Tmall Global, the Chinese e-commerce platform owned by Alibaba, is a hot spot for U.S. beauty brands looking for to enter the market. 

Latest data from marketing and technology company, WPIC, shows brands including Estée Lauder, Olay and La Mer have been longtime front-runners on the platform, while CeraVe is a more recent entrant, having only entered the highest 10 following a big push in the course of 2021. 

Dr. Jart, which Lauder acquired in 2019 as one among the sweetness giant’s first acquisitions of Asia-based beauty brands, recently fell out of the highest 20 rating, while Lauder-owned Too Faced shut down its storefront on the platform in July. 

In accordance with Jacob Cooke, chief executive officer and founder at WPIC, this list could look significantly different in the subsequent five years. Because Chinese consumers have gotten increasingly curious about clean beauty, large manufacturers who don’t spend money on such offerings will struggle to compete with smaller, indie brands, that are increasingly carving out market share, said Cooke. 

Here, the highest-selling U.S. beauty brands on Tmall Global in 2022.