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Shampoo · 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, 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 · brand sales TOP10Full-year 2025
| Rank | Brand | Sales | Share | YoY |
|---|---|---|---|---|
| 1 | Kérastase | RMB 1.00 bn | 5.8% | +8.5% |
| 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% | +71.5% |
| 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% | — |
Douyin · brand sales TOP5Full-year 2025
| Rank | Brand | Sales | Share | YoY |
|---|---|---|---|---|
| 1 | Hexi | RMB 750m–1 bn | — | +775.3% |
| 2 | Tandong | RMB 750m–1 bn | — | +602.7% |
| 3 | Changfa Xiaozhai | RMB 354m | 3.2% | — |
| 4 | KANS | RMB 345m | 3.2% | +13224% |
| 5 | Kérastase | RMB 245m | 2.3% | +62.7% |
What the numbers say
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.
Douyin's list looks nothing like it. Hexi and Tandong both reached RMB 750m–1 bn, growing 775% and 603% year on year, jumping from outside the ranking to the top two within a year. KANS grew 13,224% on its hair-care line. Among international brands, only Kérastase and René Furterer hold a high-price, low-volume position.
The efficacy mix matters more than the leaderboard. Basic cleansing holds 18% of shampoo demand but zero growth; anti-hair-loss leads at over 70%, oil control grew 38%, while smoothing and anti-itch turned negative. The category is shifting from cleaning to scalp health management.
Note the price drift: Douyin's average shampoo price fell from RMB 68.4 to 43.6, while Taobao's rose from 62.8 to 67.1. Douyin buys volume with price — a share-versus-margin trade-off for brands.
Hero SKUs of ranked brandsplatforms do not disclose SKU sales, so no SKU ranking
| Brand | Hero SKU | Note |
|---|---|---|
| Kérastase | Chronologiste Shampoo | Prestige line of the No.1 Taobao hair-care brand |
| Head & Shoulders | Silky Smooth Anti-Dandruff Shampoo | Anti-dandruff staple; also No.1 on JD |
| L'Oréal Paris | Elseve Nourishing Shampoo | Mainstream price band |
| Pantene | Repair & Protect Shampoo | Deepest repair positioning in mass market |
| Off&Relax | Onsen Water Scalp Shampoo | Proya-owned; +71.5% on Taobao in 2025 |
| René Furterer | Astera Soothing Shampoo | One of few prestige brands holding on Douyin |
Sources
- Zhixing Consulting, compiled by Guanyan 2025 Hair Care Category Data Report — Taobao Shampoo Top 20（Jan–Dec 2025）primary table
- Tonghuashun Finance (citing Zhixing) Hair Care's Great Split（May 2026）Kérastase Taobao split and platform shares
- China National Commercial Information Center Top 10 Hair Care Brands in Key Offline Retailers, Jun 2025（June 2025）Offline cross-check: top 10 hold 51.14%
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.