Introduction

In the global consumer landscape, the Beauty & Personal Care market has been experiencing significant growth and evolution. Consumers are increasingly conscious about their appearance and personal hygiene, leading to a booming demand for various beauty and personal care products. TikTok, with its massive user base and highly engaging content format, has emerged as a unique platform in the US. It offers an excellent opportunity for brands and merchants in the Beauty & Personal Care category to showcase their products, reach a wide audience, and drive sales through creative and viral marketing campaigns.

Category Market Overview

The Beauty & Personal Care market in the US is substantial and continues to expand. According to various authoritative sources, the market size has been on an upward trend, driven by factors such as increasing disposable income, changing beauty standards, and a growing focus on self-care. Consumer demand has also been evolving, with a shift towards more natural, sustainable, and innovative products. For instance, there is a rising preference for cruelty-free cosmetics and skincare products with clean ingredients. This changing landscape presents both challenges and opportunities for businesses operating in this category on TikTok.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Beauty & Personal Care category witnessed diverse sales performances. The overall GMV Gross Merchandise Volume for this category was $37.3558 million, with a -12.78% QoQ Quarter-on-Quarter change. The sold count was 1.9035 million, also showing a -12.88% QoQ decline.

Looking at the top-selling products, the "LIP LINER STAY-N - Peel-Off Lip Liner Stain - Lasts All Day & Night Lipliner" sold 39,000 units, generating a GMV of $521,700 with a -22.86% QoQ change. The "Ear Wax Removal Tool With Camera, 1 Set Portable Type-C Rechargeable Ear Cleaner, Waterproof Endoscope Ear Cleaning Tool" sold 25,600 units and had a GMV of $214,600 with a -47.64% QoQ decline. On the other hand, products like "Akunbem Bikini Trimmer for Women, Electric Shaver and Razor Rechargeable 2-in-1 Body and Facial Epilator" showed significant growth, with 18,900 units sold and a GMV of $377,200, a 110.34% QoQ increase.

The popularity and growth patterns of these products can be attributed to various factors. For example, the lip liner's long-lasting formula might appeal to consumers looking for a reliable makeup product. The ear cleaning tool's unique feature of having a camera could attract those interested in a more precise ear cleaning experience. The bikini trimmer's growth could be due to its convenience and multi-functionality, especially during seasons when personal grooming is more emphasized.

Brand Case Analysis of the Specific Category

Several brands stood out in the Beauty & Personal Care market on TikTok in the US during the analyzed week.

The "wavytalk" store had a GMV of $1.2008 million with a -8.33% QoQ change, selling 30,900 units. They offered 48 products, with 26 of them being sold. The average price of their products was $38.86, and they had 557 video bloggers associated with their sales. Their performance might be due to their effective marketing strategies on TikTok, leveraging the platform's visual nature to showcase their products' features.

"medicube" achieved a GMV of $890,500 with a 2.16% QoQ increase, selling 20,600 units. With 90 products and 58 sold products, and an average price of $43.17, along with 937 video bloggers, they seem to have a strong brand presence. Their focus on quality and perhaps targeted marketing towards specific consumer segments could be contributing to their success.

"evilgoods" had a GMV of $539,800 with a 25.97% QoQ increase, selling 18,100 units. Despite having only 2 products with 1 sold product, they managed to achieve significant growth. Their unique product offerings, such as the "EVIL GOODS! Whipped Beef Tallow & Manuka Honey Balm", might have caught the attention of consumers looking for something different in the beauty and personal care space.

Conclusion

Overall, the Beauty & Personal Care market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the category's overall GMV and sold count had some declines QoQ, there were individual products and brands that experienced significant growth. For cross-border merchants, it is crucial to understand these market dynamics. They should focus on product innovation, leveraging TikTok's marketing features effectively, and targeting specific consumer segments. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainability, personalization, and digital marketing strategies. Merchants need to stay updated and adapt their approaches accordingly to succeed in this competitive landscape.