This report, based on data provided by Gloda, analyzes the market trends in the beauty and personal care sector on TikTok U.S. for March 2025. It focuses on the increasing market concentration, the rise of top-performing stores, and the overall stability of the industry’s competitive structure. The goal is to offer merchants valuable market insights and strategic guidance.

I. Market Overview

• High Market Concentration in the Beauty & Personal Care Sector

The top five stores accounted for approximately 10.67% of the total market share, indicating a significant concentration of resources among a few leading sellers. This high market concentration may create entry barriers for new stores, while also reflecting strong consumer trust and preference toward these top brands. To succeed in such a competitive environment, emerging sellers must develop differentiated product strategies or innovative marketing approaches to attract niche customer segments.

• Increasing Share Held by Top Stores

Data on cumulative market share (Top N) reveals that the top ten stores held 16.91% of the market, indicating a strengthening trend of market consolidation. This may be attributed to the brand power and marketing advantages of leading stores, securing their position in the minds of consumers. However, this trend may also further squeeze the space for small and mid-sized sellers, urging them to focus more on product innovation and precise market positioning to remain competitive.

• Stable Competitive Landscape Despite Market Consolidation

Trends in the CR5 and CR10 market shares over the past three months suggest that while the share of leading stores is increasing, the overall market competition remains relatively stable. This indicates that despite the dominance of top sellers, diversified consumer preferences still allow room for smaller players to survive and grow. Going forward, the industry may experience a new wave of brand innovation and service upgrades to meet evolving market needs. Therefore, brands must focus not only on retaining market share but also on enhancing customer loyalty and satisfaction.

II. Strategic Recommendations

• Strengthen Brand Building and Develop Differentiated Products

To enhance competitiveness, merchants should invest in brand building and product differentiation, catering to diverse consumer needs.

• Optimize Marketing Strategies and Boost Consumer Engagement

Merchants should refine their marketing strategies to increase engagement with consumers, leveraging the interactive nature of social media platforms to attract new potential buyers.

• Monitor Market Dynamics and Evolving Consumer Preferences

It is essential to closely track market developments and changes in consumer behavior, adjusting products and marketing tactics promptly to stay ahead of trends.

III. Conclusion

This report highlights the dual challenges faced by the beauty and personal care industry on TikTok U.S.: increasing market concentration and a stable yet highly competitive landscape. As consumer preference shifts toward mid-priced products, merchants must reassess their pricing models and promotional strategies. At the same time, in the face of a declining average order value, sellers must seek new growth opportunities and pursue differentiation to maintain their competitive edge and market share.

By staying responsive to market shifts and continuously optimizing product offerings, brand presence, and marketing approaches, merchants can achieve sustainable success on TikTok.

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