Introduction

In the global consumer landscape, the Hand, Foot & Nail Care market has been witnessing significant growth. Consumers are increasingly conscious about their personal grooming and are willing to invest in quality products for maintaining healthy hands, feet, and nails. TikTok, with its massive user base and engaging content format, has emerged as a powerful platform in the US market. It offers unique advantages for promoting Hand, Foot & Nail Care products, such as the ability to showcase product usage through short videos, reach a wide range of demographics, and leverage the power of influencers.

Category Market Overview

The Hand, Foot & Nail Care market in the US has been expanding steadily. According to various authoritative sources, the market size has been on an upward trend, driven by factors like increasing beauty awareness, a growing focus on self-care, and the availability of a diverse range of products. Consumer demand has also been evolving, with a preference for natural and organic products, as well as innovative solutions for common nail and skin issues. For instance, there has been a surge in the demand for products that address dry skin on hands and feet and those that promote nail growth and strength.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Hand, Foot & Nail Care category showed interesting sales performance. The overall GMV Gross Merchandise Volume for the category was $179.91 million, with a quarter-on-quarter QoQ decline of 3.25%. The sold count was 114,900, also experiencing a QoQ decrease of 1.52%. However, several products stood out in terms of sales.

The LINKEVAP Electric Feet Callus Remover was a top-selling product, with 3,484 units sold and a GMV of $52,300, showing a 13.05% QoQ growth. The Ginger Nail Treatment Nail Support also performed well, with 2,763 units sold and a GMV of $49,700, achieving a remarkable 115.55% QoQ growth. The popularity of these products can be attributed to their effectiveness in addressing specific nail and foot care needs, as well as their appealing presentation on TikTok through product demonstrations and user testimonials.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Hand, Foot & Nail Care market on TikTok US during the specified week, BeetlesGelPolish had an impressive performance. It achieved a GMV of $158,800, with a 33.75% QoQ growth. The brand sold 7,281 units, had 126 products in its catalog, and had 66 video bloggers promoting its products. The average price of its products was $21.81, and the sold count ratio was 8.83%.

SXC Cosmetics also had a strong showing, with a GMV of $115,300 and a 54.67% QoQ growth. It sold 3,336 units, had 14 products, and had 77 video bloggers associated with it. The average price of its products was $34.56, and the sold count ratio was 6.41%. These brands' success can be attributed to their effective marketing strategies on TikTok, including collaborating with popular influencers, creating engaging video content, and offering high-quality products that meet the needs of the target audience.

Conclusion

Overall, the Hand, Foot & Nail 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, certain products and brands managed to achieve significant growth. For cross-border merchants looking to enter or expand in this market, it is crucial to focus on product quality, collaborate with relevant influencers, and create engaging content that showcases the benefits of their products. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on natural and sustainable products, as well as more innovative solutions to meet the diverse needs of consumers.