Introduction

The Feminine Care market holds significant importance in the global consumer landscape. With the increasing awareness of women's health and hygiene, the demand for various feminine care products has been on the rise. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, allowing brands and merchants to showcase their Feminine Care products in an engaging and interactive manner, thereby influencing consumer purchasing decisions.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Feminine Care market in the US has witnessed steady growth. The market size has been expanding due to factors such as growing awareness about personal hygiene, advancements in product formulations, and increased disposable income among consumers. Consumer demand has also been evolving, with a shift towards more natural and gentle products. For instance, there is a rising preference for pH-balancing washes and organic ingredients in feminine care items.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 07 week of 2025 2025/02/16 - 2025/02/22, the Feminine Care category showed interesting sales patterns. The GMV Gross Merchandise Volume for the category was $0. The top-selling products included Salt.Xo pH-Balancing Intimate Wash with 1021 units sold and a GMV of $1.53 million, and Salt.Xo | The Kewchie Supreme Bundle with 420 units sold and a GMV of $1.93 million. These products' popularity could be attributed to their unique features such as gentle cleansing and the use of natural ingredients. The sales growth of different products varied, with some showing significant increases while others remained stable or had slight fluctuations.

Brand Case Analysis of the Specific Category

Several brands stood out in the Feminine Care market on TikTok during this period. Salt.Xo had an impressive performance with a GMV of $3.65 million, a 17.98% GMV QoQ Quarter on Quarter growth, and 1624 units sold. Their success could be due to their wide range of products and effective marketing strategies on the platform. Saalt also had a notable presence with a GMV of $9214 and 262 units sold. They offer reusable menstrual products like the Saalt Menstrual Disc, which appealed to consumers looking for sustainable options. Her Fantasy Box had a GMV of $4892.9 with 382 units sold, showing a 44.54% GMV QoQ growth, perhaps due to their targeted marketing towards specific consumer needs within the feminine care segment.

Conclusion

Overall, the Feminine Care market on TikTok in the US during the 07 week of 2025 presented a mixed picture. While some brands and products achieved significant sales and growth, others faced challenges. For cross-border merchants, it is crucial to focus on product features that resonate with the evolving consumer demands, such as natural ingredients and sustainability. They should also leverage TikTok's marketing capabilities effectively to reach a wider audience. Looking ahead, the market is expected to continue evolving, with potential growth in the demand for innovative and eco-friendly feminine care products.