Home / Rankings / Brand Power
Rankings · Brand PowerBrand Power · Facial Cleanser: freeplus leads on Tmall + Taobao
The annual picture in facial cleanser is clear: freeplus leads with RMB 502m. Figures are taken from Qingyan Intelligence 2025 China Cosmetics Yearbook — Tmall/Taobao Top 50 Cleanser Brands covering Jan–Dec 2025.
About this ranking: sources and method
- Compiled by
- VRBT editorial team. We sort and interpret only; all revenue, share and growth figures come from the reports cited below.
- Source
- Qingyan Intelligence 2025 China Cosmetics Yearbook — Tmall/Taobao Top 50 Cleanser Brands
- Period
- Jan–Dec 2025
- Caliber
- Tmall/Taobao figures are net sales after returns; Douyin, JD and Kuaishou are GMV. Beauty devices excluded. Brand sales refer to category-level turnover, not group revenue.
- Ranking basis
- Brands ranked by 2025 category sales in descending order, top 10 shown. Position reflects scale only — not growth or reputation.
- Why this source
- Platform heat lists show rank but not revenue, so they cannot be compared across brands. Qingyan's yearbook is one of the few public sources publishing complete category-level brand revenue plus average selling price, so it serves as the primary table.
- Cross-check
- Zhixing Consulting's 2025 cleanser report gives a Taobao top three of RMB 441m / 340m / 264m for freeplus, Clé de Peau and SUIKONE, versus 502m / 386m / 265m here. The gap comes from different reporting windows and returns treatment; the ranking order is identical.
- Limitations
- Third-party monitoring cannot be converted to reported financials. Offline counters, CS channels and cross-border are excluded. freeplus once exceeded RMB 1 bn in Taobao cleanser GMV in 2022; the table shows current-period scale only.
The two platforms tell opposite stories. On Taobao, 17 of the top 20 cleanser brands were still on the list in H1 2025, but 11 of them declined — Curél −32.9%, Dr.Alva −33.8%, L'Oréal −8.1%. Even freeplus, the amino-acid pioneer, has posted three consecutive years of double-digit decline. Only high-ticket or strong-efficacy players such as Clé de Peau (+28.5%), Ocean Supreme (+29.1%) and SK-II (+43.7%) grew.
Scope matters: this measures brand turnover within this category on this platform — not group revenue and not unit sales. Third-party monitoring cannot be converted to reported financials. Offline counters, CS channels and cross-border are excluded. freeplus once exceeded RMB 1 bn in Taobao cleanser GMV in 2022; the table shows current-period scale only.
| Rank | Brand | Sales | Share |
|---|---|---|---|
| 1 | freeplus | RMB 502m | — |
| 2 | Clé de Peau Beauté | RMB 386m | — |
| 3 | SUIKONE | RMB 265m | — |
| 4 | CeraVe | RMB 206m | — |
| 5 | HBN | RMB 158m | — |
| 6 | Curél | RMB 151m | — |
| 7 | SIMPCARE | RMB 151m | — |
| 8 | CHANEL | RMB 145m | — |
| 9 | UNISKIN | RMB 137m | — |
| 10 | C咖 | RMB 134m | — |
Related
Brand Power · Makeup Remover: Shu Uemura leads on Tmall + Taobao
The annual picture in makeup remover is clear: Shu Uemura leads with RMB 372m. Figures are taken…
Brand Power · Toner: La Mer leads on Taobao
The annual picture in toner is clear: La Mer leads with RMB 428m. Figures are taken from Zhixing…
Brand Power · Facial Serum: Clarins leads on Tmall · Liquid serum
The annual picture in facial serum is clear: Clarins leads with RMB 1.43 bn. Figures are taken f…
Brand Power · Sunscreen: MISTINE leads on Tmall + Taobao
The annual picture in sunscreen is clear: MISTINE leads with RMB 558m. Figures are taken from Qi…