Facing up to demand

Hua Xizi, the leading Chinese cosmetics brand, created sales of 146 million yuan and ranked second with the advantage of multiple categories; and Timage, which belongs to Proya group, performed well and made the top 10.

Also, local brands are taking control of social media platforms that support sales behavior through livestreaming.

According to data from Feigua, compared to the performance from last year, the total livestreaming hours during the 6.18 festival experienced an increase of 42 percent and reached 40.45 million. The number of participating merchants increased by 159 percent and the GMV of the beauty category reached 6.8 billion yuan, showing an increase of nearly 60 percent.

While an increasing number of international brands are entering the market, local brands never stopped growing and improving. It is not a surprise that all of the top 10 bestsellers on Douyin are from home.

Kong Jingjing, 33, from Beijing, bought a makeup set from Huaxizi during the 6.18 festival as a gift for his girlfriend.

"It's a stereotype that international brands perform better than the local ones. Sometimes the local brands know better about our needs," says Kong.