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Rankings · Brand PowerBrand Power · Shampoo: Kérastase leads on Taobao
The annual picture in shampoo is clear: Kérastase leads with RMB 1.00 bn. Figures are taken from Zhixing Consulting, compiled by Guanyan 2025 Hair Care Category Data Report — Taobao Shampoo Top 20 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, compiled by Guanyan 2025 Hair Care Category Data Report — Taobao Shampoo Top 20
- Period
- Jan–Dec 2025
- Caliber
- Shampoo only — conditioners, masks and hair oils excluded. Figures are Taobao turnover; share = brand shampoo sales ÷ total Taobao shampoo market (RMB 17.35 bn).
- Ranking basis
- Ranked by 2025 Taobao shampoo sales, top 10 shown.
- Why this source
- Hair care spans shampoo, conditioner, masks and oils; only a shampoo-only table is comparable. Zhixing splits by sub-category and reports share, so it is used here. Group-level hair-care totals (e.g. Kérastase RMB 2.14 bn across Taobao hair care) are excluded.
- Cross-check
- A Tonghuashun report citing Zhixing puts Kérastase's 2025 Taobao hair-care total at RMB 2.144 bn, of which shampoo RMB 1.002 bn — matching this table. A 12-month-rolling cutoff (Mar 2025 MAT) gives RMB 1.995 bn; the gap is period definition.
- Limitations
- Douyin (RMB 5.01 bn) and Taobao (RMB 17.35 bn) come from different disclosure cuts; some Douyin figures are published as ranges, so only brands with confirmed positions are listed. Offline retail excluded.
Taobao is the moat for international brands: Kérastase, Head & Shoulders, L'Oréal Paris and Pantene together hold 17.5% of Taobao shampoo sales, and Kérastase's RMB 1.0 bn is more than double the next player in a single sub-category. Domestic brands only appear in the lower half of the top 20 — Bee & Flower, Hanfang Wugu, Halfmu Huatian.
Scope matters: this measures brand turnover within this category on this platform — not group revenue and not unit sales. Douyin (RMB 5.01 bn) and Taobao (RMB 17.35 bn) come from different disclosure cuts; some Douyin figures are published as ranges, so only brands with confirmed positions are listed. Offline retail excluded.
| Rank | Brand | Sales | Share |
|---|---|---|---|
| 1 | Kérastase | RMB 1.00 bn | 5.8% |
| 2 | Head & Shoulders | RMB 751m | 4.3% |
| 3 | L'Oréal Paris | RMB 658m | 3.8% |
| 4 | Pantene | RMB 479m | 2.8% |
| 5 | Off&Relax | RMB 341m | 2.0% |
| 6 | CLEAR | RMB 330m | 1.9% |
| 7 | Vichy | RMB 279m | 1.6% |
| 8 | Vetes | RMB 275m | 1.6% |
| 9 | René Furterer | RMB 263m | 1.5% |
| 10 | Schwarzkopf | RMB 259m | 1.5% |
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