Challenges Facing the Beauty Industry During the 2026 Double 11 Shopping Festival

As Jialuo, President of Tmall, noted, this Double 11 is expected to fully leverage AI capabilities. Compared to past years, this promotion will introduce significant changes that could impact the beauty industry. The focus of traffic generation is shifting towards refined operational strategies, prompting brands to reassess and reconstruct their marketing systems.

The promotion cycle for Double 11 in 2026 remains lengthy, beginning mid-October and extending to mid-November, spanning 30 to 40 days. E-commerce platforms are adopting varied marketing strategies: Taobao Live follows a path of verification and optimization leading to volume release, while Kuaishou and Douyin E-commerce have structured their promotions into multi-stage events.

A key feature of this year’s event is the emphasis on "advancing resource allocation," meaning essential actions like inventory preparation and influencer collaborations are prioritized during the pre-sale phase. Industry insiders believe that the quality of pre-sale strategies will significantly impact overall performance, suggesting that the promotion day itself may no longer represent the pinnacle of traffic.

Notably, the WeChat Mini Shop will participate in Double 11 for the first time, demonstrating its capability for seamless integration across various promotional avenues. Enhanced platform strategies are moving from broad incentives to more precise support, aiming to alleviate challenges faced by smaller merchants. This includes adjusted policies from Douyin and Xiaohongshu that provide targeted assistance to high-quality stores.

Consumer participation thresholds have also been lowered, with platforms simplifying promotion rules to adapt to consumer resistance against traditional pricing tactics. A survey indicates that consumers primarily prioritize price discounts during promotions, making clean pricing strategies crucial for brands.

Despite these promotional strategies, some beauty brands continue to experience profit challenges. For instance, Marubi Biotechnology saw high revenue during the 2025 Double 11 but faced profit declines, highlighting the trade-off between growth and sustainability. Similarly, Shanghai Jahwa reported significant losses during its peak promotional quarter due to high marketing expenses not driving proportional revenue.

In light of these developments, participation in Double 11 remains a pivotal decision for brands. Stéphane de La Faverie, President of The Estée Lauder Companies, noted that the Chinese market has seen healthy growth, particularly for skincare and fragrance products, during key promotional seasons. This implies that while the focus is shifting towards refined operations, major promotional periods like Double 11 retain their importance.

Looking ahead, brands must navigate promotional periods with a balanced approach to pricing, channel strategy, and brand positioning. Cheng Yingqi, founder of Icefresh Oral Care, suggests a structured approach to product offerings during promotions to cater to diverse consumer needs. Additionally, the pressure to manage prices effectively across multiple channels poses challenges that brands must address comprehensively.

Platforms are also expanding into global markets, with significant plans for simultaneous launches in 20 countries during this year’s Double 11. Instant retail channels targeting younger consumers are emerging as growth areas, while diversified aesthetics in color cosmetics are reshaping consumer preferences, indicating a competitive landscape that requires brands to adapt swiftly.

Finally, the rise of celebrity marketing alongside a reduction in reliance on traditional influencers is marking a shift in brand strategies. Companies are increasingly investing in their content capabilities to regain control over messaging, which may define the next phase of beauty marketing in the competitive Double 11 environment.