本土传统品牌中珀莱雅、佰草集等获益爆款助力、销售靓丽；国际高端品牌继续高速增长。本土新锐品牌在线上快速成长，同时格局变动大，如莱贝2019年2月首次进入前十榜单，3~6月持续登榜，但7月未能保持前十地位；7月左颜右色等新锐品牌涌现。
阿里全网护肤品行业前十大品牌销售额及在阿里全网护肤品行业市占率
| 排名 |
品牌 |
销售额 |
阿里全网市占率 |
品牌 |
销售额 |
阿里全网市占率 |
品牌 |
销售额 |
阿里全网市占率 |
| 2019.05 |
（百万元） |
2019.06 |
（百万元） |
2019.07 |
（百万元） |
||||
| 1 |
莱贝 |
702.21 |
7.26% |
莱贝 |
902.38 |
7.33% |
l'oreal |
40.54 |
0.47% |
| 2 |
一枝春 |
219.15 |
2.26% |
l'oreal |
393.83 |
3.20% |
丽芝雅 |
19.91 |
0.23% |
| 3 |
欧丽源 |
212.47 |
2.20% |
olay |
226.25 |
1.84% |
nivea |
14.77 |
0.17% |
| 4 |
bauo |
200.57 |
2.07% |
lancome |
217.72 |
1.77% |
赫恩 |
14.68 |
0.17% |
| 5 |
梵贞 |
191.03 |
1.97% |
一枝春 |
206.04 |
1.67% |
俞唐 |
13.62 |
0.16% |
| 6 |
l'oreal |
181.75 |
1.88% |
sk-ii |
165.96 |
1.35% |
麦芙迪 |
11.96 |
0.14% |
| 7 |
lancome |
151.56 |
1.57% |
wis |
164.82 |
1.34% |
左颜右色 |
11.06 |
0.13% |
| 8 |
36°37 |
116.45 |
1.20% |
百雀羚 |
143.45 |
1.16% |
Mentho-latum |
9.35 |
0.11% |
| 9 |
olay |
115.5 |
1.19% |
薇诺娜 |
141.86 |
1.15% |
uno |
9.15 |
0.11% |
| 10 |
wis |
112.13 |
1.16% |
自然堂 |
130.14 |
1.06% |
wis |
8.99 |
0.10% |
传统本土品牌继续分化，其中珀莱雅、佰草集等获益爆款助力销售靓丽；珀莱雅：主品牌7月天猫旗舰店销售额在高基数背景下同比增176.94%、较此前月份个位数增长大幅提速，主要为打造爆款泡泡SPA面膜销售额67.24%；：佰草集自5月加大内容营销、主推冻干面膜明星产品以来，天猫旗舰店销售额增速总体向好，7月同增88.98%，环比6月提升76.47PCT。
护肤行业重点国内外品牌官方旗舰店当月销售额同比增速
| 分类 |
公司 |
品牌官方旗舰店 |
2019-03销售额同比增速 |
2019-04销售额同比增速 |
2019-05销售额同比增速 |
2019-06销售额同比增速 |
2019-07销售额同比增速 |
| 阿里全网护肤行业 |
53.00% |
45.98% |
45.98% |
45.98% |
33.61% |
||
| 本土传统品牌 |
珀莱雅 |
珀莱雅 |
22.09% |
9.20% |
0.30% |
6.64% |
176.94% |
| 韩雅 |
299.16% |
606.53% |
297.20% |
216.61% |
258.76% |
||
| 猫语玫瑰 |
4315.27% |
731.73% |
41.74% |
240.19% |
189.03% |
||
| 悦芙媞 |
-79.04% |
-86.63% |
-65.42% |
-41.42% |
-18.61% |
||
| 悠雅 |
129.62% |
309.74% |
92.36% |
23.30% |
40.19% |
||
| 上海家化 |
佰草集 |
22.71% |
-46.46% |
48.13% |
12.52% |
88.98% |
|
| 六神 |
69.04% |
51.90% |
17.08% |
21.79% |
9.82% |
||
| 美加净 |
65.47% |
11.42% |
-34.98% |
8.43% |
-48.07% |
||
| 高夫 |
12.95% |
-16.96% |
19.22% |
28.15% |
-27.62% |
||
| 玉泽 |
- |
42.64% |
26.78% |
78.40% |
103.43% |
||
| 家安 |
13.77% |
26.16% |
-66.28% |
-61.97% |
36.04% |
||
| 御家汇 |
御泥坊 |
-60.13% |
-51.47% |
-48.67% |
-18.33% |
-24.53% |
|
| 小迷糊 |
-43.78% |
-24.20% |
-50.43% |
-48.49% |
-51.72% |
||
| 丸美股份 |
丸美 |
- |
- |
50.90% |
35.28% |
56.54% |
|
| 百雀羚 |
百雀羚 |
-9.18% |
4.52% |
5.99% |
179.81% |
279.93% |
|
| 上海上美 |
韩束 |
-24.04% |
-4.62% |
-5.64% |
52.78% |
179.73% |
|
| 一叶子 |
-33.46% |
-37.32% |
-57.84% |
-12.40% |
17.79% |
||
| 伽蓝集团 |
自然堂 |
6.69% |
13.10% |
18.08% |
32.41% |
52.61% |
|
| 相宜本草 |
相宜本草 |
52.62% |
104.77% |
116.81% |
77.81% |
17.70% |
|
| 韩后 |
韩后 |
52.84% |
15.68% |
21.24% |
57.18% |
-4.93% |
|
| 本土新锐品牌 |
蛋壳网络科技 |
HFP |
74.43% |
78.71% |
6.94% |
13.84% |
58.19% |
| 国际-大众品牌 |
欧莱雅（法国） |
巴黎欧莱雅 |
191.53% |
332.28% |
188.45% |
339.99% |
202.08% |
| - |
Olay |
62.02% |
65.30% |
73.10% |
43.89% |
113.90% |
|
| 拜尔斯道夫（德） |
妮维雅 |
34.76% |
-89.70% |
-87.83% |
31.55% |
120.49% |
|
| 资生堂（日） |
欧珀莱 |
-1.19% |
21.40% |
13.31% |
197.29% |
120.52% |
|
| 爱茉莉太平洋（韩） |
悦诗风吟 |
20.00% |
32.16% |
30.16% |
54.73% |
11.44% |
|
| 国际-高端品牌 |
欧莱雅（法国） |
兰蔻 |
99.76% |
43.23% |
242.55% |
434.78% |
247.50% |
| 雅诗兰黛（美） |
雅诗兰黛 |
38.57% |
59.29% |
54.46% |
238.97% |
243.79% |
|
| 资生堂（日） |
SKII |
67.67% |
57.42% |
98.88% |
358.89% |
1085.86% |
|
本土新锐品牌完美日记表现强势，连续多月占据彩妆行业第一，此外花西子、zeesea、稚优泉等新锐品牌表现稳定、持续进入前十榜单。上述本土品牌多为大众定位。进入前十的国际品牌以高端为主，主要为高端领域仍由国际品牌占主导。
阿里全网彩妆行业前十大品牌销售额及在阿里全网彩妆行业市占率
| 排名 |
品牌2019.05 |
销售额 |
阿里全网市占率 |
品牌2019.06 |
销售额 |
阿里全网市占率 |
品牌2019.07 |
销售额 |
阿里全网市占率 |
| 1 |
完美日记 |
164.89 |
4.59% |
完美日记 |
221.09 |
5.29% |
完美日记 |
123.63 |
3.61% |
| 2 |
ysl |
103.84 |
2.89% |
maybelline |
105.02 |
2.51% |
YSL |
81.08 |
2.37% |
| 3 |
mac |
95.62 |
2.66% |
ysl |
74.66 |
1.79% |
MAC |
77.36 |
2.26% |
| 4 |
花西子 |
94.82 |
2.64% |
欧丽源 |
73.48 |
1.76% |
zeesea |
63.89 |
1.87% |
| 5 |
dior |
77.13 |
2.15% |
卡姿兰 |
72.85 |
1.74% |
花西子 |
63.6 |
1.86% |
| 6 |
givenchy |
73.26 |
2.04% |
mac |
71.06 |
1.70% |
giorgioarmani |
53.75 |
1.57% |
| 7 |
giorgioarmani |
69 |
1.92% |
稚优泉 |
66.05 |
1.58% |
卡姿兰 |
53.31 |
1.56% |
| 8 |
曼诗丽 |
59.74 |
1.66% |
花西子 |
63.75 |
1.52% |
dior |
52.01 |
1.52% |
| 9 |
esteelauder |
58.79 |
1.64% |
3CE |
61.58 |
1.47% |
稚优泉 |
46.84 |
1.37% |
| 10 |
maybelline |
57.46 |
1.60% |
lancome |
61.47 |
1.47% |
esteelauder |
45.25 |
1.32% |
| 分类 |
品牌官方旗舰店 |
Mar-19 |
Apr-19 |
May-19 |
Jun-19 |
Jul-19 |
| 销售额同比增速 |
销售额同比增速 |
销售额同比增速 |
销售额同比增速 |
销售额同比增速 |
||
| 阿里全网彩妆行业 |
45.92% |
30.38% |
14.96% |
16.56% |
1.62% |
|
| 本土传统品牌 |
卡姿兰 |
64.11% |
41.83% |
68.01% |
117.36% |
102.06% |
| 玛丽黛佳 |
-20.08% |
-2.18% |
2.03% |
-54.41% |
-43.66% |
|
| 本土新锐品牌 |
完美日记 |
1698.89% |
808.95% |
884.14% |
444.63% |
287.96% |
| 稚优泉 |
87.48% |
52.15% |
27.11% |
14.68% |
39.83% |
|
| 国际品牌-大众定位 |
美宝莲 |
69.16% |
79.96% |
95.35% |
- |
159.62% |
| 国际品牌-中高/高端定位 |
Mac |
44.73% |
-86.37% |
157.51% |
352.79% |
4202.19% |
| 纪梵希 |
1.87% |
30.35% |
112.23% |
419.02% |
1064.72% |
|
7月阿里全网美发护发行业格局总体稳定，少量新锐品牌涌向，例如沪美异军突起、位居榜首，芭思蔻首次进入前十榜单。重点品牌天猫旗舰店销售额来看，拉芳家化旗下品牌拉芳、美多丝7月分别同比增5.43%、49.78%，月份波动较大；国际高端品牌RYO、卡诗等高速增长、表现靓丽。
| 排名 |
品牌 |
销售额 |
阿里全网市占率 |
品牌 |
销售额 |
阿里全网市占率 |
品牌 |
销售额 |
阿里全网市占率 |
| 2019.05 |
（百万元） |
2019.06 |
（百万元） |
2019.06 |
（百万元） |
||||
| 1 |
schwarzkopf |
41.78 |
6.00% |
schwarzkopf |
81.36 |
8.18% |
沪美 |
48.97 |
5.93% |
| 2 |
l'oreal |
34.94 |
5.01% |
l'oreal |
54.21 |
5.45% |
schwarzkopf |
39.31 |
4.76% |
| 3 |
阿道夫 |
20.99 |
3.01% |
kerastase |
46.16 |
4.64% |
l'oreal |
31.91 |
3.86% |
| 4 |
kerastase |
17.82 |
2.56% |
阿道夫 |
39.6 |
3.98% |
阿道夫 |
22.74 |
2.75% |
| 5 |
Ryo |
15.28 |
2.19% |
Ryo |
34.58 |
3.48% |
kerastase |
18.11 |
2.19% |
| 6 |
润丝丹 |
13.57 |
1.95% |
Clear |
17.26 |
1.74% |
魔香 |
16.37 |
1.98% |
| 7 |
魔香 |
11.87 |
1.70% |
润丝丹 |
15.46 |
1.55% |
润丝丹 |
15.19 |
1.84% |
| 8 |
kao |
11.1 |
1.59% |
魔香 |
14.63 |
1.47% |
芭思蔻 |
14.94 |
1.81% |
| 9 |
辛有志 |
9.57 |
1.37% |
kao |
14.13 |
1.42% |
ryo |
14.22 |
1.72% |
| 10 |
shiseido |
8.56 |
1.23% |
shiseido |
12.98 |
1.30% |
kao |
13.66 |
1.65% |
| 分类 |
品牌官方旗舰店 |
Mar-19 |
Apr-19 |
May-19 |
Jun-19 |
Jul-19 |
| 销售额同比增速 |
销售额同比增速 |
销售额同比增速 |
销售额同比增速 |
销售额同比增速 |
||
| 阿里全网美发护发行业 |
29.78% |
26.94% |
22.57% |
29.12% |
29.05% |
|
| 本土传统品牌 |
拉芳 |
33.86% |
4.22% |
78.67% |
25.66% |
5.43% |
| 美多丝 |
-13.68% |
52.08% |
-62.54% |
-49.96% |
49.78% |
|
| 蒂花之秀 |
68.46% |
-131.48% |
-14.83% |
-9.68% |
15.93% |
|
| 滋源 |
26.29% |
12.25% |
-17.27% |
-29.70% |
-33.70% |
|
| 本土新锐品牌 |
阿道夫 |
45.57% |
69.31% |
88.10% |
32.35% |
9.88% |
| 国际品牌 |
施华蔻 |
13.25% |
37.35% |
49.30% |
30.37% |
-0.67% |
| RYO |
45.57% |
64.68% |
129.26% |
116.22% |
97.75% |
|
| 卡诗 |
59.46% |
49.72% |
148.02% |
160.53% |
185.42% |
|
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