Core Insights - The 2025 Double Eleven shopping festival achieved a record online retail sales of nearly 2.4 trillion yuan, marking a year-on-year growth of over 10% [1] - The beauty category, particularly high-end skincare, showed significant growth driven by trends towards premiumization and rational consumer choices regarding ingredients [1][2] Sales Performance - During Double Eleven, nearly 2,000 beauty, apparel, and sports brands on JD saw their sales double year-on-year, with around 500 subcategories also experiencing similar growth [1] - The growth rates for key beauty subcategories on major e-commerce platforms were led by JD's facial skincare at 12.1%, followed by Douyin at 10.5%, and Taobao and Pinduoduo at 7.3% and 6.2% respectively [1] Consumer Behavior - Over 90% of consumers are now more rational and professional in their selection of beauty products, with 59% choosing products based on their skin type [2] - Familiarity with classic ingredients such as hyaluronic acid, collagen, and niacinamide is high, with recognition rates of 66.8%, 61.9%, and 57.3% respectively [2] Competitive Landscape - In the high-end skincare segment, 93.6% of consumers prefer purchasing from JD due to its reputation for genuine products, delivery speed, after-sales quality, and overall service, surpassing Taobao/Tmall at 43% [5] - JD has become the largest online sales channel for numerous international beauty brands, including Lancôme, La Mer, Helena Rubinstein, Estée Lauder, YSL, Armani, SK-II, Dior, and Givenchy [5] Market Trends - The beauty industry is becoming increasingly competitive, with consumers demanding more rational and precise skincare solutions [5] - Platforms must strengthen their authenticity measures, optimize service chains, and continuously expand their product offerings to meet the evolving beauty consumption demands of consumers [5]