Ranked by disclosed year-on-year growth, YUE SAI leads at +561.2% 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
- Qingyan Intelligence 2025 China Cosmetics Yearbook — Tmall/Taobao Sunscreen Brand Top 10
- Period
- Jan–Dec 2025
- Caliber
- Tmall/Taobao net sales after returns; Douyin, JD and Kuaishou GMV. Covers creams and sprays; sun-protective apparel and devices excluded.
- Ranking basis
- Ranked by 2025 Tmall/Taobao sunscreen sales, top 10 shown.
- Why this source
- Sunscreen is where domestic share flipped, so a single-platform table would distort the picture; the two platforms must be read for the same year. Qingyan's yearbook is one of few public sources publishing brand revenue for Tmall, Douyin and JD together.
- Cross-check
- Qingyan puts MISTINE at RMB 558m on Taobao; Zhixing's same-year cut is RMB 678m on Taobao and RMB 745m on Douyin. The gap reflects returns treatment and window. Rizhi Zhiyun independently estimates MISTINE at 11.1% share, L'Oréal 7.68%, ANESSA 5.97% — same order as this table.
- Limitations
- Retail sales and online GMV are not interchangeable (offline-inclusive retail was about RMB 27.45 bn, −7.8%). On Douyin, most brands disclose growth only, so amounts are omitted. The ≥RMB 300 band has shrunk from 33.67% to 12.09%.
Tmall's top ten still has seven international brands, and eight of its ten best sellers cost over RMB 200 — Lancôme's UV Expert at RMB 564 still sells. Douyin is ruled by the RMB 100 band, with seven best sellers under RMB 150.
Growth and scale are different things. The scale leader is MISTINE at RMB 558m; it is not necessarily the growth leader. Read the two tables separately.
| Rank | Brand | Channel | Sales | YoY |
|---|---|---|---|---|
| 1 | YUE SAI | 抖音 | n/d | +561.2% |
| 2 | PROYA | 抖音 | n/d | +440.5% |
| 3 | BABI | 抖音 | n/d | +208.3% |
| 4 | L'Oréal Paris | 抖音 | n/d | +51.5% |
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