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Rankings · Brand PowerBrand Power · Sunscreen: MISTINE leads on Tmall + Taobao
The annual picture in sunscreen is clear: MISTINE leads with RMB 558m. Figures are taken from Qingyan Intelligence 2025 China Cosmetics Yearbook — Tmall/Taobao Sunscreen Brand Top 10 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 Sunscreen Brand Top 10
- Period
- Jan–Dec 2025
- Caliber
- Tmall/Taobao net sales after returns; Douyin, JD and Kuaishou GMV. Covers creams and sprays; sun-protective apparel and devices excluded.
- Ranking basis
- Ranked by 2025 Tmall/Taobao sunscreen sales, top 10 shown.
- Why this source
- Sunscreen is where domestic share flipped, so a single-platform table would distort the picture; the two platforms must be read for the same year. Qingyan's yearbook is one of few public sources publishing brand revenue for Tmall, Douyin and JD together.
- Cross-check
- Qingyan puts MISTINE at RMB 558m on Taobao; Zhixing's same-year cut is RMB 678m on Taobao and RMB 745m on Douyin. The gap reflects returns treatment and window. Rizhi Zhiyun independently estimates MISTINE at 11.1% share, L'Oréal 7.68%, ANESSA 5.97% — same order as this table.
- Limitations
- Retail sales and online GMV are not interchangeable (offline-inclusive retail was about RMB 27.45 bn, −7.8%). On Douyin, most brands disclose growth only, so amounts are omitted. The ≥RMB 300 band has shrunk from 33.67% to 12.09%.
2025 marks the turning point: Douyin reached RMB 7.34 bn (+32.5%) and overtook Tmall, lifting its share from 35% to 51%, while Tmall fell for a second year, from 65% to 49%. The average-price gap narrowed from RMB 70 to 36 — Douyin is no longer the cheap substitute.
Scope matters: this measures brand turnover within this category on this platform — not group revenue and not unit sales. Retail sales and online GMV are not interchangeable (offline-inclusive retail was about RMB 27.45 bn, −7.8%). On Douyin, most brands disclose growth only, so amounts are omitted. The ≥RMB 300 band has shrunk from 33.67% to 12.09%.
| Rank | Brand | Sales | Share |
|---|---|---|---|
| 1 | MISTINE | RMB 558m | 10.1% |
| 2 | ANESSA | RMB 472m | — |
| 3 | L'Oréal Paris | RMB 409m | — |
| 4 | Lancôme | RMB 348m | — |
| 5 | Winona | RMB 241m | — |
| 6 | SkinCeuticals | RMB 214m | — |
| 7 | PROYA | RMB 212m | — |
| 8 | DECORTÉ | RMB 131m | — |
| 9 | SHISEIDO | RMB 124m | — |
| 10 | Clé de Peau Beauté | RMB 95m | — |
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