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Rankings · Hot ProductsHot Products · Makeup Remover: hero SKUs of the ranked brands
Hero SKUs concentrate among the ranked brands. Shu Uemura's Ultime8 Sublime Cleansing Oil is Pioneer of cleansing oil, No.1 on Taobao at RMB 269 ASP.
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 Makeup Remover Brands
- Period
- Jan–Dec 2025
- Caliber
- Per the Cosmetics Supervision Regulation, devices excluded. Tmall/Taobao net of returns; Douyin, JD and Kuaishou GMV. Average selling prices are published alongside, showing price-band position.
- Ranking basis
- Ranked by 2025 Tmall/Taobao remover sales, top 10; the Douyin table follows Yinshuoshuo's GMV-share ranking for the same period.
- Why this source
- Remover spans the widest price range in skincare (RMB 49 to 523 ASP), so revenue alone hides the structure — sales and ASP must be read together. Qingyan's yearbook is the only public source publishing both.
- Cross-check
- Yinshuoshuo measures Taobao remover CR5 at 31.7% and CR10 at 48.7%, with international brands holding 7 of the top 10; on Douyin, domestic brands hold 8 of the top 10 and 57.3% share. Shangpu puts Jan–Aug 2025 Tmall at RMB 1.898 bn, Douyin 1.365 bn and JD 438m — consistent in magnitude.
- Limitations
- Some Douyin figures are published as ranges (over RMB X); the lower bound is used here. Taobao covers the full year while Douyin follows Yinshuoshuo's monitoring window. Offline and cross-border excluded.
Douyin tells a different story: eLL leads with RMB 380m and 13.93%, Zhuben second at 270m, Liusimu third at 230m. Domestic brands hold 8 of the top 10 and 57.3% share — the mirror image of Taobao's 7 international seats. Shu Uemura manages only RMB 90m there despite +634% growth.
A necessary caveat: Tmall, JD and Douyin do not disclose SKU-level revenue, so we do not publish a SKU sales ranking.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 |
|---|---|---|
| Shu Uemura | Ultime8 Sublime Cleansing Oil | Pioneer of cleansing oil, No.1 on Taobao at RMB 269 ASP |
| Zhuben | Clear Joy Cleansing Oil | Top domestic brand, second on both platforms |
| banila co. | Clean It Zero Cleansing Balm | ~22% global balm share, 100m+ units sold |
| Bioderma | Sensibio H2O | The micellar water benchmark, top 10 on both |
| Eve Lom | Cleanser | RMB 523 ASP, the highest in the table |
| eLL | Cleansing Balm | No.1 on Douyin with 13.93% share |
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