Proya (珀莱雅) led Tmall’s 11.11 beauty brand ranking from 20:00 on 20 October to 23:00 on 23 October, e-commerce outlet Ebrun (亿邦动力) reported on 26 October. Down-jacket maker Bosideng (波司登) overtook Uniqlo at the top of the womenswear list over the same period.
Proya tops a beauty list led by four international brands
The top five on Tmall’s overall beauty ranking were Proya, SkinCeuticals (修丽可), Lancôme, Estée Lauder and SK-II, Ebrun said, citing Tmall’s 11.11 sales race rankings (成交竞速排行榜). The skincare list had the same top five.
Compared with the full-period beauty ranking for last year’s 11.11, most brands only moved up or down. Clarins (娇韵诗) entered at eighth and Helena Rubinstein (赫莲娜) at tenth.
Tmall data cited by Ebrun showed SkinCeuticals’ A.G.E. cream was the first beauty item to pass RMB 300 million on Tmall’s 11.11 opening day. Proya’s ruby cream (红宝石面霜) sold more than 450,000 units in the first four hours.
| Ranking | Top brands (rank) |
|---|---|
| Beauty, overall | Proya (1), SkinCeuticals (2), Lancôme (3), Estée Lauder (4), SK-II (5) |
| Personal care | Kérastase (1), Off&Relax (2), Pantene (3) |
| Womenswear | Bosideng (1), Uniqlo (2), Snow Flying (雪中飞) (3), Mo&Co. (4), Lancy (朗姿) (5) |
| Menswear | Uniqlo (1), Bosideng (2), Camel (骆驼) (3), Yaya (鸭鸭) (4), Gap (5) |
| Sportswear | Fila (1), Adidas (2), lululemon (3), Nike (4), Descente (5) |
| Snacks | Three Squirrels (1), Lindt (2), Lay’s (3), Bestore (4), Wolong (5) |
Two Chinese brands made the skincare top 10, three the colour cosmetics list
Chinese brands took two places in the skincare top 10: Proya at first and Winona (薇诺娜) at tenth. On the colour cosmetics list, Mao Geping (毛戈平) was third, Flower Knows (花知晓) fifth and Caitang (彩棠) tenth.
Three Chinese brands also appeared on the men’s care list: Haiyang Zhizun (海洋至尊) at eighth, Grain Rain (谷雨) at ninth and Kans (韩束) at tenth.
Unit: brands
Chinese brands in each Tmall 11.11 top 10, 20-23 October · Source: Ebrun, 26 October 2026
View as table
| Item | Value |
|---|---|
| Bags and accessories | 5 brands |
| Colour cosmetics | 3 brands |
| Men’s care | 3 brands |
| Skincare | 2 brands |
Off&Relax climbs from ninth to second in personal care
Kérastase (卡诗) stayed first on the personal care list, as it was over last year’s full 11.11 period. Off&Relax rose from ninth last year to second, and its sales in the first four hours passed RMB 100 million for the first time.
Down jackets push up the apparel rankings as temperatures fall
Ebrun linked the larger number of down-jacket brands on the womenswear list to the change of season and falling temperatures. Gova (高梵), which sells goose-down jackets, was sixth; two of the top five menswear brands were down-jacket makers.
According to Tmall data, Uniqlo passed RMB 100 million in 24 minutes after sales opened. Bosideng, Victoria’s Secret, Belle (百丽) and Shanxia Yousong (山下有松) also passed RMB 100 million.
In sportswear, Adidas sold more than RMB 200 million in the first hour. Chinese brands held five places on the bags and accessories list, led by Songmont, with Qiuzhen (裘真) third.
Unit: RMB m
Lower bounds, each over the period shown · Source: Tmall data cited by Ebrun, 26 October 2026
View as table
| Item | Value |
|---|---|
| SkinCeuticals A.G.E. cream, opening day | 300 RMB m |
| Adidas, first hour | 200 RMB m |
| Uniqlo, first 24 minutes | 100 RMB m |
| Off&Relax, first four hours | 100 RMB m |
On the snacks list, Three Squirrels (三只松鼠), Lindt, Lay’s, Bestore (良品铺子) and Wolong (沃隆) took the top five places.
Coming up · We may follow up with Tmall’s final beauty and apparel figures once the 11.11 sale ends.
