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Rankings · Fast GrowthFast Growth · Makeup Remover: channel shift led by eLL
Disclosed growth data is limited in makeup remover, so this table shows the 抖音 revenue structure instead, to indicate where increment comes from.
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 Makeup Remover Brands
- Period
- Jan–Dec 2025
- Caliber
- Per the Cosmetics Supervision Regulation, devices excluded. Tmall/Taobao net of returns; Douyin, JD and Kuaishou GMV. Average selling prices are published alongside, showing price-band position.
- Ranking basis
- Ranked by 2025 Tmall/Taobao remover sales, top 10; the Douyin table follows Yinshuoshuo's GMV-share ranking for the same period.
- Why this source
- Remover spans the widest price range in skincare (RMB 49 to 523 ASP), so revenue alone hides the structure — sales and ASP must be read together. Qingyan's yearbook is the only public source publishing both.
- Cross-check
- Yinshuoshuo measures Taobao remover CR5 at 31.7% and CR10 at 48.7%, with international brands holding 7 of the top 10; on Douyin, domestic brands hold 8 of the top 10 and 57.3% share. Shangpu puts Jan–Aug 2025 Tmall at RMB 1.898 bn, Douyin 1.365 bn and JD 438m — consistent in magnitude.
- Limitations
- Some Douyin figures are published as ranges (over RMB X); the lower bound is used here. Taobao covers the full year while Douyin follows Yinshuoshuo's monitoring window. Offline and cross-border excluded.
Format mix is shifting: oils 34.49%, balms 32.33%, micellar water down to 14.46%. Balm filings passed 700 units in 2023 (+37.5%) and kept growing. Consumers moved from wiping to melting, which lifts basket size and explains why balm and oil brands grow faster on Douyin.
Growth and scale are different things. The scale leader is Shu Uemura at RMB 372m; it is not necessarily the growth leader. Read the two tables separately.
| Rank | Brand | Channel | Sales | YoY |
|---|---|---|---|---|
| 1 | eLL | 抖音 | RMB 380m+ | — |
| 2 | Zhuben | 抖音 | RMB 270m+ | — |
| 3 | Liusimu | 抖音 | RMB 230m+ | — |
| 4 | Hongzhi | 抖音 | RMB 180m+ | — |
| 5 | Kimtrue | 抖音 | RMB 160m+ | — |
| 6 | YOUFE | 抖音 | RMB 120m+ | — |
| 7 | DDG | 抖音 | RMB 110m+ | — |
| 8 | Shu Uemura | 抖音 | RMB 90m+ | — |
| 9 | VAA | 抖音 | RMB 80m+ | — |
| 10 | Bioderma | 抖音 | RMB 70m+ | — |
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