Core Viewpoint - The online beauty market in 2025 is experiencing a downturn, with significant declines in July and August, while some brands are achieving remarkable growth despite the overall market pressure [2][4][6]. Market Performance - The overall online beauty market from January to August 2025 recorded a total transaction value of 411.99 billion yuan, a year-on-year increase of 5.7%, with a transaction volume of 5.653 billion items, up 6.46% [5]. - Monthly performance shows a declining trend, with July and August being the only months with both transaction value and volume decreasing [5][6]. High-Growth Brands - Brands like Han Shu, Bai Que Ling, Helena, ELL, and Canban have shown exceptional growth in August, with Han Shu nearing 1 billion yuan in transaction value, up 51.37% year-on-year, and Bai Que Ling achieving a growth rate of 108.77% [4][11]. - The growth of these brands occurred without major promotional events, indicating innovative strategies that could provide insights for the beauty industry [4][6]. Platform Performance - Douyin has emerged as a key growth engine, with several brands achieving over 50% growth in transaction value on the platform [11][12]. - Brands like Han Shu and Bai Que Ling have successfully utilized a multi-platform strategy, achieving significant growth on platforms like JD and Kuaishou as well [11][12]. Brand Strategies - Han Shu focuses on a matrix of self-broadcasting and product bundling to create a self-sustaining growth engine, with multiple flagship stores catering to different product categories [13][14]. - Bai Que Ling employs a dual strategy of self-broadcasting and influencer marketing, with live streaming accounting for 83% of its sales [16][17]. - Helena capitalizes on high-end gifting opportunities, particularly around promotional events like Qixi Festival, maintaining a premium brand positioning [19][20][21]. Unique Market Entries - ELL, a white-label brand, has successfully navigated the market with a low-price strategy and celebrity endorsements, achieving a transaction value of 2.35 billion yuan in August [25][26]. - Canban stands out in the oral care segment, achieving over 100% growth in both transaction value and volume, despite the overall category facing challenges [27][28][29]. Conclusion - The online beauty market in August reflects a duality of challenges and opportunities, with brands adapting to a shift from price competition to value-driven strategies [32]. - The success of these brands highlights the importance of understanding user needs and enhancing operational efficiency to navigate market fluctuations [32].