The annual picture in toner is clear: La Mer leads with RMB 428m. Figures are taken from Zhixing Consulting 2025 Toner Category Data Report — Taobao and Douyin Brand Rankings 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 Toner Category Data Report — Taobao and Douyin Brand Rankings
- Period
- Jan–Sep 2025
- Caliber
- Toner is one category here, covering standard toners and essence waters. Facial mists (RMB 1.29 bn) and men's toners (RMB 33m) are ranked separately. Figures are platform turnover.
- Ranking basis
- Ranked by Jan–Sep 2025 sales per platform, top 10 each.
- Why this source
- This is one of few public reports disclosing complete top-10 tables for both Taobao and Douyin with revenue, share and growth over an identical period — ideal for channel comparison.
- Cross-check
- Yilian's parent company reports RMB 786m revenue for the first three quarters of 2025 (+19.5%), of which mists contributed RMB 664m; Jiemian, citing Qianqiu, ranks Yilian first by units and third by revenue across three platforms — consistent with No.4 on Taobao and No.2 on Douyin here.
- Limitations
- Jan–Sep excludes Double 11. Mists and men's toners are separate sub-categories and excluded from the denominator. Douyin brand shares are all below 5%, meaning leaders are not yet locked in.
Taobao is monopolised by prestige: four of the top five are international, La Mer leading at RMB 428m and 7.9% share, with Yilian the only domestic brand in the top five and the fastest-growing among them (+15.3%). International brands hold 12 of the top 20 seats.
Scope matters: this measures brand turnover within this category on this platform — not group revenue and not unit sales. Jan–Sep excludes Double 11. Mists and men's toners are separate sub-categories and excluded from the denominator. Douyin brand shares are all below 5%, meaning leaders are not yet locked in.
| Rank | Brand | Sales | Share |
|---|---|---|---|
| 1 | La Mer | RMB 428m | 7.9% |
| 2 | Lancôme | RMB 290m | 5.4% |
| 3 | SK-II | RMB 287m | 5.4% |
| 4 | Rellet | RMB 230m | 4.3% |
| 5 | Kiehl's | RMB 181m | 3.4% |
| 6 | HBN | RMB 178m | 3.3% |
| 7 | Avène | RMB 176m | 3.2% |
| 8 | Guerlain | RMB 152m | 2.8% |
| 9 | HR | RMB 124m | 2.3% |
| 10 | HomeFacialPro | RMB 123m | 2.3% |
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