In October, the GMV of the beauty category on Douyin (TikTok) reached nearly 26 billion yuan, a year-on-year increase of 30.49% and a month-on-month increase of 63.64%.
Brand Ranking of Skincare Category on Douyin in October
The GMV of the skincare category exceeded 18.684 billion yuan, with a year-on-year increase of 45.51% and a month-on-month increase of 83.83%.
Among them, 32 brands surpassed a billion yuan, including 15 Chinese domestic brands such as Proya, KAN, and Kefumei.
- Chinese domestic brands account for over half in the TOP20 brands
The GMV of the TOP20 brands accounts for 39.14% of the skincare category.
Within the TOP20 brands in the skincare category, Chinese domestic brands make up half, and these Chinese domestic brands contributed 56.84% of the total GMV of the TOP20 brands, a decrease of 9.35 percentage points compared to the previous month.
- Proya takes the lead
In October, Proya’s GMV exceeded 0.972 billion yuan, securing the top spot in the skincare category. This is also Proya’s highest GMV achievement on Douyin this year.
- 12 brands achieve doubling of GMV
The GMV of listed brands all saw year-on-year growth, with 12 brands achieving a year-on-year doubling of GMV, including WHOO, Kefumei, and Clarins with GMV growth of over 2 times.
- 5 new brands make it to the TOP 20
Compared to the previous month, WHOO, SK-II, Clarins, Shiseido, and CPB have entered the TOP20 in the skincare category.
Brand Ranking of Makeup Category on Douyin in October
The GMV of the makeup category exceeded 6.141 billion yuan, with a year-on-year increase of 20.56% and a month-on-month increase of 23.07%.
- A decrease month-on-month of Chinese domestic brands among the TOP20 brands
The GMV of the TOP20 brands accounts for 28.2% of the makeup category.
Chinese domestic brands make up 60% of the TOP20 brands in the makeup category, and these Chinese domestic brands contributed 57.14% of the total GMV of the TOP20 brands, a decrease of 26.65 percentage points compared to the previous month.
- Significant growth for MAOGEPING
In October, MAOGEPING’s GMV in the makeup category reached 0.141 billion yuan, a year-on-year increase of 169.62%, ranking first among Chinese domestic brands in the makeup category. This is also the first time this year that MAOGEPING’s monthly GMV has surpassed a billion yuan.
- 10 new brands enter the TOP 20
There have been significant changes in the makeup TOP20 brands in October, with 3CE, GIVENCHY, MAC, NARS, ARMANI, SOCORSKIN, PERFECT DIARY, AEKYUNG, and 10 other brands making it to the list for the first time.
It is worth noting that SOCORSKIN and PERFECT DIARY have entered the Douyin makeup TOP20 for the first time this year.
