Ranked by disclosed year-on-year growth, KANS leads at +431.7% on 抖音. Only brands with published growth rates are included; nothing is estimated.
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 Facial Serum E-commerce Trends — Tmall Liquid Serum Brand Top 30
- Period
- Jan–Dec 2025
- Caliber
- Liquid serum only. Serum oils (RMB 1.24 bn) and single-dose serums (RMB 9.5 bn) are excluded because their leaders are entirely different brands. Figures are Tmall turnover.
- Ranking basis
- Ranked by 2025 Tmall liquid-serum sales, top 10 shown.
- Why this source
- Serum splits sharply by sub-type; merging oils, single-dose and liquid formats produces wrong conclusions. Zhixing's sub-type split is the finest publicly available cut.
- Cross-check
- Shangpu Consulting's Taobao top five (Clarins 1.48 bn, SK-II 1.033 bn, Proya 0.911 bn, La Mer 0.895 bn, SkinCeuticals 0.866 bn) closely matches this table, with identical CR5 of 31.7%.
- Limitations
- Douyin discloses only the top three; others by growth rate. The Taobao (RMB 16 bn) and Douyin (RMB 20.03 bn) figures come from different cuts and should not be summed. SKU-level revenue is not public.
Douyin runs on another order: KANS leads with RMB 705m and +431.7%, Comfy second at RMB 687m, Galenic third at RMB 506m; CR5 is only 14.5%, less than half of Taobao's. Clarins grew 31.1% on Taobao and fell 25.5% on Douyin.
Growth and scale are different things. The scale leader is Clarins at RMB 1.43 bn; it is not necessarily the growth leader. Read the two tables separately.
| Rank | Brand | Channel | Sales | YoY |
|---|---|---|---|---|
| 1 | KANS | 抖音 | RMB 705m | +431.7% |
| 2 | SK-II | 天猫 · 液态精华 | RMB 1.03 bn | +55.1% |
| 3 | Clarins | 天猫 · 液态精华 | RMB 1.43 bn | +31.1% |
| 4 | Lancôme | 天猫 · 液态精华 | RMB 384m | −28.1% |
| 5 | Estée Lauder | 天猫 · 液态精华 | RMB 634m | −26.0% |
| 6 | PROYA | 天猫 · 液态精华 | RMB 906m | −24.1% |
| 7 | SkinCeuticals | 天猫 · 液态精华 | RMB 866m | +16.4% |
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