$687 Million Achieved in Chinese Cross-border Shampoo/Haircare Retail

From January to December in 2021, the total cross-border online retail sales of shampoo/haircare exceeded $687 million. The unit price of cross-border shampoo and haircare is higher with the average transaction price reaching $13.5, which is $3.3 higher than the average transaction price of the whole internet. Among them, FINO’s cross-border e-commerce shampoo and hair care retail sales accounted for the highest share of $91 million, while RYO’s cross-border e-commerce shampoo and hair care retail sales accounted for the highest share of 6.17 million units.

According to the list of China-wide cross-border shampoo/haircare retail from January to December 2021 by O&O Consulting, the total cross-border online retail sales of shampoo/haircare exceeded $687 million, accounting for 14.1% of the category’s total China-wide sales. In addition, the unit price of cross-border products is higher with the average transaction price reaching $13.5, which is $3.3 higher than the average transaction price of the whole internet.

In terms of retail sales, FINO exceeded $91 million in cross-border e-commerce shampoo and hair care retail sales, ranking first with 13.32% of retail sales in 2021. FINO Premium Touch Set ranked TOP 1 in the shampoo and haircare category during the single day on November 1st. On November 4, the sales volume of FINO shampoo and care kit exceeded 45,000 bottles within 3 hours of its launch. Among the best-selling single products of Tmall International shampoo/hair care, FINO hair mask and shampoo were on the list 7 times and 5 times respectively. In addition, FINO Hair Mask ranked third in the Jingdong International Shiseido Personal Care Overseas Jingdong Self-Employed Zone and 15th in the NetEase Kaola Self-Employed Yan Xuan Dian.

In terms of retail volume, in 2021, the retail volume of RYO reached 6.17 million units in the cross-border e-commerce shampoo and hair care category, ranking first with 12.11% of the whole retail volume share. The brand’s RYO Hair Loss Care Shampoo and RYO Ginsen Ex Hair Loss Scalp Care Shampoo ranked No. 1 and No. 2 in the list of Jingdong International Global Hair Shampoo and Care category’s best-selling single products, with average transaction prices of $9.2 and $10.1, respectively.

In particular, the No. 1 best-selling single product ranking in the Tmall International shampoo and hair care category from January to December 2021 was SELSUN Anti-dandruff Shampoo, with an average transaction price of $6.1. According to statistics, SELSUN’s cross-border e-commerce sales were $35 million in 2021.

As an anti-dandruff shampoo and haircare brand under the global famous pharmaceutical company Sanofi, Selsun, condensed the research and development time of conventional pharmaceutical companies, which originally took more than 12 months, to 6 months in order to solve the pain point of Chinese consumers’ dry hair after using anti-dandruff products. It launched the new product – SELSUN Green Anti-dandruff Shampoo – in Tmall Global in May 2020, which helped the brand to be among the single-brand-billion club in one year.

Up to now, SELSUN enjoys 70 SKUs in its overseas flagship store on the Chinese e-commerce platform Tmall, among which the best-selling is SELSUN Anti-dandruff shampoo, priced at $6.9 – $18.7 with a total sales volume of over 1 million units and monthly sales volume of over 20,000 units. Selsun Tmall overseas flagship store of personal care and cleaning products in China Top 30 best-selling stores in the first half of 2021 was listed in 29th place.

It is worth noting that data from O&O Consulting shows that in 2021 the whole network shampoo and hair care (including Chinese and cross-border) category, retail sales of about 4.85 billion yuan and the average price of the transaction is $10.2 with an increase of 8.49% year-on-year. Among them, B2C e-commerce platforms contributed 82.2%% of the retail share, and C2C retail share was 17.8%. Comprehensive e-commerce remains the main sales force, with a 79.4% share of retail sales. In 2021, network-wide annual sales of more than $157 million of shampoo brands include Head & Shoulders, Pantene, L’Oreal, Kerastase, VS Sassoon, Adolph.

In addition to international brands, Chinese toiletries brands are also showing their strengths, with Adolph ranking first in the 2021 Asia Market Brand Footprint Report with a 14.5% growth rate in consumer reach.

Adolph Brand Center is established in Guangzhou City, and its parent company is Guangzhou Adolph Personal Care Products Co. From 2018 to 2020, Adolph’s annual retail sales are over $1.57 billion, and the sales in 2019 have exceeded $2.36 billion. In the Double 11(Chinese Shopping Carnival) in 2020, its sales has achieved $52 million. In its Tmall flagship store, a wash and care kit of Adolph is priced at 99 yuan with a monthly sales volume of 20,000+ units and ranked first in the list of Tmall lasting fragrance shampoo repurchases, while the monthly sales of a number of other single products are also above 1000 + units, the price is mostly below $15.7.

At this stage, China’s consumers tend to segmentation and diversification of the demand for washing and care, different preferences for different functions of shampoo such as repair, softening, anti-dandruff, perming, dyeing, anti-detangling, etc., which has promoted the development of China’s shampoo market to show the situation of blooming. Most of the Chinese shampoo market is occupied by foreign brands, and most of the brand products are recognized by consumers for their functions such as dandruff and oil removal, fluffing and smoothing, etc. The competitiveness is high. However, China’s local brands led by Adolph have also emerged.




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