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Rankings · Brand PowerBrand Power · Sheet & Wash-off Masks: L'Oréal Paris leads on Tmall
The annual picture in sheet & wash-off masks is clear: L'Oréal Paris leads with RMB 492m. Figures are taken from Zhixing Consulting 2025 Mask Category E-commerce Trends — Tmall Mask Brand Top 30 covering Jan–Sep 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
- Zhixing Consulting 2025 Mask Category E-commerce Trends — Tmall Mask Brand Top 30
- Period
- Jan–Sep 2025
- Caliber
- Tmall mask category turnover; share = brand sales ÷ total Tmall mask market. Sheet and wash-off masks combined.
- Ranking basis
- Ranked by Jan–Sep 2025 Tmall mask sales, top 10 shown.
- Why this source
- Masks span sheet, wash-off and single-dose formats with a very wide price range, so only a combined table is meaningful. Zhixing publishes both revenue and share and keeps the Douyin table separate, which makes the two narratives visible.
- Cross-check
- Independent estimates from Qingyan and Yinshuoshuo are of similar magnitude: Yinshuoshuo's H1 2025 Tmall top five (Proya 348m, L'Oréal 283m, La Roche-Posay 222m) differs in order from Zhixing's Jan–Sep figures — a window and promotion-period effect.
- Limitations
- Jan–Sep excludes Double 11, so full-year ranks may shift. Douyin publicly discloses only the top three by revenue. The category is in stock competition — size alone should not be read as growth.
Tmall shows a stable 'two leaders plus one chaser' structure: L'Oréal at RMB 492m and Proya at RMB 488m hold over 16% combined, with La Roche-Posay third at RMB 328m. But the structure is eroding — Proya −11.7%, L'Oréal −14.0%, Kiehl's −17.0%, and half of the top 20 declined.
Scope matters: this measures brand turnover within this category on this platform — not group revenue and not unit sales. Jan–Sep excludes Double 11, so full-year ranks may shift. Douyin publicly discloses only the top three by revenue. The category is in stock competition — size alone should not be read as growth.
| Rank | Brand | Sales | Share |
|---|---|---|---|
| 1 | L'Oréal Paris | RMB 492m | 8.5% |
| 2 | PROYA | RMB 488m | 8.4% |
| 3 | La Roche-Posay | RMB 328m | 5.7% |
| 4 | Winona | RMB 235m | 4.1% |
| 5 | Fan Beauty Diary | RMB 204m | 3.5% |
| 6 | CHANDO | RMB 180m | 3.1% |
| 7 | Dr.Alva | RMB 143m | 2.5% |
| 8 | Ruyi | RMB 123m | 2.1% |
| 9 | Dr.Jart+ | RMB 118m | 2.0% |
| 10 | Comfy | RMB 103m | 1.8% |
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