As a leading gua sha wholesale manufacturer, we analyze and summarize the market every year and make a forecast for the market next year. Therefore, we have written this 2025 Gua Sha Industry Report, which provides customers with a comprehensive Gua Sha market analysis from the perspective of manufacturers.。
1. From Traditional Physiotherapy to Global Consumer Products
Gua Sha, a representative form of traditional Chinese medicine, has long maintained a strong popular base in Southeast Asia and other regions. However, with recent changes, it has undergone significant transformation and development.
In the past, Gua Sha was a well-known traditional Chinese medicine practice, particularly in China and surrounding areas influenced by Chinese culture, and has always been widely popular. Today, with the development of social media, the demand for natural beauty, and the research into Gua Sha’s additional functions, Gua Sha has become a new favorite in the global beauty and self-care worlds.
Although the Gua Sha market is relatively small compared to traditional cosmetics and beauty product markets, it is also growing. According to a market analysis report by Fact.MR, the global Gua Sha market is valued at approximately US$642.5 million and is expected to grow to US$1.337 billion by 2035, with a compound annual growth rate of approximately 7.6%. This data shows that, while the growth rate is not rapid, it is maintaining relatively steady growth.
2. Global Gua Sha Market Trends: Demand Upgrade and Changes in Consumer Thinking
Gua Sha’s consumer base has expanded beyond traditional Chinese medicine’s health and therapeutic purposes to include daily beauty and home care. This undoubtedly presents a significant market opportunity for the practice. This is particularly true in developed regions like Europe and the United States, where people have higher incomes and a stronger desire for a high-quality lifestyle.
Several key trends in the Gua Sha market are particularly evident:
- The rise of online channels – Various beauty platforms, brand customization, and independent brands’ direct sales websites are the primary growth drivers of the Gua Sha market.
- Increasing material diversity – Traditionally, Gua Sha was primarily made from buffalo horn. In today’s Gua Sha market, materials such as crystal and metal are becoming mainstream.
- Gifting and uniqueness – Beyond its use as a beauty tool, Gua Sha also has a significant market share as a gift. Unique product design and brand customization are key areas of competition.
- Significant regional expansion – In the past, Gua Sha’s primary sales and application markets were centered in China, with markets spreading outward. Today, the European and American markets have become the primary market, alongside China, and their share continues to rise. China remains the manufacturing and export center, while the United States and Europe have become the largest importers of Gua Sha.。
3. Gua Sha Wholesale and Export Landscape: Intensified Competition and Industrial Structural Upgrades
Gua Sha tools, aside from domestic consumption, are primarily exported to the United States, Europe, and select Asian countries (such as Japan and South Korea). Leveraging its domestic advantages (technology, experience, and logistics and transportation facilities), China has become the world’s leading supplier of Gua Sha tools, holding over 80% of the market share. However, Chinese Gua Sha wholesale manufacturers are currently facing pressures to transform and upgrade their industry:
- Gua Sha market saturation: Although research indicates the Gua Sha market is steadily growing, competition within China indicates that the market’s growth is far behind the growth of domestic Gua Sha manufacturers. This has led to intensified competition among Gua Sha manufacturers, ultimately devolving into a game between a few major Gua Sha manufacturing giants.
- Rising logistics and tariff costs: In recent years, increasingly frequent tariff fluctuations and rising logistics costs have significantly impacted the import and export of Gua Sha tools. Just two weeks before this article was written, freight costs from China to Europe, the United States, and other regions had increased by an average of over 35%.
- The market demand for branding and customization is growing: In the past, customization accounted for only about 30% of our orders, but now, this proportion has risen to around 70%. This is easy to understand. In the increasingly competitive Gua Sha market, uniqueness is essential to capture a share of the pie. If quality alone isn’t enough, personalization is the best path forward.
- Industrial structural upgrade: Innovation is the best path forward for all businesses, not just the Gua Sha market. While remaining conservative may maintain business stability in the short term, continuous innovation and product iteration are crucial for sustainable growth. Especially in the face of intensified market competition, business transformation and product innovation and iteration are crucial.
4. Emerging trends in Gua Sha: intelligence and sustainability
As entioned earlier, innovation is a crucial channel for business growth. With this innovation, more and more products are entering the market. Currently, Chinese gua sha companies are driving new market trends:
- Electric smart gua sha tools: These electric gua sha instruments combine traditional techniques with technology through micro-vibration, heating, and red light. According to Salehoo, sales of electric gua sha products in the European and American markets are projected to grow by 136% in 2025.
- Brand story integration: For many consumers, product quality and functionality may not be the only important factors; brand recognition is also crucial. Therefore, developing a strong brand story and seamlessly integrating it with the product will be another channel for business growth.
- Environmental protection and sustainability trends: Environmental protection is a hot topic currently. Achieving carbon neutrality, implementing environmental protection measures, and emphasizing environmental awareness will undoubtedly enhance consumer brand recognition.
5. Challenges in the Gua Sha Industry: Coexistence of Homogeneity and Diversity
The Gua Sha market is gradually expanding and showing signs of prosperity. However, behind this prosperity lie numerous challenges and risks:
- Severe product homogeneity: In the early days of the Gua Sha market, vendors were eager to capture market share but lacked sufficient awareness of copyright protection. Consequently, a large number of Gua Sha tools with different shapes and shapes began to appear on the market. However, due to the lack of copyright protection, other manufacturers scrambled to imitate them, ultimately resulting in a large number of homogeneous products.
- Unstable raw material supply: The current mainstream Gua Sha materials are made from natural mineral resources such as crystal and jade. These resources are highly susceptible to mining conditions, resulting in frequent fluctuations in supply.
- Cultural differences: If severe product homogeneity leads to intensified competition among suppliers, cultural differences between regions are also a major obstacle to the expansion of the Gua Sha market.
- International certification barriers: Exporting to European and American markets requires compliance with FDA, ISO, and other standards, which poses a significant barrier for small and medium-sized factories.
6. Future Opportunities and Corporate Strategy
As the global beauty and wellness industries deepen their integration, the gua sha tool market is experiencing a new round of reshuffle and upgrading. Future opportunities lie with brands and manufacturers that balance traditional cultural heritage with modern innovation.
1. Strengthening Brand Development
In a market characterized by fierce homogeneity and competition, “brand power” will become a key competitive barrier. Companies should shift from being “product manufacturers” to “cultural exporters.” By telling brand stories, highlighting Eastern cultural aesthetics, and strengthening material transparency and sustainability, they can enhance consumer trust and increase product premiums.
2. Expanding into Emerging Overseas Markets
In addition to the European and American markets, health and beauty consumption is rapidly growing in regions such as the Middle East, South America, and Southeast Asia. These markets are highly receptive to “natural” and “Eastern-themed” products and are still in the early stages of brand competition, presenting gua sha tool manufacturers with significant potential for overseas expansion.
3. Implementing Multi-Category Integration and Scenario-Based Sales
The sales of gua sha tools should not be limited to individual products but should extend to a “holistic experience solution.” For example, combining gua sha boards with beauty rollers, essential oils, skincare products, and spa gift sets creates a high-value-added integrated sales system. This model not only increases average order value but also enhances the brand’s professional image.
4. Improving Manufacturing Technology
Traditional hand-grinding and engraving techniques are merging with modern manufacturing technologies. By introducing CNC precision machining, ultrasonic polishing, and AI-powered inspection systems, companies can improve consistency and production efficiency while maintaining aesthetic quality. This is a key direction for the future intelligent transformation of factories.
5. Establishing Long-Term OEM/ODM Partnerships
With the trend of global brand diversification, the demand for flexible, small-batch customization is increasing. Manufacturers can serve small and medium-sized brands and startups through a “flexible production” system, offering one-stop services such as rapid prototyping, small-scale trial production, and joint R&D, transforming from “OEMs” to “innovation partners.”
Summarize
According to forecast data, Gua Sha is still growing gradually. However, amidst this growth, there are hidden dangers. How can companies stand out from this vortex of competition? Is it to win through product innovation? Or is it to build a brand and use the brand effect to drive consumer enthusiasm? Perhaps every Gua Sha manufacturer should choose a transformation path that suits them. Only those companies that dare to innovate, take action and persist can become the leaders of the new era of Gua Sha.
