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Sheet & Wash-off Masks · brand sales ranking
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 Mask Category E-commerce Trends — Tmall Mask Brand Top 30
- Period
- Jan–Sep 2025
- Caliber
- Tmall mask category turnover; share = brand sales ÷ total Tmall mask market. Sheet and wash-off masks combined.
- Ranking basis
- Ranked by Jan–Sep 2025 Tmall mask sales, top 10 shown.
- Why this source
- Masks span sheet, wash-off and single-dose formats with a very wide price range, so only a combined table is meaningful. Zhixing publishes both revenue and share and keeps the Douyin table separate, which makes the two narratives visible.
- Cross-check
- Independent estimates from Qingyan and Yinshuoshuo are of similar magnitude: Yinshuoshuo's H1 2025 Tmall top five (Proya 348m, L'Oréal 283m, La Roche-Posay 222m) differs in order from Zhixing's Jan–Sep figures — a window and promotion-period effect.
- Limitations
- Jan–Sep excludes Double 11, so full-year ranks may shift. Douyin publicly discloses only the top three by revenue. The category is in stock competition — size alone should not be read as growth.
Tmall · brand sales TOP10Jan–Sep 2025
| Rank | Brand | Sales | Share |
|---|---|---|---|
| 1 | L'Oréal Paris | RMB 492m | 8.5% |
| 2 | PROYA | RMB 488m | 8.4% |
| 3 | La Roche-Posay | RMB 328m | 5.7% |
| 4 | Winona | RMB 235m | 4.1% |
| 5 | Fan Beauty Diary | RMB 204m | 3.5% |
| 6 | CHANDO | RMB 180m | 3.1% |
| 7 | Dr.Alva | RMB 143m | 2.5% |
| 8 | Ruyi | RMB 123m | 2.1% |
| 9 | Dr.Jart+ | RMB 118m | 2.0% |
| 10 | Comfy | RMB 103m | 1.8% |
Douyin · brand sales TOP3Full-year 2025
| Rank | Brand | Sales | Share |
|---|---|---|---|
| 1 | EIIO | RMB 637m | 3.3% |
| 2 | Zaowuzhe | RMB 616m | 3.2% |
| 3 | Yuansheng Mima | RMB 555m | 2.9% |
What the numbers say
Tmall shows a stable 'two leaders plus one chaser' structure: L'Oréal at RMB 492m and Proya at RMB 488m hold over 16% combined, with La Roche-Posay third at RMB 328m. But the structure is eroding — Proya −11.7%, L'Oréal −14.0%, Kiehl's −17.0%, and half of the top 20 declined.
The counter-examples are equally clear: Winona +45.1% on a medical-grade sensitive-skin story, Pechoin +117.5% by rebuilding its value line, Dafuyan +71.4% and GUYU +53.6% through efficacy niches.
Douyin's roster barely overlaps: EIIO RMB 637m, Zaowuzhe RMB 616m, Yuansheng Mima RMB 555m, each around 3% share, top three just 9.4% — two-thirds of Tmall's concentration. Half of the top brands grew more than 200%, with Hexin Gift +1,857.7% and eLL +4,004.4%.
Low concentration cuts both ways. It offers the widest entry for new brands and the shortest shelf life — three-year survival among Douyin mask brands is only about 50%.
Hero SKUs of ranked brandsplatforms do not disclose SKU sales, so no SKU ranking
| Brand | Hero SKU | Note |
|---|---|---|
| L'Oréal Paris | Hyaluronic Ampoule Mask | Hero SKU of the No.1 Tmall mask brand |
| PROYA | Double-Antioxidant Mask | Top domestic share, but declined in 2025 |
| La Roche-Posay | B5 Repair Mask | Dermo-cosmetic route, No.3 on Tmall |
| Winona | Soothing Hydrating Mask | +45.1% on Tmall in 2025 |
| Comfy | Recombinant Collagen Dressing | Medical-device dressing positioning, now Tmall top 10 |
| EIIO | Water-Glow Mask | No.1 on Douyin with 3.3% share |
Sources
- Zhixing Consulting 2025 Mask Category E-commerce Trends — Tmall Mask Brand Top 30（Jan–Sep 2025）primary table
- Yinshuoshuo 2025 Beauty Market Breakthrough Report（H1 2025）Independent Tmall top-five estimate for cross-checking
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.