Core Insights - The beauty brand competition on various platforms has intensified, with brands needing to adapt to changing consumer preferences and marketing strategies to survive in the market [1][21][29] Group 1: Douyin Platform Insights - 215 beauty and skincare brands achieved a GMV of over 100 million yuan on Douyin in the first half of 2025 [1] - The top 10 brands in terms of sales include both domestic and international brands, with notable names like 韩束 (Hanshu), 珀莱雅 (Proya), and 欧莱雅 (L'Oreal) [1][5] - Domestic brands such as 谷雨 (Guyu), 自然堂 (Naturally), and 丸美 (Marubi) have shown steady sales growth due to precise product positioning and marketing strategies [5][15] Group 2: Tmall Platform Insights - The top 20 skincare brands on Tmall accounted for 46.2% of the total category GMV, while the top 20 makeup and perfume brands accounted for 39.53% [10] - The presence of domestic brands in the top 20 has decreased compared to the previous year, with brands like 珀莱雅 (Proya) and 自然堂 (Naturally) losing their positions [10][11] - International brands such as 欧莱雅 (L'Oreal), 兰蔻 (Lancôme), and 雅诗兰黛 (Estée Lauder) have maintained strong positions, with some showing upward trends in rankings [11][14] Group 3: JD Platform Insights - JD's beauty sales exceeded 13.32 billion yuan in the first four months of 2025, with a projected total sales of over 30 billion yuan for the first half of the year [21][27] - International beauty brands dominate the rankings on JD, with no domestic brands appearing in the top five during major promotional events [25][27] - The growth of beauty products on JD has been significant, with some categories seeing sales increases of over 500% during promotional events [27][28] Group 4: Market Trends and Strategies - The competition among beauty brands is characterized by the need for tailored strategies that align with the unique ecosystems and user preferences of each platform [29] - Brands like MEICHIC and 蒂洛薇 (Tilowei) have achieved explosive growth on Douyin through innovative marketing strategies involving influencers and live streaming [29] - The overall beauty market in 2025 is expected to continue evolving, with brands needing to understand platform-specific dynamics to thrive [29]