In June 2026, the total sales volume of the top 10 K-beauty toner products on China's Tmall platform was recorded at 19,300 units, a 46.4% decrease year-over-year, signaling a significant market contraction. This decline is attributed to a strengthening trend among Chinese consumers who prefer products with clear efficacy, such as whitening and soothing.
Mediheal, the market leader, maintained its top position with 5,000 units sold, though this represents a 37.5% decrease from the previous year. Dermafirm and Torriden each sold 3,000 units, securing a joint second place, but experienced sales declines of 50.0% and 40.0% respectively year-over-year.
This data suggests that K-beauty brands in the Chinese market are facing a new competitive environment where they must prove actual efficacy and value beyond mere popularity.