Proya (珀莱雅), a Chinese skincare brand, led Tmall’s beauty sales ranking in the first 75 hours of 11.11, ahead of SkinCeuticals, Lancôme, Estée Lauder and SK-II. Chinese trade outlet Ebrun took the snapshot from Tmall’s live 11.11 sales race between 8 p.m. on 20 October and 11 p.m. on 23 October. Outside beauty, Adidas sold more than RMB 200 million in its first hour and Uniqlo passed RMB 100 million in 24 minutes, according to Tmall data cited in the report.
| Ranking | Top places |
|---|---|
| Beauty (overall) | 1 Proya · 2 SkinCeuticals · 3 Lancôme · 4 Estée Lauder · 5 SK-II · 8 Clarins (new) · 10 Helena Rubinstein (new) |
| Personal care | 1 Kérastase · 2 Off&Relax · 3 Pantene |
| Sportswear | 1 FILA · 2 Adidas · 3 lululemon · 4 Nike · 5 Descente |
| Outdoor | 1 Camel · 2 The North Face · 3 Pelliot |
| Womenswear | 1 Bosideng · 2 Uniqlo · 3 Snow Flying · 4 Mo&Co. · 5 Lancy |
| Menswear | 1 Uniqlo · 2 Bosideng · 3 Camel · 4 Yaya · 5 Gap |
| Snacks | 1 Three Squirrels · 2 Lindt · 3 Lay’s · 4 Bestore · 5 Wolong |
| Mother and baby (overall) | 1 Pampers · 2 FILA · 3 bc babycare · 4 Purcotton · 5 INNE |
Beauty: four international brands behind Proya
The beauty top five matched the skincare top five: Proya, SkinCeuticals, Lancôme, Estée Lauder and SK-II. Ebrun said most brands had only moved up or down a few places from last year’s full-period 11.11 ranking. Clarins (8th) and Helena Rubinstein (10th) were the two newcomers.
SkinCeuticals’ A.G.E. cream became the first beauty item to pass RMB 300 million on Tmall’s 11.11 opening day. SkinCeuticals, SK-II and Helena Rubinstein each grew sales by double digits year on year, as did Proya in its first four hours, when its ruby cream sold more than 450,000 units.
In personal care, Kérastase kept the top spot it held across last year’s festival. Off&Relax climbed from ninth last year to second and passed RMB 100 million in four hours for the first time.
Sportswear: Adidas passes RMB 200 million in the first hour
FILA, Adidas and lululemon each passed RMB 100 million quickly after the full sale opened, and Adidas topped RMB 200 million within the first hour. Mammut’s first hour beat its whole 11.11 day last year, and Helly Hansen grew more than 70% year on year in four hours.
FILA, Adidas, lululemon, Nike and Descente took the top five places in sportswear. The outdoor ranking was led by Camel, The North Face and Pelliot.
Apparel: down jackets push Bosideng past Uniqlo
Colder weather lifted down jackets. Bosideng overtook Uniqlo at the top of the womenswear ranking, and two of the five leading menswear brands sell down jackets. Uniqlo passed RMB 100 million in 24 minutes, while Bosideng, Victoria’s Secret, Belle and Songmont also crossed RMB 100 million.
How many Chinese brands made each top 10
Chinese brands held two places in the skincare top 10: Proya at first and Winona (薇诺娜) at tenth. The makeup ranking named three Chinese brands, Mao Geping (3rd), Flower Knows (5th) and Caitang (10th), and the men’s care list had three more at eighth to tenth. The pet ranking was the most local, with eight Chinese brands; Xianlang (鲜朗) led it after selling 800,000 bags of cat food in its first hour, the first pet brand to pass RMB 100 million in an opening hour.
Number of Chinese brands named in each Tmall 11.11 ranking, 20–23 October 2026 · Source: Ebrun
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| Ranking | Chinese brands |
|---|---|
| Pet (overall) | 8 |
| Bags and accessories | 5 |
| Makeup | 3 |
| Men’s care | 3 |
| Skincare (top 10) | 2 |
Opening four hours and trade-in subsidies
Tmall’s official figures for the first four hours of full sales show 124 brands passing RMB 100 million and 27,681 brands beating their whole 11.11 day last year. Fourteen Taobao livestream rooms passed RMB 100 million.
Government trade-in subsidies also lifted electronics. Tmall said subsidised 3C digital categories grew more than fourfold year on year and mobile phones more than ninefold, with televisions and smart-home products up by double digits.
Year-on-year growth multiple, Tmall 11.11; both figures are ‘more than’ · Source: Ebrun, citing Tmall data
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| Category | Growth |
|---|---|
| Mobile phones | more than 9x |
| 3C digital (subsidised) | more than 4x |
Coming up · Tmall’s full-period 11.11 category rankings, if published after 11 November.
