Beauty industry looks beyond skin-deep changes

Like a growing number of young Chinese women, 31-year-old Zhu Yanzi has sought subtle and "natural-looking" improvements in her appearance over the years. But in her twenties, her quest got off to a clumsy start.

"I had double-eyelid surgery, hyaluronic acid fillers, even tried thread-lifting to make my face look more defined, but all those changes were obvious — a bit too obvious," said Zhu, a product designer in Beijing.

By the time she turned 28, Zhu began reassessing what she truly wanted. Rather than dramatic alterations, she became drawn to a more subtle, maintenance-based approach — what's now widely known as "light medical aesthetics".

"I actually started getting regular facial spa treatments around the age of 25. But after 28, I gradually replaced those with more effective options — things that really deliver results, like lasers or injectables," said Zhu, whose beauty focus these days is on skin texture, tone and overall vitality.

She also gets water-light injections, laser facials, and the occasional Botox injection for her jawline. For her, it's more like "skincare-plus" — a way to manage how she ages, not to change how she looks.

On average, Zhu spends about 1,000 yuan ($139) to 3,000 yuan ($417) per treatment, going every two to three months depending on her schedule.

"I don't see it as a luxury anymore — it's part of my self-care routine, just like going to the gym or getting a massage," said Zhu.

Her shift in mindset reflects a broader trend among younger Chinese consumers, especially urban women in their late twenties to forties, who increasingly view aesthetic treatments as a form of long-term wellness rather than a means to a dramatic makeover.

"People used to say, 'If I'm spending this much money, I want people to notice'. Now, we want the opposite — to look fresher, more awake, but in a way, no one can quite put their finger on," said Zhu.