随着中国经济的快速增长,人均收入的提髙,人们的生活水平随之一步步地提高,人们把自己的吃穿住行等基本问题解决之后,开始慢慢注意自己的形象问题,对于美也有自己的看法,开始注意自己的皮肤和外表,化妆品行业随之快速发展起来并且不断壮大。本文首先基于我国化妆品行业发展现状做出一个基本的总结,针对我国当前化妆品市场特点、品牌发展现状进行分析。然而中国化妆品市场也存在着不少的问题,国外化妆品市场比重巨大,人均化妆品消费水平低,国内化妆品市场良莠不齐,消费者观念落后等。最后,基于我国化妆品现状给出相应的建议,加强科研投入,规范和发展国产品牌。 With the rapid economic growth in China, the per capita income has risen and the standard of living of people has risen step by step. After people have solved their basic problems such as eating and drinking and living, they began to pay attention to their own image problems. Also have their own views, began to pay attention to their skin and appearance, followed by rapid development of the cosmetics industry and growing. Based on the development status of China’s cosmetics industry, this article first makes a basic summary of the development of China’s cosmetics market characteristics, brand development status. However, there are still many problems in the Chinese cosmetics market. The proportion of foreign cosmetics market is huge, the per capita consumption level of cosmetic products is low, the domestic cosmetics market is mixed, and consumers’ concepts are backward. Finally, based on the status quo of cosmetics in our country, we give corresponding suggestions to strengthen the investment in scientific research and standardize and develop domestic brands.