2025年8月抖音美妆数据点评：8月抖音美妆类目同增20%，国货表现亮眼

Investment Rating - The investment rating for the beauty care industry is "Positive" (maintained) [4][12] Core Viewpoints - In August 2025, the GMV of the beauty category on Douyin exceeded 20 billion yuan, showing a year-on-year growth of 19.56% and a month-on-month increase of 21.46%, indicating a strong growth trend [5] - Domestic brands are performing exceptionally well, with Han Shu leading the market with a GMV exceeding 700 million yuan, and its product, the Han Shu Red Waist Ring Hexapeptide Set, being the only product to surpass 100 million yuan in sales during August [5] - The consumption trend on Douyin is shifting from "trial consumption" to "stable repurchase," with a decrease in the proportion of new products launched in the top 1000 SPUs [5] Summary by Sections Market Performance - Domestic brands like Baique Ling, Marubi, and Mao Geping have significantly improved their rankings compared to the previous year, with increases of 78, 19, and 14 places respectively [5] - Foreign brands such as Helena and L'Oreal are facing sales pressure, with L'Oreal dropping out of the top three rankings, showing a decline of 7 places year-on-year [5] Investment Recommendations - The report suggests focusing on domestic brands that are expanding their market scale and brand influence through mainstream channels. Recommended stocks include: 1. Mao Geping, a leading high-end domestic beauty brand with strong product and channel capabilities 2. Proya, known for its mature organizational structure and industry-leading marketing and management capabilities 3. Marubi, which continues to release strong single products and accelerate brand growth 4. Shumei Co., benefiting from the trend of affordable consumption with strong operational performance and product growth certainty [5]