CHINA. The Moodie Davitt Report is pleased to publish our popular Jessica’s Secret Index for October 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
- October 2025 shows month-on-month position movements from the September 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 October 2025
1. Kweichow Moutai Feitian 53%
2. Suntory Hibiki Japanese Harmony Master’s Select 43%
3. Glenmorangie Signet 46%
4. The Macallan Colour Collection 12 Years Old 40%
5. The Macallan Colour Collection 18 Years Old 43%
6. Suntory Hibiki 21 Years Old Kacho Fugetsu Limited Edition 43%
7. Suntory Yamazaki Distiller’s Reserve 43%
8. The Macallan Quest 40%
9. The Macallan Colour Collection 15 Years Old 43%
10. Suntory Hibiki 40 Years Old 43%
11. Martell Cordon Bleu Cognac 40%
12. Martell XO 40%
13. Suntory Hibiki 30 Years Old Kacho Fugetsu Limited Edition 43%
14. Hennessy XO 40%
15. The Macallan Double Cask 12 years old 40%
16. Hennessy V.S.O.P 40%
17. The Macallan Colour Collection 21 Years Old 43%
18. Wuliangye Crystal 52%
19. The Balvenie Rare Marriages Series 25 Years Old 48%
20. Glenfiddich Perpetual Collection Vat 01 40%
At a glance
- October 2025 shows month-on-month position movements from the September 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 October 2025
1. YSL Le Cushion Encre de Peau Foundation #B20
2. Nars Light Reflecting Pressed Setting Powder #Crystal
3. Albion Elegance La Poudre Haute Nuance #01
4. Givenchy Prisme Libre Setting & Finishing Loose Powder #1
5. Chanel Les Beiges Eyeshadow Palette #Light
6. Dior Addict Lip Glow Balm #001
7. Tom Ford Eye Color Quad Eyeshadow Palette #04
8. YSL All Hours Foundation Luminous Matte #LC2
9. Guerlain Parure Gold Skin Fluid Foundation #0N Duo
10. Chanel Ultra Le Teint Fluide Foundation #BD01
11. Giorgio Armani Lip Maestro #405
12. Estée Lauder Re-Nutriv Ultra Radiance Liquid Makeup 2C0 #21
13. La Mer The Luminous Lifting Cushion Foundation #03
14. Chanel Les 4 Ombres Multi-Effect Quadra Eyeshadow #308
15. Chanel Rouge Allure Ink Matte Lip Liquid Color #804
16. Chanel Rouge Allure Velvet Luminous Matte Lip Colour #58
17. YSL Rouge Pur Couture The Slim Matte Lipstick Rouge Paradoxe #21
18. Shu Uemura Unlimited Breathable Lasting Foundation #584
19. Chanel Le Rouge Duo Ultra Tenue Ultra Wear Liquid Lip Colour #40
20. YSL Rouge Volupté Shine #46
At a glance
- October 2025 shows month-on-month position movements from the September 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 October 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. Clarins Double Serum Anti-Aging + Anti-Wrinkle Serum
7. La Mer Crème de la Mer
8. SK-II Pitera Deluxe Set (Facial Treatment Essence+Clear Lotion)
9. Helena Rubinstein Replasty Age Recovery Day and Night Set
10. La Mer The Eye Concentrate
11. SK-II Facial Treatment Essence
12. Guerlain Abeille Royale Advanced Youth Watery Oil
13. Estée Lauder Revitalizing Supreme+ Youth Power Soft Creme
14. Lancome Advanced Genifique Youth Activating Concentrate Duo
15. SkinCeuticals Phyto Corrective Hydrating Soothing Fluid
16. Clé de Peau Beauté Softening Cleansing Foam
17. Sisley Ecological Compound Advanced Formula
18. La Mer The Concentrate
19. La Prairie Skin Caviar Luxe Eye Cream
20. La Prairie Skin Caviar Liquid Lift
At a glance
- October 2025 shows month-on-month position movements from the September 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 October 2025
1. Chanel Coco Mademoiselle edp
2. Le Labo Santal 33 edp
3. Chanel Gabrielle edp
4. Giorgio Armani Prive The Yulong edt
5. Chanel Gabrielle Essence
6. Dior Sauvage edt
7. Tom Ford Oud Wood edp
8. Jo Malone London Wood Sage & Sea Salt Cologne
9. Byredo Rose of No Man’s Land edp
10. Chanel Bleu de Chanel edp
11. Chanel Bleu de Chanel Parfum
12. Chanel Chance Eau Splendide edp
13. YSL Black Opium edp
14. Chanel 1957 Les Exclusifs de Chanel edp
15. Diptyque Philosykos edt
16. Chanel Chance Eau Fraîche ed
17. Chanel Chance Eau Tendre edp
18. Frederic Malle Rose Tonnerre
19. Dolce & Gabbana The One for Men edp
20. Chanel Coco Mademoiselle edp Intense
At a glance
- October 2025 shows month-on-month position movements from the September 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 October 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. Ferrero Rocher Box 375g
5. Lindt Swiss Luxury Selection Dark Chocolate Pralines Gift Box 140g
6. Kinder Bueno 344g
7. Toblerone Milk Messages Bar 360g
8. Toblerone Crunchy Almond 360g
9. Nestle KitKat 4 Finger Iconic Milk 373.5g (9 x 41.5g)
10. Lindt Lindor Tube Assorted with Dulce De Leche 400g
11. Ferrero Rocher Box 600g
12. Toblerone Tiny Crunchy Almonds Bag 272g
13. Godiva Tower Napolitains Medium 450g
14. Lindt Lindor Bag Filled Milk Chocolates 100g
15. Lindt Gold White Bar Stracciatella 300g
16. Toblerone Swiss Milk Chocolate with Honey & Almond Nougat 100g
17. Lindt Silver Dark Bar 300g
18. Brookside Dark Chocolate Açai & Blueberry Flavors Pouch 198g
19. Godiva Prestige Biscuits Collection Milk Chocolate 100g
20. Godiva Milk Chocolate Pearls 43g
At a glance
- October 2025 shows month-on-month position movements from the September 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 October 2025
1. Cartier Ballon Bleu de Cartier 28mm steel, quartz movement
2. Rolex Submariner Date, Oyster, 41mm, Oystersteel, Green
3. Rolex Oyster Perpetual Lady-Datejust 28mm Oystersteel & Everose Gold Olive Green diamond-set dial Jubilee bracelet (5-piece links)
4. Omega De Ville Prestige Co Axial Chronometer 32.7mm, Steel on steel, silk-pattern slivery dials
5. Rolex Oyster Perpetual Lady-Datejust, 28mm, Oystersteel, pink dial, Oyster bracelet
6. Rolex Oyster Perpetual Submariner Date, 41mm, Oystersteel black ceramic, black dial
7. Cartier Tank Solo Small Model – steel, leather, black calfskin strap
8. Jaeger-LeCoultre Master Ultra Thin Moon, 39mm, automatic winding, steel
9. Rolex Oyster Perpetual GMT-Master II 40mm Oystersteel black dial, Jubilee bracelet, red/blue Cerachrom bezel
10. Rolex Oyster Perpetual Lady-Datejust, 28 mm, Oystersteel and white gold, pink diamond-set dial, Oyster bracelet
11. Longines Primaluna – women’s Quartz bracelet
12. Omega De Ville Prestige, 24.4mm, Quartz, steel on steel, white mother-of-pearl dial, 8 diamond indexes
13. Rolex Datejust, Oyster, 31mm, Oystersteel and white gold, pink dial with VI set with 11 diamonds, five-piece link Jubilee bracelet
14. Rolex Oyster Perpetual Datejust, 31mm, Oystersteel & yellow gold olive green, diamond-set dial, Jubilee bracelet
15. Rolex Datejust, 31mm, Oystersteel and yellow gold, Champagne colour diamond-set dial, Jubilee bracelet
16. Omega, Constellation Quartz 24mm, steel/gold
17. Cartier Tank Must watch, steel on steel, mechanical movement, Square-shaped dial, blue crown, Calendar aperture at 6
18. Chopard Happy Sport, 30mm, Automatic, ethical rose gold, stainless steel, diamonds and black alligator leather
19. Rolex Oyster Perpetual Datejust, 41 mm, Oystersteel and white gold, mint green dial, Jubilee bracelet
20. Longines Master Collection 42mm, automatic, stainless steel case and strap, silver barleycorn dial, moon-phase
At a glance
- October 2025 shows month-on-month position movements from the September 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 October 2025
1. Louis Vuitton CarryAll PM
2. Louis Vuitton Neverfull PM, Damier Ebene Canvas, 29 x 12 x 21cm
3. Louis Vuitton NéoNoé MM, Rose Poudre, 26 × 17.5 × 26cm
4. Chanel 22 Small Handbag, Shiny Calfskin & Gold-Tone Metal, Black, 37 x 7 x 35 cm
5. Chanel Mini Classic Handbag, Lambskin, Gold-Tone Metal, Black, 20 × 6 × 12 cm
6. Chanel 25 Small Handbag, Black, Grained calfskin & gold-tone metal, 26 x 14 x 30 cm
7. Louis Vuitton Boulogne Black
8. Chanel Small Classic Handbag, Grained Calfskin & Gold-Tone Metal, Black, 23 × 6 × 14.5cm
9. Louis Vuitton Nano Speedy, Monogram Canvas, 16 × 7.5 × 10cm
10. Louis Vuitton Diane satchel, Monogram canvas, 24 x 9 x 15cm
11. Louis Vuitton All In BB, Monogram
12. Louis Vuitton CarryAll Dark MM, Black, Lambskin, silver-colour hardware
13. Louis Vuitton Speedy Bandoulière 20, Beige, Monogram, 20.5 × 12 × 13.5cm
14. Louis Vuitton OnTheGo PM tote, Monogram and Monogram Reverse Canvas, detachable coin purse
15. Chanel 19 Handbag, Shiny Lambskin, Gold-Tone, Silver-Tone & Ruthenium-Finish Metal, Black, 26 × 9 × 16 cm
16. Louis Vuitton CarryAll BB, Monogram, 26 x 10 x 17cm
17. Louis Vuitton CarryAll MM
18. Dior Small Dior Toujours Bag
19. Louis Vuitton Mini Pochette Accessoires, Monogram, 15.5 x 4 x 10.5 cm
20. Louis Speedy Bandoulière 25, Monogram Canvas, 25 x 15 x 19 cm
At a glance
- October 2025 shows month-on-month position movements from the September 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 October 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, Sweet Alhambra pendant, 18K rose gold, Carnelian
4. Bvlgari Divas’ Dream Necklace, 18k rose gold, mother-of-pearl, one diamond
5. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, 18K rose gold, Carnelian
6. Cartier Love bracelet, rose gold
7. Cartier Love bracelet, small model, rose gold
8. Cartier Love wedding band, rose gold
9. Tiffany T smile pendant in 18k, rose gold, small
10. Cartier Love necklace, 2 diamonds, yellow gold, diamonds
11. Van Cleef & Arpels Vintage Alhambra bracelet, 5 motifs, 18K yellow gold, Onyx
12. Van Cleef & Arpels Vintage Alhambra pendant, guilloché 18K yellow gold
13. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, yellow gold, mother-of-pearl
14. Cartier Love bracelet, small model, rose gold, 6 diamonds
15. Bvlgari Necklace Divas’ Dream, rose gold, one diamond, Carnelian
16. Bvlgari B.zero1 Necklace, 18K rose gold, ceramic
17. Van Cleef & Arpels, Sweet Alhambra pendant yellow gold, mother-of-pearl
18. Van Cleef & Arpels Sweet Alhambra bracelet, 18k rose gold, Carnelian
19. Van Cleef & Arpels Vintage Alhambra bracelet, 5 motifs, 18K white gold, mother-of-pearl
20. Van Cleef & Arpels Sweet Alhambra pendant, 18K white gold, diamond
