本报告梳理2026年天猫双11首日（10月15日）化妆品预售GMV排名，作为对为期一个月促销活动最终表现的初步观察。珀莱雅维持第一，薇诺娜由去年第8升至第6，毛戈平由第20小幅升至第19，可复美则跌出前20；国际品牌中，修丽可由第3升至第2、SK-II由第7升至第3、欧莱雅由第5升至第4，兰蔻、雅诗兰黛、海蓝之谜、玉兰油、赫莲娜排名下降。与今年618首日预售相比，薇诺娜由第14大幅升至第6、毛戈平由第12降至第19、珀莱雅由第3重回第1。报告指出，受GMV统计口径和季节性因素影响，本次排名不宜与去年双11或今年618完全直接比较。
Citi's first take examines the ranking of Tmall cosmetics pre-sale GMV on the first day of 2026 Double 11 (15 October), offering an early indication of the final outcome of the month-long event. Among domestic brands, Proya remained No. 1, Winona rose to No. 6 from No. 8 last year, Maogeping edged up to No. 19 from No. 20, while Comfy dropped out of the top 20. International rankings shifted more notably: SkinCeuticals rose to No. 2 from No. 3, SK-II to No. 3 from No. 7, and L'Oreal to No. 4 from No. 5, while Lancome, Estee Lauder, La Mer, OLAY and Helena Rubinstein declined. Compared with the first-day pre-sale of this year's 618, Winona jumped to No. 6 from No. 14, Maogeping fell to No. 19 from No. 12, and Proya returned to No. 1 from No. 3. Citi cautions that the ranking is not fully comparable with last year's Double 11 due to different GMV calculation methods, nor fully comparable with 618 due to seasonality.