Sales of high-end beauty products on Douyin (抖音) rose 196 percent year on year on 15 October, the first day of its 11.11 festival, tech outlet PingWest (品玩) reported on 17 October. The number of beauty and personal care brands selling more than RMB 10 million that day was three times the level a year earlier. A white paper cited in the same report puts foreign brands’ share of beauty sales on Douyin at 37.9 percent in the first half of 2026.
High-end beauty sales rose 196% and beauty merchants’ sales 101% on day one
Douyin Mall’s 2026 11.11 festival (抖音商城双11好物节) opened on 15 October with no pre-sale phase. It sells only in-stock goods, using instant discounts (立减折扣), single-item price cuts (一件直降) and platform coupons issued throughout the event, according to PingWest.
On the first day, sales by merchants in branded beauty and personal care rose 101 percent year on year. Sales of high-end beauty rose 196 percent, and the number of brands passing RMB 10 million in sales tripled.
| Measure | Change, YoY |
|---|---|
| High-end beauty sales | +196% |
| Sales by branded beauty and personal care merchants | +101% |
| Brands with sales above RMB 10 million | 3 times last year’s number |
Unit: %
15 October 2026, year-on-year growth · Source: PingWest, 17 October 2026
View as table
| Item | Value |
|---|---|
| High-end beauty sales | 196% |
| Beauty and personal care merchants’ sales | 101% |
Foreign brands’ share of Douyin beauty rose from 32.0% in 2024 to 37.9%
PingWest cited a white paper by beauty-industry data firm Qingyan Intelligence (青眼情报), titled ‘2026 China beauty: structural growth in a saturated market’ (2026 中国美妆存量时代的结构性增长). It shows foreign brands’ share of beauty sales on Douyin e-commerce rising from 32.0 percent in 2024 to 37.9 percent in the first half of 2026.
Chinese brands (国货) made up 65 percent of the top 20 brands in the same white paper’s ranking.
Unit: %
Foreign brands' share of beauty sales on Douyin e-commerce · Source: Qingyan Intelligence white paper, cited by PingWest, 17 October 2026
View as table
| Item | Value |
|---|---|
| 2024 | 32.0% |
| H1 2026 | 37.9% |
China’s beauty market reached RMB 518.9 billion in H1, with online up 10.1%
According to the Qingyan white paper, China’s beauty market was worth RMB 518.91 billion in the first half of 2026, up 4.6 percent year on year. Online channels grew 10.1 percent.
Douyin e-commerce accounted for more than 80 percent of the net increase in online beauty sales in the first half, the white paper found.
| Measure | Figure |
|---|---|
| China beauty market size | RMB 518.91bn (+4.6% YoY) |
| Online channel growth | +10.1% |
| Douyin e-commerce share of net online beauty growth | More than 80% |
| Foreign brands’ share of Douyin beauty | 32.0% (2024) to 37.9% (H1 2026) |
| Chinese brands among the top 20 | 65% |
Creator-led brand sessions sold La Mer, Helena Rubinstein and Clarins on day one
PingWest named large creator livestreams (达播大场) as a main source of first-day growth. Dedicated brand sessions (专场) hosted by Sun Jian (孙坚), Tu Lei (涂磊) and East Buy (东方甄选) stood out.
Brands that gained from these sessions included La Mer (海蓝之谜), Helena Rubinstein (赫莲娜), Clarins (娇韵诗), Lin Qingxuan (林清轩), Pechoin (百雀羚) and Anminyou (安敏优). Brands also ran their own livestreams, new-product launches and storefront listings (货架) alongside the creator sessions.
Coming up · We may follow up with Douyin’s later 11.11 beauty figures as the festival continues.
