During the first phase of China’s 2025 618 shopping festival, Chinese beauty brand Proya maintained its leading position on Tmall’s beauty rankings, while Helena Rubinstein took the top spot on Douyin’s high-impact beauty brand list, and Lancôme led sales on JD.com. According to data from Analysys, Tmall accounted for 45.1% of total beauty sales across major platforms, followed by Douyin (30.9%) and JD.com (10.8%). Tmall saw a surge in early sales, with Proya, Lancôme, L’Oréal, SkinCeuticals, Estée Lauder, and CPB all surpassing 100 million RMB ($13.8 million) in sales within the first 45 minutes.