Fast Growth · Facial Cleanser: channel shift led by BUV

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 Top 50 Cleanser Brands

Period

Jan–Dec 2025

Caliber

Tmall/Taobao figures are net sales after returns; Douyin, JD and Kuaishou are GMV. Beauty devices excluded. Brand sales refer to category-level turnover, not group revenue.

Ranking basis

Brands ranked by 2025 category sales in descending order, top 10 shown. Position reflects scale only — not growth or reputation.

Why this source

Platform heat lists show rank but not revenue, so they cannot be compared across brands. Qingyan's yearbook is one of the few public sources publishing complete category-level brand revenue plus average selling price, so it serves as the primary table.

Cross-check

Zhixing Consulting's 2025 cleanser report gives a Taobao top three of RMB 441m / 340m / 264m for freeplus, Clé de Peau and SUIKONE, versus 502m / 386m / 265m here. The gap comes from different reporting windows and returns treatment; the ranking order is identical.

Limitations

Third-party monitoring cannot be converted to reported financials. Offline counters, CS channels and cross-border are excluded. freeplus once exceeded RMB 1 bn in Taobao cleanser GMV in 2022; the table shows current-period scale only.