Introduction

The haircare & styling market has been a significant part of the global consumer landscape. With the increasing focus on personal appearance and grooming, consumers are constantly seeking high-quality haircare products and styling tools. TikTok, in the US, has emerged as a powerful platform with unique advantages for promoting such products. Its vast user base and engaging video content format allow brands and merchants to showcase their haircare & styling offerings in an innovative and appealing way, reaching a wide range of potential customers.

Category Market Overview

According to various authoritative sources, the haircare & styling market in the US has been experiencing steady growth. The market size has been expanding due to factors such as increasing consumer awareness about hair health, the influence of social media trends on styling preferences, and a growing demand for natural and organic haircare products. Consumer demand changes have been notable, with a shift towards products that offer multiple benefits like hair growth, damage repair, and volumizing. The overall growth trend indicates a promising future for the haircare & styling segment in the US market.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the haircare & styling category showed interesting sales performance. The GMV Gross Merchandise Volume for the category was $18.9272 million, with a month-on-month growth rate GMV qoq of 0.73%. The total sold count was 909,200, which had a slight decrease of 3.8% compared to the previous period. However, the number of sold product count was 9,029, and the sold shop count was 2,616, indicating a diverse range of products and sellers in the market.

Looking at the top-selling products, the "Natural Sant Onion, Rosemary and Biotin Shampoo & Treatment 16 Fl Oz/500 ml" sold 33,600 units with a GMV of $731,100, though it had a significant GMV qoq decrease of 40.1%. On the other hand, the "Based Bodyworks Hair Texture Powder | Instant Volume & Texture | Lightweight, Matte Finish | Simple, Natural, Effective." sold 24,000 units with a GMV of $1.03 million and a positive GMV qoq growth of 23.68%. The popularity of these products can be attributed to various factors such as their unique formulations, effective marketing on TikTok, and meeting the current consumer demands for specific haircare needs like volume and natural ingredients.

Brand Case Analysis of the Specific Category

Several brands stood out in the haircare & styling market on TikTok in the US during December. For example, Based Bodyworks had a GMV of $1.738 million with a GMV qoq growth of 21.24% and sold 41,500 units. Their success could be due to their effective product marketing strategies on TikTok, highlighting the unique features of their hair texture powder. IGK Hair also performed well with a GMV of $1.2914 million and a 12% GMV qoq growth, selling 24,000 units. They likely benefited from their established brand reputation and engaging TikTok content related to their haircare products.

Another brand, DS Laboratories, had a remarkable GMV qoq growth of 72.04% with a GMV of $640,800 and sold 20,200 units. Their focus on products like the Revita Shampoo For Thinning Hair, which supports hair growth and is sulfate-free, might have attracted customers looking for effective solutions for thinning hair. These brands' activities on TikTok not only contributed to their own sales but also had an influence on shaping the overall haircare & styling market trends in the US region.

Conclusion

Overall, the haircare & styling market on TikTok in the US during December showed a mix of growth and challenges. While some products and brands experienced significant growth, others faced declines in sales. For cross-border merchants, it is crucial to understand the market trends, such as the increasing demand for natural and multi-benefit products, and leverage TikTok's platform effectively through engaging video content and targeted marketing strategies. Looking ahead, the market is likely to continue evolving, with potential for further growth as consumer awareness and preferences for haircare & styling products continue to change.