K-Beauty Base Makeup Market Maintains Stable Momentum on Tmall
Market Trends and Brand Landscape
The K-Beauty base makeup market within the Korean section of China’s Tmall appears to have maintained an overall stable trend. In contrast to the sharp declines seen in categories such as sheet masks and sun care, the base makeup market has experienced a relatively limited drop in sales volume. As of June 2026, the total sales volume of the top 10 Korean base makeup products on Tmall reached 53,000 units, marking only a slight decline of about 4.5% compared with the same period last year. This suggests that consumers continue to show strong loyalty to this category.
Looking at brand performance, Laneige continues to hold a firmly dominant position. Its flagship product, Skin Veil Base, recorded the same sales volume as last year at 30,000 units, firmly maintaining its No. 1 position in the market. When sales of Water Supreme Primer Base are also included, Laneige accounts for 58.5% of the total market, taking more than half of the share and overwhelmingly leading the category. This is an important indicator showing that even in China’s rapidly changing cosmetics market, certain brands can secure strong consumer loyalty.
In second place, Dermafirm performed relatively well with sales of 10,000 units, down 9.1% year on year. Uniclub saw its sales volume decline from the previous year, but it remains among the top ranks, meeting the needs of Chinese consumers who prefer cost-effective product lines.
Notable Growth and Market Influence
AGE 20s recorded notable growth, with sales rising sharply by 50% from 2,000 units last year to 3,000 units this year. VIDIVICI also saw an increase in overall sales volume, but its influence within the market is still considered limited. Other brands such as The Face Shop, W.Lab, and Laneige Primer continue to maintain steady sales at a certain level, building stable positions in the market.
What stands out in this data analysis is that, unlike other categories, this is an entrenched market with almost no entry by new brands or withdrawal of existing brands. The fact that the same brands maintained top rankings in both 2025 and 2026 indicates that consumer patterns are changing very gradually.
Market price positioning is becoming even clearer. The market is becoming polarized between premium lineups around 100 yuan and ultra-cost-effective lineups below 50 yuan. Laneige and VIDIVICI are strengthening their positions in the premium segment, while Uniclub and The Face Shop are consolidating their market share with cost-effectiveness as their key strength.
Unlike other categories where rapid generational shifts are taking place, the makeup base market is showing a continued dominance by established leaders. This demonstrates that brand trust and loyalty serve as core competitive advantages in this category.
Closing Analysis
Overall, the market size has contracted slightly, but the influence of core brands remains stable. Given the characteristics of the makeup base market, where brand loyalty plays a strong role, solid competition among existing brands is expected to continue rather than major fluctuations.
Market Outlook and Strategy
The Korean base makeup market on China’s Tmall shows an entrenched and stable structure centered on existing strong players rather than rapid change. As this is a category with high brand loyalty, securing a stable consumer base is expected to remain a key strategy for survival and growth in the market.
In a changing market, securing high-quality base makeup products is a key strategy for maintaining brand competitiveness. To help your company build stable market positioning, professional insights and practical strategies are available.
