Sunscreen race shifts to skincare-grade formulas: New dividends from shifting channels

Sunscreen race shifts to skincare-grade formulas has been gaining momentum. Data shows that in Q4, online channel share reached RMB 2.34bn, and industry attention is clearly rising. This piece breaks down new dividends from shifting channels using public information and platform data.

Supply-side changes are equally visible. Proya Lab’s layout in Japan, together with pricing from new entrants, is driving this round of adjustment — and concentration is moving with it.

On the data side, online channel share reached RMB 2.34bn, with month-on-month improvement through Q4. This suggests new dividends from shifting channels is a structural trend rather than short-term noise.

For practitioners, three directions follow: differentiate product and content back to R&D and supply chain; build localisation capability for markets such as Japan; and treat compliance and data capability as the new moat.

Bottom line: sunscreen race shifts to skincare-grade formulas is moving from concept to execution — new dividends from shifting channels. Brands should review strategy before Q4 and prioritise channels and segments with higher certainty.

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