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Rankings · Hot ProductsHot Products · Facial Serum: hero SKUs of the ranked brands
Hero SKUs concentrate among the ranked brands. Clarins's Double Serum is Biggest beneficiary of the oil-serum trend.
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 Facial Serum E-commerce Trends — Tmall Liquid Serum Brand Top 30
- Period
- Jan–Dec 2025
- Caliber
- Liquid serum only. Serum oils (RMB 1.24 bn) and single-dose serums (RMB 9.5 bn) are excluded because their leaders are entirely different brands. Figures are Tmall turnover.
- Ranking basis
- Ranked by 2025 Tmall liquid-serum sales, top 10 shown.
- Why this source
- Serum splits sharply by sub-type; merging oils, single-dose and liquid formats produces wrong conclusions. Zhixing's sub-type split is the finest publicly available cut.
- Cross-check
- Shangpu Consulting's Taobao top five (Clarins 1.48 bn, SK-II 1.033 bn, Proya 0.911 bn, La Mer 0.895 bn, SkinCeuticals 0.866 bn) closely matches this table, with identical CR5 of 31.7%.
- Limitations
- Douyin discloses only the top three; others by growth rate. The Taobao (RMB 16 bn) and Douyin (RMB 20.03 bn) figures come from different cuts and should not be summed. SKU-level revenue is not public.
The split runs inside the international camp: Clarins +31.1%, SK-II +55.1%, SkinCeuticals +16.4%, Kiehl's +38.6% grew on product renewal, while Estée Lauder −26.0%, Lancôme −28.1% and L'Oréal −29.2% were dragged by ageing lines. Product cycles, not brand size, now decide 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A necessary caveat: Tmall, JD and Douyin do not disclose SKU-level revenue, so we do not publish a SKU sales ranking.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 |
|---|---|---|
| Clarins | Double Serum | Biggest beneficiary of the oil-serum trend |
| SK-II | GenOptics Aura Essence | +55.1% on Taobao, fastest among leaders |
| PROYA | Double-Antioxidant Serum | Top domestic share, down 24.1% in 2025 |
| SkinCeuticals | CE Ferulic | The most durable high-price actives SKU |
| Comfy | Collagen Ampoule | No.6 on Taobao records and No.2 on Douyin |
| KANS | Red Waist Serum | No.1 on Douyin, +431.7% |
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