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Rankings · Hot ProductsHot Products · Facial Cleanser: hero SKUs of the ranked brands
Hero SKUs concentrate among the ranked brands. freeplus's Mild Soap is Amino-acid benchmark; Kao reports 100m+ units sold globally.
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 Cleanser Brands
- Period
- Jan–Dec 2025
- Caliber
- Tmall/Taobao figures are net sales after returns; Douyin, JD and Kuaishou are GMV. Beauty devices excluded. Brand sales refer to category-level turnover, not group revenue.
- Ranking basis
- Brands ranked by 2025 category sales in descending order, top 10 shown. Position reflects scale only — not growth or reputation.
- Why this source
- Platform heat lists show rank but not revenue, so they cannot be compared across brands. Qingyan's yearbook is one of the few public sources publishing complete category-level brand revenue plus average selling price, so it serves as the primary table.
- Cross-check
- Zhixing Consulting's 2025 cleanser report gives a Taobao top three of RMB 441m / 340m / 264m for freeplus, Clé de Peau and SUIKONE, versus 502m / 386m / 265m here. The gap comes from different reporting windows and returns treatment; the ranking order is identical.
- Limitations
- Third-party monitoring cannot be converted to reported financials. Offline counters, CS channels and cross-border are excluded. freeplus once exceeded RMB 1 bn in Taobao cleanser GMV in 2022; the table shows current-period scale only.
Douyin runs on a different order: four of its top five were not in the top ten a year earlier. BUV took first place with RMB 573m and 8.5% share; QINGYAN grew 730.8%, OGANACELL 1,151.5%, while Sanshi, RNW and Meishi exceeded 1,000%. In a content-driven market, positions are re-shuffled every quarter.
A necessary caveat: Tmall, JD and Douyin do not disclose SKU-level revenue, so we do not publish a SKU sales ranking. Only hero SKUs of ranked brands are listed, to avoid ordering by estimates.
| Brand | Hero SKU | Note |
|---|---|---|
| freeplus | Mild Soap | Amino-acid benchmark; Kao reports 100m+ units sold globally |
| Clé de Peau Beauté | Clé de Peau Cleansing Cream | One of the highest average price points in the table |
| SUIKONE | Gentle Repair Cleanser | ASP around RMB 51, driven by repurchase |
| CeraVe | Foaming Facial Cleanser | Ceramide plus amino-acid formula, the RMB 100 band |
| Curél | Intensive Moisture Care Foam | Sensitive-skin entry SKU; Taobao sales fell over 30% in 2025 |
| CHANEL | Mousse Douceur | ASP RMB 477, the prestige benchmark |
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