As scorching temperatures reached an all-time high of 40 degrees Celsius (104 degrees Fahrenheit) in several Chinese cities, the demand for sun protection gear has skyrocketed. People are seeking ways to shield their skin from the sun while staying cool, leading to a surge in sales of accessories such as UV-protective hats and ‘facekinis’ that cover most of the face except for the eyes.
According to data from Shanghai-based China Insights Consultancy, the sun protection apparel market in China is projected to grow at a compound annual growth rate (CAGR) of 9.4 per cent from 2021 to 2026. By 2026, the market size is expected to reach ¥ 95.8 billion (US $ 13.24 billion).
The desire for fair skin is prevalent among many female consumers in East Asia, and sun protection products are also popular in neighboring countries like South Korea. However, analysts note that the trend has gained significant traction in China this year.
Statistics from Alibaba Group’s Tmall shopping platform revealed that during the recent 618 shopping festival held last month, sales of ‘new generation’ sun protection apparel surged by 180 per cent compared to the previous year. Consumers purchased two to three times more sun protection gear per person than in previous years.
In addition to the increase in sales, Tmall also reported a surge in popularity for ‘sunscreen blush masks.’ These innovative masks feature a white bottom half and a pink top half, creating the illusion of wearing makeup from a distance. This unique product has not only provided effective sun protection but has also allowed individuals to maintain their desired appearance, catering to the diverse needs of consumers.
