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Rankings · Hot ProductsHot Products · Toner: hero SKUs of the ranked brands
Hero SKUs concentrate among the ranked brands. La Mer's The Treatment Lotion is No.1 on both platforms, 7.9% on Taobao.
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 Toner Category Data Report — Taobao and Douyin Brand Rankings
- Period
- Jan–Sep 2025
- Caliber
- Toner is one category here, covering standard toners and essence waters. Facial mists (RMB 1.29 bn) and men's toners (RMB 33m) are ranked separately. Figures are platform turnover.
- Ranking basis
- Ranked by Jan–Sep 2025 sales per platform, top 10 each.
- Why this source
- This is one of few public reports disclosing complete top-10 tables for both Taobao and Douyin with revenue, share and growth over an identical period — ideal for channel comparison.
- Cross-check
- Yilian's parent company reports RMB 786m revenue for the first three quarters of 2025 (+19.5%), of which mists contributed RMB 664m; Jiemian, citing Qianqiu, ranks Yilian first by units and third by revenue across three platforms — consistent with No.4 on Taobao and No.2 on Douyin here.
- Limitations
- Jan–Sep excludes Double 11. Mists and men's toners are separate sub-categories and excluded from the denominator. Douyin brand shares are all below 5%, meaning leaders are not yet locked in.
Douyin is domestic turf: over 70% of its top 20 are local or new brands. La Mer leads at RMB 288m, Yilian second at RMB 280m, and DR.WU jumped from outside into third with 427.7% growth. Forest Cabin +1,769.1%, Bishengzhiyan +1,103.8% and Dr. Wen +957.1% all happened in the content market.
A necessary caveat: Tmall, JD and Douyin do not disclose SKU-level revenue, so we do not publish a SKU sales ranking.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 |
|---|---|---|
| La Mer | The Treatment Lotion | No.1 on both platforms, 7.9% on Taobao |
| Rellet | Hyaluronic Mist | 26.82% of Douyin mists, 200m+ bottles |
| Lancôme | Tonique Confort | No.2 on Taobao, +25.6% on Douyin |
| SK-II | Facial Treatment Essence | The defining essence-water SKU |
| Kiehl's | Calendula Herbal-Extract Toner | No.5 on Taobao, +7.3% |
| DR.WU | Mandelic Acid Essence | +427.7% on Douyin, from outside into third |
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