Introduction

The Bath & Body Care market has been a significant segment in the global consumer landscape. With the increasing focus on personal grooming and self-care, consumers are constantly seeking high-quality products to enhance their well-being. TikTok, in the US, has emerged as a powerful platform with unique advantages for promoting and selling Bath & Body Care products. Its vast user base and engaging video content format allow brands and merchants to showcase their offerings in an innovative and appealing way, reaching a wide audience of potential customers.

Category Market Overview

According to recent data and information sourced from authoritative websites and media outlets, the Bath & Body Care market in the US has been experiencing steady growth. The market size has been expanding as consumers' demand for various products such as body lotions, creams, soaps, and more continues to rise. There has been a notable shift in consumer demand towards natural and organic products, as well as those with specific skincare benefits. This trend is driven by the growing awareness of the importance of using clean and effective products on the body. Integrating the provided TikTok data, we can see that this market segment on the platform is also evolving, with different products gaining popularity based on their features and marketing strategies.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Bath & Body Care category showed interesting sales performance. The overall GMV Gross Merchandise Volume for the category was $358.52 million, with a -3.51% QoQ Quarter-on-Quarter change. The sold count was 194,000, experiencing a -5.54% QoQ decline. However, several products stood out in terms of sales.

The top-selling product was "EVIL GOODS! Whipped Beef Tallow and Manuka Honey Balm, 4oz, Organic Face Cream, Moisturizer, Body Lotion, Skin Care and Lip Balm" with a sold count of 18,100 and a GMV of $539,800, showing a 25.97% QoQ increase in GMV. Another popular product was "Honey Glow Lemon Turmeric & Kojic Acid Brightening Soap, Dark Spot Remover" with 15,200 units sold and a GMV of $75,900, though it had a -6.01% QoQ change in GMV. The popularity of these products can be attributed to factors such as their unique formulations, effective marketing on TikTok through engaging videos by video bloggers, and meeting the current consumer demand for skincare and body care solutions.

Brand Case Analysis of the Specific Category

Several brands in the Bath & Body Care market on TikTok in the US during the specified week demonstrated notable performance.

The brand "evilgoods" had a GMV of $539,800 with a 25.97% QoQ increase in GMV. It sold 18,100 units of its popular balm product. The brand likely benefited from its unique product offering and effective marketing on TikTok, perhaps through collaborations with video bloggers or creating engaging content that showcased the benefits of the product. Another brand, "CANVAS BEAUTY BRAND", achieved a GMV of $278,000 with a 38.15% QoQ increase. It sold 10,900 units of its products, indicating that its product range and marketing strategies were successful in attracting customers on the platform. "Gopure" also had a significant presence with a GMV of $244,400 and 6,119 units sold. These brands' success stories highlight the importance of having a quality product, engaging marketing, and leveraging the power of TikTok to reach a wide audience.

Conclusion

Overall, the Bath & Body Care market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the category's overall GMV and sold count had some QoQ declines, certain products and brands managed to achieve significant growth. For cross-border merchants looking to enter or expand in this market, it is crucial to focus on product quality, develop engaging marketing content on TikTok, and stay attuned to the changing consumer demands. Looking ahead, we can expect the market to continue evolving, with an increasing emphasis on natural and effective products, and more innovative marketing strategies on TikTok to capture the attention of consumers.