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目次
1. Introduction
As China’s population continues to age, the rise of the “silver economy” is accelerating. With the growing purchasing power and aesthetic needs of the elderly, interest in beauty is also on the rise. The “beauty economy” targeting the elderly is attracting significant attention, presenting major growth opportunities for the cosmetics market aimed at the silver generation (hereinafter referred to as the elderly generation).
This article introduces trends in China’s cosmetics market for the silver generation.
AI generated image
2.Accelerated population aging provides solid foundation for demand
First, let’s look at the proportion of China’s population aged 60 and older.
According to statistical data, the elderly population has continued to grow in recent years. By the end of 2025, the population aged 60 and older is projected to account for 23% of the total population, while those aged 65 and older are expected to account for 15.9%. Furthermore, according to the “China Population Trends Report 2026,” total consumption by the elderly population is projected to account for approximately 21% of China’s GDP by 2050.
Senior population percentage in last ten years
*Population data in the chart on the right compiled from the annual Statistical Communiqués on National Economic and Social Development, as well as the Bulletins on the Development of National Undertakings for the Elderly.
3.The cosmetics market for seniors is entering a growth phase
Next, we will examine the size of the cosmetics market for the silver generation.
The cosmetics market for the silver generation is large and continues to expand. Looking at the overall trend, the rapid growth of the anti-aging industry is strongly supporting the development of the silver beauty market. According to estimates by KPMG and Sinohealth, the market size of China’s anti-aging industry in 2024 is approximately 600 billion yuan (about 14.2 trillion yen), accounting for 9% of the silver economy. This is expected to expand to 4.6 trillion yuan (approximately 109 trillion yen) by 2035, with that share reaching 15%. Furthermore, skin health is identified as one of the key growth areas within the industry. As a primary means of achieving anti-aging and a core category in the cosmetics industry, skincare products demonstrate robust consumer demand and growth potential.
4.Consumption centered around skincare and facial categories
So, which beauty categories are seniors most interested in?
According to statistical data, more than 70% of senior consumers are interested in facial cosmetics, followed by lip products at 51.7%. On the Tmall and Taobao platforms, the GMV (Gross Merchandise Volume) for the skincare category reached 28.935 billion yuan (approximately 680 billion yen) from 2023 to 2024, representing a 34.7% year-over-year increase and a penetration rate of 48.2%.
Major cosmetic product categories seniors would purchase
*Data source: iiMedia Research｜ 2024-2025 China Beauty Industry Development and Consumption Trend Report
*Data source：NETVOICES | 2024 China Silver Economy Consumption Trend Insight
5.Lacking targeted marketing and promotion being a major pain point
Finally, based on the market size and demand discussed so far, I will outline the current challenges we face.
Although products that meet the needs of senior consumers for anti-aging and dark spot treatment already exist in the market, targeted marketing and promotional efforts aimed specifically at this demographic remain insufficient.
On the other hand, the silver generation is active on social media, discussing multifunctional beauty products that enhance the convenience of daily life for older adults and delicate beauty products tailored to their physiological characteristics, indicating a strong demand for targeted information and engagement. This mismatch highlights the critical challenge of accurate marketing and promotion in the current cosmetics market for the silver generation.
*Data source：NETVOICES | 2024 China Silver Economy Consumption Trend Insight
