抖音美妆或突破2300亿！

Core Insights - The Douyin beauty sector showed strong performance in 2025, with GMV exceeding 210 billion yuan from January to November, representing a year-on-year growth of over 22% [2][29] - The total GMV for Douyin beauty is expected to surpass 230 billion yuan for the entire year, solidifying its position as a significant player in the e-commerce landscape [2][29] Category & Product - Color cosmetics led the growth, with GMV for color cosmetics, perfumes, and beauty tools reaching approximately 58 billion yuan, a year-on-year increase of 24.8% [30][31] - Five Douyin brands entered the top 10 in color cosmetics, with TILOWE winning the annual top spot, surpassing established brands like YSL and Mao Ge Ping [31] - New entrants like "Hua Jian Song" disrupted the powder market, ending the dominance of Fang Li, with expectations to reach 1 billion yuan in GMV [33] - Multiple subcategories saw new brands claiming top positions, including skincare and men's grooming, with brands like Xiu Ke Fu and Su Shuo Mei Li achieving rapid growth [33][36] Brand & Marketing - The rise of "white label" brands, leveraging founder IP for sales, has become a notable trend, with brands like Mei Shi achieving over 1.5 billion yuan in GMV [39][41] - The pharmaceutical company Sanjing Pharmaceutical experienced explosive growth, achieving over 500 million yuan in GMV through strategic partnerships and effective supply chain management [43] - Influencer marketing remains crucial for both new and established brands, with notable cases of influencers driving significant sales for brands like VEIRFOO and Bai Que Ling [44][46] - Domestic brands like Lin Qing Xuan and Yi Xian E-commerce have successfully transitioned to high-end markets, with Lin Qing Xuan's revenue growing by 98.3% year-on-year [47] Trends & Future Outlook - The competitive landscape in Douyin beauty is evolving, with a shift from merely gaining traffic to demonstrating comprehensive brand capabilities [50][51] - Future competition will focus on overall performance rather than singular successes, requiring brands to excel in product development, supply chain stability, and customer retention [52] - Brands must either establish themselves as experts in specific niches or build emotional connections with consumers to succeed in the changing market dynamics [54][55] - The Douyin beauty sector is entering a new phase of competition, emphasizing the importance of sustained brand strength and consumer trust [56]