Core Insights - The e-commerce beauty sector achieved over 10% GMV growth during the 618 shopping festival, driven by brand value [1][2] - Platforms are shifting focus from absolute price competition to supporting quality brands, benefiting top brands overall [1][3] - The performance among brands is varied, maintaining a "stronger than market" rating for the beauty industry [1][5] E-commerce Performance - The beauty category saw over 10% growth during the 618 event, outperforming the low single-digit growth in retail sales for cosmetics from January to May 2025 [2] - Taobao remains the leading online channel for beauty, achieving an 11% GMV increase, while Douyin also showed strong growth with skincare and makeup categories growing by 12% and 11% respectively [2] Brand Dynamics - High-end international brands benefited from Taobao's "supporting quality" strategy, with European and American brands gaining market share in skincare and makeup [3] - The concentration of top brands in Taobao's makeup category increased, with the top five brands' market share rising to 25%, a 4 percentage point increase [3] Pricing Trends - Price competition has weakened, with average prices for Taobao makeup, Douyin skincare, and Douyin makeup increasing by 2%, 24%, and 9% respectively [4] - Domestic brands are controlling discount activities and reducing promotional gifts, leading to an increase in actual consumer prices [4] Product Structure - Sales during the promotion were primarily driven by classic products, with some new products like Han Shu's series achieving breakthroughs [4] - Brands like Proya and L'Oreal optimized their product matrices, while Estee Lauder focused on growth through gift sets [4] Overall Market Outlook - Major beauty brands achieved low single-digit GMV growth during the 618 event, but performance varied significantly among brands [5]