Introduction

The Beauty & Personal Care market has been a significant and continuously growing segment in the global consumer landscape. With the increasing focus on personal appearance and well-being, consumers are constantly seeking new and innovative products in this category. TikTok, in the US, has emerged as a powerful platform with unique advantages for promoting and selling Beauty & Personal Care products. Its vast user base and engaging video content format allow brands and merchants to showcase their offerings in a highly interactive and visually appealing way, reaching a wide range of potential customers.

Category Market Overview

According to various authoritative sources, the Beauty & Personal Care market in the US has witnessed substantial growth in recent years. The market size has been expanding steadily, driven by factors such as changing consumer lifestyles, increased awareness of personal hygiene, and the growing influence of social media. Consumer demand in this category has also been evolving, with a greater emphasis on natural and organic products, as well as those offering specific benefits like anti-aging or skin hydration. Integrating the available data, it is evident that the market is highly competitive, with numerous brands vying for the attention of consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Beauty & Personal Care category had a Gross Merchandise Volume GMV of $37.3558 million. However, there was a 12.78% quarter-on-quarter QoQ decline in GMV. The total sold count was 1.9035 million, also showing a 12.88% QoQ decrease. The average price of products sold was $19.62.

Looking at the top-selling products, the "LIP LINER STAY-N - Peel-Off Lip Liner Stain - Lasts All Day & Night Lipliner" sold 39,000 units, generating a GMV of $521,700 with a 22.86% QoQ decline in GMV. The "Ear Wax Removal Tool With Camera, 1 Set Portable Type-C Rechargeable Ear Cleaner, Waterproof Endoscope Ear Cleaning Tool" sold 25,600 units with a GMV of $214,600 and a significant 47.64% QoQ decline in GMV. On the other hand, the "Akunbem Bikini Trimmer for Women, Electric Shaver and Razor Rechargeable 2-in-1 Body and Facial Epilator" had a strong performance, selling 18,900 units and achieving a GMV of $377,200 with a remarkable 110.34% QoQ increase in GMV. The popularity of these products can be attributed to various factors such as their unique features, effective marketing on TikTok, and meeting specific consumer needs like long-lasting makeup or convenient personal grooming tools.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Beauty & Personal Care market on TikTok in the US during the specified week, "wavytalk" had a GMV of $1.2008 million with a 8.33% QoQ decline. It sold 30,900 units and had an average price of $38.86. "medicube" achieved a GMV of $890,500 with a 2.16% QoQ increase, selling 20,600 units at an average price of $43.17. "Tarte Cosmetics" had a GMV of $678,900 with a 15.39% QoQ decline, selling 20,900 units with an average price of $32.53.

These brands have employed different strategies to drive sales. For example, "wavytalk" may have focused on showcasing the effectiveness of its products through engaging video content, while "medicube" could have emphasized its product quality and unique features. "Tarte Cosmetics" might have leveraged its brand reputation and collaborated with popular TikTok bloggers to increase brand awareness and product sales.

Conclusion

Overall, the Beauty & Personal Care market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mixed performance. While some products and brands experienced growth, others faced declines in GMV and sold counts. For cross-border merchants, it is crucial to closely monitor market trends, understand consumer preferences, and adapt their marketing strategies accordingly. Future market development trends in this category on TikTok are likely to be influenced by factors such as the introduction of new and innovative products, increased competition, and the continued evolution of consumer demands. Merchants should focus on creating engaging content, collaborating with influencers, and highlighting the unique selling points of their products to stay competitive in this dynamic market.