China Cosmetics 618 Pulse Check

The 2026 618 Shopping Festival in China saw healthy growth in the cosmetics sector, bolstered by inaugural inclusion in the national subsidy program. Domestic brands gained market share, while MNCs remained competitive in premium segments.

Key Takeaways

• 1.The 618 Shopping Festival showed sound growth, largely driven by the first-time inclusion of cosmetics in the national subsidy program.
• 2.Domestic brands outperformed in later stages, while MNCs showed resilience, particularly in premium and luxury tiers.

Table of Contents

• Tmall/Taobao Performance Recap
• Douyin Performance Recap
• Key industry trend and platform policy direction

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