Introduction

In the global consumer landscape, the skincare market has been witnessing significant growth and importance. Consumers are increasingly conscious about their skin health and appearance, leading to a booming demand for various skincare products. TikTok, with its massive user base and engaging content format, has emerged as a powerful platform in the US, offering unique advantages for skincare brands to reach and engage with their target audience. It allows for creative marketing strategies, product demonstrations, and user-generated content that can drive awareness and sales.

Category Market Overview

According to authoritative sources, the skincare market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as increasing consumer awareness, new product launches, and evolving beauty trends. Consumer demand has been shifting towards more natural, organic, and innovative skincare solutions. For instance, there is a growing preference for products with clean formulations and those that target specific skin concerns like anti-aging, hydration, and acne control. This trend is also reflected in the TikTok US market, where skincare content garners high engagement.

Sales Situation of the Specific Category

Analyzing the sales performance of skincare on TikTok Shop in the US for the week of 2025/01/05 - 2025/01/11, we observe some interesting patterns. The total GMV for the skincare category was $626.16 million, with a quarter-on-quarter QoQ decrease of 9.84%. The sold count was 268,900, showing a QoQ decline of 11.56%. However, certain products stood out. For example, the "Kineff Dermacycle Program All-day & Night Centella Asiatica Niacinamide Tocotrienol Facial Cream 30mL x2 Skincare Intensive Hyaluronic Acid Peptides Shea Butter Rice Bran Oil Avocado Extract" had a sold count of 10,500 and a GMV of $179,300, with a remarkable GMV QoQ growth of 98.58%. On the other hand, the "Glow Reviver Lip Oil Glimmer" had a sold count of 3,890 but experienced a significant GMV QoQ decline of 57.03%. The popularity of these products can be attributed to factors such as effective marketing on TikTok, positive user reviews, and addressing specific skincare needs.

Brand Case Analysis of the Specific Category

Looking at the top-performing brands in the skincare market on TikTok US during the specified week, we have brands like "medicube" with a GMV of $822,600 and a QoQ growth of 1.84%, selling 19,700 units. Their success might be due to their strong brand reputation and effective product marketing strategies on the platform. Another brand, "WNP SKINCARE", had a GMV of $464,900 with a QoQ decline of 25.51% and sold 9,547 units. Despite the decline, they still hold a significant market share. "The Ordinary Store" also performed well with a GMV of $190,500 and a QoQ growth of 2.53%, selling 13,800 units. These brands utilize various strategies such as collaborating with video bloggers, creating engaging product content, and offering competitive prices to drive sales and maintain their influence in the market.

Conclusion

Overall, the skincare market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the category faced a slight decline in GMV and sold count QoQ, there were still products and brands that managed to achieve significant growth. For cross-border merchants, it is advisable to focus on product innovation, leveraging TikTok's marketing capabilities through collaborations with influencers, and creating engaging content that highlights the unique features of their skincare products. Looking ahead, we can expect the skincare market on TikTok to continue evolving, with an increasing emphasis on natural and sustainable products, as well as more personalized skincare solutions.

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