Douyin Beauty Reshuffles Again: Domestic Brands Take 13 of the Top 20 as Eye Oil Breaks Out

**Source:** MZ Toutiao (美妆头条) · **Date:** 2026-10-13 · **Category:** E-commerce / Data *原文：9月抖音美妆又换血！眼油逆袭成爆品* September reshuffled Douyin's beauty rankings. Domestic brands took 13 of the top 20 slots, with only L'Oréal, Estée Lauder and Lancôme flying the international flag. KANS (韩束) returned to No.1 on the strength of 70+ brand-owned livestream rooms across body care, hair care and men's skincare; Chando (自然堂) held No.2 with a similar self-broadcast playbook and hair care as a second growth curve (facial skincare still exceeds 86% of sales). L'Oréal climbed 13 places to No.3 on influencer-driven volume — creators Chen He and "Countryside Xiaoqiao" alone contributed over 10% of brand sales. On products, BUV's green-clay cleanser took No.1 with 5,343 affiliated creators plus a Cai Xukun endorsement; Xiaoshumei's pro-xylane brightening cream hit No.2 on a ¥39.9 buy-one-get-one hook; and a PDRN golden eye oil fronted by Ruby Lin reached No.3 — an eye-oil breakout in a category normally led by serums and creams. Dr.Pansy ranked No.4 but leans on shelf traffic (product cards drove 85.5% of sales, one camellia anti-wrinkle oil 82%), a single-SKU risk. Four SKUs sustained conversion abo

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