JD Supermarket's personal care business saw revenue grow 15% and user count rise 18% in the first half, surpassing its '3 x 100' plan ahead of schedule, and unveiled three growth strategies covering users, products, and channels.
On September 4, the 2026 JD Supermarket Personal Care Industry Development Conference was held in Beijing. At the conference, JD Supermarket disclosed the performance results for its personal care business in the first half of the year, with revenue growth of 15% and user growth of 18%.
JD Supermarket's personal care category "3 x 100" three-year double plan has achieved its targets ahead of schedule, with all three core metrics—emerging brands with sales exceeding 10 million yuan, phenomenal bestsellers with sales exceeding 10 million yuan, and open platform merchants with sales exceeding 1 million yuan—meeting expectations, demonstrating the platform's strong growth momentum and development resilience.
At the conference, the head of JD Supermarket's personal care business division unveiled three growth strategies based on "users, products, and channels," which will leverage initiatives such as deep user engagement, incubation of trend-driven bestsellers, diversified marketing campaigns, and omnichannel resource integration to drive growth for personal care brands.
3 x 100 Plan Exceeded: Over 100 Ten-Million-Yuan Bestsellers and 200 Ten-Million-Yuan Emerging Brands
JD Supermarket's personal care category "3 x 100" three-year double plan has achieved its targets ahead of schedule, successfully cultivating over 200 emerging brands with sales exceeding 10 million yuan, over 100 phenomenal bestsellers with sales exceeding 10 million yuan, and over 500 open platform merchants with sales exceeding 1 million yuan.
Among emerging brands, Australian brand Aesop has achieved double-digit sales growth for two consecutive years since joining JD Supermarket, surpassing 10 million yuan in sales in the first half of 2026. Meanwhile, brands such as Domyway, HUKO, Bozi Tinglan, and parodontax have also joined the ranks of ten-million-yuan emerging brands.
In terms of ten-million-yuan bestsellers, Kangwang developed a selenium disulfide shampoo based on JD Supermarket's insight into the rapid growth of professional functional products in the hair care segment; Yunnan Baiyao launched its gum-protecting toothpaste series in response to rising demand for functional oral care products; SAZA created a men's body wash product targeting men's deep-cleansing and oil-control needs; and Whisper introduced liquid sanitary pads in response to growing health demands in feminine care.
Among open platform merchants, Laurier's flagship store leveraged JD Supermarket user profiles to deepen its focus on the feminine care segment, achieving year-over-year sales growth of over 560% in the first half of 2026. Additionally, third-party merchants such as Adolph, Ocean Supreme, Jishanchuan, YOFOKE, and Tasogare have also grown rapidly on JD Supermarket's open platform.
From Customer Acquisition to Repurchase: Deepening User Value, Co-Creating and Launching Trend Products, and Reshaping Brand Growth Logic
The three growth strategies proposed at this JD Supermarket Personal Care Industry Conference are built on a deep restructuring of users, products, and channels, providing brands with a definitive growth pathway from short-term sales spikes to long-term value accumulation.
In terms of users, JD Supermarket is driving sustainable growth through user retention. Data shows that JD Supermarket's personal care business has developed a healthy user structure featuring a synergy between first-party and open platform (POP) models, with improvements across both established and emerging brands. Key metrics such as average order value and purchase frequency are also steadily improving. Among them, in 2026, first-party personal care user scale grew 22% year-over-year, while emerging brand user scale grew 25%.
Meanwhile, JD Supermarket provides full-cycle support for brands—from customer acquisition and retention to repurchase—by analyzing the needs and shopping habits of diverse consumer groups such as women, seniors, and campus consumers, planning targeted marketing campaigns, and leveraging JD's on-site resources to maintain sustained brand-user engagement, helping brands attract new customers while retaining existing ones.
Among these efforts, JD Supermarket partnered with brand Banban through strategies including sampling of one million full-size toothpaste units, advertising, and co-developing trend products, helping Banban rise to the top three in the oral care segment within two years.
In terms of products, JD Supermarket leverages AI-driven category planning capabilities to analyze consumption trends, identify high-potential trend categories, co-develop new products with brands, and create industry-level bestsellers through initiatives such as exclusive distribution and customization.
Currently, JD Supermarket has identified a profound divergence occurring in the personal care market. In the shampoo and hair care segment, demand for additional care steps is becoming prominent, with professional functional products targeting dandruff removal, hair loss prevention, and color protection growing rapidly. In the oral care segment, demand for product upgrades and functional products is surging, with sub-segments such as gum protection and whitening continuing to expand.
In the body cleansing segment, emotional value is increasingly sought after, with consumers gravitating toward products featuring refined functionality and clean formulations. In the feminine care market, consumer attention to health and safety continues to rise, with ingredients and sensory experience becoming key factors influencing purchasing decisions.
Based on these trends, JD Supermarket plans to invest resources at the ten-million-yuan level to co-develop differentiated new products with brands, and through measures such as exclusive distribution and customization, create industry-level bestsellers, reducing brand product development risks and increasing bestseller success rates.
Taking Safeguard as an example, after identifying men's demand for "deep-cleansing and oil-control" body wash, JD Supermarket collaborated with the brand to customize a new body wash with a fragrance specifically designed for men. After its launch, supported by JD Supermarket's exclusive distribution program and on-site and off-site marketing resources, the product was developed into a ten-million-yuan bestseller.
Creating Diversified Marketing Campaigns, Integrating Omnichannel Resources, and Collaborating with Brands for Long-Term Growth
Building on the "user" and "product" strategies, JD Supermarket has also proposed a comprehensive ecosystem across the "channel" dimension—from marketing activation to omnichannel integrated penetration—ensuring efficient synergy between brand visibility and sales.
On the marketing front, JD Supermarket's personal care business has developed a mature marketing matrix, planning four major marketing campaigns around key holidays throughout the year; three industry-leading innovation initiatives, including the Global Soap Museum, the Hair and Body Care Sample Box, and the Personal Care Environmental Plan; and hairstyle and hair art shows co-created with brands. Additionally, an upcoming industry event for the Hair and Body Care Sample Box will further reinforce JD Supermarket's personal care business philosophy as the most diverse, personalized, and customer-centric platform while expanding brand visibility.
Taking BOP's collaboration with a celebrity as an example, the celebrity announcement combined with JD Supermarket's new product launch drove a 55% increase in the brand's daily sales in 2026 compared to the previous period, with Qixi Festival livestream sales surpassing 10 million yuan.
In terms of sales channels, JD Supermarket has integrated four major channels—open platform (POP) merchants, offline channels, B2B clients, and cross-border export—helping brands quickly build channel operations capabilities aligned with their positioning and product characteristics for efficient omnichannel deployment.
At this pivotal moment when the industry is shifting from traffic-driven to "retention"-driven growth, JD Supermarket will build a bridge for personal care brands toward definitive growth while also injecting new momentum into the industry's rapid expansion.
As a trusted shopping channel for consumers, JD is committed to continuously building the country's most stable daily sales platform, the best brand-building platform, and the platform with the highest return on investment across the full product lifecycle. Going forward, JD Supermarket will continue to leverage JD's super supply chain capabilities, working with more brands to create definitive, long-term growth pathways and deliver a premium shopping experience for consumers.