Introduction

The Bath & Body Care market has been an important part of the global consumer landscape. With the increasing focus on personal care and well-being, consumers are constantly seeking high-quality 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 Bath & Body Care products in an engaging and creative way, reaching a vast and diverse audience, which has significantly influenced the market dynamics.

Category Market Overview

According to authoritative sources, the Bath & Body Care market in the US has been experiencing steady growth in recent years. The market size has been expanding as consumers' demand for various body care products such as soaps, lotions, and creams continues to rise. There has been a notable shift in consumer demand towards more natural and organic products, as well as those with specific benefits like skin brightening or moisturizing. This trend is also reflected in the data related to the TikTok US market for Bath & Body Care.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Bath & Body Care category showed interesting sales performance. The overall GMV Gross Merchandise Volume for the category was 17.2408 million dollars, with a quarter-on-quarter QoQ decrease of 2.48%. The sold count was 946,300, with a QoQ decrease of 0.45%. However, there were several top-selling products that drove the sales. For example, the "EVIL GOODS! Whipped Beef Tallow and Manuka Honey Balm, 4oz, Organic Face Cream, Moisturizer, Body Lotion, Skin Care and Lip Balm" had a sold count of 27,300 and a GMV of 810,700 dollars, with an astonishing QoQ growth of 1751.25%. Another popular product was "The Balance Bundle - Feminine Hygiene Self Care Products" with a sold count of 26,100 and a GMV of 1,379,900 dollars, though it had a QoQ decrease of 14.71%. The popularity of these products can be attributed to factors such as their unique formulations, effective marketing on TikTok, and meeting the specific needs of consumers.

Brand Case Analysis of the Specific Category

Several brands stood out in the Bath & Body Care market on TikTok in the US during December. For instance, "Her Fantasy Box" had a GMV of 2,047,900 dollars with a QoQ decrease of 17.58% and a sold count of 76,500. They likely have a loyal customer base and effective marketing strategies, but may need to address the decline in sales. "EVIL GOODS" had a remarkable performance with a GMV of 810,700 dollars and a QoQ growth of 1751.25% for their popular balm product. Their success could be due to the unique and appealing nature of their product, along with effective promotion on TikTok. "Bath & Body Works" also had a good showing with a GMV of 325,400 dollars and a QoQ growth of 157.17% and a sold count of 41,700. Their brand recognition and product variety likely contributed to their success on the platform.

Conclusion

Overall, the Bath & Body Care market on TikTok in the US during December had a mix of trends. While the category's overall GMV and sold count had some declines QoQ, there were individual products and brands that experienced significant growth. For cross-border merchants, it is crucial to focus on product uniqueness, effective marketing on TikTok, and understanding consumer trends. Looking ahead, the market is likely to continue evolving with an increasing emphasis on natural and specialized products. Merchants should stay updated on these trends and adapt their strategies accordingly to succeed in this competitive market.