Introduction

In the global consumer landscape, the Beauty & Personal Care market has always been a significant and vibrant sector. Consumers are constantly seeking products to enhance their appearance, maintain personal hygiene, and address various skin and hair concerns. With the rise of digital platforms, TikTok has emerged as a powerful force in promoting and selling Beauty & Personal Care products in the US market. Its unique algorithm and highly engaging short-video format allow brands and products to reach a vast audience quickly, creating new opportunities for growth and market penetration.

Category Market Overview

According to recent data and information sourced from authoritative websites and media outlets, the Beauty & Personal Care market in the US has been experiencing steady growth over the years. The market size has been expanding, driven by factors such as increasing consumer awareness of personal grooming, the influence of social media trends, and the continuous introduction of innovative products. Consumer demand has also been evolving, with a growing preference for natural, organic, and cruelty-free products. Additionally, there is a rising demand for products that offer multi-functional benefits and convenience.

Sales Situation of the Specific Category

Analyzing the sales performance of the Beauty & Personal Care category on TikTok Shop in the US for the week of 2025/02/02 - 2025/02/08, we observe several interesting trends. The total GMV Gross Merchandise Volume for the category was $19.43 million, with a quarter-on-quarter QoQ decrease of 37.88%. The sold count was 1.01 million, also showing a QoQ decline of 38.33%.

Looking at the top-selling products, the "BoomBoom Nasal Stick: Powerful Essential Oil Vapors | Featured on Shark Tank | Breathe In Life" had a sold count of 54,800 and a GMV of $590,400, with a QoQ growth of 25.9%. Another popular product, the "LIP LINER STAY-N - Peel-Off Lip Liner Stain - Lasts All Day & Night Lipliner", sold 28,300 units and achieved a GMV of $392,200, with an impressive QoQ growth of 106.3%. The "EVIL GOODS! Whipped Beef Tallow & Manuka Honey Organic Nourishing Face Cream, Moisturizer, Body Lotion, Skin Care and Lip Balm Hydrating Moisturizing" also performed well, with 24,000 units sold and a GMV of $677,500, showing a QoQ growth of 14.46%.

The popularity of these products can be attributed to various factors. The BoomBoom Nasal Stick likely benefits from its unique selling proposition and the exposure it received on Shark Tank. The lip liner's long-lasting formula and the face cream's natural and nourishing ingredients are also appealing to consumers. Moreover, the marketing efforts on TikTok, including engaging video content and influencer collaborations, have played a crucial role in driving their sales.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Beauty & Personal Care market on TikTok during this period, Tarte Cosmetics had a GMV of $134.78 million, with a QoQ decrease of 42.61% and a sold count of 45,000. Despite the decline, it remains a significant player, likely due to its established brand reputation and a wide range of popular products.

Wavytalk achieved a GMV of $54.03 million, with a QoQ decrease of 5.55% and a sold count of 18,500. Its products, such as the Wavytalk Blowout Boost Ionic Thermal Brush 1.5 Inch, have been popular among consumers, contributing to its relatively stable performance.

Medicube had a GMV of $42.94 million, with a QoQ decrease of 32.95% and a sold count of 9,726. The brand's focus on skincare products and its marketing strategies on TikTok have helped it maintain a presence in the market.

Conclusion

Overall, the Beauty & Personal Care market on TikTok in the US during the week of 2025/02/02 - 2025/02/08 showed a mixed performance. While some products and brands experienced growth, others faced declines in GMV and sold counts. For cross-border merchants looking to enter or expand in this market, it is crucial to focus on product innovation, leveraging the power of TikTok's marketing channels through engaging video content and influencer collaborations. Additionally, understanding consumer trends and preferences, such as the demand for natural and multi-functional products, will be key to success. Looking ahead, we can expect the market to continue evolving, with new trends emerging and competition intensifying.

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