Introduction

The skincare market has been witnessing remarkable growth in the global consumer landscape. With consumers becoming increasingly conscious about their skin health and appearance, the demand for skincare products has soared. TikTok, being a leading social media platform, has emerged as a powerful tool for promoting and selling skincare products, especially in the US market. Its unique features such as short videos, engaging content, and wide user base offer distinct advantages for skincare brands to reach their target audience effectively.

Category Market Overview

According to various authoritative sources, the skincare market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors like increasing consumer awareness, new product launches, and evolving beauty trends. Consumer demand has also been changing, with a growing preference for natural, organic, and cruelty-free products. Additionally, there is a rising demand for products that address specific skin concerns such as acne, aging, and dryness. The data from TikTok further validates these trends, as we can observe the popularity of different skincare products based on their sales and engagement metrics.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the skincare category had a Gross Merchandise Volume GMV of $341.32 million. However, it experienced a quarter-on-quarter QoQ decline of 33.28%. The total sold count was 145,800, with a QoQ decrease of 33.82%. Among the top-selling products were:

• Organic Grass-Fed Beef Tallow Balm with Raw Honey - Nourishing Cream for Soft, Radiant Skin - Handmade All-Natural Moisturizer - 2 oz, with a sold count of 12,100 and a GMV of $219,000, showing a QoQ growth of 48.45%.
• Glazed Donut After Shave Oil - Hydrating Sensitive Skin, with 6,398 units sold and a GMV of $128,800, having a QoQ growth of 43.54%.
• Drying Lotion - On-The-Spot Solution for Blemishes Skincare Acne Spot Treatment, which sold 5,890 units and had a GMV of $106,000, experiencing an astonishing QoQ growth of 1173.51%.

The popularity of these products can be attributed to various factors. For instance, the natural and nourishing ingredients in the Organic Grass-Fed Beef Tallow Balm appeal to consumers looking for clean beauty products. The Glazed Donut After Shave Oil targets a specific niche of men with sensitive skin. And the Drying Lotion's effectiveness in treating acne spots has made it a hit among those dealing with blemishes.

Brand Case Analysis of the Specific Category

Several brands stood out in the skincare market on TikTok during the analyzed week.

• medicube had a GMV of $392,500 with a QoQ decline of 36.99%. It sold 9,314 units and had 80 products listed, with 50 of them being sold. The brand had 626 video bloggers promoting its products, and the average price of its products was $42.14. medicube's success can be partly attributed to its wide range of products and effective marketing strategies on TikTok.
• NIDA OFFICIAL had a GMV of $84,000 with a significant QoQ growth of 63.1%. It sold 6,354 units, had 4 products listed, all of which were sold. With 48 video bloggers, and an average price of $13.23. NIDA OFFICIAL's growth might be due to its focus on specific skincare concerns and its ability to engage with the TikTok audience effectively.
• Terra Lotus had a GMV of $160,600 with a QoQ growth of 8.88%. It sold 8,863 units, had only 2 products listed, with 1 of them being sold. The brand had 268 video bloggers, and the average price of its products was $18.12. Terra Lotus's performance could be related to its unique product offerings and its presence on TikTok.

Conclusion

Overall, the skincare market on TikTok in the US during the week of 2025/02/02 - 2025/02/08 showed a mix of trends. While the category experienced a decline in GMV and sold count on a QoQ basis, there were still individual products and brands that managed to achieve significant growth. For cross-border merchants, it is crucial to focus on product quality, target specific skin concerns, and leverage TikTok's marketing capabilities effectively. Looking ahead, we can expect the skincare market on TikTok to continue evolving, with more competition and innovation. Brands will need to stay updated on the latest trends and consumer preferences to succeed in this dynamic market.