Njengoko singena kwi-2025, imboni yobuhle iyaqhubeka nokuvela, kunye neemaski zomlomo ezivela njengesiqhelo esibalulekileyo kwicandelo lokunakekelwa kwemilebe. Ezi mveliso, ezenzelwe ukubonelela nge-hydration enzulu kunye nesondlo, zifumana i-traction phakathi kwabathengi abafuna izisombululo ezisebenzayo kwimpilo yomlomo. Eli nqaku lijonge kuguquguquko lwentengiso yeemaski zomlomo, liqaqambisa iindlela eziphambili kunye nokuqonda okubumba ikamva lale marike ikhulayo.
Isiqulatho:
Ubume bemivuzo
Ukunyuka kweNkathalelo yoMlomo weHybrid: Ukutshintsha kweMidlalo
Ubuhle beNdalo: Ukwamkela uBunyani
Impembelelo yeMedia yeNtlalo: Iindlela zokuqhuba kunye nokuthengisa
Isiphelo: Ikamva Lokhathalelo Lomlomo
Ubume bemivuzo
Ukunyuka kwemfuno yeZisombululo zokuKhathalela uMlebe
Imarike yeemveliso zokhathalelo lwemilebe yehlabathi, ebandakanya imaski yomlomo, ifumana ukukhula okuzinzileyo. Ngokwengxelo yoPhando kunye neeMarike, ubungakanani bentengiso bufikelele kwi-2.4 yeebhiliyoni zeedola ngo-2023 kwaye kuqikelelwa ukuba lukhule luye kwi-3.5 yeebhiliyoni zeedola ngo-2032, ngesantya sokukhula sonyaka (CAGR) se-4.28%. Oku kukhula kuqhutywa kukwandisa ulwazi lwabathengi malunga nempilo yomlomo kunye neenzuzo zokusebenzisa iimveliso ezikhethekileyo zokunakekelwa kwemilebe. Iimaski zomlomo, ngokukodwa, zifumana ukuthandwa ngenxa yokukwazi ukubonelela nge-hydration enzulu kunye nokulungisa imilomo eyonakeleyo, okwenza kube yinto ekhethwayo kubathengi abafuna izisombululo ezinzulu zokunakekelwa komlomo.
Ukutshintshela kwiZithako zeNdalo kunye nezeNdalo
Enye yezona zinto zibalulekileyo kwimakethi yemaski yomlomo kukukhetha okukhulayo kwezithako zendalo kunye nezinto eziphilayo. Abathengi baya bezazi ngakumbi izithako kwiimveliso zabo zobuhle, befuna iinketho ezingenazo iikhemikhali eziyingozi kunye nezongezo zokwenziwa. Olu tshintsho lubonakala kwimfuno ekhulayo yeemaski zomlomo ezenziwe ngeoli yendalo, ibhotolo, kunye ne-emollients enika isondlo kunye nokhuseleko. Iimpawu ezibeka phambili ukwakheka okucocekileyo kunye nokuzinzileyo zifumana amandla, njengoko kungqinwa kukuthandwa okunyukayo kweemveliso ezigxininisa ukufunwa kokuziphatha kunye nokupakishwa kwe-eco-friendly.
Impembelelo ye-E-commerce kunye ne-Social Media
Ukwandiswa kwamaqonga e-e-commerce kunye nefuthe lamajelo eendaba ezentlalo adlala indima ebalulekileyo ekukhuleni kwemarike yemaski yomlomo. Iziteshi ze-Intanethi ziye zaba ngumjelo obalaseleyo wokusasaza, unikezela abathengi ukufikelela lula kwiintlobo ezahlukeneyo zeemveliso zokhathalelo lomlomo. Ngokophando lwentengiso, ukuthengisa kwi-Intanethi kulindeleke ukuba kukhokele kwingeniso nakwi-CAGR ngexesha lokuqikelela. Amaqonga eendaba ezentlalo, ngakumbi i-Instagram kunye neTikTok, zizixhobo ezinamandla zokuthengisa kwiibrand zemaski yomlomo. Ukuqinisekiswa kwabantu abadumileyo kunye nentsebenziswano yeempembelelo kuqhuba ukwazisa kwabathengi kunye nokuphembelela izigqibo zokuthenga, igalelo kumdla ophakamileyo kwiimaski zomlomo.
Izimvo zeNgingqi kunye noTshintsho lweMarike
Imakethi yemaski yomlomo ibonisa iindlela ezahlukeneyo zengingqi ezibumba indlela yayo. UMntla Melika uhlala unegalelo eliphambili lengeniso, eqhutywa yimarike yezithambiso ezivuthiweyo kunye nenkcitho ephezulu yabathengi kwiimveliso zobuhle. Umzi-mveliso wobuhle osekiweyo kulo mmandla kunye neziseko zophuhliso lwe-e-commerce ezomeleleyo ziwubeka njengomdlali ophambili kwimarike yemaski yomlomo. Nangona kunjalo, ummandla we-Asia-Pacific ukulungele ukufumana eyona CAGR ephezulu ngexesha loqikelelo. Izinto ezinjengokunyusa ingeniso elahlayo, udidi oluphakathi olukhulayo, kunye nokwanda kolwazi lweemveliso zokhathalelo lwemilebe kukhuthaza ukukhula kwemarike kumazwe afana neTshayina, iJapan kunye noMzantsi Korea. Abemi bommandla abakhathalela ubuhle banegalelo elikhulu kwimfuno yemaski yomlomo.
Ukukhuphisana koMhlaba kunye nabadlali beMarike
Imakethi yemaski yomlomo iphawulwa ngokhuphiswano olumandla, kunye neebrendi ezininzi ezisekiweyo ezikhuphisana ngezabelo zentengiso. Iinkampani eziphambili ezifana ne-L'Oreal, i-Estee Lauder Companies, i-Revlon, kunye ne-Burt's Bees ziphakathi kwabadlali abaphambili abanegalelo elikhulu kwingeniso yemarike. Ezi nkampani ziphakamisa ukuqondwa kophawu lwazo olomeleleyo, uthungelwano olubanzi lokusasaza, kunye neepotfoliyo zemveliso eziqalwayo ukugcina ukhuphiswano lwazo. Imakethi ikwabona ukungena kwabadlali abatsha begxile kwimiqulu yendalo kunye ne-organic, iqinisa ngakumbi ukhuphiswano kunye nokuqhuba izinto ezintsha kwicandelo lemaski yomlomo.
Ukuqukumbela, imakethi yemaski yomlomo ngo-2025 iphawulwa ngokunyuka kwemfuno yabathengi yezisombululo zokhathalelo lomlomo, utshintsho olubhekiselele kwizithako zendalo kunye nendalo, kunye nefuthe elibalulekileyo le-e-commerce kunye nemidiya yoluntu. Njengoko imakethi iqhubeka nokuvela, iibrendi ezibeka phambili ukwakheka okucocekileyo, izenzo ezizinzileyo, kunye nezicwangciso zokuthengisa ezisebenzayo zibekwe kakuhle ukuze ziphumelele kulo mhlaba uguqukayo.
Ukutshintshela kwiZithako zeNdalo kunye nezeNdalo
Enye yezona zinto zibalulekileyo kwimakethi yemaski yomlomo kukukhetha okukhulayo kwezithako zendalo kunye nezinto eziphilayo. Abathengi baya bezazi ngakumbi izithako kwiimveliso zabo zobuhle, befuna iinketho ezingenazo iikhemikhali eziyingozi kunye nezongezo zokwenziwa. Olu tshintsho lubonakala kwimfuno ekhulayo yeemaski zomlomo ezenziwe ngeoli yendalo, ibhotolo, kunye ne-emollients enika isondlo kunye nokhuseleko. Iimpawu ezibeka phambili ukwakheka okucocekileyo kunye nokuzinzileyo zifumana amandla, njengoko kungqinwa kukuthandwa okunyukayo kweemveliso ezigxininisa ukufunwa kokuziphatha kunye nokupakishwa kwe-eco-friendly.
Impembelelo ye-E-commerce kunye ne-Social Media
Ukwandiswa kwamaqonga e-e-commerce kunye nefuthe lamajelo eendaba ezentlalo adlala indima ebalulekileyo ekukhuleni kwemarike yemaski yomlomo. Iziteshi ze-Intanethi ziye zaba ngumjelo obalaseleyo wokusasaza, unikezela abathengi ukufikelela lula kwiintlobo ezahlukeneyo zeemveliso zokhathalelo lomlomo. Ngokophando lwentengiso, ukuthengisa kwi-Intanethi kulindeleke ukuba kukhokele kwingeniso nakwi-CAGR ngexesha lokuqikelela. Amaqonga eendaba ezentlalo, ngakumbi i-Instagram kunye neTikTok, zizixhobo ezinamandla zokuthengisa kwiibrand zemaski yomlomo. Ukuqinisekiswa kwabantu abadumileyo kunye nentsebenziswano yeempembelelo kuqhuba ukwazisa kwabathengi kunye nokuphembelela izigqibo zokuthenga, igalelo kumdla ophakamileyo kwiimaski zomlomo.
Izimvo zeNgingqi kunye noTshintsho lweMarike
Imakethi yemaski yomlomo ibonisa iindlela ezahlukeneyo zengingqi ezibumba indlela yayo. UMntla Melika uhlala unegalelo eliphambili lengeniso, eqhutywa yimarike yezithambiso ezivuthiweyo kunye nenkcitho ephezulu yabathengi kwiimveliso zobuhle. Umzi-mveliso wobuhle osekiweyo kulo mmandla kunye neziseko zophuhliso lwe-e-commerce ezomeleleyo ziwubeka njengomdlali ophambili kwimarike yemaski yomlomo. Nangona kunjalo, ummandla we-Asia-Pacific ukulungele ukufumana eyona CAGR ephezulu ngexesha loqikelelo. Izinto ezinjengokunyusa ingeniso elahlayo, udidi oluphakathi olukhulayo, kunye nokwanda kolwazi lweemveliso zokhathalelo lwemilebe kukhuthaza ukukhula kwemarike kumazwe afana neTshayina, iJapan kunye noMzantsi Korea. Abemi bommandla abakhathalela ubuhle banegalelo elikhulu kwimfuno yemaski yomlomo.
Ukukhuphisana koMhlaba kunye nabadlali beMarike
Imakethi yemaski yomlomo iphawulwa ngokhuphiswano olumandla, kunye neebrendi ezininzi ezisekiweyo ezikhuphisana ngezabelo zentengiso. Iinkampani eziphambili ezifana ne-L'Oreal, i-Estee Lauder Companies, i-Revlon, kunye ne-Burt's Bees ziphakathi kwabadlali abaphambili abanegalelo elikhulu kwingeniso yemarike. Ezi nkampani ziphakamisa ukuqondwa kophawu lwazo olomeleleyo, uthungelwano olubanzi lokusasaza, kunye neepotfoliyo zemveliso eziqalwayo ukugcina ukhuphiswano lwazo. Imakethi ikwabona ukungena kwabadlali abatsha begxile kwimiqulu yendalo kunye ne-organic, iqinisa ngakumbi ukhuphiswano kunye nokuqhuba izinto ezintsha kwicandelo lemaski yomlomo.
Ukuqukumbela, imakethi yemaski yomlomo ngo-2025 iphawulwa ngokunyuka kwemfuno yabathengi yezisombululo zokhathalelo lomlomo, utshintsho olubhekiselele kwizithako zendalo kunye nendalo, kunye nefuthe elibalulekileyo le-e-commerce kunye nemidiya yoluntu. Njengoko imakethi iqhubeka nokuvela, iibrendi ezibeka phambili ukwakheka okucocekileyo, izenzo ezizinzileyo, kunye nezicwangciso zokuthengisa ezisebenzayo zibekwe kakuhle ukuze ziphumelele kulo mhlaba uguqukayo.
Ukunyuka kweNkathalelo yoMlomo weHybrid: Ukutshintsha kweMidlalo
Ishishini lobuhle libona utshintsho olubalulekileyo kwiimveliso zokhathalelo lwemilebe exutywe, ukudibanisa izibonelelo zokhathalelo lwesikhumba kunye nomtsalane wokuthambisa. Lo mkhwa uqhutywa kukukhula kwemfuno yabathengi yeemveliso ezisebenza ngeendlela ezininzi ezibonelela ngobuhle kunye nezibonelelo zonyango. Ngokwengxelo yobuchwephesha, imakethi yombala wemilebe yehlabathi imiselwe ukukhula ukusuka kwi-22.17 yeebhiliyoni zeedola ngo-2024 ukuya kwi-27.33 yeebhiliyoni zeedola ngo-2029, iqaqambisa ukomelela kunye nokubakho kolu didi.
Ulwakhiwo olutsha: uMgangatho oMtsha
Iimveliso zokhathalelo lwemilebe yeHybrid ziguqula imarike kunye nokwakheka kwazo okutsha. Ezi mveliso zenzelwe ukubonelela ngombala ohlala ixesha elide ngelixa ngaxeshanye zondla kwaye zikhusela imilebe. Umzekelo, i-Benefit (US) yandise umgca wayo odumileyo we-Benetint lip stain kunye nokwaziswa kwe-Plushtint, i-matte effect stain edibanisa umbala oqaqambileyo kunye neempawu zokumanzisa. Ngokufanayo, i-brand yaseTshayina iJoocyee's I-Essence Matte Rouge lipstick idibanisa i-nano-collagen kunye ne-aloe polysaccharides, engena kwi-dermis ukuhambisa i-hydration enzulu kunye nemiphumo yokuqhawula.
Ukusukwa koMbala woMlebe
Umbono 'wolusu' uguqula imarike yokhathalelo lwemilebe, kunye neemveliso ngoku ezibonelela ngezibonelelo zokhathalelo lwesikhumba ecaleni kwemisebenzi yokuthambisa yesintu. Lo mkhwa unomtsalane ngakumbi kuGen Z kunye nabancinci beMillennials, abathi babeke phambili iimveliso eziphucula ubuhle bazo bendalo ngelixa bebonelela ngokhathalelo olubalulekileyo. Iimpawu ezifana neMuzigae Maison zihamba phambili ngeemveliso ezifana ne-Tie Up Cover Tint, egudisa imilebe kwaye igcwalise imigca emihle, iqinisekisa ukusetyenziswa kombala. Oku kusebenza kabini kuba yindawo ephambili yokuthengisa, iqhuba umdla wabathengi kunye nokunyaniseka.
UkuPakisha okuNtofontofo: Ukunyusa amava
Ukongeza kwimixube emitsha, ukupakishwa okutofotofo kudlala indima ebalulekileyo ekutsaleni abathengi. Iimpawu eziphezulu zenza utyalo-mali kuyilo lokupakisha lweprimiyamu oluphucula amava omsebenzisi ngokubanzi. Umzekelo, iClé de Peau Beauté yaseJapan iThe Precious Lipstick inedayimani kunye nomgubo wegolide we-24-carat, nto leyo eyenza ukuba ibe luphawu olunqwenelekayo. Ngokufanayo, iValdé (US) ibonelela ngeemeko zomlomo zequartz ezinokuzaliswa kwakhona ezinokuthi zenzelwe umntu ngokukrolwa, zibonelela ngemfuno ekhulayo yeemveliso zobuhle bespoke.
Ubuhle beNdalo: Ukwamkela uBunyani
Njengoko abathengi besanda befuna ukunyaniseka kunye nobuhle bendalo, imfuno yeemveliso eziphucula imbonakalo yendalo yemilebe iyanda. Lo mkhwa ubonakaliswa ekuthandeni okukhulayo kweemaski zomlomo, ezibonelela nge-hydration enzulu kunye nokulungiswa, ukukhuthaza ukubukeka okunempilo, kwendalo.
Ukutshintshela kwiZithako zeNdalo
Abathengi baya bezazi ngakumbi izithako kwiimveliso zabo zobuhle, okukhokelela ekufuneni izisombululo zendalo kunye nezisombululo zokhathalelo lwemilebe. Iimpawu ziphendula ngokuqulunqa iimaski zomlomo ezicocekileyo, izithako zendalo ezibonelela ngeziphumo ezisebenzayo ngaphandle kweekhemikhali eziyingozi. Umzekelo, uluhlu lwezinyosi zomlomo wehlathi lokuGqibela, olufumaneka kwiincasa ezifana ne-mint, itshokolethi, kunye nequnube, lwenziwe nge-100% ye-organic bewax kwaye lupakishwe kwiingqayi zeglasi zobugcisa, ezinomtsalane kubathengi abaqaphela i-eco-conscious.
Ukuduma kweeMaski zoMlomo
Iimaski zomlomo zifumana i-traction njengemveliso ekufuneka ibe nayo kwiindlela zobuhle zabathengi abaninzi. Ezi maski zenzelwe ukubonelela nge-hydration enzulu kunye nokulungiswa, zibenze zilungele ukulwa nokoma kunye nokuchapha. Icandelo lemaski yomlomo lilindeleke ukuba libe nokukhula okubalulekileyo, okuqhutywa kukwanda kolwazi lwempilo yomlomo kunye nomnqweno weemveliso ezibonelela ngezibonelelo zangoku kunye nexesha elide. Iimveliso ezifana ne-elf Cosmetics ziye zafaka imali kulo mkhwa kunye neemveliso ezintsha ezifana ne-coffee lip scrub, edibanisa i-exfoliation kunye ne-hydration yesisombululo esibanzi sokunakekelwa kwemilebe.
Iimfuno zeXesha loNyaka kunye noTshintsho lweMveliso
Imfuno yeemaski zomlomo ikwaphenjelelwa lutshintsho lwamaxesha onyaka, abathengi bafuna iimveliso ezikhusela imilebe yabo kwiimeko zemozulu ezinzima. Ngexesha leenyanga zasebusika, imfuno ye-hydration enzulu kunye nokulungiswa iya kubonakala ngakumbi, ukuqhuba ukuthengiswa kweemaski zomlomo kunye nezinye iimveliso zokukhusela umlomo. Olu tshintsho lwamaxesha onyaka lunika ithuba lokuba iibrendi zivelise izinto ezintsha kwaye zazise iimveliso ezintsha ezihlangabezana neemfuno ezithile zabathengi unyaka wonke.
Impembelelo yeMedia yeNtlalo: Iindlela zokuqhuba kunye nokuthengisa
Amaqonga eendaba ezentlalo, ngakumbi iTikTok, adlala indima ebalulekileyo ekubumbeni izinto ezikhethwa ngabathengi kunye nokuqhuba ukuthengisa kwimarike yokhathalelo lomlomo. Iintsingiselo zentsholongwane kunye nezifundo zinefuthe kwizigqibo zokuthenga, nto leyo eyenza kube yimfuneko ukuba iibrendi zihlale phambi kwegophe kwaye zisebenzise la maqonga ngokufanelekileyo.
Ukunyuka kweLipTok
I-TikTok iye yavela njengeqonga elinamandla labaphembeleli bobuhle kunye neempawu zokubonisa iimveliso kunye nobuchule babo. I-hashtag #LipTutorials iqokelele ngaphezulu kwe-1.7 yeebhiliyoni zeembono, iqaqambisa ukuthandwa okukhulu komxholo wokhathalelo lomlomo. Abaphembeleli babelana ngeengcebiso kunye namaqhinga okuphumeza ukubukeka komlomo ogqibeleleyo, ukusuka kwiindlela zokudibanisa ukuya kwiingcebiso zemveliso. Lo mkhwa, owaziwa ngokuba yi-LipTok, uqhuba imfuno yeemveliso zomlomo ezininzi ezinikezela iziphumo ezibonakalayo.
Influencer Collaborations
Ukusebenzisana kunye nabaphembeleli babonisa ukuba sisicwangciso esiyimpumelelo kwiimpawu ezijonge ukwandisa ukubonakala kwazo kunye nokufikelela kubaphulaphuli abaninzi. Ngokomzekelo, umculi we-makeup oyingcali u-Katie Jane Hughes uye wabambisana neemveliso ezahlukeneyo ukudala umxholo obonisa ukusetyenziswa kweemveliso zomlomo, ezifana ne-KJH Soft Smudge Lip & Cheek sticks. Ezi ntsebenziswano azikhulisi nje kuphela ulwazi lophawu kodwa zakha ukuthembana kunye nokuthembeka phakathi kwabathengi.
Impembelelo yoMxholo oveliswe ngumsebenzisi
Umxholo owenziwe ngumsebenzisi (UGC) sesinye isixhobo esinamandla kwiimpawu kwiimarike zokunakekelwa komlomo. Abathengi banokuthemba ngakumbi kwaye bathenge iimveliso ezinconyelwe ngoontanga babo. Ukukhuthaza abathengi ukuba babelane ngamava abo kunye nophononongo kumajelo eendaba ezentlalo kunokuphucula kakhulu isidima sophawu kunye nokuqhuba ukuthengisa. Iimveliso zinokunyusa i-UGC ngokubonisa ubungqina babathengi kunye neefoto kwiiwebhusayithi zabo kunye namajelo eendaba ezentlalo, ukudala imvakalelo yoluntu kunye nokunyaniseka.
Isiphelo: Ikamva Lokhathalelo Lomlomo
Imarike yokhathalelo lwemilebe ikhula ngokukhawuleza, iqhutywa ziindlela ezintsha zokuyila, ukupakishwa okutofotofo, kunye nefuthe leendaba zoluntu. Njengoko abathengi beqhubeka nokufuna iimveliso ezibonelela ngobuhle kunye neenzuzo zonyango, iibrendi kufuneka zihlale phambi kwegophe ngokwamkela le mikhwa kunye nokubonelela ngezisombululo ezikumgangatho ophezulu, ezisebenzayo. Ikamva lokunyamekelwa komlomo lilele ekukwazini ukudibanisa i-skincare egqwesileyo kunye ne-makeup, ukudala iimveliso ezingaphuculi nje ubuhle kodwa zikhuthaza impilo yomlomo kunye nokuphila kakuhle.
