Introduction

In the global consumer landscape, the Haircare & Styling market has been witnessing significant growth and evolution. Consumers are increasingly conscious about their hair health and appearance, leading to a booming demand for various haircare and styling products. TikTok, with its massive user base and highly engaging platform, has emerged as a powerful tool for promoting and selling such products in the US market. Its unique features like short videos, trends, and influencer marketing offer unparalleled opportunities for brands and merchants to reach out to a wide audience.

Category Market Overview

The Haircare & Styling 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 changing beauty standards, increased focus on personal grooming, and the availability of a diverse range of products. Consumer demand has also been evolving, with a growing preference for natural and organic ingredients, as well as products that offer multiple benefits like hair growth, damage repair, and styling convenience. The integration of technology in haircare products, such as smart hairbrushes and heatless styling tools, is also gaining traction.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Haircare & Styling category showed interesting sales patterns. The Gross Merchandise Volume GMV for the category was $394.51 million, with a Quarter-on-Quarter QoQ decrease of 3.95%. The total sold count was 185,800, experiencing a QoQ decline of 6.82%. However, several products stood out in terms of sales.

The top-selling product was "Natural Sant Onion, Rosemary and Biotin Shampoo & Treatment 16 Fl Oz/500 ml" with 5,675 units sold, generating a GMV of $141,900 and a significant QoQ growth of 31.58%. Another popular product was "CEA Beauty Efficient Dandruff Comb for Women Men - Scalp Massage Comb with Unique Hollow Teeth for Healthy Hair Growth Haircare Heatless" which sold 4,724 units, had a GMV of $58,500, and an astonishing QoQ growth of 480.41%. The popularity of these products can be attributed to factors like effective marketing on TikTok, addressing specific haircare concerns such as dandruff and hair growth, and appealing to the trend-conscious TikTok users.

Brand Case Analysis of the Specific Category

Several brands in the Haircare & Styling category performed exceptionally well on TikTok during the analyzed week.

Based Bodyworks, for instance, had a GMV of $384,800 with a QoQ decrease of 19.33%. They sold 9,530 units of their products, with an average price of $40.38. Their success might be due to their unique product offerings like the "Based Bodyworks Hair Texture Powder | Instant Volume & Texture | Lightweight, Matte Finish | Simple, Natural, Effective." which was among the top-selling products in the category.

IGK Hair also had a notable performance with a GMV of $247,200 and a QoQ decrease of 6.75%. They sold 4,599 units, had 90 different products available, and an average price of $53.75. Their marketing strategies on TikTok, perhaps involving collaborations with influencers and creating engaging video content, could have contributed to their sales.

simplymandys, on the other hand, showed a QoQ growth of 38.59% in GMV, reaching $188,600. They sold 5,070 units and had an average price of $37.20. Their ability to connect with the TikTok audience and offer products that resonate with the users' needs likely played a crucial role in their success.

Conclusion

Overall, the Haircare & Styling market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 presented a mixed picture. While the category as a whole experienced a slight decline in GMV and sold count QoQ, there were individual products and brands that showed remarkable growth. For cross-border merchants, it is essential to focus on product innovation, addressing specific haircare concerns, and leveraging TikTok's marketing features effectively. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on natural and sustainable products, as well as the integration of more advanced technologies in haircare and styling.