Introduction

The makeup market has been a significant part of the global consumer landscape, constantly evolving with changing trends and consumer demands. In recent years, the digital realm has played a crucial role in its growth, and TikTok has emerged as a powerful platform, especially in the US. With its vast user base and engaging content format, TikTok offers unique advantages for makeup brands and products to reach a wide audience, making it an interesting area to analyze the market trends.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the makeup market in the US has been witnessing steady growth. The market size has been expanding, driven by factors such as increasing consumer awareness about personal grooming, the influence of social media, and the availability of a wide range of products. Consumer demand changes have also been notable, with a shift towards more natural and sustainable makeup products, as well as a preference for products that offer long-lasting effects. Integrating the existing data, it is clear that the makeup market on TikTok in the US is a dynamic and competitive space.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 06 week, the makeup category showed diverse sales performance. Some products stood out as top sellers. For instance, the "LIP LINER STAY-N - Peel-Off Lip Liner Stain - All Day & Night Lipliner" had a sold count of 3.74万, generating a GMV of $49.12万 with a GMV qoq of 25.24%. Another popular product was "ColourPop® Fresh Kiss Glossy Balm - Peptide Glossy Lip Balm Hydrating" with 1.33万 sold count and a GMV of $13.35万, experiencing a significant GMV qoq growth of 8041.26%. The reasons behind their popularity could be attributed to factors like effective marketing on TikTok, appealing product features such as long wear or hydrating properties, and the influence of popular video bloggers promoting these products.

Brand Case Analysis of the Specific Category

Several brands performed well in the makeup market on TikTok in the US during the 06 week. Tarte Cosmetics had a GMV of $80.81万, although it experienced a -61.44% GMV qoq. It had a sold count of 2.46万 with 160 products sold. SACHEU Beauty, on the other hand, had a GMV of $56.14万 with a 39.61% GMV qoq growth, and a sold count of 4.38万. ColourPop Cosmetics also had a notable performance with a GMV of $32.91万 and a 26.83% GMV qoq growth, along with a sold count of 2.57万. These brands likely employed different strategies such as collaborating with popular TikTok influencers, creating engaging video content about their products, and offering exclusive deals or bundles to attract customers.

Conclusion

Overall, the makeup market on TikTok in the US during the 06 week presented a mixed picture. While some products and brands experienced significant growth, others faced challenges. For cross-border merchants, it is advisable to closely monitor the trends on TikTok, collaborate with local influencers to increase brand awareness, focus on product features that resonate with the US consumers, and offer competitive pricing. Looking ahead, the market is likely to continue evolving, with an expected increase in competition and a further emphasis on innovation and sustainability in makeup products.