Introduction

In the global consumer landscape, the Men's Care market has been witnessing significant growth and evolution. 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 and influential social media platform in the US, offers unique advantages for promoting and selling men's care products. Its vast user base and engaging video content format provide an excellent opportunity for brands and merchants to reach out to their target audience effectively.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Men's Care market in the US has shown interesting trends. The market size has been expanding steadily, driven by factors such as changing consumer lifestyles and growing emphasis on personal appearance. Consumer demand for men's care products has also been evolving, with a shift towards more specialized and high-quality offerings. For instance, there is an increasing preference for products that offer multiple benefits like hydration, anti-aging, and skin protection.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the sales performance of the Men's Care category presented a mixed picture. The total GMV Gross Merchandise Volume for the category was $287,200. However, it experienced a significant quarter-on-quarter QoQ decline of -38.4%. The sold count was 13,100, with a QoQ decrease of -32.38%.

Looking at the top-selling products, the Smooth Legend After Shave Serum led the pack with 3,942 units sold, achieving a GMV of $115,500 and a remarkable QoQ growth of 172.31%. On the other hand, the Unicorn Fruit After Shave Serum - Cotton Candy & Sparkling Sugar Scent had 3,103 units sold but faced a QoQ decline of -63.31% in GMV, amounting to $61,400. The popularity of these products can be attributed to various factors. The Smooth Legend After Shave Serum might have gained traction due to its effective formulation and positive user reviews, while the decline in the Unicorn Fruit After Shave Serum's sales could be due to changing consumer preferences or increased competition.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Men's Care market on TikTok during this period, Truly Beauty stood out with a GMV of $138,400. However, it also faced a QoQ decline of -41.78% in GMV. They had 6,180 units sold, with 23 products in their lineup and 12 sold products. The brand's success could be attributed to its wide product range and effective marketing strategies on TikTok, such as collaborating with popular video bloggers. Harry's also had a notable presence with a GMV of $34,700 and a QoQ decline of -21.78%. They sold 1247 units and had a relatively smaller product count of 5, with 3 sold products. Their brand reputation for quality men's care products likely contributed to their sales.

Conclusion

Overall, the Men's Care market on TikTok in the US during the analyzed week showed both opportunities and challenges. While some products and brands experienced significant growth, others faced declines. For cross-border merchants, it is crucial to closely monitor market trends, understand consumer preferences, and adapt their marketing and product strategies accordingly. Looking ahead, the market is expected to continue evolving, with potential for further growth as more men become conscious of their personal care needs. Merchants should focus on offering high-quality products, leveraging TikTok's marketing features effectively, and building strong brand identities to succeed in this competitive market.