Cosmetics Keep Outrunning China Retail: What the September NBS Numbers Show
September cosmetics retail rose 5.4% while overall retail of consumer goods grew 1.1%. From January to September, cosmetics reached RMB 349.1 billion, up 6.1%.
China's National Bureau of Statistics released its retail sales figures for September and the first nine months of 2026 on 19 October. The headline for total retail was soft. The line for cosmetics was clearer.
What the September numbers say
In September 2026, retail sales of cosmetics at enterprises above designated size reached RMB 39.0 billion, up 5.4% year on year. In the same month, total retail sales of consumer goods reached RMB 4.24 trillion, up 1.1%.
From January to September, cosmetics retail totalled RMB 349.1 billion, up 6.1% year on year. Total retail sales of consumer goods grew 1.1% over the same nine months, to RMB 37.0 trillion.
Two other lines in the release help with context. Retail sales at enterprises above designated size as a whole fell 2.1% in September, so cosmetics grew inside a group that shrank overall. And online retail of physical goods rose 3.8% from January to September.
All growth rates are nominal, as published by NBS.
What selective demand means for brands
Taken together, the numbers describe a market where shoppers are choosier and still spending on beauty. Broad retail is moving slowly, and cosmetics keep growing inside that picture.
For brand owners looking at China and Asia, that is a practical signal. Demand is there for products that are presented clearly to the people they are right for, and for brands that keep listening to those people after launch.
How ÉDELSKIN reads it
We read September as selective demand that is still real.
At ÉDELSKIN, we help beauty, wellness and healthcare brands enter and grow in China and Asia.
How are you reading China demand right now? We would be glad to compare notes.
About ÉDELSKIN
ÉDELSKIN is an international commercialization company helping beauty, wellness and healthcare brands enter and grow in China and selected Asian markets. edelskin.com
Sources
- 国家统计局 (National Bureau of Statistics of China), "2026年1—9月份社会消费品零售总额增长1.1%", 19 October 2026, 10:00 Beijing: https://www.stats.gov.cn/zwfwck/sjfb/202610/t20261019_1965614.html