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Sunscreen · 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
- 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%.
Tmall + Taobao · brand sales TOP10Full-year 2025
| 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 | — |
Douyin · brand sales TOP5Full-year 2025
| Rank | Brand | Sales | Share | YoY |
|---|---|---|---|---|
| 1 | MISTINE | RMB 687m | 10.5% | — |
| 2 | L'Oréal Paris | n/d | — | +51.5% |
| 3 | PROYA | n/d | — | +440.5% |
| 4 | BABI | n/d | — | +208.3% |
| 5 | YUE SAI | n/d | — | +561.2% |
What the numbers say
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.
MISTINE is the only brand leading both platforms: RMB 558m (10.1%) on Taobao and RMB 687m (10.5%) on Douyin, using different product bundles and price bands in each.
Tmall's top ten still has seven international brands, and eight of its ten best sellers cost over RMB 200 — Lancôme's UV Expert at RMB 564 still sells. Douyin is ruled by the RMB 100 band, with seven best sellers under RMB 150.
The premium tier is collapsing: the ≥RMB 300 band has shrunk from 33.67% to 12.09% while the RMB 50–89 band now delivers 34.8% of sales. Sunscreen has shifted from a premium purchase to a high-frequency consumable.
Hero SKUs of ranked brandsplatforms do not disclose SKU sales, so no SKU ranking
| Brand | Hero SKU | Note |
|---|---|---|
| MISTINE | Yellow Cap Sunscreen | Hero SKU behind the dual-platform lead |
| ANESSA | Perfect UV Sunscreen Skincare Milk | No.1 on JD at RMB 276m |
| L'Oréal Paris | UV Defender | Mid-price core; +51.5% on Douyin |
| Lancôme | UV Expert | Still selling at RMB 564, the prestige benchmark |
| Winona | Clear Sunscreen Lotion | Domestic leader in sensitive-skin sunscreen |
| PROYA | Shield Sunscreen | +440.5% on Douyin, +102.2% overall |
Sources
- Qingyan Intelligence 2025 China Cosmetics Yearbook — Tmall/Taobao Sunscreen Brand Top 10（Jan–Dec 2025）primary table
- Zhixing Consulting 2026 Sunscreen Category Data Report（Full-year 2025）Douyin RMB 745m, price-band structure
- Rizhi Zhiyun 2025 Sunscreen Brand Landscape（2025）Independent share cross-check
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.