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Rankings · Brand PowerBrand 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 from Qingyan Intelligence 2025 China Cosmetics Yearbook — Tmall/Taobao Top 50 Makeup Remover 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 Makeup Remover Brands
- Period
- Jan–Dec 2025
- Caliber
- Per the Cosmetics Supervision Regulation, devices excluded. Tmall/Taobao net of returns; Douyin, JD and Kuaishou GMV. Average selling prices are published alongside, showing price-band position.
- Ranking basis
- Ranked by 2025 Tmall/Taobao remover sales, top 10; the Douyin table follows Yinshuoshuo's GMV-share ranking for the same period.
- Why this source
- Remover spans the widest price range in skincare (RMB 49 to 523 ASP), so revenue alone hides the structure — sales and ASP must be read together. Qingyan's yearbook is the only public source publishing both.
- Cross-check
- Yinshuoshuo measures Taobao remover CR5 at 31.7% and CR10 at 48.7%, with international brands holding 7 of the top 10; on Douyin, domestic brands hold 8 of the top 10 and 57.3% share. Shangpu puts Jan–Aug 2025 Tmall at RMB 1.898 bn, Douyin 1.365 bn and JD 438m — consistent in magnitude.
- Limitations
- Some Douyin figures are published as ranges (over RMB X); the lower bound is used here. Taobao covers the full year while Douyin follows Yinshuoshuo's monitoring window. Offline and cross-border excluded.
Taobao's remover table is a price map: Eve Lom at RMB 523, Bobbi Brown 413 and Shu Uemura 269 hold the top band; Zhuben 86, SUIKONE 50 and Maybelline 56 hold the mass band. The No.1 (Shu Uemura, RMB 372m) is only twice the No.5 (Bobbi Brown, RMB 198m) in revenue, but likely sells a tenth of the units — prestige lives on price, mass lives on volume.
Scope matters: this measures brand turnover within this category on this platform — not group revenue and not unit sales. Some Douyin figures are published as ranges (over RMB X); the lower bound is used here. Taobao covers the full year while Douyin follows Yinshuoshuo's monitoring window. Offline and cross-border excluded.
| Rank | Brand | Sales | Share |
|---|---|---|---|
| 1 | Shu Uemura | RMB 372m | — |
| 2 | Zhuben | RMB 321m | — |
| 3 | Kimtrue | RMB 209m | — |
| 4 | Bioderma | RMB 200m | — |
| 5 | Bobbi Brown | RMB 198m | — |
| 6 | SUIKONE | RMB 187m | — |
| 7 | Maybelline | RMB 181m | — |
| 8 | banila co. | RMB 153m | — |
| 9 | Eve Lom | RMB 129m | — |
| 10 | DDG | RMB 121m | — |
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