The main consumer force in the cosmetics industry is women aged 19-35, and the current corresponding population is mainly the post-90s, post-95s and post-00s. This consumer group not only pays attention to appearance, but also has a strong willingness and ability to spend on beauty cosmetics (according to the statistics of iResearch, Gen Z in school spends 3, 212 yuan a year on beauty and skin care, and the average cost of employed Gen Z is 5, 683 yuan), and compared with the post-70s and 80s, they pay more attention to themselves and have the courage to try new things. The beauty consumption of the new generation of young people presents the following characteristics: 1) They do not blindly follow international brands, but use the Internet to rationally compare ingredients and cost-effectiveness, and combine the evaluation and recommendation of professionals, KOLs, relatives and friends to make purchase decisions, so they are easy to be "planted" by excellent domestic brands with efficacy and reputation. 2) Strong sense of cultural self-confidence and national self-confidence, keen on "national tide style". In addition to the phenomenon of re-evaluating domestic brand products, the oriental aesthetics represented by the Hanfu craze in aesthetics have also penetrated into the field of beauty.