Introduction

The Bath & Body Care market has been a significant segment in the global consumer landscape. With the increasing focus on personal grooming and self-care, consumers are constantly seeking high-quality products to enhance their well-being. TikTok, in the US region, has emerged as a powerful platform that offers unique advantages for promoting and selling Bath & Body Care products. Its vast user base and engaging video content allow brands and merchants to reach a wide audience, creating new opportunities for growth in this market segment.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Bath & Body Care market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as changing consumer lifestyles, increased awareness of personal hygiene, and a growing preference for natural and organic products. Consumer demand has also been evolving, with a greater emphasis on products that offer specific benefits like hydration, skin brightening, and relaxation. This trend is reflected in the diverse range of products available in the market, from body lotions and creams to soaps and scrubs.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Bath & Body Care category showed interesting sales performance. The GMV Gross Merchandise Volume for the category was $358.52 million, with a quarter-on-quarter QoQ decrease of 3.51%. The sold count was 194,000, experiencing a 5.54% QoQ decline. However, several products stood out in terms of sales.

The top-selling product was "EVIL GOODS! Whipped Beef Tallow & Manuka Honey Balm, 4oz, Organic Face Cream, Moisturizer, Body Lotion, Skin Care and Lip Balm Hydrating Moisturizing" with a sold count of 18,100 and a GMV of $539,800, showing a significant 25.97% QoQ growth. This product's popularity could be attributed to its unique combination of natural ingredients and multiple uses, appealing to consumers looking for an all-in-one skincare solution. Another popular product was "Honey Glow Lemon Turmeric & Kojic Acid Brightening Soap, Dark Spot Remover" with 15,200 units sold and a GMV of $75,900, despite a 6.01% QoQ decrease in GMV. The demand for skin brightening products likely contributed to its sales, although competition in this segment might have affected its growth rate.

Brand Case Analysis of the Specific Category

Several brands in the Bath & Body Care market on TikTok in the US demonstrated notable performance during the analyzed week.

The brand "evilgoods" had a GMV of $539,800 with a 25.97% QoQ growth and a sold count of 18,100. Their success could be due to their effective marketing strategies on TikTok, leveraging engaging video content to showcase the benefits of their products. With only one product in the top-selling list, they managed to capture a significant market share, indicating a strong brand image and product quality.

"CANVAS BEAUTY BRAND" also had a good performance with a GMV of $278,000 and a 38.15% QoQ growth. They offered 32 products, out of which 10 were sold products, and had 119 video bloggers promoting their products. Their diverse product range and extensive marketing efforts on TikTok likely contributed to their growth.

"Gopure" had a GMV of $244,400 with a 17.29% QoQ growth. They had 7 products in total, with 5 being sold products, and 379 video bloggers associated with their brand. Their focus on specific skincare needs, such as their "GOPURE Neck Cream - Tighten & Lift Firming Neck Cream for Crepey Skin" which had 4,234 units sold, helped them gain popularity among consumers seeking targeted solutions.

Conclusion

Overall, the Bath & Body 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 GMV and sold count had some QoQ declines, certain products and brands managed to achieve significant growth. For cross-border merchants, it is essential to focus on product differentiation, leveraging the power of TikTok's video content to showcase unique features and benefits. Brands should also consider collaborating with video bloggers to increase brand awareness and drive sales. Looking ahead, the market is likely to continue evolving, with an increasing demand for innovative and natural products. Merchants need to stay updated with consumer trends and adapt their strategies accordingly to succeed in this competitive market.