Do you still remember when you were a child, carefully wrapping your nails with hibiscus petals, hoping that your nails would be dyed beautiful red?

Children nowadays no longer need to look for hibiscus flowers, many of them already have their own set of makeup.

The children's makeup market is quietly and wildly growing.

How hot is children's makeup?

In many people's minds, children's makeup is still limited to Japan and South Korea.

A previous interview program about the current situation of Japanese elementary school students revealed that the vast majority of girls in Japan start to be exposed to various cosmetics from the first grade of elementary school.

In 2016, South Korean media conducted a survey of 288 elementary school students in Seoul, and 42% of them stated that they have a daily makeup routine.

ShuShu&Sassy, a beauty brand in South Korea that has opened children's makeup stores, had 19 stores in the Korean market as early as 2013.

However, in recent years, the popularity of the domestic children's makeup market has also been rapidly increasing.

Let's first take a look at two sets of overall data: according to data released by cross-border e-commerce Kaola Haigou, children's makeup consumption increased by 300% year-on-year in 2020 compared to 2019; Another set of publicly available data shows that the total value of China's children's cosmetics market is about 10 billion yuan, and this market is growing by over 30% annually.

Looking at the micro level again, when searching for "children's makeup" on the official website of JD.com, there are nearly 28000 products in the self operated area alone.

On Xiaohongshu, there are nearly 14000 notes on "Children's Makeup", including stage makeup and product reviews for children's makeup.

On Bilibili, there is an uploader named Youxi-Fairy who started uploading videos in 2018. At that time, he was just an elementary school student, and the highest video views reached 500000.

The development of the children's makeup market is indeed very rapid, and the reason behind it is still due to the change in parents' concept of makeup.

In the era when people born in the 1980s and 1990s grew up, they were relatively short of material resources, and their mothers did not develop the habit of daily makeup.

As the 80s and 90s gradually grow up, they are opened up to the senses of beauty by the rapidly changing society. Beauty is a legitimate thing to do. 'Don't go out without makeup' has become a motto for many women. This is reflected in the growing cosmetics market.

So, when the 80s and 90s become parents themselves, they hold a more tolerant attitude towards beauty.