Introduction

In the global consumer landscape, the Men's Care market has been witnessing significant growth and evolving trends. With the increasing awareness of personal grooming among men, the demand for various men's care products has surged. TikTok, being a popular social media platform in the US, offers a unique advantage for brands and merchants in this category. Its vast user base and engaging content format provide an excellent opportunity to showcase men's care products and reach a wide audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Men's Care market in the US has been expanding steadily. The market size has shown a consistent upward trend, driven by factors such as changing consumer lifestyles, increased focus on appearance, and the influence of social media. Consumer demand for men's care products has also diversified, with a growing preference for natural and high-quality products. For instance, there has been a notable rise in the demand for beard care kits, natural soaps, and aftershave oils.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Men's Care category exhibited interesting sales performance. The GMV Gross Merchandise Volume for the category was $158.3 million, with a month-on-month growth rate GMV qoq of 0.9%. The total sold count was 86,300, which experienced a -13.11% decline compared to the previous period. However, the sold product count was 1,213, and the sold shop count was 563, indicating a healthy number of products and shops involved in the sales.

Looking at the top-selling products, the "3-Pack of Dr. Squatch Natural Soap Best Sellers w/ FREE Gift!" sold 7,130 units, generating a GMV of $107,000 with a -36.98% GMV qoq. Another popular product, "L3 Level 3 Styling Powder - Natural Look Mens Powder - Easy to Apply with No Oil or Greasy Residue Small - 30 Grams Haircare Matte Comfort", sold 4,629 units with a GMV of $47,300 and a significant 64.5% GMV qoq growth. The reasons behind the popularity of these products vary. The Dr. Squatch soap is known for its natural ingredients and quality, appealing to consumers who prefer clean and sustainable products. The styling powder, on the other hand, offers a convenient solution for men's hair styling without the greasiness, meeting the needs of those who want a natural look.

Brand Case Analysis of the Specific Category

Several brands stood out in the Men's Care market on TikTok in December. Dr. Squatch, for example, had a GMV of $276,500 with a -20.65% GMV qoq and a sold count of 12,200. Their success can be attributed to their strong brand image centered around natural and high-quality men's care products. Truly Beauty also performed well, with a GMV of $138,600 and a remarkable 103.47% GMV qoq growth, selling 4,245 units. They likely capitalized on effective marketing strategies and product offerings that resonated with the TikTok audience.

IsnerMile had a GMV of $112,900 with an impressive 118.43% GMV qoq growth and a sold count of 6,647. Their beard care kits and related products seem to have gained popularity, possibly due to their comprehensive product sets and appealing packaging. These top-performing brands have not only achieved good sales metrics but also have had a significant influence within the US market on TikTok, setting trends and attracting a loyal customer base.

Conclusion

Overall, the Men's Care market on TikTok in the US during December showed a mix of trends. While the category's GMV had a modest growth, the sold count experienced some fluctuations. The top-selling products and successful brands demonstrated the importance of product quality, brand image, and effective marketing strategies. For cross-border merchants looking to enter or expand in this market, it is advisable to focus on offering high-quality, natural products, leveraging TikTok's marketing channels effectively, and building a strong brand presence. Looking ahead, the market is likely to continue evolving, with potential growth in the demand for innovative men's care products and an increasing role of social media in shaping consumer preferences.