Introduction

The personal care appliances market has been witnessing significant growth in the global consumer landscape. With the increasing focus on personal grooming and self-care, consumers are constantly seeking innovative and convenient products. TikTok, in the US, has emerged as a powerful platform with unique advantages for promoting and selling personal care appliances. Its vast user base and engaging content format allow brands and merchants to showcase their products in a creative and impactful way, reaching a wide range of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the personal care appliances market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as changing consumer lifestyles, increased awareness of personal hygiene, and the desire for at-home beauty and grooming solutions. Consumer demand has also been evolving, with a growing preference for multifunctional, portable, and technologically advanced products. For instance, electric hair trimmers that can be used for various body parts and facial massagers with advanced features are gaining popularity.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the personal care appliances category showed diverse sales performance. The total GMV for the category was $250.77 million, with a quarter-on-quarter QoQ decrease of 36.42%. The sold count was 114,700, also showing a QoQ decline of 35%.

Looking at the top-selling products, the Wavytalk Blowout Boost Ionic Thermal Brush 1.5 Inch was a standout, with 17,300 units sold, generating a GMV of $505,600 and a QoQ growth of 57.13%. Another popular product was the Akunbem Bikini Trimmer for Women, which sold 12,900 units but had a QoQ decrease in GMV of 37.99% to $156,300. The Electric Bikini Trimmer for Women also had decent sales with 8,663 units sold and a 2.95% QoQ increase in GMV to $96,100.

The popularity of these products can be attributed to various factors. The Wavytalk brush likely benefited from its ability to provide salon-like blowouts at home, appealing to consumers who want to style their hair conveniently. The bikini trimmers addressed the specific grooming needs of women, especially during seasons when swimwear is more commonly worn. Additionally, effective marketing on TikTok, through engaging video content by bloggers and influencers, played a crucial role in driving sales.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the personal care appliances market on TikTok in the US during this period, wavytalk had a notable performance. With a GMV of $540,200 and a QoQ decrease of 5.53%, it sold 18,500 units. The brand's success can be attributed to its focus on high-quality hair styling tools like the Blowout Boost Ionic Thermal Brush, which was highly popular. Their marketing strategy likely involved collaborating with popular video bloggers to showcase the effectiveness of their products in creating trendy hairstyles.

Another brand, TYMO-BEAUTY, had a GMV of $158,800 with a significant QoQ decrease of 56.63%. They sold 3,868 units. Despite the decline, their presence on TikTok indicates an attempt to tap into the platform's vast user base. Their product range, which may include hair straighteners or curling tools, might need to further optimize their marketing approach to regain growth momentum.

Pure Daily Care also stood out with a GMV of $113,600 and a remarkable QoQ growth of 54.59%. They sold 774 units. Their success could be due to their focus on products like the NuDerma Professional High Frequency Wand, which caters to consumers' anti-aging and anti-acne needs. Their marketing might involve highlighting the scientific benefits of their products through educational and engaging TikTok videos.

Conclusion

Overall, the personal care appliances market on TikTok in the US during the analyzed week had a mixed performance. While some products and brands showed growth, others faced declines. For cross-border merchants, it is crucial to understand the market trends and consumer preferences. They should focus on promoting products that address current consumer needs, such as multifunctional and convenient personal care appliances. Collaborating with popular video bloggers and creating engaging content can significantly boost product visibility and sales. Looking ahead, the market is likely to continue evolving, with an expected increase in demand for technologically advanced and sustainable personal care appliances. Merchants need to stay updated and adapt their strategies accordingly to succeed in this competitive landscape.