过去几年，中国化妆品行业杀红了眼，人人都在打逆风局时，韩束却贡献了一场堪称经典的翻身仗。 淘宝称王的时代里，韩束也曾坐过冷板凳。它冠名过《非诚勿扰》，请吴亦凡鹿晗做过代言，但由于把 资源主要投进了线下，在天猫上连前20名都挤不进。 转折出现在2022年前后，曾经的微商王者突然变了画风，GMV一脚迈进60亿俱乐部，成为冉冉升起 的"国货之光"，母公司上美集团的股价也开始抬头，2025年11月较最低点翻了5倍。 咸鱼翻身的功臣只有两个字： 抖音 。 2023年，韩束和抖音主播合作的短剧爆红，8月起韩束冲上抖音美妆榜首，开启长达14个月的霸榜。 2025年，韩束抖音GMV的保持双位数增长。青眼数据显示，2025年化妆品线上交易额排行榜中韩束 位居第二，仅次于欧莱雅[1]。 | 排名 | 品牌 | 排名 | 品牌 | | --- | --- | --- | --- | | 1 | 欧莱雅 | 11 | OLAY | | 2 | 韩東 | 12 | 自然堂 | | 3 | 珀菜雅 | 13 | 谷園 | | 4 | 兰蔻 | 14 | 后 | | 5 | 雅诗兰黛 | 1 ટ | 薇诺娜 | | 6 | 海蓝之谜 | ...

Core Insights - The article emphasizes the evolution of digital marketing in the Chinese cosmetics market, highlighting the shift from impulsive buying to rational experientialism among consumers [1][14] - It discusses the unique digital marketing ecosystem in China, driven by e-commerce platforms and social media, which allows international brands to replicate successful strategies globally [2][14] Trend Analysis Trend 1: Sample Economy - The "sample economy" is emerging as a significant trend in the Chinese beauty market, with e-commerce platforms and beauty stores selling samples as formal products, catering to Gen Z's desire for new experiences [5] - Market research indicates that mini perfume sales in Europe and the U.S. are expected to triple by 2024, with brands launching small sample sets to meet social sharing needs [5] Trend 2: Rise of Male Beauty Market - The male beauty market is expanding beyond basic grooming to include personalized hair care needs, with a notable increase in searches for products like texturizing powder [6] - Brands are innovating around "hair care rituals," offering products that cater to the complete styling process, reflecting a growing interest among male consumers [6] Trend 3: Packaging as Social Content - Beauty packaging is evolving into a content production tool, with visually appealing designs driving user engagement and sharing on social media [7][8] - Brands like Drunk Elephant and HuazhiXiao are leveraging unique packaging to enhance brand recognition and emotional connection with consumers [7][8] Trend 4: Integrated Digital Marketing Strategies - Douyin (TikTok) is becoming a key platform for brands to drive sales through scripted short dramas and live streaming, creating a closed-loop marketing strategy [10][11] - Xiaohongshu (Little Red Book) focuses on in-depth product education and community engagement, facilitating a transition from impulse to informed purchasing [12] - Tmall is transitioning from a mere e-commerce platform to a long-term growth engine for brands, emphasizing product education and consumer engagement [13] Future Directions - The cosmetics industry is expected to focus on four key trends: opportunities in the male beauty segment, cross-platform marketing strategies, scenario-based content targeting specific demographics, and authentic storytelling to deepen emotional connections with consumers [14][15][16][17]