10/2021Understanding Now

The facial oils trend is hitting China too and has the potential to gain ground in the future

  • IndustryBEAUTY
  • AuthorSabrina Lin

Using face oil to nourish the skin is a common skin-care method originating in Japan and already popular in Western countries like France and the US. It seems to also appeal to Chinese users now as they are discovering its benefits.

This method focuses on incorporating facial oil into a skincare routine – after a cleanser and before a face cream/serum. It can be used alone, combined with a hydration mask or mixed with skincare or cosmetic products to boost hydration.

Dry and sensitive skin users highly appreciate facial oils as consumers discover they are compatible with human skin and can lock moisture into the skin. However, oily skin types are still more hesitant as they fear it might cause acne or a breakout (a preconceived idea that could disappear with time, as observed in France and the US).

An increasing number of users also seem to be changing their cleansing products to oil-based. Sensitive skin in particular favors oil cleansers over micellar water, not only for the gentle cleansing and hydration benefits, but also to avoid skin irritation from wiping cotton on their faces.

They said...

(CN) For a sensitive skin, oil makeup remover is the best product. It can quickly clean makeup without needing extra tool. The skin barrier will not be damaged by consistent rubbing, that’s the point! (Xiaohongshu)
(CN) I’ve used this oil makeup remover for five years and this has been my holy grail. I am dry and sensitive prone skin, and I don’t like micellar water for the rubbing process can damage and make stratum corneum become thinner. (Xiaohongshu)
(CN) How to use facial oil?, generally, three drops per time are enough for skin type. After your tonic water, put a few drops on your hand, rub it with all your hands, press lightly, and just apply a thin layer. You can not only use it as massage oil, but also to mix it with face cream, or foundation to increase the moisturisation of the product. Of course, you can also add it into a facial mask to build up skin barrier protection. (Sohhu)

Discover more Insights

  • “Fragrance primers” answer the key lasting need in the US
    • 05/2022
    • BEAUTY

    “Fragrance primers” answer the key lasting need in the US

    Some products have appeared on the market to meet consumer’s high expectations in terms of scent lasting, while consumers also find ways by themselves to meet this main need. Indeed, their enthusiasm for fragrance hacks through skincare shows that there is great potential for a hybrid fragrance skincare.
    On TikTok, the hashtag #fragrancehack generated 19,8M views, and mainly shows consumers who share their hacks for longer lasting fragrance through skincare: they apply vaseline, body lotion, or body oil on their skin before spraying perfume. Their videos for lasting hacks tend to generate between 500k and 2M views. Consumers appear to understand the importance of hydration and skin prep to boost fragrance lasting.

  • The hashtag #AccidentallyVegan helps UK and FR users identify unsuspected vegan products
    • 05/2022
    • FOOD

    The hashtag #AccidentallyVegan helps UK and FR users identify unsuspected vegan products

    Especially in the UK and to a lesser extent in FR, vegan consumers are systematically on the hunt for new products, be they from dedicated vegan ranges or just regular products that happen to be free of animal products. For the latter, exist the hashtag #AccidentallyVegan where users list products that were not intentionally created to be marketed to vegan eaters (and thus, not especially advertised as vegan).
    That way, some products, such as Oreos, Bisto gravy or Speculoos have gained “cult” status amongst this community of vegan users, being sometimes life-savior products due to their ready availability in shops and not just in specialized vegan shops. Removing a small ingredient and creating a new “cult” item would guarantee a solid fan base.

    Louis Spenale Louis Spenale


Vibrations by Dynvibe

We've just launched our new podcast!
Each month, join us for a discussion on the latest trends and consumer behavior shifts we explore in our studies.


Available here and on your favourite podcast player