China’s Tmall Cushion Foundation Market Enters a Maturity Phase
◆From K‑Beauty Dominance to Performance‑Driven Competition
China’s Tmall cushion foundation market, widely seen as a key indicator of beauty trends in Chinese e‑commerce, has entered a clear maturity phase over the past year (April 2025–April 2026).
After years of rapid expansion, the category is no longer growing in volume. Instead, it is transitioning into a function‑driven market, where long wear, oil control, and skincare integration now define competitiveness.
The traditional K‑beauty playbook that once dominated the cushion category is no longer sufficient.
◆Cushion Sales Enter an Adjustment Phase as Selective Purchasing Grows
In April 2025, total sales among Tmall’s Top 10 cushion foundation brands reached approximately 170,000 units.
By April 2026, that figure declined to around 140,000 units, marking a roughly 18% year‑over‑year decrease.
This decline does not signal shrinking consumer interest in cushions. Rather, it reflects a shift in behavior. Cushion foundations are no longer impulse buys driven by trends; they are increasingly treated as high‑engagement base makeup products, selected carefully based on skin type, wear time, and daily usage conditions.
In effect, cushions have moved from being “convenient makeup” to becoming a core product that determines daily makeup performance.
◆Age 20’s Holds Position, but the Era of Dominance Is Over
Age 20’s (Aekyung, South Korea)—long considered the emblem of K‑beauty cushions in China—remained in the Top 10 in 2026 with 20,000+ units sold. However, historical data shows unmistakable pressure: April 2024: 80,000 units, April 2025: 30,000 units, April 2026: 20,000+ units.
While Age 20’s has not disappeared, its market power has clearly weakened.
At the same time, Mistine (Thailand), Blank me (China), and YSL (France) all achieved 20,000+ units sold, sharply narrowing the gap. The cushion market has shifted away from single‑brand leadership toward a multi‑polar competitive structure, where share is distributed among several strong players.
◆The New Competitive Core: Long Wear and Oil Control
Across top‑ranking brands in 2026, the winning formula is consistent.
The market is no longer led by claims of coverage or ease of application. Instead, success hinges on: long‑lasting performance, oil control throughout the day, stable finish under real‑world conditions.
Brands such as Mistine, Blank me, and YSL explicitly emphasize durability and wear time as core value propositions.
Meanwhile, Florasis (Huaxizi), Mao Geping, and L’Oréal have strengthened messaging around skincare ingredients, positioning cushions as base products that are comfortable and skin‑friendly with prolonged use.
Cushions are increasingly perceived not as color cosmetics, but as functional base solutions.
◆Premium Price Acceptance Expands: “Expensive but Worth It”
Another defining shift in 2026 is the rise in price tolerance.
YSL (¥688) sold 20,000+ units despite its ultra‑premium price point, Blank me and Mao Geping (around ¥260) delivered stable performances in the mid‑premium segment.
Chinese consumers are demonstrating a clear willingness to pay more—as long as performance justifies the price. Cost is no longer the primary barrier; daily usability and durability are.
Tmall Cushion Foundation TOP 10 Sales Volume (April)
◆C‑Beauty Expands While Southeast Asia Gains Practical Ground
Chinese brands (six in the Top 10) now hold the largest share, interpreting cushions as an extension of skincare and adapting formulas to local skin needs and environments.
Mistine (Thailand) has carved out a strong presence by leveraging its expertise in high‑humidity durability, establishing itself as a “practical premium” brand.
K‑beauty, represented primarily by Age 20’s, continues to compete—but the lack of visible follow‑up brands points to a structural challenge rather than a temporary dip.
◆Key Takeaways and Strategic Implications
The Tmall cushion foundation market is now firmly governed by performance over brand legacy.
Going forward, winning brands will need to demonstrate: clear technical explanations of long wear and oil control, skincare‑integrated formulations suited for sensitive or long‑wear use, messaging aligned with real daily routines of Chinese consumers.
The market may be smaller than before—but it is far more demanding.
◆Conclusion
China’s Tmall cushion foundation category has evolved into a mature, performance‑driven market. Brand reputation alone is no longer enough. What matters now is how reliably a cushion performs throughout a consumer’s day.
The critical question is no longer who invented the cushion— but whose cushion holds up best in real life.
[Editor’s note]
Since July 2022, this publication has closely tracked and analyzed sales data and consumer trends across eight core beauty categories on Tmall, providing an in‑depth view of structural changes and competitive dynamics in China’s beauty market.
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