Introduction

In the global consumer landscape, the hair accessories market has been playing a significant role. It caters to various consumer needs, from fashion statements to practical solutions for hair management. With the rise of digital platforms, TikTok has emerged as a powerful tool for promoting and selling products. In the US, TikTok offers unique advantages such as a vast user base with diverse interests and a highly engaging content format, making it an ideal platform for hair accessories brands to reach their target customers.

Category Market Overview

The hair accessories market in the US has been witnessing steady growth over the years. According to authoritative websites and media outlets, the market size has been expanding due to increasing consumer awareness about personal grooming and fashion. Consumers are constantly on the lookout for new and trendy hair accessories to complement their outfits and express their individuality. The growth trends show a consistent upward curve, with more and more consumers opting for online shopping platforms like TikTok Shop to purchase hair accessories. The demand for different types of hair accessories, such as hair bands, clips, and ties, has been fluctuating based on the latest fashion trends and seasonal requirements.

Sales Situation of the Specific Category

Analyzing the sales performance of hair accessories on TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, we can observe some interesting patterns. The total GMV Gross Merchandise Volume for hair accessories was $252,500. However, it experienced a significant quarter-on-quarter QoQ decline of 33.71%. The sold count was 24,100, with a QoQ decrease of 44.46%.

Looking at the top-selling products, the "LUVME Hair Random Gift Non-slip Professional Hair Clips Or Wide Teeth & Double-Hinged Hair Clips 1pcs / 1 Set" had a sold count of 1002 and a GMV of $75,100, with a remarkable QoQ growth of 51.82%. Another popular product was the "AISI HAIR 1Pcs Professional Anti-Slip Crocodile Clip - Salon Styling Hair Clip for Thick & Long Hair - Dyeing & Hair Care Partitioning Clip" with 1002 sold count and a GMV of $40,100, showing a QoQ growth of 50.23%. The popularity of these products can be attributed to their functionality, quality, and the way they are presented on TikTok through engaging videos and influencer endorsements.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the hair accessories market on TikTok during this period, Luvmehair had a GMV of $36,900 with a QoQ decline of 25.45% and a sold count of 492. AISI HAIR BEAUTY, on the other hand, achieved a GMV of $28,300 with a QoQ growth of 5.9% and a sold count of 710.

Luvmehair's strategy might involve focusing on high-quality, specialized hair clips like the ones that were popular during this week. However, they might need to work on improving their marketing or product offerings to reverse the QoQ decline. AISI HAIR BEAUTY seems to be on an upward trend, perhaps due to effective marketing campaigns, product innovation, or better customer engagement strategies.

Conclusion

Overall, the hair accessories market on TikTok in the US during the analyzed week showed a mixed picture. While some products and brands experienced growth, the overall market faced a decline in GMV and sold count. For cross-border merchants, it is advisable to closely monitor the latest fashion trends and consumer demands. They should focus on creating engaging TikTok content to showcase their products' features and benefits. Looking ahead, the market is likely to continue evolving with new product designs and marketing strategies emerging to capture the attention of the TikTok user base.