China’s cosmetics retail sales reached 43.5 billion RMB ($6 billion) in May 2025, up 4.4% YoY and marking a record high for the month. From January to May, total beauty sales rose 4.1% to 188.9 billion RMB ($26.1 billion), supported by strong holiday tourism during Golden Week. Online platforms showed robust growth: beauty sales on Douyin hit 23.5 billion RMB ($3.2 billion), up 18% YoY, with 33 brands surpassing 100 million RMB ($13.9 million). JD.com recorded 10.66 billion RMB ($1.47 billion) in beauty and personal care sales in May, while its 618 campaign saw sales of facial serums and gift sets jump over fivefold.