The Jessica’s Secret Index cross-category ratings for May 2025

CHINA. The Moodie Davitt Report is pleased to publish our popular Jessica’s Secret Index for May 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. They are particularly useful now amid the rapid revival of Chinese outbound travel.

At a glance

• May 2025 shows month-on-month position movements from the April 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 May 2025

1. Kweichow Moutai Feitian 53%
2. Martell Cordon Bleu 40%
3. Suntory Hibiki Japanese Harmony Master’s Select 43%
4. Suntory Yamazaki 12 Year Old 43%
5. Suntory Hibiki 30 Year Old Kacho Fugetsu Limited Edition 43%
6. Dassai 23 16%
7. Suntory Yamazaki 18 Year Old 43%
8. Santa Teresa 1796 Triple Aged Solera Rum 40%
9. The Macallan Sherry Oak 30 Year Old 43%
10. Suntory Yamazaki 12 Year Old 100th Anniversary Edition 43%
11. Dassai 39 16%
12. Suntory Hibiki 21 Year Old Kacho Fugetsu Limited Edition 43%
13. Glenmorangie Signet 46%
14. Suntory Yamazaki Distiller’s Reserve 43%
15. Hennessy XO 40%
16. Absolut Vodka Original 40%
17. Johnnie Walker Double Black Label Blended Scotch Whisky 40%
18. Remy Martin Louis XIII 40%
19. Martell XO 40%
20. Baileys Irish Cream 17%

At a glance 

• May 2025 shows month-on-month position movements from the April 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 May 2025

1. Albion Elegance La Poudre Haute Nuance #01
2. Nars Light Reflecting Pressed Setting Powder #Crystal
3. YSL Le Cushion Encre de Peau Foundation #B20
4. Givenchy Prisme Libre Setting & Finishing Loose Powder #1
5. Dior Addict Lip Glow Balm #001
6. YSL Rouge Volupté Shine #46
7. Tom Ford Eye Color Quad Eyeshadow Palette #04
8. Estée Lauder Double Wear Stay-in-Place Makeup #17
9. Givenchy Le Rouge Interdit Intense Silk #N227 Rouge Infusé
10. Chanel Ultra Le Teint Fluide Foundation #BD0
11. Giorgio Armani Lip Maestro#405
12. Dior Addict Hydrating shine lipstick #740 Saddle
13. YSL Rouge Pur Couture The Slim Matte Lipstick Rouge Paradoxe #21
14. Chanel Le Rouge Duo Ultra Tenue Ultra Wear Liquid Lip Colour #40
15. YSL Vinyl Cream Lip Stain #416
16. Lancôme Absolue Fluid Foundation Shade #100
17. Dior Forever Skin Glow Foundation #0N
18. Chanel Rouge Allure Velvet Luminous Matte Lip Colour #58
19. Shu Uemura Unlimited Breathable Lasting Foundation #584
20. CPB The Foundation SPF22 #I10

At a glance

• May 2025 shows month-on-month position movements from the April 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 May 2025

1. Helena Rubinstein Replasty Age Recovery Night Cream
2. La Mer The Treatment Lotion 150ml
3. Estée Lauder Advanced Night Repair Synchronized Multi-Recovery Complex II Duo
4. Clé de Peau Beauté Correcting Cream Veil
5. La Mer Crème de la Mer
6. Chanel La Mousse Anti-Pollution Cleansing Cream-to-Foam
7. Estée Lauder Revitalizing Supreme+ Youth Power Soft Creme
8. Clarins Double Serum Anti-Aging + Anti-Wrinkle Serum
9. Lancôme Advanced Genifique Youth Activating Concentrate Duo
10. Helena Rubinstein Replasty Age Recovery Day and Night Set
11. La Mer The Eye Concentrate
12. SK-II Pitera Deluxe Set (Facial Treatment Essence+Clear Lotion)
13. Lancôme Absolue Revitalizing Eye Cream Duo
14. Guerlain Abeille Royale Advanced Youth Watery Oil
15. SK-II Facial Treatment Essence
16. Estée Lauder Advanced Night Repair Eye Supercharged Gel-Creme Duo Set
17. YSL Pure Shot Night Reboot Serum
18. Sisley Ecological Compound Advanced Formula
19. SkinCeuticals Phyto Corrective Hydrating Soothing Fluid
20. Estée Lauder Micro Essence Treatment Lotion with Bio-Ferment

At a glance

• May 2025 shows month-on-month position movements from the April 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 May 2025

1. Chanel Coco Mademoiselle edp
2. Jo Malone London Wood Sage & Sea Salt Cologne
3. Le Labo Santal 33 edp
4. Tom Ford Oud Wood edp
5. Chanel Gabrielle Essence
6. Chanel Gabrielle edp
7. Chanel Bleu De Chanel Parfum
8. Chanel Chance Eau Splendide edp
9. Dior Sauvage edt
10. Chanel Chance Eau Fraîche edt
11. Chanel 1957 Les Exclusifs de Chanel edp
12. Chanel Chance Eau Tendre edp
13. Byredo Rose of No Man’s Land edp
14. Tom Ford Soleil Blanc edp
15. Bvlgari Pour Homme edt
16. Aesop Tacit edt
17. Jo Malone London Wild Bluebell Cologne
18. Diptyque Philosykos edt
19. Chanel Bleu de Chanel edp
20. Penhaligon’s Juniper Sling edt

At a glance

• May 2025 shows month-on-month position movements from the April 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 May 2025

1. Ferrero Rocher Box 375g
2. Lindt Silver Dark Bar 300g
3. Lindt Assorted Napolitains Carrier Box 250g
4. Godiva Gold Ballotin Box 290g
5. Toblerone Crunchy Almond 360g
6. Toblerone Dark with Honey & Almond Nougat 360g
7. Toblerone Swiss Milk Chocolate with Honey & Almond Nougat 100g
8. Venchi Mini Book Metal Tin with Assorted Chocolates 119g
9. Brookside Dark Chocolate Açai & Blueberry Flavors Pouch 198g
10. Toblerone Tiny Crunchy Almonds Bag 272g
11. Lindt Tube Assorted 400g
12. Toblerone Tiny White Bag 272g
13. Kinder Chocolate (32 bars) 400g
14. Lindt Lindor Bag Filled Milk Chocolates 100g
15. Lindt Lindor Tube Filled Milk Chocolates 400g
16. Toblerone Tiny Milk Bag 272g
17. Lindt Lindor Assorted Chocolates Gift Box 287g
18. Godiva 60 Carrés Classic Collection 315g
19. Anthon Berg Chocolate Liqueurs (Dark Chocolate with Spirits, 16pc) 250g
20. Godiva Dark Chocolate Sea Salt (50% Cacao) 100g

At a glance

• May 2025 shows month-on-month position movements from the April 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 May 2025

1. Rolex Oyster Perpetual Lady-Datejust 28mm Oystersteel & Everose gold Olive green diamond-set dial Jubilee bracelet (5-piece links)
2. Rolex Submariner Date 41mm Oystersteel green dial
3. Cartier Ballon Bleu de Cartier 28mm steel, quartz movement
4. Cartier Tank Solo Small Model – steel, black calfskin strap
5. Rolex Oyster Perpetual Submariner Date 41mm Oystersteel black ceramic, black dial
6. Rolex Oyster Perpetual GMT-Master II 40mm Oystersteel black dial, Jubilee bracelet, red/blue Cerachrom bezel
7. Rolex Oyster Perpetual Cosmograph Daytona 40mm Oystersteel White dial, Oyster bracelet, black Cerachrom bezel (tachymeter)
8. Omega Seamaster Diver 300M Co-Axial Chronometer 42mm Steel/black rubber strap, black ceramic bezel, wave-pattern dial
9. IWC Pilot’s Watch Chronograph ‘Le Petit Prince’ – special edition
10. Rolex Oyster Perpetual Datejust 41mm Oystersteel & white gold bright blue dial, Oyster bracelet
11. Jaeger-LeCoultre Master Ultra Thin Moon 34mm Steel/diamonds blue alligator leather strap
12. Longines Master Collection 40mm – alligator leather strap, automatic movement
13. Longines Primaluna – Quartz bracelet (women’s)
14. Longines Master Collection (Moonphase) 42mm stainless steel, silver ‘barleycorn’ dial
15. Rolex Oyster Perpetual Datejust 31mm Oystersteel & yellow gold Olive-green diamond-set dial, Jubilee bracelet
16. Rolex Oyster Perpetual Lady-Datejust 28mm Oystersteel & white gold Pink diamond-set dial, Oyster bracelet
17. Rolex Oyster Perpetual Lady-Datejust 28mm Oystersteel pink dial, Oyster bracelet
18. IWC Portugieser Chronograph 40.9mm stainless steel, blue alligator strap, calibre 79350 (44h power reserve)
19. Omega De Ville Prestige 36.8mm steel, silver dial, self-winding
20. Rolex Lady-Datejust 28mm Oystersteel and Everose gold chocolate dial, Jubilee bracelet

At a glance

• May 2025 shows month-on-month position movements from the April 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 May 2025

1. Louis Vuitton CarryAll PM
2. Louis Vuitton Diane satchel, Monogram canvas
3. Louis Vuitton NéoNoé MM, Rose Poudre, 26 × 17.5 × 26cm
4. Louis Vuitton Boulogne Black
5. Louis Vuitton Speedy Bandoulière 20, Beige, Monogram, 20.5 × 12 × 13.5cm
6. Louis Vuitton Wallet on Chain Ivy Monogram
7. Chanel Small Classic Handbag, Grained Calfskin & Gold-Tone Metal, Black, 23 × 6 × 14.5cm
8. Chanel 22 Small Handbag, Shiny Calfskin & Gold-Tone Metal, Black, 37 x 7 x 35cm
9. Chanel Mini Classic Handbag, Lambskin, Gold-Tone Metal, Black, 20 × 6 × 12cm
10. Louis Vuitton Nano Speedy, Monogram Canvas, 16 × 7.5 × 10cm
11. Louis Vuitton All In BB, Monogram
12. Louis Vuitton Mini Pochette Accessoires, Monogram, 15.5 x 4 x 10.5cm
13. Louis Vuitton CarryAll Cargo PM, Black, lambskin, polished palladium-finish hardware
14. Louis Vuitton Neverfull PM, Damier Ebene Canvas, 29 x 12 x 21cm
15. Louis Vuitton OnTheGo PM tote, Monogram and Monogram Reverse Canvas, detachable coin purse
16. Loewe Mini Puzzle Bag in classic calfskin, Tan
17. Louis Vuitton Multi Pochette Accessoires, Khaki
18. Louis Vuitton Speedy Bandoulière 25, Monogram Canvas, 25 x 15 x 19cm
19. Louis Vuitton Neverfull MM, Monogram, Cherry, 31 x 14 x 28cm
20. Louis Vuitton CarryAll BB, Monogram, 26 x 10 x 17cm

At a glance

• May 2025 shows month-on-month position movements from the April 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 May 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. Bvlgari Divas’ Dream Necklace, 18k rose gold, mother-of-pearl, one diamond
4. Van Cleef & Arpels, Sweet Alhambra pendant, 18K rose gold, Carnelian
5. Cartier Love wedding band, rose gold
6. Cartier Love necklace, 2 diamonds, yellow gold, diamonds
7. Cartier Love bracelet, rose gold
8. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, 18K rose gold, Carnelian
9. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, yellow gold, mother-of-pearl
10. Bvlgari Divas’ Dream Necklace, 18k rose gold pendant, mother-of-pearl, diamond, paved diamonds
11. Tiffany T smile pendant in 18k, rose gold, small
12. Cartier Love bracelet, small model, rose gold
13. Van Cleef & Arpels Sweet Alhambra bracelet, 18k rose gold, Carnelian
14. Van Cleef & Arpels Vintage Alhambra bracelet, 5 motifs, 18K, yellow gold, onyx
15. Van Cleef & Arpels Vintage Alhambra bracelet, 5 motifs, 18K, white gold
16. Bvlgari B.zero1 Necklace, 18K, rose gold, ceramic
17. Cartier d’Amour pendant necklace, diamond, large model, 18K, yellow gold
18. Van Cleef & Arpels Vintage Alhambra pendant, yellow gold, onyx, black
19. Van Cleef & Arpels Sweet Alhambra pendant, yellow gold, mother-of-pearl
20. Van Cleef & Arpels Vintage Alhambra pendant, guilloché 18K, yellow gold