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 region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and merchants to showcase their personal care appliances in an engaging and interactive manner, thereby influencing purchasing decisions.

Category Market Overview

According to the latest data and information sourced from authoritative websites, 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 been evolving, with a growing preference for multifunctional and portable devices. For instance, electric hair trimmers that can be used for different body parts and are rechargeable have gained popularity. This trend is also reflected in the data where various personal care appliances are showing diverse growth patterns.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 06 week period, the sales performance of personal care appliances varied. The top-selling products included items like Akunbem Bikini Trimmer for Women, which had a sold count of 9802 and a GMV of $117,100 with a -25.05% GMV QoQ change. Another popular product was the Wavytalk Blowout Boost Ionic Thermal Brush with 9553 units sold and a GMV of $271,300, experiencing a -46.34% GMV QoQ decline. The neck and shoulder massage shawl massagers also had a good sales run with 6448 units sold and a GMV of $129,600, showing a 36.73% GMV QoQ increase. The popularity of these products can be attributed to factors such as their functionality, suitability as gifts like for Christmas, New Year, Valentine's Day etc., and effective marketing on TikTok through engaging videos by bloggers.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the personal care appliances market on TikTok US during this period, wavytalk had a GMV of $541,300 with a -35.75% GMV QoQ change and a sold count of 17,600. TYMO-BEAUTY had a GMV of $350,800 with a 9.05% GMV QoQ increase and 9169 units sold. These brands have been successful in leveraging TikTok's platform to showcase their products. They have likely used strategies such as collaborating with popular video bloggers, creating engaging content that highlights the features and benefits of their products, and running targeted marketing campaigns. For example, wavytalk's Blowout Boost Ionic Thermal Brush was promoted effectively, leading to a significant number of sales despite the QoQ decline in GMV, which could be due to various market factors or competition.

Conclusion

Overall, the personal care appliances market on TikTok in the US during the 06 week period showed a mix of growth and decline patterns among different products and brands. For cross-border merchants, it is advisable to focus on product features that meet the evolving consumer demands, such as multifunctionality and portability. Collaborating with popular video bloggers and creating engaging content can significantly boost product visibility and sales. Looking ahead, the market is expected to continue evolving with new product launches and increased competition. Merchants need to stay updated with the latest trends and adapt their marketing strategies accordingly to succeed in this dynamic market.