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Yatsen
Who are Yatsen’s core customers in 2025?
The 2025 resurgence of Yatsen is driven by a shift from mass-market color cosmetics to clinical-grade, skin-focused products that appeal across age and income brackets. The company now targets both Gen Z for trend-led items and affluent professionals seeking efficacy-driven skincare.
Yatsen’s target market spans budget-conscious Gen Z and millennial trend-followers plus higher-income consumers prioritizing dermatological results; distribution mixes DTC, social commerce, and premium retail to capture these segments. See Yatsen Porter's Five Forces Analysis
Who Are Yatsen’s Main Customers?
Yatsen Holding targets primarily Gen Z and Millennial women (aged 18–35) with a B2C focus; key segments include mass-market makeup buyers and growing premium skincare consumers concentrated in urban Tier 1–2 cities.
Core demographic
Gen Z and Millennials (18–35), digitally native and social-media driven, form the largest share of the Yatsen company customer demographics.
Mass vs premium
Mass-market buyers favor affordability and trendy packaging (Perfect Diary, Little Ondine); premium consumers seek efficacy and prestige (Galénic, Eve Lom).
Income and location
Premium brand core: urban professionals in Tier 1–2 cities, aged 25–45, with monthly disposable income > 15,000 RMB.
Makeup segment
Makeup buyers are largely university students and early-career professionals with monthly incomes of 5,000–10,000 RMB.
In 2025 the premium skincare segment became the fastest-growing portfolio piece, accounting for approximately 51 percent of Yatsen’s total revenue, up from 33 percent in 2022; male consumers grew by 12 percent year-over-year, prompting more gender-neutral marketing in select lines.
Key customer insights
Yatsen company market segmentation centers on age, income, geography, and purchase drivers (trend vs efficacy); understanding these segments informs product positioning and channel mix.
- Primary segments: Gen Z/Millennial women (18–35) and urban professionals (25–45).
- Premium revenue share: 51% of total in 2025 vs 33% in 2022.
- Male buyer growth: 12% YoY in 2025, shifting messaging strategies.
- Makeup core spend: monthly income 5,000–10,000 RMB; premium core spend: > 15,000 RMB.
For comparative context on competitors and market positioning, see Competitors Landscape of Yatsen
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What Do Yatsen’s Customers Want?
Yatsen customers mix aspirational psychology with efficacy: makeup buyers seek photogenic, multi-functional products for social sharing while skincare buyers demand science-backed formulations and personalized results.
Social-first makeup
Customers value photogenic, shareable products for Douyin and Xiaohongshu trends; multi-function items like the Biolipstick series drive purchases.
Science-led skincare
Skin-intellectuals prioritize ingredients such as peptides, hyaluronic acid and stabilized vitamin C when choosing products.
Demand for multi-function
By 2025, multi-functional offerings that blend makeup and treatment saw rising adoption among younger consumers.
Affordability and accessibility
Viral beauty participation is driven by price-accessible products that enable self-expression and trend engagement.
Sensitivity and urban stress
Feedback in 2024 highlighted urban pollution and stress–related sensitivity, prompting the 2025 Sensitive Skin Shield series under Abby’s Choice.
Personalization via AI
WeChat mini-program AI skin analysis increased repeat purchases in premium lines by improving tailored recommendations and perceived efficacy.
Key behavioral and demographic implications align with Yatsen company customer demographics and Yatsen target market research; see Target Market of Yatsen for related analysis.
Customer priorities and metrics
Data-driven preferences and purchase drivers in 2025:
- Photogenic/shareability drives conversion on social platforms, contributing to up to 30% higher trial rates among Gen Z shoppers.
- Products marketed as treatment-plus-color (e.g., Biolipstick) show +22% higher AOV versus single-function lipsticks in 2025.
- Sensitivity concerns led to launch of Sensitive Skin Shield; customers cite urban pollution as a top-3 skin stressor in 2024 surveys.
- AI skin analysis in WeChat mini-programs improved premium-category repeat purchase rates by over 18%.
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Where does Yatsen operate?
Yatsen’s geographical market presence is concentrated in Mainland China, which generated over 92% of sales by 2025, with strong penetration in East China (Shanghai, Jiangsu, Zhejiang) and South China (Guangdong); international expansion focuses on Southeast Asia and boutique Western hubs.
Domestic Core Markets
Mainland China remains dominant, accounting for > 92% of total sales in 2025, driven by dense digital channels and strong urban beauty consumption.
Regional Strengths
East China and South China are the highest-performing provinces, supported by advanced e-commerce logistics and high disposable incomes.
Tier Expansion
Tier 3 and Tier 4 cities grew by 15% recently as logistics improvements and rising incomes expanded the Yatsen customer base.
Southeast Asia Push
Internationally, Yatsen targets Southeast Asia, achieving top-five color-cosmetics market share on Shopee and Lazada in Vietnam, Thailand and Malaysia.
Localization Strategy
Products are reformulated for humid climates and shade ranges expanded to match local skin tones in Southeast Asia.
Western Presence
Eve Lom flagship stores in London and New York function as brand-building hubs; most Western sales occur via high-end retailers and cross-border e-commerce.
Channel Mix
Domestic sales are driven by direct-to-consumer digital channels; regional marketplaces (Shopee, Lazada) lead SEA distribution.
Growth Metrics
By 2025, > 92% China sales, 15% growth in lower-tier cities, and top-five SEA e-commerce positions underpin geographic diversification.
Brand Positioning
Premium and mass-premium strategies are deployed regionally: Perfect Diary leads mass-market segments while Eve Lom targets premium Western channels.
Further Reading
See the company’s international growth priorities in this analysis: Growth Strategy of Yatsen
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How Does Yatsen Win & Keep Customers?
Yatsen’s acquisition mixes AI-driven ads and a 20,000+ KOC/mid-tier influencer network on Douyin, where live streams now drive 40% of direct sales; retention relies on Private Traffic via WeChat communities and the 2025 Yatsen Gold loyalty program to boost cross-selling and LTV.
Influencer-Led Acquisition
Shift from top-tier celebrities to >20,000 KOCs and mid-tier creators increased authenticity and reach, achieving conversion rates 25% above industry averages through targeted Douyin campaigns.
Live Commerce
Live-streaming sessions account for 40% of direct sales, used for product launches, flash promotions, and driving immediate conversions during peak traffic windows.
AI & Data Analytics
AI identifies emerging beauty trends in real time, enabling targeted ads and product launches that out-convert peers and shorten time-to-market for viral SKUs.
Private Traffic Retention
WeChat communities host >12 million active members with personalized advice, early access, and exclusive discounts, lowering third-party CAC and improving retention.
Yatsen Gold Loyalty
Launched in 2025 to aggregate purchases across brands, encouraging migration from makeup to higher-margin skincare and promoting cross-selling.
Churn & LTV Impact
Initiatives reduced churn by 18% versus 2023 and increased average customer lifetime value by 22% as customers trade up within the portfolio.
Cross-Channel Integration
Seamless tracking across Douyin, WeChat, and DTC channels enables personalized funnels and attribution for better ROI on acquisition spend.
Cost Efficiency
By leveraging KOCs and owned communities, the company reduces reliance on expensive paid channels and mitigates rising third-party acquisition costs.
Segmentation & Personalization
Data-driven segmentation informs product drops and promotions tailored to distinct Yatsen company customer demographics and the Yatsen target market.
Resource for Context
See a concise corporate overview in the Brief History of Yatsen for background on brand evolution and market positioning.
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