Introduction

In the global consumer landscape, the Makeup market has been continuously evolving and growing in importance. With the rise of digital platforms, consumers are increasingly turning to online channels to discover and purchase makeup products. TikTok, in particular, has emerged as a powerful platform in the US, offering unique advantages for makeup brands and merchants. Its highly engaging and visual nature allows for creative product showcases, reaching a vast and diverse audience, which has significantly influenced the makeup market trends in the region.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Makeup market in the US has witnessed significant growth in recent years. The market size has been expanding steadily, driven by factors such as increasing consumer awareness of beauty and personal care, as well as the influence of social media and online trends. Consumer demand for makeup products has also been changing, with a growing preference for high-quality, innovative, and cruelty-free products. Additionally, the competition in the market has become more intense, with numerous brands vying for the attention of consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the makeup category had a Gross Merchandise Volume GMV of $763.59 million. However, it experienced a quarter-on-quarter QoQ decline of 15.63%. The total sold count was 489,900, with a QoQ decrease of 16.12%. Among 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 QoQ decline of 22.86%. The "KimChi Chic Puff Puff Pass Set & Bake Powder with Rice Powder & Vitamin-E, Lightweight & Translucent Makeup, Cosmetic Setting Powder" sold 20,900 units, with a GMV of $346,500 and a QoQ decline of 26.36%. The popularity of these products can be attributed to factors such as their quality, brand reputation, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Several brands stood out in the Makeup market on TikTok in the US during the specified week. Tarte Cosmetics had a GMV of $678,900 with a QoQ decline of 15.39% and sold 20,900 units. SACHEU Beauty had a GMV of $532,000 with a QoQ decline of 22.8% and sold 40,100 units. KimChi Chic Beauty had a GMV of $445,900 with a QoQ decline of 23.47% and sold 26,300 units. LYS Beauty, on the other hand, had a GMV of $295,400 with a QoQ increase of 24.2% and sold 1,230,000 units. These brands employed various strategies such as influencer collaborations, engaging video content, and offering exclusive deals to drive sales and increase their brand visibility on the platform.

Conclusion

Overall, the Makeup market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While some brands experienced growth, others faced declines in GMV and sold counts. For cross-border merchants, it is crucial to focus on product quality, engage with influencers, and create engaging video content to stand out in this competitive market. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainability, innovation, and personalized beauty products.