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Online gross merchandise volume (GMV) of leading brands for beauty and cosmetic products in China in 2025 (in billion yuan)

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Source

Release date

January 2026

Region

China

Survey time period

2025

Supplementary notes

Figures have been rounded down.

Based on data from major e-commerce platforms including Alibaba platforms, Douyin, and JD.com.

The cosmetics category includes skincare, body care and essential oils, color cosmetics, fragrance and beauty tools, hair care and wigs, as well as beauty and personal care devices.

One yuan equals approximately 0.15 U.S. dollars and 0.13 euros (as of June 2026). 

Citation formats

Online GMV of major cosmetic brands China 2025

Published by ÌÇÐÄÆƽâ°æ Research Department, Jun 24, 2026

In 2025, the leading 20 cosmetics brands in China across major e-commerce platforms continued to be led by L’Oréal, with domestic leaders such as Proya and KANS remaining among the top performers. The top two brands, L’Oréal and Proya, both recorded year-on-year declines, with GMV reaching just over ** billion yuan and * billion yuan, respectively. Domestic brands accounted for of the top 20, highlighting their growing presence in the competitive landscape.

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Topics

Cosmetics market in ChinaLuxury goods market in ChinaCosmetics industryGlobal prestige/luxury cosmetics Cosmetics in the Asia-Pacific region
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