Winona, Florasis crush global beauty peers

Subscribe to our Jing Beauty to get the latest on China's world of beauty and wellness. After briefly taking over the lead in China’s beauty market last month, global beauty brands have again been leapfrogged by domestic competitors — highlighting consistent investment in online engagement by homegrown beauty labels. The latest edition of WeArisma x Jing Daily Beauty Leaderboard* tracks the brands generating the most online buzz from September 1 to 30. According to the data, SK-II took the lead among global beauty brands hitting 1.9 million in Media Value (MV), while Winona earned the domestic beauty top position with $3.1 million MV. Last month, Chinese beauty brands partnered with leading fashion publication Vogue China. Given Vogue’s global stature, featuring homegrown brands like Florasis and Proya on its official account significantly enhances their exposure and elevates their brand positioning. Global beauty SK-II ($1.9 million MV) With a robust media value of $1.9 million, SK-II reclaimed its position as the leading international beauty brand in September. Harper’s Bazaar China (@时芭莎bazaarchina), which has 2.3 million followers on Douyin, featured the brand in four posts showcasing its newly launched LXP Essence Cream. The posts, featuring Taiwanese singer Annie Yi (伊能静), generated a media value of $162,900. Despite being 56 years old, Yi’s youthful appearance made her an ideal face for promoting SK-II’s luxury anti-aging product. Fenty Beauty ($1.8 million MV) Fenty Beauty secured the second spot with $1.8 million MV, largely thanks to Sephora China (@丝芙兰SEPHORA) posting 12 pieces of content featuring the brand. Sephora highlighted its collaboration with Fenty’s global brand ambassador, Chinese actor and singer Dylan Wang (王鹤棣), who visited the label’s Chengdu store to promote the brand. These posts collectively generated a media value of $1 million, more than half of Fenty Beauty’s overall MV for September. Since Fenty Beauty arrived in China via Sephora stores in April this year, the beauty brand has consistently appeared in the top 10 ranking of the most influential international brands in the country each month on the Jing Daily x WeArisma’s Beauty Leaderboard, highlighting the long-lasting benefits of a partnership with a highly popular beauty store. L’Oréal Paris ($1.3 million MV) With $1.3 million MV, L’Oréal Paris placed third. Influential fashion platform IF Fashion (@IF时尚) posted content on Weibo about L’Oréal’s Paris Fashion Week show, and the addition of Cara Delevigne to its celebrity team, resulting in a media value of $194,600. Other Weibo fashion outlets, including Phoenix Fashion (@凤凰网Fashion) and Sohu Fashion (@搜狐时尚), also covered the brand multiple times, each contributing over $100,000 in MV. Local beauty Winona ($3.1 million MV) Blogger Yuantuma (@原图妈), who boasts 10.9 million Weibo followers, talked about domestic sensitive skincare label Winona in 13 pieces of content, generating a media value of $1 million, solidifying her status as a top influential voice for the brand in September. Douyin KOL Diandilahai (@垫底辣孩), who boasts 12 million followers on the platform, added another $365,300 MV to the total with a single post discussing Winona’s whitening cream, playfully noting that no photo-editing software can replicate its results. The influencer is known for creating fun content that recreates luxury brands’ campaigns, such as Prada, Dior, Saint Laurent’s, from items lying around his house and village. Proya ($2.6 million MV) In September, Weibo KOL Yuantuma (@原图妈), who posts daily about brands’ products and discounts, also discussed Proya in 12 posts, generating a media value of $937,500 and establishing herself as a leading voice for the brand. Despite her influence in China, only local beauty brands consistently partner with her. She has not been recognised as a top voice for any major international beauty brand. Meanwhile, Vogue China, which has 11.6 million Weibo followers, covered Proya’s new product launch conference for its “Source Force Essence 3.0” in four posts. The event marked a significant brand milestone in terms of anti-aging solutions, featuring the exclusive XVII recombinant collagen discovered after 10 years of research on basement membranes. Florasis ($1.8 million MV) Influencer and livestream anchor YanzhenInky (@言真INKY), who has 5.7 million followers on Douyin, discussed Florasis in eight posts, generating $1.3 million MV. The posts highlighted Florasis’ skincare offerings and exclusive discounts for the upcoming Singles’ Day sales event. Simultaneously, Vogue China featured Florasis’ Flower Yurong Series in two posts on Weibo, generating a media value of $168,900. As Florasis expanded globally with a new beauty counter at Paris’ Samaritaine department store, the brand is investing heavily in international media to raise its global profile. * Jing Daily’s monthly Beauty Leaderboards tracker analyzes the media value and social media buzz of beauty brands across Chinese social media platforms. Data provided by analytics company WeArisma can help brands measure and optimize their earned media and influencer marketing ROI.

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Winona, Florasis crush global beauty peers