Helena Rubinstein (赫莲娜), Estée Lauder (雅诗兰黛) and Proya (珀莱雅) took the top three places on Douyin Mall’s (抖音商城) skincare bestseller list for the opening phase of its 11.11 sale, 100EC (网经社) reported on 26 October. The number of merchants whose sales passed RMB 100 million with the help of platform coupons rose 200 percent year on year.
Helena Rubinstein led skincare and YSL led make-up
The bestseller lists, released on 23 October, cover the opening phase from 15 to 18 October. On the skincare list, Helena Rubinstein ranked first, followed by Estée Lauder and Proya.
YSL (圣罗兰), Mao Geping (毛戈平) and MAC (魅可) took the top three places on the make-up list. In personal care, Spes (诗裴丝), bop (波普专研) and Taotao Yangmian (淘淘氧棉) led.
Merchants passing RMB 100 million with coupon support rose 200 percent
The number of merchants whose coupon-driven sales exceeded RMB 100 million rose 200 percent year on year in the opening phase, according to 100EC. Merchant counts above the RMB 1 million and RMB 10 million thresholds also grew, the report said.
In fast-moving consumer goods, the number of brands with sales above RMB 100 million rose 167 percent. Merchants with sales above RMB 10 million rose 200 percent in pets and 83 percent in mother and baby.
Storefront livestream rooms with sales above RMB 10 million increased by 98 percent, and new merchants passing RMB 10 million through storefront livestreams rose 133 percent.
Unit: %
Year-on-year change in counts, 15-18 October 2026 · Source: 100EC, 26 October 2026
View as table
| Item | Value |
|---|---|
| Merchants above RMB 100m via coupons | 200% |
| Pet merchants above RMB 10m | 200% |
| FMCG brands above RMB 100m | 167% |
| New merchants above RMB 10m via storefront livestreams | 133% |
| Storefront livestream rooms above RMB 10m | 98% |
| Mother and baby merchants above RMB 10m | 83% |
Camel, The North Face and Pelliot topped outdoor apparel
Camel (骆驼), The North Face (北面) and Pelliot (伯希和) led the outdoor apparel list, while Adidas, Fila (斐乐) and Nike led sportswear. Bosideng (波司登), La Chapelle (拉夏贝尔) and Marisfrolg (玛丝菲尔) were at the top of the fashion womenswear list.
Balabala (巴拉巴拉), Anta (安踏) and Under Armour headed children’s clothing and footwear. Coach, MCM and Warrior (回力) led bags, shoes and accessories.
| List | 1st | 2nd | 3rd |
|---|---|---|---|
| Skincare | Helena Rubinstein | Estée Lauder | Proya |
| Make-up | YSL | Mao Geping | MAC |
| Personal care | Spes | bop | Taotao Yangmian |
| Mother and baby | Pampers | Pop Mart | Babycare |
| Home cleaning and daily use | Lycocelle | Liby | Vinda |
| Outdoor apparel | Camel | The North Face | Pelliot |
| Sportswear | Adidas | Fila | Nike |
| Small appliances | Tineco | Midea | Roborock |
| Smartphones | Apple | Huawei | Xiaomi |
Pampers, Pop Mart and Babycare led mother and baby
Pampers (帮宝适), Pop Mart (泡泡玛特) and Babycare topped the mother and baby list. Nourse (卫仕), Xianlang (鲜朗) and Myfoodie (麦富迪) led pet food, and Lycocelle (绽家), Liby (立白) and Vinda (维达) led home cleaning and daily-use goods.
Among durables, Apple, Huawei (华为) and Xiaomi (小米) led smartphones. Tineco (添可), Midea (美的) and Roborock (石头) topped small appliances, and Asus, Gigabyte and Lenovo (联想) led computer components.
Douyin said it would keep putting coupons, traffic and automated ad tools behind the sale, including in-stock days and category days, 100EC reported.
Coming up · We may follow up with Douyin’s full-period 11.11 results once the platform publishes them.
