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Rankings · Hot ProductsHot Products · Shampoo: hero SKUs of the ranked brands
Hero SKUs concentrate among the ranked brands. Kérastase's Chronologiste Shampoo is Prestige line of the No.1 Taobao hair-care 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, compiled by Guanyan 2025 Hair Care Category Data Report — Taobao Shampoo Top 20
- Period
- Jan–Dec 2025
- Caliber
- Shampoo only — conditioners, masks and hair oils excluded. Figures are Taobao turnover; share = brand shampoo sales ÷ total Taobao shampoo market (RMB 17.35 bn).
- Ranking basis
- Ranked by 2025 Taobao shampoo sales, top 10 shown.
- Why this source
- Hair care spans shampoo, conditioner, masks and oils; only a shampoo-only table is comparable. Zhixing splits by sub-category and reports share, so it is used here. Group-level hair-care totals (e.g. Kérastase RMB 2.14 bn across Taobao hair care) are excluded.
- Cross-check
- A Tonghuashun report citing Zhixing puts Kérastase's 2025 Taobao hair-care total at RMB 2.144 bn, of which shampoo RMB 1.002 bn — matching this table. A 12-month-rolling cutoff (Mar 2025 MAT) gives RMB 1.995 bn; the gap is period definition.
- Limitations
- Douyin (RMB 5.01 bn) and Taobao (RMB 17.35 bn) come from different disclosure cuts; some Douyin figures are published as ranges, so only brands with confirmed positions are listed. Offline retail excluded.
Douyin's list looks nothing like it. Hexi and Tandong both reached RMB 750m–1 bn, growing 775% and 603% year on year, jumping from outside the ranking to the top two within a year. KANS grew 13,224% on its hair-care line. Among international brands, only Kérastase and René Furterer hold a high-price, low-volume position.
A necessary caveat: Tmall, JD and Douyin do not disclose SKU-level revenue, so we do not publish a SKU sales ranking.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 |
|---|---|---|
| Kérastase | Chronologiste Shampoo | Prestige line of the No.1 Taobao hair-care brand |
| Head & Shoulders | Silky Smooth Anti-Dandruff Shampoo | Anti-dandruff staple; also No.1 on JD |
| L'Oréal Paris | Elseve Nourishing Shampoo | Mainstream price band |
| Pantene | Repair & Protect Shampoo | Deepest repair positioning in mass market |
| Off&Relax | Onsen Water Scalp Shampoo | Proya-owned; +71.5% on Taobao in 2025 |
| René Furterer | Astera Soothing Shampoo | One of few prestige brands holding on Douyin |
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