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Rankings · Hot ProductsHot Products · Sheet & Wash-off Masks: hero SKUs of the ranked brands
Hero SKUs concentrate among the ranked brands. L'Oréal Paris's Hyaluronic Ampoule Mask is Hero SKU of the No.1 Tmall mask brand.
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 Mask Category E-commerce Trends — Tmall Mask Brand Top 30
- Period
- Jan–Sep 2025
- Caliber
- Tmall mask category turnover; share = brand sales ÷ total Tmall mask market. Sheet and wash-off masks combined.
- Ranking basis
- Ranked by Jan–Sep 2025 Tmall mask sales, top 10 shown.
- Why this source
- Masks span sheet, wash-off and single-dose formats with a very wide price range, so only a combined table is meaningful. Zhixing publishes both revenue and share and keeps the Douyin table separate, which makes the two narratives visible.
- Cross-check
- Independent estimates from Qingyan and Yinshuoshuo are of similar magnitude: Yinshuoshuo's H1 2025 Tmall top five (Proya 348m, L'Oréal 283m, La Roche-Posay 222m) differs in order from Zhixing's Jan–Sep figures — a window and promotion-period effect.
- Limitations
- Jan–Sep excludes Double 11, so full-year ranks may shift. Douyin publicly discloses only the top three by revenue. The category is in stock competition — size alone should not be read as growth.
The counter-examples are equally clear: Winona +45.1% on a medical-grade sensitive-skin story, Pechoin +117.5% by rebuilding its value line, Dafuyan +71.4% and GUYU +53.6% through efficacy niches.
A necessary caveat: Tmall, JD and Douyin do not disclose SKU-level revenue, so we do not publish a SKU sales ranking.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 |
|---|---|---|
| L'Oréal Paris | Hyaluronic Ampoule Mask | Hero SKU of the No.1 Tmall mask brand |
| PROYA | Double-Antioxidant Mask | Top domestic share, but declined in 2025 |
| La Roche-Posay | B5 Repair Mask | Dermo-cosmetic route, No.3 on Tmall |
| Winona | Soothing Hydrating Mask | +45.1% on Tmall in 2025 |
| Comfy | Recombinant Collagen Dressing | Medical-device dressing positioning, now Tmall top 10 |
| EIIO | Water-Glow Mask | No.1 on Douyin with 3.3% share |
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