Analysis of the Beauty Instrument (Including Eye Care Devices, Collagen Light, Collagen Gun) Industry
I. Industry Trends and Changes
(I) Diversified Demands Drive the Construction of Product Matrix
Once, radio frequency beauty instruments, as super single products in the household beauty instrument industry, dominated the market. In 2023, among the top 10 household beauty brands on Tmall and Taobao, radio frequency beauty instruments accounted for as high as 88%. However, with the development of the market and the evolution of consumer demands, the industry pattern is undergoing profound changes. Nowadays, consumers' demands for household beauty instruments are no longer limited to anti-aging; the needs to solve problems such as acne-prone skin and sensitive skin are gradually increasing. Young user groups' demands for skin care are increasingly showing a trend of being scientific, precise, and personalized. To meet these diversified and personalized demands, beauty instrument brands have weakened the "single product" model and actively built a technologically diverse "product matrix". Yaman has launched 6 products including Stay-up Flash Repair Instrument, Super Ring Precision Carving Beauty Instrument, Sapphire Body Hair Removal Instrument, and Super Photon Full-effect Plain Light, among which three new light-based products such as Super Photon Full-effect Plain Light; domestic brand MiGuang has launched new products such as Ultrasound Egg, Rainbow Light Mask, and Water Light Gun; Musu has launched Ice Breath Micro-carving Ultrasound Instrument. The launch of this series of new products reflects brands' 敏锐 capture and active response to changes in market demands. [Reference: Relevant reports on the beauty instrument market released by market research institutions such as iResearch (https://www.iresearch.com.cn/) can be referred to understand the changing trends of market demands and the product layout dynamics of brands.] (II) Photoelectric Products Become Market Favorites
As radio frequency instruments are brought under the management of medical devices, the development of household radio frequency beauty instruments is facing challenges, and photoelectric beauty instruments have gradually become the mainstay of the market. The "2024 Insight Report on China's Medical Beauty Industry" jointly released by the Chinese Association of Plastics and Aesthetics, Deloitte China, etc. shows that photoelectric and injection-based projects have the highest coverage among medical beauty demanders. In 2023, more than 3/4 of medical beauty demanders have received such treatments. Among them, the treatment rate of skin rejuvenation and whitening photoelectric projects is the highest, accounting for 65%; wrinkle removal/anti-aging photoelectric projects account for 41%. As an "intermediate category" between skin care products and medical beauty, household beauty instruments are accelerating the transplantation of popular hospital-grade photoelectric technologies to household scenarios. According to Tmall's beauty instrument best-selling list, half of the top 10 products use "light" technology. JOMO Transdermal Collagen Light Beauty Instrument claims to adopt transdermal collagen light technology to lift and tighten from the root; JOVS Super Membrane Knife claims "3-fold anti-aging with electric light and water", specifically referring to electric membrane field pulse waves and LLLT light energy anti-aging. Photoelectric beauty instruments, with their versatility such as having multiple effects of lightening spots, whitening, tightening skin, and repairing the barrier, meet consumers' pursuit of efficient skin care and are widely welcomed by the market. [Reference: The "2024 Insight Report on China's Medical Beauty Industry" is sourced from Deloitte China's official website (https://www2.deloitte.com/cn/zh.html), where you can search for relevant reports to obtain the original text; data on Tmall's beauty instrument best-selling list can be obtained through Tmall's official data platform (requiring merchant permissions or relevant data cooperation to obtain detailed list data).] (III) The Entry of Leading Enterprises Brings a New Competitive Pattern
The long-quiet beauty instrument track has ushered in new forces. The disclosure of more than ten invention patents related to beauty instruments applied for by Shangmei Co., Ltd. marks its entry into the household beauty instrument track. The entry of leading cosmetics enterprises will bring a new competitive pattern and development ideas to the industry. Shangmei Co., Ltd.'s patents mainly focus on the acne-removing track, including electronic acne patches and phototherapy acne-removing instruments, and also carry out patent layouts around the safety and skin fit of beauty instrument products. This shows that leading enterprises, when entering the beauty instrument industry, pay attention to market segmentation and product innovation, and build their competitive advantages through patent layouts. With the entry of more leading enterprises, industry competition will become more intense, promoting enterprises to continuously improve in technological research and development, product innovation, and market expansion to compete for market share. [Reference: Information on Shangmei Co., Ltd.'s patents can be obtained by searching relevant keywords of Shangmei Co., Ltd. in the patent search section of the State Intellectual Property Office's official website (https://www.cnipa.gov.cn/).] (IV) Industry Competitive Pattern
At present, the beauty instrument industry is highly competitive, showing a situation of multi-party competition among international brands, domestic brands, and emerging brands.
International brands, relying on their first-mover advantage and technological accumulation, occupy a certain share in the high-end market. Brands such as Yaman and Hitachi have long been deeply engaged in the beauty instrument field, with mature technologies and wide brand recognition. They invest heavily in product research and development, focusing on technological advancement and product quality, and their products are often priced high, mainly targeting consumers who pursue high quality and high effectiveness. For example, Yaman continuously launches products integrating various advanced technologies to meet consumers' diversified beauty needs and has strong competitiveness in the market. [Reference: Information on brands such as Yaman and Hitachi can be obtained from their official websites (Yaman: https://www.yaman.com.cn/; Hitachi: https://www.hitachi.com.cn/) for introductions to their product technologies and brand development.] Domestic brands have risen rapidly relying on cost performance and a deep understanding of the local market. In recent years, domestic brands such as Huazhi, MiGuang, and JOMO have developed rapidly. Their product designs are more in line with the skin texture and usage habits of Chinese consumers, and they have more advantages in price, which can attract more consumers in the mid-end market. Domestic brands are also good at using e-commerce platforms and social media for marketing promotion, quickly increasing brand awareness and product sales through live streaming, internet celebrity recommendations, etc. Take JOMO as an example, its transdermal collagen light beauty instrument and Collagen Gun Max beauty instrument have been favored by many consumers due to their unique technologies and high cost performance. [Reference: Information on brands such as Huazhi, MiGuang, and JOMO can be obtained from their official e-commerce platform flagship stores (such as Taobao, JD.com, etc.) for product details and user reviews; data on live streaming and internet celebrity recommendations can be obtained through data statistics tools of relevant e-commerce live streaming platforms (such as Chanmama, which requires purchase of usage rights) to obtain data on the popularity and sales of relevant brand live streaming.] Emerging brands are also constantly entering the market, trying to gain a share through differentiated competition. These brands often focus on a certain niche market, such as beauty instruments for specific skin problems or products with innovative designs. They accurately target the target customer groups and launch products that meet their personalized needs to gain a foothold in the highly competitive market.
In addition, online channels have become an important battlefield for competition among various brands. With the rapid development of e-commerce, more and more consumers choose to buy beauty instrument products online. Various brands have increased their investment in online channels, improving product sales and market share by optimizing store operations and carrying out promotional activities. At the same time, competition in online channels has also prompted brands to pay more attention to product reputation and user reviews to improve consumer satisfaction and loyalty. [Reference: Data on online channel sales can be obtained from the merchant background data provided by major e-commerce platforms (Taobao, JD.com, Pinduoduo, etc.) and industry data reports (such as e-commerce industry reports released by third-party data institutions like Star Map Data) to obtain data on the online sales scale and market share of various brands.] II. Functional Differences of Key Products
(I) Beauty Instruments: Taking Collagen Light Beauty Instrument and Collagen Gun Beauty Instrument as Examples
1. JOMO Transdermal Collagen Light Beauty Instrument
JOMO Transdermal Collagen Light Beauty Instrument integrates cutting-edge beauty technology with advanced skin care concepts, and its core function is based on transdermal collagen light technology. This technology, led by Nobel Prize in Physics laureate Professor Theodor Hänsch, uses a combination of near-infrared short waves (760 - 1400nm) and near-infrared long waves (1400 - 1940nm), which can penetrate 4.5mm under the skin, comprehensively promote the formation of collagen in the shallow, middle, and deep layers of the dermis, and achieve a strong anti-aging effect.
In terms of functional modes, it provides two core functions: "CR Collagen Regeneration Mode" and "V - LIFT Lifting Mode". "CR Collagen Regeneration Mode" stimulates collagen regeneration through light energy penetrating the skin, increases skin elasticity, and reduces fine lines and wrinkles; "V - LIFT Lifting Mode" achieves deep lifting and shaping effects, improving skin firmness. During use, it has the characteristics of being warm but not burning the skin, non - traumatic, no recovery period, and low pain, making it very suitable for daily skin care use, providing users with a convenient and safe beauty and skin care solution. Users can feel obvious lifting and tightening effects after one use, and after seven consecutive uses, the full - face wrinkle - reducing effect is significant. [Reference: Details of JOMO Transdermal Collagen Light Beauty Instrument can be obtained from JOMO's official e-commerce platform flagship stores (such as Taobao, JD.com, etc.) for product technical principles, function introductions, user feedback, etc.; information about Professor Theodor Hänsch leading the research and development of this technology can be retrieved through academic databases (such as Web of Science, some requiring institutional or personal subscription access) for relevant scientific research literature, or searched on science news websites (such as Science Network: https://www.sciencenet.cn/) for relevant reports.] 2. JOMO Collagen Gun Max Beauty Instrument
JOMO Collagen Gun Max Beauty Instrument has a unique functional design. It adopts super photon promotion technology and 5D induction microcurrent technology to achieve instant lifting of the fascia and promote collagen proliferation in the dermis. In terms of electrode and probe design, it has advantages: the electrode is large, making anti-aging 5 times faster, one use is equivalent to five times of traditional products; the probe is large, making wrinkle sweeping 2 times faster, covering the whole face in 90s; the energy is greater, acting from the dermis to the fascia, with a strong root effect; the frequency conversion is larger, 5D induction microcurrent, making lifting 5 times faster.
This beauty instrument has 4 modes to achieve customized anti-aging solutions for different areas. "SL Mode" is aimed at reducing nasolabial folds, with upgraded side electrodes, lengthened and widened to fully fit various types of nasolabial fold curves; "EYE Mode" focuses on reducing periorbital wrinkles, with 5D induction microcurrent and 5 - frequency alternation, so that muscles do not get tired, and the root lifting effect is good; "V - LIFT Mode" is for contour care, with 5D induction microcurrent, and fascia lifting can achieve a V - face in one use, with a strong root anti - aging effect from the dermis to the fascia; "STAMP Mode" is used for full - face collagen promotion, through super photon promotion technology + 5D induction microcurrent, to achieve instant lifting of the fascia and collagen proliferation in the dermis. Each use only takes 5 minutes, which can quickly sweep away full - face wrinkles, providing users with efficient anti - aging care experience. [Reference: Information about JOMO Collagen Gun Max Beauty Instrument can be obtained from its official e-commerce platform flagship stores, where you can get detailed information such as various functions, technical parameters, and user reviews of the product, the same way as obtaining information about JOMO Transdermal Collagen Light Beauty Instrument.]
(II) Eye Care Devices: Taking Breo and OGAWA Products as Examples
1. Breo Eye Massager
Current Hot Sales Situation: Breo eye massagers are quite popular in the market, especially during major promotions on e-commerce platforms such as "618" and "Double 11", with outstanding sales performance. On JD.com, the monthly sales of some of its popular models can reach thousands of units, with a high praise rate. Many consumers feedback that they have a significant effect in relieving eye fatigue, becoming one of the popular choices for daily eye care. Functions: In terms of core functions, Breo eye massager is based on fully enclosed intelligent airbags and a new generation of airbag massage technology, which can accurately knead eight acupoints around the eyes, such as Jingming acupoint and Cuanzhu acupoint, to relieve eye fatigue through a human - like hand massage. It is equipped with a PET heating system and an NTC temperature sensor, which can achieve precise temperature control, with a stable hot compress effect, and can promote blood circulation around the eyes.
Brand: Breo is a well - known domestic personal care and health brand, focusing on the research, development, production and sales of massage appliances. It has a high brand awareness and a good reputation among consumers, and has become an important participant in the eye care device market with its rich product lines and reliable product quality.
Price: The price range is relatively rich. The price of basic models is about 200 - 500 yuan, and the price of mid - to high - end models with more functions and better materials is 500 - 1000 yuan, which can meet the needs of different consumer levels.
Trend Technology: In the future, Breo may further upgrade in terms of intelligence, such as adding a linkage function with mobile phone APP, which can intelligently adjust the massage mode and hot compress temperature according to users' eye habits and eye fatigue monitoring data to provide a more personalized eye care plan; in terms of massage technology, it is expected to develop more precise simulation of massage movements to further improve the massage effect.
2. OGAWA Eye Massager
Current Hot Sales Situation: OGAWA eye massagers also have high popularity in the market. With their unique functions and designs, they have excellent sales performance in various online and offline channels. In some offline home appliance stores, there are often consumers consulting and experiencing their display prototypes, and the sales volume on online platforms also continues to grow steadily, favored by many consumers pursuing a quality life.
Functions: The core functions of OGAWA eye massager focus on precise acupoint massage and flexible hot compress. It uses bionic silica gel massage contacts to stimulate acupoints around the eyes, and the massage intensity and range can be adjusted according to needs. The hot compress function adopts advanced heating technology, which heats up quickly and can realize temperature adjustment to meet different users' preferences for hot compress temperature.
Brand: As an internationally renowned health industry brand, OGAWA has profound technical accumulation and strong brand influence in the field of massage equipment. Its products are known for high quality and innovative design, providing a strong guarantee for the quality of eye care devices.
Price: The price is positioned relatively mid - to high - end. Generally, the product price is between 500 - 1500 yuan, and some products with special functions or high - end materials may exceed 1500 yuan. Its pricing reflects the brand value and high quality of the products.
Trend Technology: OGAWA may continue to optimize its visualization technology to improve visual clarity and ease of use; in terms of materials, it will further develop new materials that are more skin - friendly, breathable and durable; in terms of portability, it will explore lighter and easier - to - store design schemes to meet consumers' needs for eye care anytime and anywhere. At the same time, it may introduce more health monitoring functions, such as monitoring intraocular pressure, to provide users with more comprehensive eye health care.
III. Technological Upgrades
(I) Transdermal Collagen Light Technology Innovates Anti - aging Effects
The transdermal collagen light technology adopted by JOMO Transdermal Collagen Light Beauty Instrument is a major breakthrough in the field of beauty instrument technology. Compared with traditional radio frequency physical heating technology, it has many advantages. In terms of action depth, transdermal collagen light can penetrate 4.5mm under the skin, while the coverage depth of traditional technology is only 3.5mm, which can more comprehensively act on the shallow, middle and deep layers of collagen in the dermis, providing a stronger anti - aging effect. In terms of thermal energy efficiency, transdermal collagen light uses light energy for targeted action, directly heating the dermis, avoiding energy loss from heat conduction from the epidermis to the dermis in traditional technology, so the thermal energy efficiency is higher. In terms of anti - aging form, transdermal collagen light not only stimulates collagen production through thermal action, but also promotes ATP production through photobiological action, achieving a dual anti - aging effect, while traditional technology usually relies on a single action mode. In terms of action area, the area of the energy - gathering planar thermal field formed by transdermal collagen light is 7c㎡, which is twice that of traditional beauty instruments, and can cover the skin more widely, improving the care effect. These technical advantages make transdermal collagen light technology surpass traditional radio frequency technology in the anti - aging field, bringing users a more excellent beauty experience. [Reference: You can refer to professional scientific research literature related to the technical principle of JOMO Transdermal Collagen Light Beauty Instrument, search for relevant papers in academic databases (such as PubMed, some requiring access permissions); you can also combine industry technical seminar materials (such as materials released by beauty instrument industry technical forums) to understand the comparative analysis of transdermal collagen light technology and traditional radio frequency technology.]
(II) Multi - technology Integration Improves Comprehensive Product Performance
Taking JOMO Collagen Gun Max Beauty Instrument as an example, it integrates super photon promotion technology and 5D induction microcurrent technology. Super photon promotion technology can promote collagen proliferation in the dermis, fundamentally improving the texture and elasticity of the skin; 5D induction microcurrent technology realizes instant lifting of the fascia, improving the firmness of the skin, and at the same time, the 5 - frequency alternation design prevents muscle fatigue, resulting in a good root lifting effect. This multi - technology integration method can not only comprehensively improve different skin problems, but also enhance the user experience of the product. The design of large electrodes, large probes, higher energy and larger frequency conversion further enhances the performance of the product, making the beauty instrument more effective in anti - aging and wrinkle reduction, meeting consumers' demand for efficient and comprehensive beauty care. Through the synergy of technologies, beauty instruments can care for the skin from multiple dimensions, providing users with better beauty solutions. [Reference: The principle and effect of multi - technology integration of JOMO Collagen Gun Max Beauty Instrument can be obtained from JOMO's official promotional materials and product technical white papers (if any); at the same time, you can refer to relevant beauty and skin care technology research reports (such as beauty instrument technology development reports released by third - party market research institutions) for analysis on the trend and application effect of multi - technology integration.]
IV. Industry Regulations
(I) Stricter Supervision on Radio Frequency Beauty Instruments
In March 2022, the "Announcement No. 30" issued by the National Medical Products Administration showed that radio frequency therapeutic instruments and radio frequency skin therapeutic instruments are managed as Class III medical devices. From April 1, 2024, radio frequency therapeutic instruments and radio frequency skin therapeutic instruments that have not obtained medical device registration certificates in accordance with the law shall not be produced, imported or sold. Although on July 8, the National Medical Products Administration issued a new regulation, Document No. 84, extending the sales period of radio frequency products before obtaining certificates by 2 years, the requirements for Class III medical devices are very high and time - consuming, bringing great challenges to enterprises. Up to now, apart from Peninsula Medical, a skin medical device company that has been deeply engaged in the hospital line for 16 years, which has successfully obtained the certificate, there is no news of other beauty instrument brands obtaining the certificate in the market. The introduction of this regulation aims to standardize the radio frequency beauty instrument market, improve the safety and effectiveness of products, and protect the rights and interests of consumers. For the beauty instrument industry, it will urge enterprises to increase investment in research and development, production quality management, etc., and promote the healthy development of the industry. [Reference: The "Announcement No. 30" of the National Medical Products Administration can be obtained by searching in the regulatory documents section of the National Medical Products Administration's official website (https://www.nmpa.gov.cn/); the same applies to Document No. 84; information on Peninsula Medical obtaining the certificate can be found by entering relevant keywords in the medical device registration information query section of the National Medical Products Administration (https://www.nmpa.gov.cn/datasearch/home-index.html).] (II) Regulations Promote Industry Shuffling and Innovation
Stricter supervision on radio frequency beauty instruments has accelerated the shuffling process of the entire household beauty instrument market. Some brands that cannot meet regulatory requirements will be eliminated, while brands with R & D capabilities and compliance capabilities will usher in new development opportunities. According to Qingyan Intelligence data, the scale of China's beauty instrument market exceeded 18.37 billion yuan in 2023, an increase of 70% year - on - year. However, the total GMV of beauty instruments in online channels was 14.678 billion yuan in 2024, a year - on - year decrease of 45.23%, and the GMV of the top 50 brands mostly declined. This data change reflects the adjustment of the industry after the implementation of regulations. At the same time, regulations have also promoted enterprise innovation. Brands have begun to rethink their product strategies and launch more new products that meet regulatory requirements and consumer needs, such as photoelectric and water - light beauty instruments. Under the new regulations, Huazhi accurately predicted industry trends, quickly completed the comprehensive upgrade of its product line from hand - held to wearable, developed and launched a brand intelligent applet system, and built an intelligent interconnection ecosystem, providing new ideas for the transformation and development of the industry. The strict implementation of regulations will promote the beauty instrument industry to develop in a more standardized and innovative direction. [Reference: Qingyan Intelligence data can be obtained by paying attention to Qingyan's official website (https://www.hqinsight.com/) or its released industry reports; cases of Huazhi's product transformation can be obtained from Huazhi's official promotional materials and reports on Huazhi by industry media (such as Cosmetics News official website: https://www.hzpnews.com/).]