Introduction

The men's care market has been witnessing significant growth in the global consumer landscape. With the increasing awareness of personal grooming among men, the demand for various men's care products has been on the rise. TikTok, being a popular social media platform in the US, has emerged as a powerful tool for promoting and selling men's care products. Its unique features such as short videos, viral trends, and a large user base offer great opportunities for brands and merchants to reach their target audience.

Category Market Overview

According to the latest data and information from authoritative sources, the men's care market in the US has been expanding steadily. The market size has been growing, driven by factors such as changing consumer lifestyles, increased focus on appearance, and the influence of social media. Consumer demand for men's care products has also been evolving, with a growing preference for natural and high-quality products. The growth trends indicate a positive outlook for the men's care market on TikTok as well, as more and more users are engaging with content related to men's grooming.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the men's care category showed interesting sales performance. The total GMV Gross Merchandise Volume for the category was $459,500. The GMV had a significant quarter-on-quarter growth of 63.31%. The sold count was 19,000, with a quarter-on-quarter growth of 26.9%. The average price of the sold products was $24.23, and the sold count ratio was 1.23%.

Looking at the top-selling products, the "Soft Serve After Shave Oil - Strawberry & Vanilla Scent" led the pack with 6,930 units sold, generating a GMV of $224,700 and a remarkable GMV quarter-on-quarter growth of 1257.29%. Other popular products included the "Manual Razor with Replacement Blades, 12pcs/24pcs Set Vintage Wet Shaver & Replacement Blades, Skin Protective Classic Razor for Men" with 806 units sold, and the "Natural Body Wash 2-Pack + Scrubber - Dr. Squatch" with 537 units sold. 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

Among the top-performing brands in the men's care market on TikTok during the specified week, "Truly Beauty" stood out with a GMV of $228,700, a staggering GMV quarter-on-quarter growth of 1156.33%, and 7,055 units sold. Their success can be attributed to their engaging content on TikTok, which likely attracted a large number of customers. "Dr. Squatch" also had a notable presence with a GMV of $22,800, although it experienced a -15.14% GMV quarter-on-quarter growth. They sold 764 units and are known for their quality products in the men's care segment.

Another brand, "Rainbow Nutrients", had a GMV of $9,190.3 with a significant 127.32% GMV quarter-on-quarter growth. They sold 332 units, indicating that their marketing strategies on TikTok are also proving effective in reaching their target audience and driving sales.

Conclusion

Overall, the men's care market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed promising trends. The category witnessed growth in both GMV and sold count, with several top-selling products and successful brands emerging. For cross-border merchants looking to enter or expand in this market, it is advisable to focus on creating engaging TikTok content, highlighting the quality and unique features of their products. They should also keep an eye on the evolving consumer preferences and trends in the men's care market. Looking ahead, the market is expected to continue its growth trajectory, with more opportunities for brands to connect with their target customers on TikTok.