2708亿！上半年美妆电商成绩单出炉

蓝鲸财经07-16

文|化妆品观察2026上半年主流电商美妆成绩单出炉：总共卖了2708.62亿元，同比增长5.5%。（主流电商指淘宝+天猫+京东+抖音；美妆指美容护肤/美体/精油+彩妆/香水/美妆工具+美发护发/假发+美容美体仪器）这意味着，美妆电商的大盘仍在增长，且增速相比2025年同期（2567.53亿元，+3.6%），有将近2个点的提升。不过，平台、品类、品牌之间的分化仍在继续：伴随越来越多品牌调整抖音投放...

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href=https://www.lanjinger.com/d/1784099633378295690><strong>蓝鲸财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>文|化妆品观察2026上半年主流电商美妆成绩单出炉：总共卖了2708.62亿元，同比增长5.5%。（主流电商指淘宝+天猫+京东+抖音；美妆指美容护肤/美体/精油+彩妆/香水/美妆工具+美发护发/假发+美容美体仪器）这意味着，美妆电商的大盘仍在增长，且增速相比2025年同期（2567.53亿元，+3.6%），有将近2个点的提升。不过，平台、品类、品牌之间的分化仍在继续：伴随越来越多品牌调整抖音投放...</p>\n\n<a href=\"https://www.lanjinger.com/d/1784099633378295690\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"BK4551","symbol_name":"寇图资本持仓","start_time":0,"source_url":"https://www.lanjinger.com/d/1784099633378295690","article_id":"2651415693","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2651415693","pubTimestamp":1784179368,"columns":[],"sourceInfo":{"source_id":"lanjinger_stock","name":"蓝鲸财经"},"weMediaInfo":null,"summary":"文|化妆品观察2026上半年主流电商美妆成绩单出炉：总共卖了2708.62亿元，同比增长5.5%。TOP3悉数被外资收入囊中2026上半年主流电商美妆TOP20榜单中，欧莱雅以55.35亿元的GMV登顶榜首，同比下滑3.02%。兰蔻以47.78亿元GMV位列第三，同比增长14.65%。其中，DPDP以170.89%的同比增速，领跑整个彩妆榜单。2026上半年的美妆电商数据，透露出几个清晰的信号：大盘仍在增长，但红利在收窄5.5%的增速，意味着行业从“高歌猛进”正式切换至“精耕细作”。","collect":0,"end_time":0,"defaultTopTitle":"lanjinger.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"91186":"珀莱雅化妆品股份有限公司（临时代码）","BK4551":"寇图资本持仓","LU2552382058.USD":"WELLINGTON US 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Beauty e-commerce report card in the first half of the year was released","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/d561c176ee6aa0c87993096dd182dc46","symbols_score_info":{"91186":1.83,"DRAG":0.6,"KBAB":0.6,"KJD":0.6,"BABA":1.86,"ALBmain":0.6,"ONLN":0.6,"CLIX":0.6,"EL":1.84,"09618":1.81,"BABX":0.6,"BABU":0.6,"BBYY":0.6,"BABO":0.6,"BABW":0.6,"09988":1.86,"JD":1.81},"content_text":"文|化妆品观察2026上半年主流电商美妆成绩单出炉：总共卖了2708.62亿元，同比增长5.5%。（主流电商指淘宝+天猫+京东+抖音；美妆指美容护肤/美体/精油+彩妆/香水/美妆工具+美发护发/假发+美容美体仪器）这意味着，美妆电商的大盘仍在增长，且增速相比2025年同期（2567.53亿元，+3.6%），有将近2个点的提升。不过，平台、品类、品牌之间的分化仍在继续：伴随越来越多品牌调整抖音投放策略、从达播转向自播，抖音美妆增速放缓。与此同时，天猫美妆增速回暖，结束了前两年同期下滑的局面；护肤仍然是美妆大盘的主力军，但进入微增时代；彩妆、洗护仍在抖音高速狂飙；外资高端品牌在护肤品类表现强势，新锐国货引领彩妆、洗护品类的增长。平台：抖音增长趋缓天猫回暖京东、淘宝承压从平台维度来看，四大平台呈现出鲜明的“一超一强两分化”格局。抖音继续领跑全行业增长，但增速下滑近10个点2026上半年抖音美妆GMV达1503.36亿元，同比增长14.48%，是四大平台中唯一实现双位数增长的渠道。不过，相比于去年同期24.1%的增速，下滑了将近10个点。另外，抖音的商品均价为76.24元，在四大平台中处于低位，印证了抖音以性价比和白牌走量的基本盘特征。天猫位列第二，增速转正2026上半年天猫美妆GMV为736.82亿元，同比增长5.04%，商品均价为122.22元，是四大平台中均价最高的渠道，依然承载着品牌的高端化定位和旗舰店价值。值得关注的是，2026上半年天猫摆脱了2025、2024年同期均下滑10%左右的局面，增速转正，呈现了明显的回暖趋势。京东和淘宝双双陷入下滑京东上半年美妆GMV为248.54亿元，同比下滑13.79%；淘宝为219.89亿元，同比下滑16.87%。淘宝商品均价仅60.35元，是四大平台中最低的，其下滑与淘系中小卖家的批量退出及白牌的流量萎缩不无关系。综合来看，“天猫+抖音”的双核心格局进一步强化——两大平台合计占据美妆电商大盘的83%左右。而京东和淘宝则面临一定程度挑战。品类：护肤守成，洗护与彩妆领涨从品类维度看，四大细分类目冷热不均，增长动能出现明显分化。护肤依然是绝对主力，但进入存量博弈上半年该品类GMV达1624.54亿元，占据整体美妆市场份额的59.98% ，同比增长1.18%。作为基本盘，护肤品类体量最大但增速最慢，已进入存量博弈阶段。一个值得关注的信息是，虽然上半年抖音依然是护肤品类最大的销售来源，但增速被天猫反超1个点。这与大量护肤品牌放弃对抖音达播的盲目追求，重回品牌、利润建设不无关系。彩妆/香水/美妆工具仍在抖音有30%的增长上半年该品类GMV达654.9亿元，同比增长13.17% ，市场份额为24.18%。相比于护肤的增长开始回归天猫，彩妆的爆发仍仰仗于抖音。上半年，抖音彩妆/香水/美妆工具的GMV达到了382.95亿，占大盘的58%，且仍保持了同比30%的增长。美发护发/假发成增长最快的细分品类上半年该品类GMV达332.32亿元，同比增长16.73% ，市场份额相比去年同期提升1个点至12.27%。与彩妆的增长依赖于抖音一样，美发护发/假发的增长也主要来自抖音，增速高达39%。洗护品类的爆发，既受益于“头皮护理”等消费升级趋势，也反映出消费者在日常刚需品类上的支出意愿依然强劲。美容美体仪器是唯一出现下滑的品类上半年该品类GMV为96.9亿元，同比下滑1.81% ，市场份额仅3.58%。美容仪器的退烧，既与监管趋严有关，也反映出消费者对“黑科技”护肤的热情正在降温。美妆总榜：外资高端品牌狂飙欧莱雅、雅诗兰黛均破50亿品牌层面的竞争，是上半年最值得关注的看点。TOP3悉数被外资收入囊中2026上半年主流电商美妆TOP20榜单中，欧莱雅以55.35亿元的GMV登顶榜首，同比下滑3.02%。不过，欧莱雅的销量仍然是最高的，达4300万+。雅诗兰黛以53.67亿元GMV紧随其后，同比大增37.04%，是TOP10里面增速最快的品牌之一。兰蔻以47.78亿元GMV位列第三，同比增长14.65%。外资高端美妆上半年普遍双位数高增海蓝之谜、SK-II、赫莲娜、YSL的GMV均突破30亿元，且同比增速均在22%以上；修丽可以60.53%的同比增速领跑TOP20。高端品牌在抖音的加速渗透，正在重塑市场竞争格局。7个国货品牌打入TOP20珀莱雅、韩束是唯二跻身美妆TOP10的品牌，且GMV分别在40亿、30亿量级。其中，韩束的销量达到了3400万+，仅次于欧莱雅。毛戈平、自然堂、谷雨的GMV则均在20亿级，其中毛戈平增速仍然高达45%，谷雨也仍有27%的高增长；薇诺娜、百雀羚的GMV接近20亿级，且仍然保持了双位数的增长。护肤榜：雅诗兰黛登顶3个品牌破40亿聚焦到最大的护肤品类，竞争格局更为胶着。雅诗兰黛、欧莱雅、珀莱雅位列前三雅诗兰黛以44.75亿元登顶榜首，同比大增44.06%。欧莱雅、珀莱雅分别以43.26亿元、42.10亿元紧随其后。去年同期，前三名依次是珀莱雅、欧莱雅、韩束，且第一名的GMV突破了46亿。护肤TOP10门槛抬升到22.76亿，国际品牌占绝对主导雅诗兰黛、欧莱雅、兰蔻、海蓝之谜、SK-II、赫莲娜、修丽可、娇韵诗等国际品牌占据护肤TOP10的8席，国货仅珀莱雅和韩束入围。2025年同期，自然堂曾以20亿GMV踩线进入TOP10。不过，今年护肤TOP10的门槛已经抬升到22.76亿。迈过21亿的谷雨、自然堂，也只能屈居11、12位。彩妆榜：YSL领跑国货新锐仍在爆发彩妆/香水/美妆工具赛道，则是另一番景象。TOP5里面4席是国货，GMV均破10亿元YSL以24.97亿元领跑彩妆榜单，同比增长30.71%。不过，紧随YSL之后的4席均是国货：毛戈平以17.93亿元位列第二，同比增长52.36%；卡姿兰以12.67亿元位列第三，同比增长28.97%；蒂洛薇以12.3亿元居第四，同比增长81.84%；花知晓以11.17亿元居第五，同比增长67.34%。呈现出鲜明的国货崛起态势除以上提及的4个国货，柏瑞美、BABI、DPDP等新锐国货的增速同样惊人。其中，DPDP以170.89%的同比增速，领跑整个彩妆榜单。另外，三资堂也保持了30%以上的高增长。相比之下，外资彩妆大多是个位数或者低双位数增长，增长势头普遍不敌国货彩妆。洗护榜：卡诗断层领先长发小寨增速最高TOP5被外资霸占其中，卡诗以15.74亿GMV断层式领先，并且仍保持了10%以上的增长。TOP2-4分别是欧莱雅、潘婷、海飞丝、施华蔻这些外资。在线上，欧莱雅系、宝洁系、汉高系洗护，仍然长期占据优势。国货增速领先，最高增长达137%虽然国货洗护在GMV层面不敌外资，但许多品牌表现出了良好的增长势头。比如，排名6、7位的OR、Spes，增速分别达到了95%、53%；康王、长发小寨的增速则分别高达120.83%、137.66%；白云山的增速也达到了95%。存量时代，谁能突围？2026上半年的美妆电商数据，透露出几个清晰的信号：大盘仍在增长，但红利在收窄5.5%的增速，意味着行业从“高歌猛进”正式切换至“精耕细作”。平台、品类、品牌的分化，本质上是流量红利见顶后的存量博弈。抖音的达播红利正在消退，品牌开始回归品牌建设和利润模型天猫的回暖，恰恰说明“好内容+好商品+好品牌”的综合能力，比单一渠道的流量爆发更具长期价值。高端外资与国货新锐的攻守战，正在改写榜单格局护肤赛道上，雅诗兰黛、修丽可等国际大牌加速渗透抖音，让这一赛道的竞争格局变得更加胶着——国货品牌守擂不易，国际大牌攻势凌厉，最终受益的或许是消费者的多元选择。而彩妆赛道上，毛戈平、花知晓、DPDP等国货新锐又以惊人的增速证明，年轻消费者对国货的偏爱，并非昙花一现。存量竞争时代，没有人能躺赢。但越是分化，越是洗牌，也越是真正有实力的品牌脱颖而出的机会。下半年的美妆电商竞赛，或许会比上半年更有看头。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"CCBot/2.0 (https://commoncrawl.org/faq/)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.44.1","shortVersion":"4.44.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2651415693","isCrawlerRequest":true}