Introduction

The haircare & styling market has been a significant part of the global consumer landscape. With the increasing focus on personal appearance and grooming, consumers are constantly seeking innovative haircare and styling products. TikTok, in the US market, has emerged as a powerful platform with unique advantages. It provides a vast reach and engaging content format that allows brands and merchants to showcase their haircare & styling products in a more interactive and appealing way, thus influencing consumer purchasing decisions.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the haircare & styling market in the US has been witnessing steady growth. The market size has been expanding due to factors such as the growing population, increasing disposable income, and a rising awareness of hair health. Consumer demand has also been evolving, with a shift towards more natural and sustainable products. Additionally, there is a growing preference for products that offer multiple benefits, such as hair repair and styling in one. This trend is reflected in the data where various products with different features are being sold on TikTok.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 07 week, the haircare & styling category showed interesting sales performance. The top-selling products included items like "STRONG HOLD- THICK EDGES- EDGE CONTROL BASK AND LATHER Gel Haircare strong edge" with 4628 units sold and a GMV of $82,200, "Based Bodyworks Hair Texture Powder | Instant Volume & Texture | Lightweight, Matte Finish | Simple, Natural, Effective." with 4283 units sold and a GMV of $172,000, and "Living Proof Reveal Clean Hair Dry Shampoo Gift Set" with 3677 units sold and a GMV of $121,300. The popularity of these products can be attributed to various factors. For instance, the edge control gel caters to those who want a sleek look for their hair edges. The hair texture powder offers an easy way to add volume and texture, which is a common styling need. The dry shampoo gift set is convenient for on-the-go hair refreshing, appealing to busy consumers. The sales growth of these products indicates a strong demand for effective and convenient haircare & styling solutions on TikTok.

Brand Case Analysis of the Specific Category

Several brands stood out in the haircare & styling market on TikTok during the 07 week. For example, Color Wow Hair had a GMV of $472,200 with 14,500 units sold. Their success can be attributed to their product range that caters to different hair types and styling needs, along with effective marketing strategies on TikTok. Based Bodyworks also performed well with a GMV of $423,300 and 10,500 units sold. They likely benefited from their unique product formulations that offer instant volume and texture. simplymandys had a GMV of $254,200 and 5180 units sold, perhaps due to their targeted marketing towards a specific segment of consumers. These brands' activities on TikTok not only contributed to their own sales but also influenced the overall perception of the haircare & styling market on the platform, attracting more consumers to explore different products.

Conclusion

Overall, the haircare & styling market on TikTok in the US during the 07 week showed promising trends. The variety of top-selling products and successful brands indicate a diverse and active market. For cross-border merchants, it is advisable to focus on product features that address current consumer demands, such as natural ingredients and multi-functionality. They should also leverage TikTok's unique marketing capabilities, like creating engaging video content to showcase their products. Looking ahead, the market is likely to continue growing, with an expected increase in competition. Merchants will need to stay updated on trends and continuously innovate to maintain their market share.