Ranked by disclosed year-on-year growth, Forest Cabin leads at +1769.1% 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 Toner Category Data Report — Taobao and Douyin Brand Rankings
- Period
- Jan–Sep 2025
- Caliber
- Toner is one category here, covering standard toners and essence waters. Facial mists (RMB 1.29 bn) and men's toners (RMB 33m) are ranked separately. Figures are platform turnover.
- Ranking basis
- Ranked by Jan–Sep 2025 sales per platform, top 10 each.
- Why this source
- This is one of few public reports disclosing complete top-10 tables for both Taobao and Douyin with revenue, share and growth over an identical period — ideal for channel comparison.
- Cross-check
- Yilian's parent company reports RMB 786m revenue for the first three quarters of 2025 (+19.5%), of which mists contributed RMB 664m; Jiemian, citing Qianqiu, ranks Yilian first by units and third by revenue across three platforms — consistent with No.4 on Taobao and No.2 on Douyin here.
- Limitations
- Jan–Sep excludes Double 11. Mists and men's toners are separate sub-categories and excluded from the denominator. Douyin brand shares are all below 5%, meaning leaders are not yet locked in.
La Mer and Yilian represent two paths. The former leads on both platforms through prestige (though Taobao fell 18.5%, offset by Douyin +10.1%); the latter owns a sub-niche — Yilian holds 26.82% of Douyin facial mists with over 200m bottles sold.
Growth and scale are different things. The scale leader is La Mer at RMB 428m; it is not necessarily the growth leader. Read the two tables separately.
| Rank | Brand | Channel | Sales | YoY |
|---|---|---|---|---|
| 1 | Forest Cabin | 抖音 | RMB 135m | +1769.1% |
| 2 | DR.WU | 抖音 | RMB 204m | +427.7% |
| 3 | Guerlain | 淘宝 | RMB 152m | +47.5% |
| 4 | Rellet | 抖音 | RMB 280m | +34.2% |
| 5 | Avène | 淘宝 | RMB 176m | −27.1% |
| 6 | Yusu | 抖音 | RMB 119m | −26.5% |
| 7 | Lancôme | 抖音 | RMB 145m | +25.6% |
| 8 | La Mer | 淘宝 | RMB 428m | −18.5% |
| 9 | Rellet | 淘宝 | RMB 230m | +15.3% |
| 10 | HBN | 淘宝 | RMB 178m | −15.3% |
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