China Cosmetics 618 Pulse Check

Latest edition · June 22, 2026

CHINA COSMETICS 618 pulse check: Expert call takeaways: sound growth, more subsidies:promotion supports and stable channel spending; leading local:MNCs ahead

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.

During the 2026 618 Shopping Festival, the China cosmetics market experienced robust performance driven by significant subsidy support, covering roughly 20% of GMV. Taobao/Tmall beauty GMV grew over 15%, while Douyin platform growth reached 23%. Domestic brands saw a strong rebound with growth exceeding 30% on Taobao/Tmall, benefiting from platform resource allocation. Meanwhile, MNCs leveraged their efficiency advantage in conversion rates, with premium and luxury price tiers outperforming mid-range segments. The industry also saw a focus on 'anti-involution' measures, with a shift from overt price wars toward targeted member-only discounts and coupons.

Key takeaways from the latest edition

• 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.

What this series covers

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

Edition archive

• CHINA COSMETICS 618 pulse check: Expert call takeaways: sound growth, more subsidies:promotion supports and stable channel spending; leading local:MNCs ahead

  June 22, 2026

• China Cosmetics 618 pulse check Top tier KOL Day 1 livestreaming better than Women's day though not overly exciting

  May 24, 2026

• China Cosmetics 618 pulse check Top tier KOL Day 1 livestreaming better than Women's day though not overly exciting

  May 22, 2026