Domestic Brands Dominate Douyin Face Mask Market

On the other hand, domestic brands have almost monopolized the face mask market on Douyin, with the top 8 positions all held by domestic brands. Among them, ZaoWuZhe, YuanShengMiMa, and O'Siman ranked first, second, and third with market shares of 3.5%, 3.3%, and 2.8%, respectively.

In contrast, L'Oréal, which performed well on Taobao/Tmall and JD.com, only managed to secure the ninth position on Douyin with a 1.6% market share.

Overall, in terms of market competition, domestic brands have gained more market share from foreign brands to some extent, thanks to their new forms, new usage scenarios, and advanced functionalities. They now have a stronger say in the face mask market.

However, it cannot be denied that the growth rate of the face mask market is gradually slowing down, indicating that this highly competitive market is facing even fiercer competition.