Introduction

The skincare market has been witnessing significant growth in the global consumer landscape. With consumers becoming more conscious about their skin health and appearance, the demand for skincare products has soared. TikTok, in the US, has emerged as a powerful platform with unique advantages for promoting skincare products. Its vast user base and engaging video content format allow brands to reach a wide audience and showcase their products in an innovative way.

Category Market Overview

According to authoritative sources, the skincare market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as increasing consumer awareness, new product launches, and evolving beauty trends. Consumer demand has been shifting towards more natural and effective skincare solutions. In December, as seen from the data, the overall GMV for the skincare category on TikTok US was $33.2742 million, with a quarter-on-quarter QoQ decline of 10.92%. The sold count was 1.5117 million, showing a QoQ decrease of 14.06%.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, several products stood out in the skincare category. The top-selling product was [3-Day Only Pricing] WNP Ultra-Hydrating Serum -Vegan | 3% Hyaluronic Acid Glass Skin Single-Use Vials Skincare Comfort hyaluronic pen facial serum, with a sold count of 3.23 million and a GMV of $1.3623 million, showing a 5.9% QoQ growth in GMV. Another popular product was Glow Reviver Lip Oil Glimmer, with 3.96 million units sold and a GMV of $316,800, experiencing a significant 228.64% QoQ increase in GMV. The reasons behind their popularity could be attributed to effective marketing on TikTok, appealing product features, and positive user reviews.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the skincare market on TikTok US in December, e.l.f. Cosmetics had an impressive performance. It achieved a GMV of $540,900, with a remarkable 54.52% QoQ growth. The brand had a sold count of 62,400, indicating its growing popularity. Its success could be due to its affordable yet quality products and engaging marketing strategies on TikTok. Another notable brand was Anua Store US, with a GMV of $2.5333 million and a 2.19% QoQ growth. It had a sold count of 51,400 and likely benefited from its product range and brand reputation.

Conclusion

In conclusion, the skincare market on TikTok in the US in December showed a mix of trends. While some products and brands experienced growth, others faced declines. For cross-border merchants, it is crucial to focus on product quality, effective marketing on TikTok, and understanding consumer preferences. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on natural and innovative skincare products. Merchants should stay updated on trends and adapt their strategies accordingly to succeed in this competitive market.