Currently, various mainstream online platforms have successively released sales data for January to May. The development momentum of online beauty channels remains strong!

According to Qingyan Intelligence data, the GMV of mainstream online platforms (including Taobao, JD.com, Douyin, and Kuaishou) for the beauty industry reached 46.68 billion yuan from January to May. Among them, the top 20 brands accounted for 20.1% of the market share, and the top brands have demonstrated strong concentration advantages.

Among the top 20, Chinese brands occupy 6 seats, including Proya Cosmetics, Han Shu, GUYUYU, Herborist, VENONA, and OSM, all of which have shown good year-on-year growth.

Especially noteworthy is that Han Shu, a subsidiary of Shangmei Group (02145), is the brand with the highest growth rate among the top 20, reaching 257.7%. It is also the only brand that achieved a three-digit growth rate. For example, on Douyin, in the whole year of 2023, Han Shu ranked first in GMV at 3.34 billion yuan. By May 30th this year, Han Shu's Douyin sales had already approached last year's full-year GMV with astonishing growth rate.

It is expected that in 2024, the head effect of the beauty industry will continue to strengthen, driving the continuous growth of the industry. Chinese beauty brands will also continue to launch offensives, seize market share with strong growth, and have the potential to create a new pattern in the beauty industry.