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China Prestige Beauty E-commerce Sales Grew 87% in June

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More than double the number of brands participated in what is also known as China's '618' Shopping Festival.

China prestige beauty e-commmerce sales increased 87% in June 2020 to $1.3 billion, according to The NPD Group. The gain resulted from the country's mid-year sales festival, 618, in which more than 100,000 brands offered more than 10 million discounted items.

Further reading: Elle China x Tmall Makeup Week Cosmetics Trends

More than double the number of brands compared to last year participated in the festival.

All beauty super-categories recorded growth compared to last year, with skin care sales increasing by 98% to $489 million, makeup sales increasing 58% to $102 million, fragrance sales increasing 61% to $21 million, and hair care sales increasing 126% to $16 million.

According to The NPD Group, while makeup's growth was lower compared to the other categories due to the pandemic, consumers are starting to use more color cosmetic products as they start to resume normal business practices.

Full report: Beauty Holiday 2020 Forecast

Stanley Kee, managing director, APAC, The NPD Group said: "The e-commerce channel is likely to keep the fast growth rate in the coming months for beauty products. In fact, a recent China consumer sentiment study conducted by the NPD Group showed that 26% of Chinese consumers claimed they only purchase beauty products online. With another online festival, Double 11, scheduled for November, it is likely that sales from this event will help China experience record sales for the year.”