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 authoritative sources, the perfume 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 and the desire for unique scents. Consumer demand has also been evolving, with a growing preference for niche and artisanal perfumes. In recent times, the online sales channel has gained significant momentum, and TikTok has emerged as a key platform for perfume marketing.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the perfume category had a GMV Gross Merchandise Volume of $245.8 million. However, it experienced a qoq quarter-on-quarter decline of 33.51%. The sold count was 97,800, with a qoq decrease of 38.7%. The average price of the sold perfumes was $25.13, and the sold count ratio was 12.65%.

Among the top-selling products, "Choco Musk - Eau De Perfume Natural Spray - 50 ml 1.65 fl. Oz by Al-Rehab" had a sold count of 6,390 and a GMV of $54,600 with a 3.88% qoq growth. "YCZ Midnight Marine Man Cologne, Long Lasting Men perfume, Men's cologne, Gift, 1.7oz50ml" sold 5,544 units with a GMV of $44,200 and a -9.33% qoq change. These products' popularity could be attributed to their appealing scents, brand reputation, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

AROMA CONCEPTS FL had an impressive performance during the week. It achieved a GMV of $221,400 with a remarkable 318.65% qoq growth. The sold count was 6,278, and it had 330 products in its inventory, with 141 sold products. The average price was $35.27, and the sold count ratio was 9.01%. Their success might be due to their unique product offerings and engaging marketing strategies on TikTok.

On the other hand, American Seair Imports had a GMV of $201,000 but experienced a -50.11% qoq decline. They sold 8,302 units, had 664 products, and 209 sold products. Their average price was $24.21, and the sold count ratio was 8.18%. This decline could be a result of various factors such as increased competition or ineffective marketing campaigns.

Conclusion

Overall, the perfume market on TikTok in the US during the analyzed week showed a mixed picture. While some brands and products managed to achieve growth, others faced declines. For cross-border merchants, it is crucial to focus on product quality, unique scents, and engaging marketing strategies on TikTok. Future market development trends may see an even greater emphasis on digital marketing, with brands needing to continuously innovate to stand out in the highly competitive perfume market on TikTok.