Introduction

The makeup market has been a significant part of the global consumer landscape, constantly evolving with changing trends and consumer demands. In the digital age, platforms like TikTok have emerged as powerful tools for promoting makeup products. In the US, TikTok's unique reach and engagement capabilities offer a distinct advantage for makeup brands and merchants to showcase their products and connect with a vast audience.

Category Market Overview

The makeup market in the US is substantial and continues to grow. According to various authoritative sources, the market size has been on an upward trend, driven by factors such as increasing consumer interest in beauty and self-expression. Consumer demand changes are evident, with a growing preference for cruelty-free, sustainable, and high-quality makeup products. The rise of social media has also significantly influenced the market, as consumers are more likely to discover and purchase products based on online trends and influencers' recommendations.

Sales Situation of the Specific Category

On TikTok Shop in the US during February, the makeup category showed interesting sales performance. The top-selling products included the "LIP LINER STAY-N - Peel-Off Lip Liner Stain - All Day & Night Lipliner Eyeliner Makeup" with a sold count of 12.14 million and a GMV of $163.86 million. Other popular products like "Artistry Singles" and "KimChi Chic Puff Puff Pass Set & Bake Powder with Rice Powder & Vitamin-E" also had significant sales. The popularity of these products can be attributed to factors such as effective marketing on TikTok, appealing product features, and the influence of video bloggers promoting them. The sales growth of different products varied, with some experiencing rapid growth while others had more stable or even declining trends.

Brand Case Analysis of the Specific Category

Several brands stood out in the US makeup market on TikTok in February. Tarte Cosmetics had a GMV of $473.78 million with a sold count of 15.54 million. Their success could be due to their well-known product line and effective marketing strategies on the platform. SACHEU Beauty also performed well with a GMV of $180.58 million and a sold count of 13.66 million, likely benefiting from their unique product offerings and engaging TikTok content. KimChi Chic Beauty, on the other hand, had a GMV of $102.86 million with a sold count of 6.58 million, despite experiencing a decline in GMV qoq. Each brand's performance is influenced by factors such as product quality, pricing, and the ability to connect with the TikTok audience through engaging videos and collaborations with influencers.

Conclusion

Overall, the makeup market on TikTok in the US during February showed a mix of trends. Some brands and products experienced significant growth, while others faced challenges. For cross-border merchants, it is crucial to focus on product quality, engage with TikTok influencers, and stay updated on the latest market trends. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainability and digital marketing strategies. Merchants should adapt accordingly to succeed in this competitive landscape.