CHINA. The Moodie Davitt Report is pleased to publish our popular Jessica’s Secret Index for September covering wines & spirits, fragrances, makeup, skincare, confectionery, bags, watches and jewellery.
The Jessica’s Secret Index, a partnership between Jessica’s Secret (founded and owned in China by Mirko Wang) and The Moodie Davitt Report, provides an indicator of what’s hot with the app’s predominantly younger Chinese traveller user base.
The results do not represent sales rankings but offer a useful insight into Chinese consumer interest on a monthly basis.
At a glance
- September 2025 shows month-on-month position movements from the August 2025 Index for spirits & wines.
- Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
- Hover over individual SKUs to show month-on-month movement.
The Jessica’s Secret Index – Top Wines & Spirits Brand Searches September 2025
1. Kweichow Moutai Feitian 53%
2. Glenmorangie Signet 46%
3. Suntory Hibiki 21 Years Old Kacho Fugetsu Limited Edition 43%
4. The Macallan Colour Collection 18 Years Old 43%
5. Suntory Hibiki Japanese Harmony Master’s Select 43%
6. Suntory Yamazaki Distiller’s Reserve 43%
7. The Macallan Colour Collection 12 Years Old 40%
8. The Macallan Colour Collection 15 Years Old 43%
9. The Macallan Quest 40%
10. Suntory Hibiki 40 Years Old 43%
11. The Macallan Colour Collection 21 Years Old 43%
12. Suntory Hibiki 30 Years Old Kacho Fugetsu Limited Edition 43%
13. Wuliangye Crystal 52%
14. Rémy Martin XO Excellence Cognac 40%
15. Hennessy XO 40%
16. The Balvenie Rare Marriages Series 25 Years Old 48%
17. The Macallan Double Cask 12 years old 40%
18. Duc de Fugue Collection 40% (5x50ml: VSOP, Black VSOP, XO, Black XO, Extra XO)
19. Martell Cordon Bleu Extra Cognac 40%
20. Hennessy V.S.O.P 40%
At a glance
- September 2025 shows month-on-month position movements from the August 2025 Index for makeup.
- Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
- Hover over individual SKUs to show month-on-month movement.
The Jessica’s Secret Index – Top Makeup Brand Searches September 2025
1. YSL Le Cushion Encre de Peau Foundation #B20
2. Chanel Le Rouge Duo Ultra Tenue Ultra Wear Liquid Lip Colour #40
3. Albion Elegance La Poudre Haute Nuance #01
4. Givenchy Prisme Libre Setting & Finishing Loose Powder #1
5. Dior Addict Lip Glow Balm #001
6. Nars Light Reflecting Pressed Setting Powder #Crystal
7. Chanel Les Beiges Eyeshadow Palette #Light
8. Tom Ford Eye Color Quad Eyeshadow Palette #04
9. YSL Rouge Volupté Shine #46
10. Chanel Rouge Allure Velvet Luminous Matte Lip Colour #58
11. Clinique Cheek Pop Blush #08 Melon Pop
12. Chanel Ultra Le Teint Fluide Foundation #BD01
13. Chanel Les 4 Ombres Multi-Effect Quadra Eyeshadow #308
14. Tom Ford Satin Matte Lip Color #52 Naked Rose
15. Nars Blush #Orgasm
16. Tom Ford Ultra-Shine Lip Color #03 Nubile
17. YSL All Hours Foundation Luminous Matte #LC2
18. Nars Light Reflecting Advanced Skincare Foundation 30ml #L1
19. Dior Addict Hydrating shine lipstick #740 Saddle
20. La Prairie Skin Caviar Concealer Foundation #Soft Ivory
At a glance
- September 2025 shows month-on-month position movements from the August 2025 Index for skincare lines.
- Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
- Hover over individual SKUs to show month-on-month movement.
The Jessica’s Secret Index – Top Skincare Brand Searches September 2025
1. Helena Rubinstein Replasty Age Recovery Night Cream
2. Clé de Peau Beauté Correcting Cream Veil
3. La Mer The Treatment Lotion 150ml
4. Chanel La Mousse Anti-Pollution Cleansing Cream-to-Foam
5. Estée Lauder Advanced Night Repair Synchronized Multi-Recovery Complex II Duo
6. La Mer Crème de la Mer
7. SK-II Pitera Deluxe Set (Facial Treatment Essence+Clear Lotion)
8. Helena Rubinstein Replasty Age Recovery Day and Night Set
9. La Prairie Skin Caviar Luxe Eye Cream
10. La Mer The Eye Concentrate
11. Clarins Double Serum Anti-Aging + Anti-Wrinkle Serum
12. La Prairie Skin Caviar Liquid Lift
13. SkinCeuticals Phyto Corrective Hydrating Soothing Fluid
14. Lancome Advanced Genifique Youth Activating Concentrate Duo
15. CPB Ultimate Daily Emulsion Care Set
16. La Mer The Lip Balm
17. Estée Lauder Revitalizing Supreme+ Youth Power Soft Creme
18. CPB Softening Cleansing Foam
19. SK-II Facial Treatment Essence
20. Guerlain Abeille Royale Advanced Youth Watery Oil
At a glance
- September 2025 shows month-on-month position movements from the August 2025 Index for fragrances.
- Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
- Hover over individual SKUs to show month-on-month movement.
The Jessica’s Secret Index – Top Fragrance Brand Searches September 2025
1. Le Labo Santal 33 edp
2. Chanel Coco Mademoiselle edp
3. Chanel Gabrielle Essence
4. Chanel Gabrielle edp
5. Byredo Rose of No Man’s Land edp
6. Dior Sauvage edt
7. Tom Ford Oud Wood edp
8. Jo Malone London Wood Sage & Sea Salt Cologne
9. Giorgio Armani Prive The Yulong edt
10. YSL Black Opium edp
11. Chanel Chance Eau Splendide edp
12. Chanel Bleu de Chanel edp
13. Chanel 1957 Les Exclusifs de Chanel edp
14. Penhaligon’s The Tragedy of Lord George edp
15. Chanel Chance Eau Fraîche edt
16. Loewe Esencia edp
17. Giorgio Armani My Way edp
18. Chanel Chance Eau Tendre edp
19. Hermes Terre d’Hermes edt
20. Chanel Bleu de Chanel Homme Spray edt
At a glance
- September 2025 shows month-on-month position movements from the August 2025 Index for confectionery lines.
- Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
- Hover over individual SKUs to show month-on-month movement.
The Jessica’s Secret Index – Top Confectionery Brand Searches September 2025
1. Godiva Gold Ballotin Box 290g
2. Toblerone Tiny Milk Bag 272g
3. Lindt Lindor Tube Assorted with four flavours (milk, hazelnut, milk and white, double chocolate) 400g
4. Toblerone Milk Messages Bar 360g
5. Lindt Swiss Luxury Selection Dark Chocolate Pralines Gift Box 140g
6. Ferrero Rocher Box 375g
7. Toblerone Crunchy Almond 360g
8. Lindt Gold White Bar Stracciatella 300g
9. Nestle Dark Blueberries Hazelnuts Almond 170g
10. Kinder Bueno 344g
11. Nestle KitKat 4 Finger Iconic Milk 373.5g (9 x 41.5g)
12. Lindt Lindor Tube Assorted with Dulce De Leche 400g
13. Ferrero Rocher Box 600g
14. Lindt Assorted Napolitains Carrier Box 250g
15. Toblerone Swiss Milk Chocolate with Honey & Almond Nougat 100g
16. Lindt Silver Dark Bar 300g
17. Toblerone Tiny Crunchy Almonds Bag 272g
18. Brookside Dark Chocolate Açai & Blueberry Flavors Pouch 198g
19. Godiva Prestige Biscuits Collection Milk Chocolate 100g
20. Nestle KitKat Chunky Milk Chocolate Gift Pack 248g (2 milk, 2 hazelnut, 2 peanut butter)
At a glance
- September 2025 shows month-on-month position movements from the August 2025 Index for watch lines.
- Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
- Hover over individual SKUs to show month-on-month movement.
The Jessica’s Secret Index – Top Watch Brand Searches September 2025
1. Cartier Ballon Bleu de Cartier, 28mm steel, quartz movement
2. Rolex Oyster Perpetual Lady-Datejust, 28mm Oystersteel & Everose gold olive green, diamond-set dial, Jubilee bracelet
3. Rolex Submariner Date, Oyster, 41mm, Oystersteel, Green
4. Omega De Ville Prestige Co Axial Chronometer, 32.7mm, steel on steel, silk-pattern slivery dial
5. Rolex Oyster Perpetual GMT-Master II, 40mm, Oystersteel black dial, Jubilee bracelet, red/blue Cerachrom bezel
6. Cartier Tank Solo Small Model – steel, leather, black calfskin strap
7. Longines Primaluna – women’s Quartz bracelet
8. Rolex Oyster Perpetual Datejust, 31mm, Oystersteel & yellow gold olive green, diamond-set dial, Jubilee bracelet
9. Rolex Oyster Perpetual Submariner Date, 41mm, Oystersteel black ceramic, black dial
10. Rolex Datejust, Oyster, 31mm, Oystersteel and white gold, pink dial with VI set with 11 diamonds, five-piece link Jubilee bracelet
11. Rolex Datejust, 31mm, Oystersteel and yellow gold, Champagne colour diamond-set dial, Jubilee bracelet
12. Omega De Ville Prestige, 36.8mm, self-winding, steel on steel, silver dial
13. Omega, Constellation Quartz 24mm, steel/gold
14. Chopard Happy Sport, 30mm, Automatic, ethical rose gold, stainless steel, diamonds and black alligator leather
15. Rolex Oyster Perpetual Lady-Datejust, 28mm, Oystersteel, pink dial, Oyster bracelet
16. IWC Pilot’s Watch Automatic, 36mm, blue dial, stainless steel case, blue alligator leather strap by Santoni
17. Jaeger-LeCoultre, Rendez-Vous Night & Day Small, 29mm, steel, Silvered Grey Dial Ladies Diamond
18. Longines Master Collection 42mm, automatic, stainless steel case and strap, silver barleycorn dial, moon-phase
19. Rolex Oyster Perpetual Datejust, 41mm, Oystersteel and white gold, mint green dial, Jubilee bracelet
20. Cartier Ballon Bleu de Cartier Watch, 33mm, steel, diamonds
At a glance
- September 2025 shows month-on-month position movements from the August 2025 Index for bag lines.
- Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
- Hover over individual SKUs to show month-on-month movement.
The Jessica’s Secret Index – Top Bags Brand Searches September 2025
1. Louis Vuitton Neverfull PM, Damier Ebene Canvas, 29 x 12 x 21cm
2. Louis Vuitton CarryAll PM
3. Chanel Mini Classic Handbag, Lambskin, Gold-Tone Metal, Black, 20 × 6 × 12 cm
4. Chanel 22 Small Handbag, Shiny Calfskin & Gold-Tone Metal, Black, 37 x 7 x 35cm
5. Louis Vuitton Speedy Bandoulière 20, Beige, Monogram, 20.5 × 12 × 13.5cm
6. Chanel Small Classic Handbag, Grained Calfskin & Gold-Tone Metal, Black, 23 × 6 × 14.5cm
7. Louis Vuitton Diane satchel, Monogram canvas, 24 x 9 x 15cm
8. Louis Vuitton Boulogne Black
9. Chanel 25 Small Handbag, Black, Grained calfskin & gold-tone metal, 26 x 14 x 30cm
10. Louis Vuitton NéoNoé MM, Rose Poudre, 26 × 17.5 × 26cm
11. Chanel Small Hobo Bag, Black, Shiny lambskin & gold-tone metal, 19.5 x 8.5 x 22.5cm
12. Louis Vuitton Sarah Wallet Rose Ballerine, Monogram
13. Louis Vuitton All In BB, Monogram
14. Chanel Small Vanity with Chain, Black, Shiny calfskin & gold-tone metal, 11 x 7 x 8.5cm
15. Louis Vuitton Nano Speedy, Monogram Canvas, 16 × 7.5 × 10cm
16. Gucci GG Marmont matelassé mini bag, black leather
17. Louis Vuitton Wallet on Chain Ivy Monogram
18. Louis Vuitton CarryAll Cargo PM, black, lambskin, polished palladium-finish hardware
19. Louis Vuitton OnTheGo PM tote, Monogram and Monogram Reverse Canvas, detachable coin purse
20. Louis Vuitton CarryAll BB, Monogram, 26 x 10 x 17cm
At a glance
- September 2025 shows month-on-month position movements from the August 2025 Index for jewellery lines.
- Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
- Hover over individual SKUs to show month-on-month movement.
The Jessica’s Secret Index – Top Jewellery Brand Searches September 2025
1. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, yellow gold, Carnelian
2. Van Cleef & Arpels, Vintage Alhambra pendant, 18K yellow gold, Carnelian
3. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, 18K rose gold, Carnelian
4. Bvlgari Divas’ Dream Necklace, 18k rose gold, mother-of-pearl, one diamond
5. Bvlgari Bvlgari Serpenti Viper Necklace
6. Van Cleef & Arpels, Sweet Alhambra pendant, 18K rose gold, Carnelian
7. Cartier Love bracelet, rose gold
8. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, yellow gold, mother-of-pearl
9. Cartier Love bracelet, small model, rose gold
10. Cartier Love wedding band, rose gold
11. Tiffany T smile pendant in 18k, rose gold, small
12. Van Cleef & Arpels Vintage Alhambra bracelet, 5 motifs, 18K yellow gold, Onyx
13. Cartier Love necklace, 2 diamonds, yellow gold, diamonds
14. Bvlgari B.zero1 Necklace, 18K rose gold, diamonds
15. Van Cleef & Arpels Sweet Alhambra bracelet, 18k rose gold, Carnelian
16. Bvlgari Divas’ Dream Necklace, 18k rose gold pendant, mother-of-pearl, diamond, paved diamonds
17. Bvlgari B.zero1 Necklace, 18K rose gold, ceramic
18. Van Cleef & Arpels Vintage Alhambra pendant, yellow gold, mother-of-pearl
19. Bvlgari B.zero1 Necklace, rose gold
20. Van Cleef & Arpels Vintage Alhambra pendant, guilloché 18K yellow gold
