Introduction

The Haircare & Styling market has been a significant part of the global consumer landscape. With the increasing focus on personal appearance and hair health, consumers are constantly seeking effective haircare and styling products. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their products in an engaging and creative way, reaching a vast audience of potential customers.

Category Market Overview

According to various authoritative sources, the Haircare & Styling market in the US has been experiencing steady growth. The market size has been expanding due to factors such as increasing consumer awareness about haircare, changing fashion trends, and a growing preference for high-quality products. Consumer demand has been shifting towards more natural and specialized haircare solutions. For example, products with ingredients like onion, rosemary, and biotin have gained popularity as they are perceived to be beneficial for hair growth and health.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Haircare & Styling category showed interesting sales performance. The total GMV was $394.51 million, with a quarter-on-quarter decrease of 3.95%. The sold count was 185,800, showing a 6.82% decline. However, some products stood out.

The "Natural Sant Onion, Rosemary and Biotin Shampoo & Treatment 16 Fl Oz/500 ml" was a top seller with 5,675 units sold, achieving a GMV of $141,900 and a significant GMV quarter-on-quarter growth of 31.58%. Another popular product was the "CEA Beauty Efficient Dandruff Comb for Women Men - Scalp Massage Comb with Unique Hollow Teeth for Healthy Hair Growth Haircare Heatless" which had 4,724 units sold and a remarkable GMV growth of 480.41% quarter-on-quarter, reaching a GMV of $58,500. The popularity of these products can be attributed to their unique features and the effective marketing on TikTok, which attracted the attention of consumers looking for solutions to their haircare and styling needs.

Brand Case Analysis of the Specific Category

Several brands performed well in the Haircare & Styling market on TikTok in the US during the specified week. For instance, Based Bodyworks had a GMV of $384,800 with 9,530 units sold. Their "Based Bodyworks Hair Texture Powder | Instant Volume & Texture | Lightweight, Matte Finish | Simple, Natural, Effective." product was among the top sellers. They managed to maintain a presence on the platform with 7 products sold and engaged 81 video bloggers, with an average price of $40.38 per unit.

IGK Hair also had a notable performance with a GMV of $247,200 and 4,599 units sold. They offered 90 products, out of which 77 were sold, and had 430 video bloggers associated with their brand. Their average price per unit was $53.75. These brands' success can be attributed to their quality products, effective marketing strategies on TikTok, and the ability to connect with the target audience.

Conclusion

Overall, the Haircare & Styling market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the overall GMV and sold count had some declines, certain products and brands managed to achieve significant growth. For cross-border merchants, it is crucial to focus on product quality and unique features, as seen with the popular products. Leveraging TikTok's marketing capabilities by collaborating with video bloggers and creating engaging content can also boost sales. Looking ahead, the market is likely to continue evolving with increasing consumer demand for innovative and effective haircare and styling solutions.