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Rankings · Brand PowerBrand 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 from Zhixing Consulting 2025 Facial Serum E-commerce Trends — Tmall Liquid Serum Brand Top 30 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
- Zhixing Consulting 2025 Facial Serum E-commerce Trends — Tmall Liquid Serum Brand Top 30
- Period
- Jan–Dec 2025
- Caliber
- Liquid serum only. Serum oils (RMB 1.24 bn) and single-dose serums (RMB 9.5 bn) are excluded because their leaders are entirely different brands. Figures are Tmall turnover.
- Ranking basis
- Ranked by 2025 Tmall liquid-serum sales, top 10 shown.
- Why this source
- Serum splits sharply by sub-type; merging oils, single-dose and liquid formats produces wrong conclusions. Zhixing's sub-type split is the finest publicly available cut.
- Cross-check
- Shangpu Consulting's Taobao top five (Clarins 1.48 bn, SK-II 1.033 bn, Proya 0.911 bn, La Mer 0.895 bn, SkinCeuticals 0.866 bn) closely matches this table, with identical CR5 of 31.7%.
- Limitations
- Douyin discloses only the top three; others by growth rate. The Taobao (RMB 16 bn) and Douyin (RMB 20.03 bn) figures come from different cuts and should not be summed. SKU-level revenue is not public.
Taobao's serum top five is entirely international: Clarins 1.428 bn, SK-II 1.032 bn, Proya 0.906 bn, La Mer 0.887 bn, SkinCeuticals 0.866 bn, CR5 31.7%. Proya is the only domestic brand in the top five and it fell 24.1%, squeezed by international price cuts and its own product cycle.
Scope matters: this measures brand turnover within this category on this platform — not group revenue and not unit sales. Douyin discloses only the top three; others by growth rate. The Taobao (RMB 16 bn) and Douyin (RMB 20.03 bn) figures come from different cuts and should not be summed. SKU-level revenue is not public.
| Rank | Brand | Sales | Share |
|---|---|---|---|
| 1 | Clarins | RMB 1.43 bn | 9.6% |
| 2 | SK-II | RMB 1.03 bn | 6.9% |
| 3 | PROYA | RMB 906m | 6.1% |
| 4 | La Mer | RMB 887m | 5.9% |
| 5 | SkinCeuticals | RMB 866m | 5.8% |
| 6 | Guerlain | RMB 636m | 4.3% |
| 7 | Estée Lauder | RMB 634m | 4.2% |
| 8 | Comfy | RMB 608m | 4.1% |
| 9 | OLAY | RMB 498m | 3.3% |
| 10 | Lancôme | RMB 384m | 2.6% |
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