Category Rankings
Where the numbers come from
| Category | Source | Period | No.1 |
|---|---|---|---|
| Facial Cleanser | Qingyan Intelligence | Jan–Dec 2025 | 芙丽芳丝 |
| Shampoo | Zhixing Consulting, compiled by Guanyan | Jan–Dec 2025 | 卡诗 |
| Blackhead Care | Zhixing Consulting | Jan–Dec 2025 | 如薇 RNW |
| Sheet & Wash-off Masks | Zhixing Consulting | Jan–Sep 2025 | 欧莱雅 |
| Sunscreen | Qingyan Intelligence | Jan–Dec 2025 | 蜜丝婷 |
| Facial Serum | Zhixing Consulting | Jan–Dec 2025 | 娇韵诗 |
| Toner | Zhixing Consulting | Jan–Sep 2025 | 海蓝之谜 |
| Makeup Remover | Qingyan Intelligence | Jan–Dec 2025 | 植村秀 |
Facial Cleanser
The largest and most contested facial-care category. In 2025 Douyin overtook…
Shampoo
Douyin overtook Taobao as the No.1 shampoo channel in 2025; anti-hair-loss a…
Blackhead Care
Known in the trade as T-zone care, this niche is worth only about RMB 1.1 bn…
Sheet & Wash-off Masks
Douyin at RMB 19.1 bn while Tmall turned negative — masks show the sharpest …
Sunscreen
Douyin overtook Tmall in sunscreen for the first time in 2025; MISTINE is th…
Facial Serum
The second-largest skincare segment: RMB 38.1 bn across three platforms in 2…
Toner
In 2025 Douyin overtook Taobao with RMB 5.43 bn; La Mer is the only brand le…
Makeup Remover
The clearest case of international brands holding Taobao while domestic play…
Compiled by the VRBT editorial team from third-party monitoring reports and publicly disclosed brand sales. No estimated or undisclosed figures are used. Every ranking states its original source, statistical caliber and limitations. Because platforms do not publish SKU-level sales, we do not rank individual products — only the hero SKUs of ranked brands are listed.