are always on the lookout for new trends.
INTO YOU, a C-beauty brand founded in 2019, led the charge in this booming lip mud market. Responding to the rise in face mask use due to the pandemic, the brand’s lip mud line has surpassed $8.9 million (57 million RMB) in annual sales.
As brands like INTO YOU and others, including Perfect Diary, Hyntoor, and VNK, continue to expand the lip mud market, they offer consumers lightweight, matte finishes that are quickly becoming the new beauty standard in China.
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