While overall online sales of personal care and cosmetics in China in July fell by 4% year-on-year, figures indicate some shifts in selling dynamics across channels and brands – with the JD.com channel gaining ground on market leaders Taobao and Tmall, two platforms that are part of the Alibaba Group, and Douyin, a subsidiary of Bytedance, and domestic brands outperforming those of overseas multinational corporations ( MNCs ).