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Chinese Cosmetic Market Online Data in 2021Q2

Chinese cosmetic category’s online GMV in 2021Q2 was 65.739 billion yuan, with a growth rate of 0.06%. Among domestic brands, Florasis and Winona kept a high speed growth, while Perfect Diary was slowing down. Brands from Bloomage Biotech, the hyaluronic acid giant in China, were experiencing explosive growth. International brands were outperformed by domestic brands in April and May, but successfully rebounded in June, implying these brands have better performance and high budget in massive marketing events, such as the 618 shopping festival. Other e-commerce platforms, such as Douyin, Kuaishou, JD, performed well in the beauty sector in Q2. They were good choices for beauty brands.

Overall Data

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In 2021Q2, the total online GMV of the Chinese cosmetic market was 65.739 billion yuan, among which the skincare sector’s online GMV was 48.075 billion yuan and the figure for the makeup sector was 17.664 billion yuan. The growth rates were all about 0.05%, implying that the overall growth slowed down.

In terms of monthly performance, the GMV dropped in May but bumped up in June, affected by the marketing for and during the 618 shopping festival. Many brands chose to keep a low-key in May and exploded sales in June.

Brand Performance

Domestic brands

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Florasis ranked first (830 million yuan) by online GMV among domestic brands and kept a high-speed growth (47% YoY). In comparison, though Perfect Diary’s online GMV ranked the second (660 million yuan), its growth rate was only 13.3%. Following these two makeup brands was a domestic skincare brand, Winona. Its online GMV in 2021Q2 was 510 million yuan, with a growth rate of 33.4%. Winona’s GMV ranked the 10th in the skincare sector, with GMV accounting for 1.8% of the entire skincare product sales.

Four brands from Bloomage Biotech, the hyaluronic acid giant in China, also performed well in Q2:

  • QUADHA (夸迪): GMV 190 million yuan, Growth rate 355.7%

  • BIOHYALUX (润百颜): GMV 210 million yuan, Growth rate 106.9%

  • MEDREPAIR (米蓓尔): GMV 100 million yuan, Growth rate 64.3%

  • Biomeso (肌活): GMV 60 million yuan, Growth rate 62.8%

International brands

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As for international brands, top international brands’ sales rebounded in June after being exceeded by Florasis and Perfect Diary in April. In June, L'Oreal and Estee Lauder's GMV reached 1.043 billion yuan and 866 million yuan, respectively, an increase of 72.5% and 93.1% YoY. In Q2, the total GMV of L'Oréal and Estee Lauder increased by 53.2% and 46.0% YoY, respectively. Lancome, Olay, and Shiseido's GMV increased by 24%, 10.3%, and 41.9%, respectively, while SK-II fell by 8.3% year-on-year.

Other E-commerce Platforms

JD data shows that the sales of high-end cosmetics increased by 131% on June 1. The sales of toner, facial masks, and lip essence increased by 170%, 101%, and 440%, respectively.

According to Guoji Data, from May 3 to June 20, the total GMV of Kuaishou live-stream was 33.581 billion yuan, of which the skincare sector’s GMV was 4.283 billion yuan, accounting for 12.76%.

From May 24 to June 20, the total GMV of Douyin live-stream e-commerce was 39.389 billion yuan, of which the total GMV of skincare and makeup sectors reached 3.963 billion yuan, accounting for 10.06%.

Proya had a great performance on Douyin. Its GMV reached 104 million yuan from May 3 to June 20. Besides, more domestic brands entered the Douyin live-stream, including Winona, Perfect Diary, MARUBI, UNIFON, and BIOHYALUX.

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