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Toner · 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 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 · brand sales TOP10Jan–Sep 2025
| Rank | Brand | Sales | Share | YoY |
|---|---|---|---|---|
| 1 | La Mer | RMB 428m | 7.9% | −18.5% |
| 2 | Lancôme | RMB 290m | 5.4% | +2.9% |
| 3 | SK-II | RMB 287m | 5.4% | +4.7% |
| 4 | Rellet | RMB 230m | 4.3% | +15.3% |
| 5 | Kiehl's | RMB 181m | 3.4% | +7.3% |
| 6 | HBN | RMB 178m | 3.3% | −15.3% |
| 7 | Avène | RMB 176m | 3.2% | −27.1% |
| 8 | Guerlain | RMB 152m | 2.8% | +47.5% |
| 9 | HR | RMB 124m | 2.3% | −5.9% |
| 10 | HomeFacialPro | RMB 123m | 2.3% | +9.4% |
Douyin · brand sales TOP10Jan–Sep 2025
| Rank | Brand | Sales | Share | YoY |
|---|---|---|---|---|
| 1 | La Mer | RMB 288m | 4.3% | +10.1% |
| 2 | Rellet | RMB 280m | 4.2% | +34.2% |
| 3 | DR.WU | RMB 204m | 3.0% | +427.7% |
| 4 | HBN | RMB 193m | 2.9% | −14.2% |
| 5 | HomeFacialPro | RMB 186m | 2.8% | −7.6% |
| 6 | KANS | RMB 158m | 2.3% | +4.4% |
| 7 | Lancôme | RMB 145m | 2.2% | +25.6% |
| 8 | Forest Cabin | RMB 135m | 2.0% | +1769.1% |
| 9 | Avène | RMB 120m | 1.8% | −11.9% |
| 10 | Yusu | RMB 119m | 1.8% | −26.5% |
What the numbers say
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.
Douyin is domestic turf: over 70% of its top 20 are local or new brands. La Mer leads at RMB 288m, Yilian second at RMB 280m, and DR.WU jumped from outside into third with 427.7% growth. Forest Cabin +1,769.1%, Bishengzhiyan +1,103.8% and Dr. Wen +957.1% all happened in the content market.
La Mer and Yilian represent two paths. The former leads on both platforms through prestige (though Taobao fell 18.5%, offset by Douyin +10.1%); the latter owns a sub-niche — Yilian holds 26.82% of Douyin facial mists with over 200m bottles sold.
Note the structure: 72% of Douyin toner sales come from livestreams, 87% of that from influencers and only 13% from brand self-broadcasts. Rankings on Douyin track influencer schedules more than brand operations.
Hero SKUs of ranked brandsplatforms do not disclose SKU sales, so no SKU ranking
| Brand | Hero SKU | Note |
|---|---|---|
| La Mer | The Treatment Lotion | No.1 on both platforms, 7.9% on Taobao |
| Rellet | Hyaluronic Mist | 26.82% of Douyin mists, 200m+ bottles |
| Lancôme | Tonique Confort | No.2 on Taobao, +25.6% on Douyin |
| SK-II | Facial Treatment Essence | The defining essence-water SKU |
| Kiehl's | Calendula Herbal-Extract Toner | No.5 on Taobao, +7.3% |
| DR.WU | Mandelic Acid Essence | +427.7% on Douyin, from outside into third |
Sources
- Zhixing Consulting 2025 Toner Category Data Report — Taobao and Douyin Brand Rankings（Jan–Sep 2025）primary table
- Lushang Freda (listed-co filings) Q3 2025 operating data（9M 2025）Official Yilian revenue and mist-line figures
- Qianqiu Data Three-platform toner unit and revenue ranking（2024–2025）Cross-check on Yilian's unit and revenue rank
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.