Introduction

The perfume market has always held a significant place in the global consumer landscape. With the increasing emphasis on personal grooming and the desire to leave a lasting impression, perfumes have become a staple for many. In the digital age, platforms like TikTok have emerged as powerful tools for promoting and selling products. In the US, TikTok's unique reach and engaging content format offer distinct advantages for the perfume market, allowing brands to connect with a vast and diverse audience in innovative ways.

Category Market Overview

According to various authoritative sources, the perfume market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as increasing consumer disposable income, a growing awareness of luxury and personal care, and the influence of social media. Consumer demand has also been evolving, with a shift towards more unique and niche fragrances. The data from TikTok further indicates the significant role it plays in this market, with a large number of users engaging with perfume-related content.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 06 week period 2025/02/09 - 2025/02/15, the perfume category showed interesting sales patterns. The top-selling products included "Sttes brazilian Perfume 602# - Eau De Perfume 100ml 3.4fl Oz vanilla Gourmet tune Caramel vanilla flavor Fragrance Irresistible" with a sold count of 7664 and a GMV of $303,500, showing a remarkable GMV qoq growth of 127.37%. Another popular product was "Choco Musk Eau De Parfum Spray 50ML 1.7 OZ by Al-Rehab" with 6000 units sold and a GMV of $71,900, albeit with a more modest GMV qoq growth of 20.32%. The popularity of these products can be attributed to factors such as their appealing fragrances, attractive packaging, and effective marketing on TikTok. The variety of scents available, from gourmand to floral and musky, caters to different consumer preferences, driving the sales growth.

Brand Case Analysis of the Specific Category

Several brands stood out in the perfume market on TikTok during this period. For instance, Sttes had a GMV of $324,600 with a sold count of 8202, achieving a GMV qoq growth of 114.65%. Their success can be linked to their ability to showcase their products in engaging TikTok videos, leveraging the platform's visual and audio features to create a captivating brand experience. Oudlash, on the other hand, had a GMV of $303,200 but experienced a GMV qoq decline of -8.23%. Despite this, they still managed to maintain a significant sold count of 6855. Their strategy might involve focusing on building a loyal customer base through consistent product quality and targeted marketing campaigns. American Seair Imports also had a notable presence with a GMV of $289,200, although they faced a GMV qoq decrease of -19.93%. Each of these brands employs different strategies to navigate the competitive TikTok perfume market, highlighting the importance of understanding consumer trends and leveraging the platform's capabilities effectively.

Conclusion

Overall, the perfume market on TikTok in the US during the 06 week period showed a mix of growth and challenges. The top-selling products and leading brands demonstrated the potential for success through effective marketing and product offerings. For cross-border merchants, it is crucial to focus on creating engaging content that showcases the unique features of their perfumes, leveraging TikTok's vast user base. Future market development trends suggest that continued innovation in fragrance offerings and marketing strategies will be key to maintaining a competitive edge. By staying attuned to consumer preferences and leveraging the power of TikTok, merchants can look forward to further growth in this vibrant market.