Kid Skincare in China: Trends and Strategies for a Growing Market

As temperatures rise, so does the demand for kid-focused skincare in China. Parents are increasingly attentive to their children’s daily skincare needs, especially in this peak season for travel and outdoor activities. Within the broader China beauty market, kid skincare has emerged as one of the fastest-growing segments. Baidu’s insights show that parents willing to spend more on safe, high-quality products designed specifically for children.

Rising Demand for Kid Skincare Products

According to Baidu’s data, the overall skincare sector grew by 2% between May–June 2025 compared to March–April. Notably, children’s skincare surged by 11% over the same period, underscoring its momentum within the board skincare market in China. The top searched categories include cleansers, body lotions, lip balms and sunscreens.

The user base of “Mother” in Baidu has reached 130 million monthly active users (MAUs), highlights a powerful consumer segment. This demographic is ready to pay more for trusted products, with nearly half are aged 25–34, with 34% classified as high spenders and 51% as medium spenders.

Parents Prioritize Safety and Trusted Brands

Parents in China are most concerned about ingredient safety, with many seeking products that use pure physical UV filters for reliable sun protection. Beyond safety, brand reputation plays a decisive role, with parents leaning toward labels that are both recognizable and trusted.

Recent Baidu search trends in May–June 2025 highlight the growing influence of established players in kid skincare China:

• Annessa: Searches for its extended children’s product line increased by 2%
• Bubchen: Searches for its children’s sunscreen rose by 3%

These shifts demonstrate that parents are not only looking for safe formulations but also gravitate toward brands with proven track records in quality and trust.

A Multi-Scenario Approach to Engage Parents in China

To effectively reach this high-intent audience, brands must connect with parents at key moments in their daily lives. By leveraging a comprehensive, multi-scenario approach on Baidu, marketers can capture this high-spending audience through precision targeting and data-driven solutions.

1. Search scenarios:

Capture traffic on Baidu with Brand Zone ads targeting both generic and branded keywords. Complement this with AI-powered answers on Baidu Baikan to establish authority.

The image illustrates the two main types of search scenarios on Baidu for the Chinese skincare market. The visual on the left shows a user searching with a generic keyword (e.g., "how to choose a kid's suncare product"). This query triggers a traditional Brand Zone ad at the top of the search results page. The visual on the right demonstrates an AI-powered answer on Baidu's platform (Baidu Baikan), which is triggered by a brand-specific keyword. This second example provides a comprehensive, engaging answer with rich media, serving as a powerful tool to engage high-intent users.

2. Travel scenarios:

This visual shows how brands can engage families on Baidu Map during summer.

The "出行定制" (Travel Customization) section in the middle illustrates three key ad placements:

• Splash Ad: A full-screen ad that appears when the app opens.
• Navigation Ad: A banner ad that shows up while the user is navigating.
• Location-Based Ad: A small "drop" ad on the map's base layer, targeting users by location.

The "活動定制" (Campaign Customization) section on the right shows how brands can partner with Baidu to create dedicated summer campaigns and travel guides, like the #小小避暑地圖 (Little Summer Getaway Map) and #暑假出游指南 (Summer Travel Guide), to capture the attention of high-intent parents.

3. Home/Family Scenarios:

Engage parents where they spend most of their time—at home and with family. Baidu offers multiple touchpoints for daily routines and entertainment.

This visual shows how brands can engage families through Baidu products for daily routines and entertainment.

• Xiaodu (小度): Baidu’s smart speaker allows for voice-interactive advertising. Brands can integrate into morning routines, study breaks, or evening entertainment with practical prompts such as “consulting on children’s skincare methods” (咨询儿童护肤方法).

• Baidu Wangpan (百度网盘): Use content-led campaigns like AI interactive customized ads (AI互动定制广告) or growth record cards (成长时光记录) to engage parents with family-oriented digital tools.
• Baidu Xiaoshuo (百度小说): Place banner and pop-up ads (banner广告, 弹窗运营广告) on Baidu’s e-reading platform to reach parents during leisure reading, ensuring visibility in moments of relaxation.

Partner with iClick to Unlock Growth in Kid Skincare

Parents in China showing stronger intent and higher willingness to spend on safe, reliable kid skincare products. At iClick, we help businesses connect with this high-spending audience through precision targeting, data-driven insights, and seamless execution across China’s leading digital platforms. For any brand in the China beauty market, understanding these trends is the first step toward a winning strategy.

Get in touch with iClick today.

Source: 美妆行业洞察｜炙热夏日，童颜轻呵护

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