Introduction

The makeup market has been a significant part of the global consumer landscape, constantly evolving with changing trends and consumer demands. In recent years, the digital realm has played a crucial role in its growth, especially on platforms like TikTok. TikTok, with its vast user base and engaging content format, offers unique advantages in the US market. It provides a platform for makeup brands and products to gain exposure, connect with consumers, and drive sales in innovative ways.

Category Market Overview

According to authoritative sources, the makeup market in the US has been experiencing steady growth over the years. The market size has been expanding, driven by factors such as increasing consumer awareness of beauty and self-care, as well as the influence of social media. Consumer demand changes have been notable, with a growing preference for cruelty-free, natural, and long-lasting makeup products. In December, the TikTok US makeup market continued to show interesting trends, with various products vying for consumers' attention.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the makeup category had a GMV Gross Merchandise Volume of $47.6136 million, with a quarter-on-quarter QoQ decrease of 13.8%. The sold count was 2.7052 million, showing a QoQ decrease of 9.99%. However, several products stood out in terms of sales performance.

The "LIP LINER STAY-N - Peel-Off Lip Liner Stain - Lasts All Day & Night Lipliner" had a sold count of 152,300 and a GMV of $1.8027 million, with a significant GMV QoQ growth of 53.41%. The "KimChi Chic Puff Puff Pass Set & Bake Powder with Rice Powder & Vitamin-E, Lightweight & Translucent Makeup, Cosmetic Setting Powder" also performed well, with 92,200 units sold and a GMV of $1.4363 million, achieving a remarkable GMV QoQ growth of 93.86%.

The popularity of these products can be attributed to factors such as their quality, unique features like the long-lasting nature of the lip liner and the lightweight setting powder, and effective marketing on TikTok. Influencers and video bloggers played a crucial role in promoting these products, leading to increased visibility and subsequent sales.

Brand Case Analysis of the Specific Category

Several brands in the makeup category had notable performances on TikTok in the US during December.

Tarte Cosmetics had a GMV of $6.9867 million in December, with a QoQ decrease of 47.72%. They sold 212,200 units, with an average price of $32.92. Despite the QoQ decline, Tarte Cosmetics remains a well-known brand on TikTok, leveraging its existing reputation and product range to maintain a significant market presence.

SACHEU Beauty, on the other hand, had a GMV of $1.8662 million with a QoQ growth of 56.14%. They sold 157,000 units with an average price of $11.89. Their growth can be attributed to effective marketing strategies, perhaps including collaborations with popular TikTok influencers and engaging content that resonated with consumers.

KimChi Chic Beauty also had a strong showing, with a GMV of $1.8427 million and a QoQ growth of 80.15%. They sold 119,300 units with an average price of $15.44. Their success might be due to their unique product offerings and ability to connect with the TikTok audience through creative marketing campaigns.

Conclusion

Overall, the makeup market on TikTok in the US during December presented a mixed picture. While the category as a whole had a QoQ decrease in GMV and sold count, several individual products and brands managed to achieve significant growth. For cross-border merchants looking to enter or expand in this market, it is crucial to focus on product quality, unique features, and effective marketing strategies. Collaborating with popular TikTok influencers can increase brand visibility and drive sales. Looking ahead, the makeup market on TikTok in the US is likely to continue evolving, with trends such as natural and sustainable makeup products expected to gain more prominence.