Introduction

The perfume market has always held a significant place in the global consumer landscape. With the increasing popularity of online platforms, especially TikTok, the way consumers discover and purchase perfumes has been revolutionized. TikTok, with its vast user base and engaging content format, offers unique advantages in the US market. It allows perfume brands to showcase their products in creative ways, reaching a wide range of potential customers and influencing their purchasing decisions.

Category Market Overview

According to various authoritative sources, the perfume market in the US has been experiencing steady growth over the years. The market size has been expanding as consumers' interest in personal grooming and luxury products continues to rise. Consumer demand for perfumes has also been evolving, with a growing preference for unique and long-lasting scents. Additionally, the influence of social media, including TikTok, has further boosted the visibility of different perfume brands, contributing to the overall growth of the market.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the perfume category had a Gross Merchandise Volume GMV of $433.62 million. However, it experienced a quarter-on-quarter QoQ decline of 21.68%. The total sold count was 177,700, with a QoQ decrease of 19.99%. The average price of the sold perfumes was $24.40, and the sold count ratio was 11.61%.

Looking at the top-selling products, the "Choco Musk - Eau De Perfume Natural Spray - 50 ml 1.65 fl. Oz by Al-Rehab Aroma Fragrance Gift Scent Blend Scented Cosmetic Cologne Unisex al rehab" had a sold count of 15,500 and a GMV of $108,600, with a QoQ growth of 26.72%. Another popular product, "HOT! Sweet Body Milk Mist - Limited Edition" had a sold count of 7,082 and a GMV of $70,900, though it experienced a significant QoQ decline of 51.79%. The varying sales performance of these products can be attributed to factors such as brand reputation, scent popularity, and marketing strategies on TikTok.

Brand Case Analysis of the Specific Category

Among the top-performing brands and stores in the perfume market on TikTok in the US during this period, "American Seair Imports" had a GMV of $383,500 with a QoQ decline of 4.16% and a sold count of 24,300. "AROMA CONCEPTS FL" had a GMV of $308,000 with a more significant QoQ decline of 50.59% and a sold count of 6,210. These brands employ different strategies to promote their products on TikTok. For example, some focus on creating engaging video content featuring their perfumes, while others may offer special deals or collaborate with popular video bloggers to increase their visibility and drive sales.

Conclusion

Overall, the perfume market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mixed performance. While some products and brands experienced growth, others faced declines. For cross-border merchants, it is crucial to closely monitor market trends, understand consumer preferences, and leverage the power of TikTok's marketing channels effectively. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on digital marketing and the need for brands to stand out in a highly competitive landscape.