Introduction

The market for Hair Extensions & Wigs has been an important part of the global consumer landscape. With the increasing demand for beauty and personal styling, these products have gained significant popularity. TikTok, especially in the US region, has emerged as a powerful platform for promoting and selling such items. Its unique features like short video content and wide user base offer great opportunities for brands and merchants to showcase their Hair Extensions & Wigs products.

Category Market Overview

According to various authoritative sources, the Hair Extensions & Wigs market in the US has been experiencing steady growth. The market size has been expanding over the years, driven by factors such as changing fashion trends, increased awareness of hair styling options, and the influence of social media. Consumers are constantly seeking new and trendy hair extension and wig products to enhance their looks. The demand has been shifting towards more natural-looking and high-quality options, with a preference for products that are easy to install and maintain.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the sales performance of Hair Extensions & Wigs showed interesting patterns. The total GMV Gross Merchandise Volume for this category was $21.8487 million, with a quarter-on-quarter QoQ decrease of 5.2%. The sold count was 338,200, also showing a QoQ decrease of 5.42%. However, there were several top-selling products that contributed significantly to the overall sales.

For example, the "Vigorous Clip in Hair Extensions Long Wavy Synthetic Hairpieces for Women and Girls, Easy to Install for Daily Use and Event Party Use" had a sold count of 8,863 and a GMV of $210,300, with a QoQ decrease of 30.85%. Another popular product, "[Wequeen] Budget Friendly 10A Grade Brazilian Virgin 100% Human Hair Straight Body Wave Deep Wavy Kinky Curly Quick Weave Sew in/Glue in Viral Hair Bundles", had a sold count of 6,156 and a GMV of $841,700, with a QoQ decrease of 21.42%. The popularity of these products can be attributed to factors such as their quality, ease of use, and effective marketing on TikTok through video bloggers.

Brand Case Analysis of the Specific Category

Several brands and stores performed well in the Hair Extensions & Wigs market on TikTok in the US during December.

OQ HAIR SHOP had a GMV of $1.3115 million, with a QoQ decrease of 17.07% and a sold count of 16,100. They offered a variety of products with an average price of $81.24. Wequeen had a GMV of $1.0074 million, with a QoQ decrease of 16.67% and a sold count of 7,866, with an average price of $128.06. Luvmehair also had a notable performance with a GMV of $753,600, a QoQ decrease of 13.94%, and a sold count of 5,115, with an average price of $147.33.

These brands utilized different strategies such as collaborating with video bloggers, creating engaging content about their products, and highlighting the unique features like the quality of hair, different styles available, and ease of installation to attract customers.

Conclusion

Overall, the Hair Extensions & Wigs market on TikTok in the US during December had a mix of trends. While the category as a whole showed a slight decline in GMV and sold count QoQ, there were still individual products and brands that managed to achieve good sales. For cross-border merchants, it is important to focus on product quality, collaborate with popular video bloggers to increase visibility, and highlight the unique features and benefits of their products. Looking ahead, the market is likely to continue evolving with increasing demand for more natural and high-quality hair extension and wig products, and TikTok will remain a crucial platform for marketing and selling these items.