Introduction

The skincare market has been witnessing remarkable growth and evolution in the global consumer landscape. With consumers becoming more conscious about their skin health and appearance, the demand for skincare products has soared. TikTok, in the US, has emerged as a powerful platform with unique advantages for promoting skincare products. Its vast user base, engaging video format, and trend-setting nature provide an ideal environment for skincare brands to reach a wide audience and drive sales.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the skincare market in the US is substantial and continues to expand. The market size has been on an upward trend, driven by factors such as increasing consumer awareness, new product launches, and evolving beauty standards. Consumer demand has also been changing, with a growing preference for natural, organic, and innovative skincare solutions. For instance, products with unique ingredients like Centella Asiatica and Hyaluronic Acid are gaining popularity. Overall, the market presents a lucrative opportunity for both established and emerging skincare brands.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the skincare category exhibited diverse sales performance. The overall GMV Gross Merchandise Volume for skincare was $626.16 million, with a quarter-on-quarter QoQ decline of 9.84%. The sold count was 268,900, showing a QoQ decrease of 11.56%. However, several products stood out in terms of sales.

The top-selling product was the "Kineff Dermacycle Program All-day & Night Centella Asiatica Niacinamide Tocotrienol Facial Cream 30mL x2 Skincare Intensive Hyaluronic Acid Peptides Shea Butter Rice Bran Oil Avocado Extract" with 10,500 units sold and a GMV of $179,300, experiencing a QoQ growth of 98.58%. Another notable product was the "Turmeric Wash and Care two PieceSet, TurmericCleansing Mousse, Turmeric SoapFacial Cleansing Skincare FacialCleansing Cleanser Facial Wash" which sold 7,569 units with a GMV of $101,000, albeit with a QoQ decline of 32.65%. The popularity of these products can be attributed to factors such as effective marketing on TikTok, appealing product features, and positive user reviews.

Brand Case Analysis of the Specific Category

Several brands performed well in the skincare market on TikTok in the US during the specified week.

Medicube had a GMV of $822,600 with a QoQ growth of 1.84% and sold 19,700 units. Their success could be due to their strong brand reputation and effective marketing strategies on the platform. WNP SKINCARE, on the other hand, had a GMV of $464,900 with a QoQ decline of 25.51% and sold 9,547 units. They might need to reevaluate their marketing approach to boost sales. Anua Store US achieved a GMV of $421,200 with a QoQ decline of 22.52% and sold 8,833 units. FrenchPharmacy had a GMV of $203,900 with a QoQ decline of 6.5% and sold 6,070 units.

These brands utilize various strategies such as collaborating with video bloggers, creating engaging content about their products, and offering exclusive deals to attract customers on TikTok.

Conclusion

Overall, the skincare market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the overall category experienced a slight decline in GMV and sold count QoQ, there were individual products and brands that managed to achieve significant growth. For cross-border merchants, it is crucial to focus on product innovation, effective marketing through collaborations with video bloggers, and leveraging TikTok's trend-setting nature. Looking ahead, the skincare market on TikTok in the US is expected to continue evolving, with an increasing emphasis on natural and sustainable products, as well as more personalized skincare solutions.