In the just concluded November, the competition in beauty on Douyin (TikTok) remains fierce.
According to data from CHAILEEDO, in November 2024, KANS reclaimed the top spot in Douyin beauty, with CHANDO entering the top 5. Additionally, there was one Chinese domestic beauty brand that made its debut on the list this month. Overall, Chinese domestic beauty brands occupy 11 out of the top 20 positions on the Douyin beauty list, slightly edging out the competition.
So, which brands specifically made it to the top 20 Douyin beauty list in November this year, and what kind of changes have occurred in the rankings?
KANS Returns to First Place
Looking at the overall Douyin beauty rankings, KANS has surpassed Proya to reclaim the top position on Douyin, with Proya, which was ranked first in October, temporarily occupying the second position.
From the list, it is not difficult to see that in the top 5 beauty brands on Douyin in November this year, three are Chinese domestic brands, whereas in the top 5 of the same period last year, only KANS, a Chinese domestic brand, was listed. Worth mentioning is that CHANDO, which has been hovering around the top 10, surpassed many beauty brands in November this year and successfully entered the top 5 beauty brands on Douyin.
Looking at the overall top 20, in November this year, there are slightly more Chinese domestic beauty brands on the list than international brands, occupying 11 out of the top 20 positions on Douyin beauty. Although in the same period last year, the number of Chinese domestic brands on the list was also 11, it included two major beauty device brands, AMIRO and Jmoon, making the actual number of beauty brands 9. Therefore, the number of beauty brands on the list in November this year is higher than last year.
Furthermore, among the 20 brands on the list, HEXKIN and HERBMODA are making their debut. According to data from Feigua and CHAILEEDO, HEXKIN had a GMV of over 100 million in both October and November (due to platform regulations, Feigua platform displays data as 100 million+ for values exceeding 100 million). Influencer promotions accounted for over 70% of the total GMV.
According to Douyin platform data, the official flagship store of HEXKIN has been in operation for less than 120 days, with sales of 560,000 RMB, ranking 4th on the Douyin beauty store list. The store’s products include “Radiant Sculpture Hydrating Cream,” “Youthful Collagen Bomb Infusion Mask,” “Camellia Rejuvenating Hydrating Mask,” with prices ranging from 88 RMB to 399 RMB.
Similar to HEXKIN, HERBMODA also had a GMV of over 100 million in the past two months. Influencer marketing accounted for over 70% of their sales.
White-label brands that focus on Douyin channels have seen significant changes. Looking at the development of these brands, names like JOYUQO and Dr. Wen have experienced significant changes in their rankings this year. Starting from the second half of the year, brands like Dr. Wen and VC have gradually dropped out of the top 20. Apart from JOYUQO making it to the top 20 in September this year, no other brand has appeared on the list. Until November this year, two new faces, HEXKIN and HERBMODA, have emerged.
Chinese domestic brands dominate the sub-category list
Looking at the beauty and skincare sub-category list, Chinese domestic brands and international brands share the top 10 positions equally. However, in terms of specific rankings, Chinese domestic brands rank higher, with the 1st, 2nd, 4th, 6th, and 7th positions all occupied by Chinese domestic brands.
There have been significant changes in the top 5 rankings. According to CHAILEEDO, while there hasn’t been much variation in the brands listed in the top 20, there have been significant changes in the top 5 rankings. Brands like La Mer, HR, and Lancome, which were in the top 5 last year, have dropped out, and compared to their rankings in October this year, the brand “the hostory of” that was in the top 5 in October has now dropped to 14th place this month.
Comparing to the same period last year, in November 2023, only three Chinese domestic brands, KANS, Proya, and Kefumei, were listed in the top 10 of Douyin’s beauty and skincare rankings. Brands like JOYUQO, Erno Laszlo, and Kiehl’s, which were in the top 20 last year, have been replaced by HERBMODA, HEXKIN, and C Ka Beauty. It is evident that whether in the top 5 or top 20, competition in Douyin’s beauty and skincare category remains fierce.
Looking at the makeup/perfume/beauty tools list, Chinese domestic brands are also performing strongly. In November this year, 16 Chinese domestic makeup brands made the list, compared to 15 in the same period last year. However, in November this year, the top 1 and top 2 spots were occupied by international brands YSL and Chanel, whereas last year the top spots were held by Chinese domestic brands Florasis and AKF.
While there are significant changes in rankings, there is little variation in the brands listed. CHAILEEDO found that in the Douyin makeup/perfume/beauty tools list, monthly brand rankings fluctuate, with notable changes from last year to this year. However, despite ranking changes, the listed brands have remained relatively stable, with brands like PL, PRAMY, Funny Elves, and LUONA NOESS remaining in the top 20.
The white-label brand SANZITANG, focused on the Douyin channel, has reappeared on the list. Despite the presence of many white-label brands focused on the Douyin channel in the Douyin makeup/perfume/beauty tools list, the makeup brand SANZITANG has shown consistent performance, maintaining its position within the top 20 this year and consistently ranking within the top 10 for three consecutive months.
Douyin’s makeup category is not lacking in white-label brands focused on the Douyin channel. Whether it’s last year’s listed brands like VC, FV, or the consistently listed SANZITANG, or this year’s newcomers like ELL and DPDP, it is evident that the makeup category on Douyin is rich with white-label brands focused on the Douyin channel. These brands hold a competitive edge on the platform and can secure a place like a “dark horse.”
The category of personal care and beauty devices can’t hide the declining trend
With the rise of home beauty devices and the increasing awareness of skincare among consumers, for a long period of time, numerous beauty device brands have emerged like mushrooms after the rain, quickly becoming the new favorites in the beauty and skincare market.
However, in March 2022, the National Medical Products Administration issued an announcement regarding adjustments to certain content in the “Medical Device Classification Catalog,” stipulating that products such as radiofrequency therapy devices and radiofrequency skin treatment devices are to be managed as Class III medical devices. Starting from April 1, 2024, radiofrequency therapy devices and radiofrequency skin treatment devices that have not obtained medical device registration certificates in accordance with the law are not allowed to be manufactured, imported, or sold. This undoubtedly poured cold water on the bustling beauty device market.
Starting from this year, the Gross Merchandise Volume (GMV) of personal care/beauty devices on Douyin has shown a noticeable downward trend, with few brands exceeding 100 million yuan in GMV in a single month. In November this year, Jmoon and MUSU respectively secured the top 1 and top 2 positions in the Douyin personal care/beauty device category, but in terms of GMV, Jmoon’s GMV ranges between 75 million to 100 million yuan, while MUSU’s GMV ranges between 25 million to 50 million yuan.
Comparing the rankings from last year and this November, the brands in the top 10 have remained relatively stable, but there have been significant changes in their positions. For example, AMIRO dropped from 1st place last year to 5th place in November this year, while JOVS rose from 6th place last year to 4th place. The list of brands in the top 11-20 has seen significant changes, with new faces like Peninsula, YDUNVIE, nebulyft, and Mesmooth appearing.
It is worth mentioning that in October this year, two Chinese domestic beauty device brands, AMIRO and MARY FAIRY, received Class III medical device certification for their radiofrequency skin treatment devices, becoming the first “certified” products since radiofrequency skin treatment devices were included in Class III medical device regulation in March 2022. This may also indicate that the beauty device industry is entering a new stage of development. CHAILEEDO will continue to monitor the changes in the Douyin rankings.
