Fragrance and Cosmetics-Strong Fundamentals and Market Growth in 2025

The latest data indicates that the fundamentals of the fragrance and cosmetics industry remain strong.

In January 2025, the total transaction value of cosmetics on the five major e-commerce platforms—Taobao/Tmall, JD.com, Douyin, Kuaishou, and Pinduoduo—approached 50 billion yuan, with a year-on-year increase of 10.78%.

Despite a slight decline in sales volume, the growth in transaction value demonstrates the robust demand in the market.

Among these platforms, Douyin stood out as the core driving force for market growth, with a transaction value exceeding 25 billion yuan and a year-on-year growth rate of 22.32%. 

In terms of product categories, beauty and skincare products dominated the market, accounting for over 60% of the total transaction value.

However, the fragrance category emerged as one of the most popular products, with a year-on-year growth rate of 20.56%.