Introduction

The Beauty & Personal Care market has been a significant part of the global consumer landscape. With the increasing focus on personal appearance and self-care, consumers are constantly seeking new and innovative products in this category. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their products in a highly engaging and visual manner, reaching a vast audience of potential customers. This has led to a significant impact on the sales and growth of the Beauty & Personal Care market within the platform.

Category Market Overview

According to various authoritative websites and media outlets, the Beauty & Personal Care market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as increasing consumer awareness about personal hygiene, beauty trends, and the desire for self-enhancement. Consumer demand changes have been notable, with a shift towards more natural and sustainable products, as well as those that offer convenience and quick results. For example, products like facial masks, haircare tools, and skincare serums have seen a surge in popularity. Integrating the available data, it's evident that the market is continuously evolving to meet the diverse needs of consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Beauty & Personal Care category had an interesting sales performance. The Gross Merchandise Volume GMV for the category was $224.52 million, with a Quarter-on-Quarter QoQ decrease of 3.75%. The total sold count was 10.51 million, also showing a QoQ decrease of 3.61%. However, there were several top-selling products that contributed significantly to the overall sales.

For instance, the "LIP LINER STAY-N - Peel-Off Lip Liner Stain - Lasts All Day & Night Lipliner" had a sold count of 152,300, generating a GMV of $1.80 million with a QoQ growth of 53.41%. Another popular product was the "Ear Wax Removal Tool With Camera, 1 Set Portable Type-C Rechargeable Ear Cleaner, Waterproof Endoscope Ear Cleaning Tool", which sold 140,300 units, achieving a GMV of $1.22 million and an impressive QoQ growth of 200.25%.

The popularity of these products can be attributed to various factors. The lip liner's long-lasting formula and the innovative design of the ear cleaner tool, which combines functionality with convenience, appealed to a wide range of consumers. Additionally, effective marketing on TikTok, through engaging video content by bloggers, helped increase their visibility and drive sales.

Brand Case Analysis of the Specific Category

Several brands stood out in the Beauty & Personal Care market on TikTok in December. For example, "wavytalk" had a GMV of $7.05 million, with a QoQ growth of 11.54% and a sold count of 189,500. They offered products like the "Wavytalk Negative Ion Single Thermal brush 1.5 Inch", which was quite popular. Their success can be attributed to their focus on quality haircare tools and effective marketing strategies on TikTok, leveraging the platform's visual nature to showcase the benefits of their products.

"Tarte Cosmetics" also had a significant presence, with a GMV of $6.99 million, although it experienced a QoQ decrease of 47.72%. They had a sold count of 212,200. Their product line, such as the "tarte best of maracuja juicy lips 4 piece set V2", contributed to their sales. Despite the decline, their brand recognition and established customer base on TikTok helped maintain their market position.

"medicube" had a GMV of $4.81 million with a QoQ decrease of 15.89% and a sold count of 97,200. Their focus on skincare products and their efforts to communicate the effectiveness of their products through TikTok content played a role in their market performance.

Conclusion

Overall, the Beauty & Personal Care market on TikTok in the US during December showed a mix of trends. While the category's GMV and sold count had some QoQ decreases, there were still many top-selling products and successful brands. For cross-border merchants, it's crucial to focus on product innovation, quality, and effective marketing on TikTok. Understanding the changing consumer demands, such as the preference for natural and convenient products, can help in developing and promoting relevant products. Looking ahead, the market is expected to continue evolving, with potential growth in areas such as sustainable beauty products and advanced skincare and haircare technologies. Merchants should stay updated with these trends to remain competitive in the TikTok US Beauty & Personal Care market.