Introduction

The Beauty & Personal Care market has been a significant part of the global consumer landscape. With the increasing focus on self-care and appearance, consumers are constantly seeking new and innovative products in this category. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. Its vast user base and engaging content format allow beauty and personal care brands to showcase their products in creative ways, reaching a wide audience and influencing purchasing decisions.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Beauty & Personal Care market in the US is substantial in size. Over the past few years, it has shown consistent growth trends, driven by factors such as changing consumer lifestyles, increased awareness of personal grooming, and the influence of social media. Consumer demand in this category has also evolved, with a growing preference for natural, organic, and cruelty-free products. Additionally, there is a rising demand for products that offer convenience and multi-functionality.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 06 week period of 2025/02/09 - 2025/02/15, the Beauty & Personal Care category exhibited interesting sales performance. The top-selling products included items like the BoomBoom Nasal Stick with 3.87 million sold count and a GMV of $41.66 million though with a -29.44% GMV qoq, the LIP LINER STAY-N with 3.74 million sold count and a GMV of $49.12 million a 25.24% GMV qoq increase, and the Earwax Removal Tool Set with 1.9 million sold count and a GMV of $20.81 million -2.27% GMV qoq. The popularity of these products can be attributed to various factors such as their unique features, effective marketing on TikTok, and meeting specific consumer needs. For example, the BoomBoom Nasal Stick's claim of providing powerful essential oil vapors might have attracted consumers looking for respiratory relief, while the LIP LINER STAY-N's all-day and night staying power could have appealed to makeup enthusiasts.

Brand Case Analysis of the Specific Category

Several brands stood out in the Beauty & Personal Care market on TikTok during this period. Tarte Cosmetics had a GMV of $80.81 million with 2.46 million sold count, though it experienced a -61.44% GMV qoq. Medicube had a GMV of $77.09 million and 1.75 million sold count with a -11.38% GMV qoq. Evilgoods had a GMV of $59.64 million and 1.81 million sold count with a -11.97% GMV qoq. SACHEU Beauty, on the other hand, showed a positive growth with a GMV of $56.27 million and 4.39 million sold count, a 39.79% GMV qoq increase. These brands employed different strategies. For instance, SACHEU Beauty might have focused on offering products at a more affordable average price $12.82 compared to some others, which could have attracted a larger customer base. Tarte Cosmetics, despite the decline in GMV qoq, might still have a strong brand following that contributed to its significant sales volume.

Conclusion

Overall, the Beauty & Personal Care market on TikTok in the US during the 06 week period of 2025/02/09 - 2025/02/15 presented a mix of trends. Some brands and products experienced growth, while others faced declines. For cross-border merchants, it is advisable to closely monitor the market trends, focus on product features that meet consumer demands, and leverage effective marketing strategies on TikTok. Looking ahead, the market is likely to continue evolving, with an expected increase in competition and a continued emphasis on innovation and sustainability in beauty and personal care products.