China’s Tmall Cleansing Foam Market Undergoes Major Reset
◆Sales Halve as Consumers Shift from Cheap Volume to Skin‑Safe Solutions
China’s Tmall cleansing foam market, widely regarded as a bellwether for Chinese e‑commerce trends, has undergone a dramatic structural reset over the past year (April 2025–April 2026).
While total sales volume declined by nearly 50%, expectations around product safety, functional relevance, and skin‑specific benefits rose sharply, signaling the collapse of the low‑price, high‑volume model that once defined the category.
◆Cleansing Foam Sales Drop 46% as Impulse Buying Disappears
In April 2025, Tmall’s Top 10 cleansing foam brands sold approximately 670,000 units.
By April 2026, that figure had fallen to around 360,000 units, representing a 46% year‑over‑year decline.
This sharp contraction does not reflect weakening interest in facial cleansing. Instead, it marks a behavioral shift among Chinese consumers, who are abandoning stockpiling and impulse purchases of inexpensive cleansers in favor of selective, criteria‑driven buying.
Today’s shoppers carefully evaluate: skin concerns (acne, oil, sensitivity), ingredient safety and gentleness, functional suitability for daily use.
The market has become smaller—but brand accountability and product relevance have become non‑negotiable.
Sales Volume Analysis of the TOP 10 Cleansing Foams on Tmall
◆From “Cleansing” to “Care”: A Category Redefined
The most important takeaway from 2026 data is the redefinition of what cleansing foam represents.
2025 Focus: strong cleansing power, oil removal, price‑per‑volume value.
2026 Focus: acne and blackhead management (C‑ka, zilaix), oil‑moisture balance (Zhiben, Banmu Huadian), sensitive‑skin specialization (Freeplus).
Cleansing foam is now positioned as the first step in skin problem management, not merely a hygiene product. One‑size‑fits‑all formulas are rapidly being replaced by targeted, problem‑solving cleansers.
◆“If It’s Safe for My Skin, I’ll Pay More”
While much of the category remains price‑accessible, pricing tolerance has clearly expanded.
In 2026: entry‑level leaders still clustered around ¥40–50, mid‑to‑premium brands such as UNISKIN (¥159) and Freeplus (¥99) maintained strong Top 10 positions.
This confirms a critical shift: consumers are now willing to pay more for skin safety, gentleness, and functional credibility, even in a category historically dominated by affordability.
◆Local Brands Take Over as Global Players Retreat
The 2026 rankings reveal near‑total local brand dominance.
9 of the Top 10 brands are Chinese, L’Oréal (France) dropped out of the rankings entirely, Freeplus (Japan) remains the sole global survivor, supported by its clear positioning around sensitive‑skin expertise.
Chinese brands have succeeded by leveraging local skin data, climate conditions, and lifestyle insights, enabling them to outperform global competitors that once relied on brand recognition alone.
◆Key Takeaways for Beauty Brands
Between 2025 and 2026, Tmall’s cleansing foam market shifted decisively: from high‑volume cleansing to skin‑problem management, from strong cleansing power to mildness and balance, from price competition to trust‑based functionality.
Consumers now view cleansing foam as the gateway to skin health and breakout prevention, not just a wash‑off product.
◆Conclusion: Smaller Market, Higher Standards
China’s Tmall cleansing foam category is no longer forgiving.
It is more selective, more rational, and more demanding than ever before.
For brands that continue to rely on low prices or generic claims, opportunity is shrinking fast.
But for those able to deliver clear problem definitions, ingredient safety, and skin‑specific solutions, the market remains open—under far stricter rules than in the past.
[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.
댓글
0