Beauty market

Can Ya-man disrupt China’s home beauty device market?


Ya-man, a Japanese brand of high-end beauty devices with average prices of $400 (RMB 3,000), recently launched a brand campaign in partnership with Chinese media production house XinShiXiang. The short five-minute video under the theme “Beauty with Various Definitions” featured brand ambassador Yu Feihong, KOL Qian Hui and dermatology expert Dr. Li Jialun. They explained their respective understanding of beauty and encouraged viewers to explore the diversity of beauty.

The reaction of netizens

The campaign video garnered over 13 million views on Weibo within a week thanks to Yu Feihong’s endorsement. Ya-man also created a Weibo campaign hashtag encouraging users to share their thoughts on what defines beauty, which generated 81 million views at the time of publication.

Brand Ambassador Yu Feihong helped generate views for Ya-Man’s latest campaign in China. Photo: Ya-Man

While promoting diversity and inclusion is nothing new in the beauty and fashion market, it marks an important milestone for beauty device brands. Typically, players in this industry spend more effort on sales-oriented marketing tactics in China, such as highlighting the functions and effectiveness of their products. Ya-man is among the first to invest in consolidating its brand culture and conveying its values ​​to local beauty enthusiasts.


China has seen a wave of beauty gadgets with technologies such as ultrasound, magnetic misting and LEDs. In fact, China’s home beauty device market size reached $1.38 billion (RMB 10 billion) in 2021, according to a research firm. Qianzhan. This growth has not only been driven by evolving technologies, but also by growing consumer awareness and demand for these products since the COVID-19 pandemic.

In the era of the “beauty economy”, Chinese consumers are willing to pay for their looks. Based on a investigation When it comes to home-use beauty devices, the average skin care spending per quarter is $138 (RMB 1,000), and 14% of respondents said they spend more than $415 (RMB 3,000) for these gadgets every quarter. In particular, middle-aged people are more willing to invest in products with anti-aging effects.

Given this ever-increasing demand for personal care among local buyers, Ya-man has maintained a leading position in the market. In the beauty device category, the brand has ranked first in sales on Tmall and for six consecutive years and four consecutive years, respectively, in the annual Double-11 festival. Still, the competition is fierce as more local names like Flossom and Amiro emerge. As such, in addition to working with KOLs and KOCs to educate consumers on the functions of various products, communicating brand values ​​is key to creating differentiation.