Chinese beauty brands made significant inroads during the 2024 618 shopping festival, with Proya topping Tmall’s skincare category and Kans dominating Douyin’s skincare rankings. Despite overall e-commerce sales declining by 6.9%, livestream platforms saw a surge, with Douyin’s beauty and skincare sales reaching 206.8 billion RMB ($28.95 billion). International brands like L’Oréal and Estée Lauder saw sales declines, while high-end brands like Lancôme and La Mer maintained growth. Domestic brands such as Kans leveraged targeted marketing strategies and robust online presence, highlighting the growing dominance of domestic beauty in the market.