Facial oils are oil-based products formulated with plant oils, synthetic oils, and active additives as their main ingredients, either alone or in combination, for the care of human skin.
The concept of "nourishing the skin with oil" works by replenishing and strengthening the skin's lipid barrier, locking in moisture and enhancing its barrier function. Facial oils contain ingredients such as squalane, jojoba oil, and plant oils, and are oily liquids, differing in texture and composition from serums, which are mostly water-based or emulsions.
The facial oil market has experienced rapid growth since 2023. In October 2023, the GMV of facial oils on Taobao and Tmall increased by over 35.32% year-on-year, and the GMV of facial oils on Douyin platform increased by 121% year-on-year over the past 11 months. In 2024, sales of facial and eye facial oils reached 7.75 billion yuan, a year-on-year increase of nearly 50%, and the market is projected to exceed 11 billion yuan by 2025.