Introduction

The perfume market has always been a significant part of 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 various products, including perfumes. In the US market, TikTok offers unique advantages such as a vast and diverse user base, highly engaging content formats, and the ability to target specific demographics with precision. This makes it an ideal platform for perfume brands and sellers to reach out to potential customers.

Category Market Overview

According to recent data and information sourced from authoritative websites and media outlets, 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 different fragrance families, and the influence of fashion and lifestyle trends. Consumer demand for perfumes has also been evolving, with a shift towards more unique and niche fragrances, as well as a preference for sustainable and cruelty-free options. Integrating the existing data on TikTok's perfume market in the US, we can see that it is mirroring some of these broader market trends while also carving out its own niche with its digital marketing capabilities.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 07 week of 2025, the perfume category showed interesting sales performance. The top-selling products included "YCZ Midnight Marine Man Cologne, Long Lasting Men perfume, Men's cologne, Gift, 1.7oz50ml" with 6351 units sold and a GMV of $50,700, "Sttes brazilian Perfume 602# - Eau De Perfume 100ml 3.4fl Oz vanilla Gourmet tune Caramel vanilla flavor Fragrance Irresistible" with 5618 units sold and a GMV of $222,500, and "Choco Musk Eau De Parfum Spray 50ML 1.7 OZ by Al-Rehab" with 5611 units sold and a GMV of $67,300. The sales growth of these products can be attributed to various factors. Their appealing product descriptions, which highlight features like long-lasting scents, unique fragrance blends, and suitability as gifts, likely attracted customers. Additionally, the visual and engaging nature of TikTok content, such as product demonstrations and user testimonials shared by video bloggers, may have played a significant role in driving sales.

Brand Case Analysis of the Specific Category

Several brands and stores stood out in the perfume market on TikTok in the US during the 07 week. For example, "Oudlash" had a GMV of $325,900 with 7563 units sold, a GMV qoq growth of 7.44%, and an average price of $43.09. Their success could be due to their effective marketing strategies, which might include collaborating with popular video bloggers to showcase their products, creating engaging content that highlights the unique features of their perfumes, and targeting the right audience segments on TikTok. Another notable brand, "American Seair Imports", had a GMV of $299,300 with 13,300 units sold and a GMV qoq growth of 3.49%. They likely leveraged their product range and brand reputation to attract customers on the platform. These top-performing brands and stores have demonstrated the importance of having a strong online presence, engaging marketing strategies, and quality products to succeed in the competitive TikTok perfume market in the US.

Conclusion

Overall, the perfume market on TikTok in the US during the 07 week showed both opportunities and challenges. The sales of various perfume products and the performance of different brands indicate a growing interest in purchasing perfumes through this digital platform. For cross-border merchants, it is advisable to focus on creating engaging content that showcases the unique features of their perfumes, collaborate with popular video bloggers to increase brand visibility, and stay updated on the evolving consumer preferences for fragrances. Looking ahead, we can expect the market to continue to grow, with an increasing emphasis on sustainable and niche perfumes, as well as more innovative marketing strategies to capture the attention of TikTok users.