In April, the total sales on Douyin’s beauty track exceeded 10 billion RMB ($1.43 billion), marking a year-on-year increase of 41.5%.
Skincare products dominated the market share at 70%, with a year-on-year increase of nearly 47%. Meanwhile, sales of makeup and perfumes surpassed 2.5 billion RMB ($357.5 million), making it the fastest-growing category with a year-on-year increase of 52%.
In April 2024, among the top 20 beauty brands on Douyin, 16 were Chinese brands. Kans topped the list, with livestream sales accounting for 82% of its revenue.
Over the years, Douyin has developed a rich ecosystem for beauty-related user-generated content and KOLs to thrive within.
Beauty influencers regularly share their makeup tips, skincare routines, and reviews on Douyin, making it a prime platform for brands to promote and sell their beauty products. Through its advanced algorithm and data analysis, Douyin helps brands enhance user engagement, offers insights for localized research and development, and assists in operational strategies.
In September 2022, Dior Beauty formed a partnership with Douyin for a marketing initiative called the “Douyin E-commerce SuperBrand Opening Ceremony.” This event marked Dior Beauty as the inaugural high-end beauty brand to collaborate with Douyin’s e-commerce platform.
Beyond beauty, Douyin has emerged as a winning platform for brands across industries to connect with Chinese consumers.
As we have reported, in recent years, Douyin viewers have demonstrated a greater interest in educational and informative material compared to TikTok's global audience.
Brands like Coach, Dior, and Louis Vuitton are leveraging Douyin’s popularity via livestreaming. During these live broadcasts, brands will share styling tips, product insights, and product comparisons.
Ultimately, industry experts emphasize the need for flexible marketing approaches as well as tailoring strategies to suit specific platforms and China’s localized preferences.