Facial cleanser:
No. | Products/Brands | Ingredient/Efficacy | Monthly transactions | Brand origin |
1 | Little Dream Garden Simple Facial Cleanser | Amino acid | 150,000 | China |
2 | NIVEA ME OIL CONTROL | Oil control, anti-acne | 100,000 | Beiersdorf, Germany |
3 | L' OREAL MEN EXPERT PURE & MATTE | Oil control, anti-acne | 100,000 | L' OREAL, France |
4 | HANAJIRUSHI AMINO ACID FACE WASHING CREAM | Amino acid | 98,000 | HANAJIRUSHI, Japan |
5 | Freeplus Mild Soap | Amino acid | 97,000 | Kanebo, Japan |
One-sentence summary:
Amino acid facial cleanser is the most popular facial cleanser type, and men’s facial cleanser has become the most important part of men’s grooming.
Essence:
No. | Products/Brands | Ingredient/Efficacy | Monthly transactions | Brand origin |
1 | One Leaf Niacinamide Brightening Moisturizing Serum | Niacinamide Brightening | 160,000 | CHICMAX, China |
2 | HomeFacialPro Lactobionic Acid Essence | Lactobionic Acid Pore minimizing | 150,000 | China |
3 | Dr. Yu Skin Barrier Recovery Kit (including essence) | Skin repairing | 130,000 | Shanghai Jahwa, China |
4 | HomeFacialPro Oligopeptide Essence | Oligopeptide Acne marks fading | 120,000 | China |
5 | OLAY WHITE RADIANCE LIGHT-PERFECTING ESSENCE | Niacinamide Brightening | 80,000 | P & G, the United States |
One-sentence summary:
Top-selling essence products use active ingredients such as Niacinamide, Lactobionic Acid, and Oligopeptide.
Eye cream:
No. | Products/Brands | Monthly transactions | Brand origin |
1 | LiLiA WRINKLR EYE CREAM | 90,000 | China |
2 | YIGAR PLURALISTIC EYE ESSENCE CREAM | 44,000 | China |
3 | Estee Lauder Advanced Night Repair Eye | 44,000 | Estee Lauder, the United States |
4 | MARUBI MULTIPLE PEPTIDE ANTI-WRINKLES EYE CREAM | 36,000 | China |
5 | A.H.C THE REAL EYE CREAM FOR FACE | 33,000 | CARVER KOREAA, South Korea |
One sentence summary:
The price range of eye cream is wide ranging from 100 yuan to 500 yuan.
Facial cream:
No. | Products/Brands | Monthly transactions | Brand origin |
1 | DABAO SOD FACIAL CREAM | 130,000 | China |
2 | WINONA Anti-Sensitive Moisturizing tolerance-extreme Cream | 76,000 | China |
3 | SEROE ACNE MUSCLE REPAIR GEL | 60,000 | China |
4 | acwell AQUA CLINTY CREAM | 53,000 | South Korea |
5 | BIAOTING VITAMIN C EMULSION | 43,000 | China |
One sentence summary:
Creams aimed at sensitive skin repair are becoming increasingly popular.
Toner:
No. | Products/Brands | Monthly transactions | Brand origin |
1 | BEOTUA VC HYDRATING MOISTURIZING TONER | 130,000 | China |
2 | KANS HYDRA-REPLUMPING TONER | 76,000 | China |
3 | Avene Thermal Spring Water | 60,000 | France |
4 | Rellet HA Moisturizing Spray | 53,000 | China |
5 | Opera Yiyiren Lotion | 43,000 | Japan |
One sentence summary:
Moisturizing sprays are popular.
Facial mask:
No. | Products/Brands | Monthly transactions | Brand origin |
1 | Kefumei Comfy Collagen Dressing | 150,000 | China |
2 | BIGLY Salicylic Acid Oil Control Repair Mask | 130,000 | China |
3 | KANS GOLD HONEYCOMB ACTIVE MASK | 130,000 | China |
4 | geoskincare WATER SPA SLEEPING MASK | 100,000 | China |
5 | CHANDO Himalaya Mask | 100,000 | China |
One sentence summary:
The top-selling facial mask brands are all from China, and medical dressings (facial masks with certificates for medical devices (in Chinese “械字号面膜”) are increasingly popular.
***The above data were collected through searching for keywords in Tmall official website and filtering by sales volume.
Five skincare trends in the China market:
Imported facial cleanser is popular.
Among the top 5 skincare products by transaction numbers in the above categories, domestic brands account for 2/3 of all sales. In the facial cleanser category, imported brands are more popular, while domestic brands dominate the facial mask category.
Number of imported brands by category:
Categories | Number |
Facial cleanser | 4 |
Essence | 1 |
Eye cream | 2 |
Facial cream | 1 |
Toner | 2 |
Facial mask | 0 |
People spend most on facial masks and essences.
Facial masks and essences are the two most promising segments. The monthly transaction number of the top 5 facial mask products have all exceeded 100,000, and for the essence segment, there are also four products with a monthly transaction number which exceeds 100,000.
Number of products with monthly transactions exceeding 10,000 by category:
Categories | Number |
Facial cleanser | 3 |
Essence | 4 |
Eye cream | 0 |
Facial cream | 1 |
Toner | 2 |
Facial mask | 5 |
Sensitive skincare products become increasingly popular.
There is an increasing number of skincare products for sensitive skins. Domestic brands have faired well, such as WINONA and Dr.Yu. WINONA was ranked in the TOP 9 skincare brands on Tmall during the 2019 11/11 Singles' Day Shopping Festival with a sales volume of 347 million yuan [1]. In the 2019 fiscal year, Dr.Yu's sales grew by nearly 80%. The brand’s Singles' Day sales grew by more than 150% year-on-year [2].
Active ingredients driving sales.
Chinese consumers are interested in the state of the art ingredients. Products named after ingredients are popular such as Chinese brand HomeFacialPro’s Lactobionic Acid Essence and Oligopeptide Essence.
Essence and eye cream consumption are showing a high-end trend.
Increasing demand for high-end skincare products is driving growth in essence and eye cream categories.
Categories | Average price |
Facial cleanser | 110.4 |
Essence | 326 |
Eye cream | 277 |
Facial cream | 174.8 |
Toner | 90.78 |
Facial mask | 115.36 |