On the last day of 2024, Douyin Shop released the “2024 Douyin Shop Industry Belt Development Report”.
The report shows that in the past year, 170 million products from industrial belt regions across the country were sold on Douyin Shop, totaling 15.4 billion orders, a year-on-year increase of 39%. Among them, skincare products from Guangzhou became the most popular TOP1 product in the industry belt among consumers. This reflects the outstanding sales performance of beauty products on the Douyin platform.
So, in the entire year of 2024 that just ended, which brands made it to the Douyin Beauty TOP20 list, and what kind of changes in ranking occurred? What industry trends does this reflect?
In December, several Brands Focusing on Douyin made it to the list
The year 2024 has ended, and the difficulty in the cosmetics business is a common perception among most industry insiders. However, in the last month of 2024, beauty brands on Douyin continued to maintain strong growth momentum. Data shows that the GMV of the Douyin beauty market in December ranged from 10 to 25 billion yuan, a year-on-year increase of 40.87%.
In terms of rankings, KANS maintained its first position, while Proya, which ranked second in November, saw a slight decline in December, dropping to seventh place. HEXKIN, which entered the list for the first time in November, further rose in December and jumped into the TOP5, ranking fourth, just below KANS, Estee Lauder, and La Mer, according to CHAILEEDO’s article “Douyin Beauty Rankings in November: KANS Returns to Top 1, CHANDO Enters Top 5”.
Of note, according to CHAILEEDO and Feigua data, HEXKIN’s brand-operated GMV in December was 0. This means that the brand’s overall GMV is essentially the GMV of influencer promotions.
Furthermore, several Brands Focusing on Douyin made it to the December 2024 Douyin Beauty TOP20 list. For example, the original Brands Focusing on Douyin SUSHUO returned to the Douyin beauty category after 33 months since February 2022. Besides SUSHUO and HEXKIN, lefilleo, ELL, KAZOO, and SANZITANG, four other Brands Focusing on Douyin, made the list, with the first two brands appearing for the first time.
Public information reveals that lefilleo is from South Korea and focuses on products such as collagen-infused face masks and crystal collagen protein masks, claiming to effectively improve overall skin issues, promote skin cell regeneration, and collagen production. It is understood that lefilleo’s brand promotions accounted for 85.17% of the overall GMV in 2024. Additionally, apart from December’s GMV exceeding 100 million yuan (note: due to platform regulations, Feigua displays data as 100 million+ for amounts exceeding 100 million), this brand’s GMV for other months mostly ranged between 10-50 million yuan.
Overall, in November and December 2024, there were significant fluctuations in the rankings of the Douyin beauty market. However, each month saw Brands Focusing on Douyin making it to the list, with six such brands appearing in December. This indicates that the growth potential of Brands Focusing on Douyin on the Douyin platform is still considerable.
In 2024, the top 20 brands on Douyin collectively achieved a GMV of nearly 50 billion yuan, with the KANS brand surpassing 6.7 billion yuan.
Expanding the timeline to the entire year of 2024, according to data from CHAILEEDO, the overall GMV of the top 20 brands in the Douyin beauty category for 2024 reached 49.614 billion yuan. Among them, the GMV of the KANS brand on the Douyin platform in 2024 was 6.749 billion yuan, a year-on-year increase of over 100%, securing the first position in the 2024 Douyin beauty category with absolute dominance. It is noteworthy that in the 2023 Douyin beauty rankings, KANS also held the first position.
In terms of specific GMV, aside from KANS, the GMVs of the Proya and L’Oreal brands also exceeded the 3 billion yuan mark, with 7 other brands surpassing 2 billion yuan. At the same time, several beauty brands on the Douyin platform exhibited significant year-on-year growth, such as CHANDO with a 107.4% increase, Kefumei with a 99.9% increase, and DCEXPORT with a 139.1% increase. This indirectly reflects that the Douyin beauty market is currently in a phase of rapid growth.
Comparing with the rankings from 2023, Chinese domestic brands performed more prominently on Douyin in 2024, occupying 11 positions in the TOP20 brand rankings, with several Chinese domestic brands ranking quite high. For instance, KANS continued to lead the list, Proya climbed to the second position, and the Chinese domestic brands Guyu and CHANDO moved up from 13th and 20th in 2023 to 8th and 9th in 2024, showing significant progress compared to 2023. Additionally, in the 2024 Douyin beauty TOP20 list, “new faces” from Chinese domestic brands like Marubi and DCEXPORT also appeared. This indicates that Chinese domestic beauty brands have demonstrated stronger market competitiveness on the Douyin platform over the past year.
However, although Chinese domestic beauty brands occupied more positions in the TOP20 on Douyin in 2024, looking at the top 10, international beauty brands still maintain significant competitive advantages, with brands like L’Oreal, Estee Lauder, and Lancome ranking from 3rd to 7th.
Furthermore, compared to 2023, there were notable fluctuations in the rankings of international beauty brands on Douyin in 2024. For example, Helena Rubinstein rose from 8th in 2023 to 5th in 2024, while SK-II dropped from 11th in 2023 to 17th in 2024; YSL ranked 16th in 2024, having not been on the list in 2023, and the latter brand also moved up from 14th in 2023 to 10th in 2024.
It is worth noting that there were significant changes in the rankings of beauty device-related brands in the Douyin beauty TOP20 brands. In 2023, Jmoon and Amiro ranked relatively high, at 5th and 10th respectively, with the YA-MAN brand also performing well. However, by 2024, these three beauty device brands had all dropped out of the top 20.
Additionally, looking at Brands Focusing on Douyin, in 2023, only one brand, JOYRUQO, made it to the TOP20 list, but in 2024, the personal brand DCEXPORT of the Douyin influencer Ye Haiyang entered the TOP20 for the first time with a GMV of 1.266 billion yuan, a year-on-year increase of over 139%, showing the highest year-on-year growth rate among the TOP20 brands. Compared to 2023, although JOYRUQO saw an increase in GMV in 2024, its ranking dropped by 1 position.
Chinese domestic brands seize more “front row” positions in 2024
According to data from CHAILEEDO, in the 21 subcategories of beauty on the Douyin platform in 2024, 76% of the brands ranked in the top 5 by GMV are Chinese domestic brands in their respective category TOP1. In subcategories such as lip care, facial cleansing, eyebrow pencils, and makeup removal, the top 5 brands are all Chinese domestic beauty brands.
Looking specifically at the skincare category, in 2024, Chinese domestic brands held 11 positions in the Douyin beauty skincare TOP20, remaining consistent with 2023. Additionally, Chinese domestic brands and foreign brands shared the TOP10 positions equally, with the first, second, seventh, eighth, and tenth positions all held by Chinese domestic brands. This reflects the significant increase in competitive strength of Chinese domestic brands in the Douyin beauty skincare field compared to international brands.
At the same time, it is evident that Chinese domestic brands have achieved higher rankings on Douyin in 2024 compared to 2023. For example, in the Douyin beauty skincare TOP10 in 2023, only KANS, Proya, and Guyu were present, but in the 2024 Douyin beauty skincare TOP10, Kefumei and CHANDO, two Chinese domestic brands, made their appearance. Proya also surpassed L’Oreal to reach the second position, and Guyu’s ranking also improved. However, international brands still firmly hold three out of the top five positions in the Douyin beauty rankings. This indicates that while the competitiveness and market influence of Chinese domestic brands in the Douyin beauty skincare field have increased, the influence of international brands should not be underestimated.
Furthermore, it is noteworthy that there have been significant changes in the rankings of brands at the bottom of the Douyin beauty skincare TOP20. CHAILEEDO observed that there were notable changes in the brands ranked 15th to 20th in the Douyin beauty skincare rankings. Brands like Erno Laszlo and Renhe Jiangxin, which appeared in the 2023 list, were not present in 2024, being replaced by DCEXPORT and CLARINS. Looking at December 2024 compared to November, brands like C Ka Beauty and HERBMODA did not make it to the list. This indicates intense competition among brands at the tail end of the Douyin beauty skincare rankings, with frequent changes in the listed brands. To maintain a stable position among the Douyin beauty TOP20 brands, brands undoubtedly need to continuously improve product quality, innovation capabilities, and increase their marketing efforts.
In terms of the makeup/perfume/beauty tools rankings, it is evident that Chinese domestic makeup brands also have a dominant presence. In 2023, a total of 18 Chinese domestic makeup brands made it to the list, while in 2024, 15 Chinese domestic makeup brands reappeared on the list, with only one international makeup brand, Saint Laurent, in the TOP10. This clearly demonstrates the strong performance of Chinese domestic makeup brands in the Douyin makeup market.
However, when comparing 2023 and 2024, international makeup brands have also made significant efforts. In 2023, only Saint Laurent and 3CE made it to the list, but in 2024, well-known international brands such as CPB, Armani, and Lancome have entered the TOP20 rankings, with CPB and Armani ranking 12th and 13th, just a step away from the TOP10 list. This change reflects the increasing attention of international brands to the Douyin makeup market and their strong brand competitiveness.
Looking at Brands Focusing on Douyin, in 2024, SANZITANG maintained its position in the TOP20 at 10th place, a brand that did not appear in 2023. VC, a makeup brand that was 7th in 2023, saw a decline in 2024, ranking 17th. It is undeniable that in the Douyin makeup category, Brands Focusing on Douyin like VC, SANZITANG, and FV have a certain competitive advantage on the Douyin platform. However, to maintain their position on the list, these Brands Focusing on Douyin may need to demonstrate more prominent brand characteristics and consistently meet consumer demands.
Beauty devices are greatly affected by policies, and competition may intensify
As is well known, in March 2022, the National Medical Products Administration issued a notice regarding the adjustment of certain content in the “Medical Device Classification Catalog,” stipulating that products like radiofrequency therapy devices and radiofrequency skin therapy devices should be managed as Class III medical devices. Starting from April 1, 2024, radiofrequency therapy devices and radiofrequency skin therapy 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 has a significant impact on the beauty device market.
According to data from CHAILEEDO and Feigua, in 2023, a total of 15 beauty device brands exceeded 100 million yuan in GMV for the whole year (note: due to platform regulations, the Feigua platform displays data as 100 million+, meaning amounts exceeding 100 million are shown as 100 million+). However, in the entire year of 2024, only 9 beauty device brands exceeded 100 million yuan in GMV, and looking at monthly GMV figures, the GMV of each brand has declined. This indicates that the new regulations on beauty devices have put considerable market pressure on many brands.
Nevertheless, it can be seen from public information that several beauty device brands have already completed the process of obtaining certification. By the end of 2024, domestic beauty device brands such as Amiro, Mary Fairy, and OGP Timeskin have received Class III medical device certification from the state for their radiofrequency skin therapy devices, making them the only three domestic home beauty device brands to have obtained this certificate.
Looking at the rankings of personal care/beauty devices on Douyin, there is a clear trend of emerging new beauty device brands, signaling that market competition may intensify. While Jmoon retains its first position and JOVS and YA-MAN remain in the TOP5, compared to 2023, several new beauty device brands entered the top 20 in 2024, such as Moyal, TANDA BEAUTY, nebulyft, and others. This indicates that there are constantly new entrants into the beauty device market, providing consumers with more brand choices.
At the same time, there have been significant changes in the rankings of beauty device brands. For instance, Mesmooth rose from 7th in 2023 to 3rd, OGP dropped from 8th in 2023 to 20th, and ULIKE jumped from being unranked in 2023 to 5th. However, as more beauty device brands complete Class III medical device certification, the beauty device market may undergo a reshuffle in the future. This suggests that the beauty device market is showing signs of the Matthew effect, and CHAILEEDO will continue to monitor changes in the Douyin rankings.
