Introduction

In the global consumer landscape, the Hair Extensions & Wigs market has been witnessing significant growth and evolving trends. With the increasing focus on personal appearance and the versatility of hairstyles, these products have become highly sought-after. TikTok, in the US region, has emerged as a powerful platform with unique advantages for promoting and selling such products. Its vast user base and engaging video content format provide an excellent opportunity for brands and merchants to showcase their Hair Extensions & Wigs offerings, reaching a wide audience of potential customers.

Category Market Overview

The Hair Extensions & Wigs market in the US has been experiencing steady expansion. According to various authoritative sources, the market size has been on an upward trajectory, driven by factors such as changing fashion trends, the influence of social media, and the growing demand for quick and easy hair transformations. Consumer demand has also been shifting, with a preference for high-quality, natural-looking products that are easy to install and maintain. The integration of emerging technologies in the manufacturing process has further enhanced the product offerings, meeting the diverse needs of consumers.

Sales Situation of the Specific Category

Analyzing the sales performance of Hair Extensions & Wigs on TikTok Shop in the US for the week of 2025/01/05 - 2025/01/11, we observe several interesting trends. The overall GMV Gross Merchandise Volume for this category was $457.42 million. The GMV showed a slight decline of -0.44% quarter-on-quarter QoQ. However, the sold count increased by 2.02% to 73,900 units, indicating a growing number of transactions despite the marginal dip in overall value.

Looking at the top-selling products, we have items like [KooKaStyle] Clip-in Synthetic Hair Extensions Long Wavy 4PCS Thick Hairpieces Double Weft Natural Hair Extensions for Women, which sold 2,065 units with a GMV of $47,800 and a QoQ growth of 0.13%. Another popular product was Valentine's Day 16 Inch Black Long Wavy Braided Lace Wigs for Women, Gorgeous Fluffy Wigs with Baby Hair Bangs, Synthetic Braided Full Lace Wigs for Party, Daily Use, which had a sold count of 1,335 and a GMV of $71,200 with a 4.63% QoQ growth. The popularity of these products can be attributed to their appealing designs, suitability for various occasions, and the effective marketing on TikTok through engaging video content by influencers and brands.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Hair Extensions & Wigs market on TikTok in the US during the analyzed week, OQ HAIR SHOP stood out with a GMV of $34.67 million and a significant QoQ growth of 22.47%. They had a sold count of 5,023 units, with an average price of $69.02. Their success can be attributed to their wide range of products, quality offerings, and effective marketing strategies on TikTok, leveraging video bloggers to showcase their products.

Luvmehair also had a notable presence with a GMV of $15.35 million, although it experienced a QoQ decline of -11.27%. They sold 1,052 units with an average price of $145.90. Their brand might need to reevaluate and adjust their marketing and product strategies to regain growth momentum.

Bling Hair Fashion had a strong performance with a GMV of $13.44 million and a remarkable QoQ growth of 49.62%. They sold 1,742 units with an average price of $77.16. Their success likely stems from their trendy product designs and engaging marketing campaigns on TikTok.

Conclusion

Overall, the Hair Extensions & Wigs market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the GMV had a slight decline QoQ in some cases, the sold count increased, indicating growing consumer interest. For cross-border merchants, it is crucial to focus on product quality, design innovation, and effective marketing on TikTok. Leveraging video bloggers and creating engaging content can significantly boost sales. Looking ahead, we can expect the market to continue evolving, with an increasing emphasis on sustainable and customizable hair extension and wig products to meet the diverse demands of consumers.