The combined value of China’s four most valuable cosmetics brands has declined by 14% to USD5.5 billion in 2025, according to the Cosmetics 50 2025 report by Brand Finance.
This decline can be attributed to evolving challenges faced by brands and regulatory developments.
Despite a drop in its brand value by 9% to USD3.0 billion, PECHOIN remains as China’s most valuable cosmetics brand. The brand also ranks among the top 15 most valuable cosmetics brands globally.
Clear (brand value up 13% to USD1.1 billion), ranked 33rd globally, is the only Chinese brand in the rankings to record an increase in brand value, and is China’s second most valuable cosmetics brand.
Brand Finance attributes the brand’s growth to having high familiarity and consideration within the Chinese market, alongside steady revenue growth. Its focus on addressing male hair loss issues with targeted solutions and bold creative campaigns such as the “Bald Spots” campaign in Turkey has contributed to its continued momentum.
Rejoice (brand value down 4% to USD909 million) ranks as the third most valuable Chinese brand in the rankings. It also remains as China’s strongest cosmetics brand, with a Brand Strength Index (BSI) score of 77.6/100 and a corresponding AA+ brand strength rating.
Meanwhile, CHANDO (brand value down 56% to USD528 million), previously China’s second most valuable cosmetics brand, has fallen from 32nd to 49th globally. Brand Finance attributes this decline to its packaging quality concerns which impacted consumer confidence.
Scott Chen, Managing Director, Brand Finance China, said: ‘‘Chinese cosmetics brands are facing a fast-changing and challenging market, as consumers become more demanding, and regulations continue to tighten. While many brands have felt the impact, those that stay close to their customers, continue to innovate, and build trust, like Clear, are showing it’s still possible to grow. These results are a reminder that brands need to stay adaptable, resilient, and in tune with what people really want to stay competitive in the long run.’’
At the global level, Chanel has overtaken L’Oréal to become the world’s most valuable cosmetics brand, ending L’Oréal’s five-year reign at the top of the ranking. Chanel’s brand is valued at USD27.3 billion – more than 1.75 times L’Oréal’s USD15.6 billion, despite it noting a 17% increase this year.
Chanel is also the sector’s third strongest brand, with a BSI score of 87.7 out of 100. Brand Finance research highlights Chanel’s performance in reputation and consideration among consumers, particularly in France, Italy, and the UK.
Gillette is the world’s strongest cosmetics brand, earning a BSI score of 89.6 out of 100 and standing as the only brand in the ranking with a AAA+ rating.
Brand Finance research shows that Gillette commands strong brand perceptions across most global markets. It scores highly (10 out of 10) for brand knowledge, credibility, and selection, bolstered by the brand’s exposure to target consumers through sponsorship of high-profile sports teams and events like the New York Yankees, the New England Patriots, and the UEFA Champions League.
