Introduction

The makeup market has been a significant part of the global consumer landscape, constantly evolving with changing trends and consumer demands. In recent years, TikTok has emerged as a powerful platform, especially in the US, offering unique opportunities for makeup brands and products to reach a vast audience. Its engaging video format and viral trends have made it a hotspot for makeup marketing, allowing brands to showcase their products in creative and relatable ways.

Category Market Overview

According to various authoritative sources, the makeup market in the US has been experiencing steady growth over the years. The market size has been expanding, driven by factors such as increasing consumer awareness of beauty and self-care, as well as the influence of social media. Consumers are now more inclined towards trying new makeup products and brands, leading to a diverse range of offerings in the market. The demand for makeup products has also seen changes, with a growing preference for cruelty-free, natural, and long-lasting products.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the makeup category had a Gross Merchandise Volume GMV of $763.59 million. However, it experienced a quarter-on-quarter QoQ decline of 15.63%. The total sold count was 489,900, also showing a QoQ decrease of 16.12%. Among 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 QoQ decline of 22.86%. The "KimChi Chic Puff Puff Pass Set & Bake Powder with Rice Powder & Vitamin-E, Lightweight & Translucent Makeup, Cosmetic Setting Powder" sold 20,900 units with a GMV of $346,500 and a QoQ decline of 26.36%. The popularity of these products could be attributed to factors such as their quality, brand reputation, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Tarte Cosmetics had a GMV of $678,900 during the week, with a QoQ decline of 15.39% and sold 20,900 units. Their average price per unit was $32.53. SACHEU Beauty had a GMV of $532,000 with a QoQ decline of 22.8% and sold 40,100 units with an average price of $13.26. LYS Beauty, on the other hand, had a GMV of $295,400 with a QoQ increase of 24.2% and sold 12,300 units with an average price of $23.93. These brands have been using different strategies on TikTok. For example, some focus on creating engaging makeup tutorials using their products, while others rely on influencer collaborations to boost their sales and brand awareness.

Conclusion

Overall, the makeup market on TikTok in the US during the analyzed week showed a mixed performance with some decline in GMV and sold counts QoQ. However, certain products and brands still managed to achieve growth. For cross-border merchants, it is crucial to focus on product quality, engage with TikTok influencers, and stay updated with the latest trends to succeed in this competitive market. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainable and innovative makeup products.