Ranked by disclosed year-on-year growth, KANS leads at +13224% 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, compiled by Guanyan 2025 Hair Care Category Data Report — Taobao Shampoo Top 20
- Period
- Jan–Dec 2025
- Caliber
- Shampoo only — conditioners, masks and hair oils excluded. Figures are Taobao turnover; share = brand shampoo sales ÷ total Taobao shampoo market (RMB 17.35 bn).
- Ranking basis
- Ranked by 2025 Taobao shampoo sales, top 10 shown.
- Why this source
- Hair care spans shampoo, conditioner, masks and oils; only a shampoo-only table is comparable. Zhixing splits by sub-category and reports share, so it is used here. Group-level hair-care totals (e.g. Kérastase RMB 2.14 bn across Taobao hair care) are excluded.
- Cross-check
- A Tonghuashun report citing Zhixing puts Kérastase's 2025 Taobao hair-care total at RMB 2.144 bn, of which shampoo RMB 1.002 bn — matching this table. A 12-month-rolling cutoff (Mar 2025 MAT) gives RMB 1.995 bn; the gap is period definition.
- Limitations
- Douyin (RMB 5.01 bn) and Taobao (RMB 17.35 bn) come from different disclosure cuts; some Douyin figures are published as ranges, so only brands with confirmed positions are listed. Offline retail excluded.
The efficacy mix matters more than the leaderboard. Basic cleansing holds 18% of shampoo demand but zero growth; anti-hair-loss leads at over 70%, oil control grew 38%, while smoothing and anti-itch turned negative. The category is shifting from cleaning to scalp health management.
Growth and scale are different things. The scale leader is Kérastase at RMB 1.00 bn; it is not necessarily the growth leader. Read the two tables separately.
| Rank | Brand | Channel | Sales | YoY |
|---|---|---|---|---|
| 1 | KANS | 抖音 | RMB 345m | +13224% |
| 2 | Hexi | 抖音 | RMB 750m–1 bn | +775.3% |
| 3 | Tandong | 抖音 | RMB 750m–1 bn | +602.7% |
| 4 | Off&Relax | 淘宝 | RMB 341m | +71.5% |
| 5 | Kérastase | 抖音 | RMB 245m | +62.7% |
| 6 | Kérastase | 淘宝 | RMB 1.00 bn | +8.5% |
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