The first Tmall 618 event without pre-sales officially began on May 20 at 8pm. By midnight on May 21, 59 brands had achieved sales exceeding 100 million RMB($14 million), and 376 products had transactions surpassing 10 million RMB ($1.4 million). Within the first four hours of the sale, 11 beauty brands had sales exceeding 100 million RMB ($14 million), with Lancôme, L'Oréal, and Estée Lauder reaching over 100 million RMB in GMV within the first hour. Luxury brands like Miu Miu, Valentino, Marni, and Lemaire achieved sales in the first hour that surpassed their entire day-one sales from last year.