Introduction

The men's care market has been witnessing significant growth in the global consumer landscape. With the increasing awareness of personal grooming among men, the demand for various men's care products has surged. TikTok, being a popular social media platform in the US, offers unique advantages for promoting and selling men's care products. Its vast user base and engaging video content format provide an excellent opportunity for brands and merchants to reach out to their target audience effectively.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the men's care market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as changing consumer lifestyles, increased focus on appearance, and the influence of social media. Consumer demand for men's care products has also evolved, with a growing preference for natural and high-quality products. For instance, there has been a notable rise in the demand for beard care products, body washes, and hair growth supplements.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the men's care category exhibited interesting sales performance. The top-selling product was the "Soft Serve After Shave Oil - Strawberry & Vanilla Scent" with a sold count of 6930 and a GMV of $224,700, showing an astonishing GMV qoq growth of 1257.29%. Another popular product was the "24-in-1 Hair+Beard Growth Supplement - Biotin 10,000mcg, Collagen, Patented OptiMSM, goMCT, Saw Palmetto | 60 Day Supply | Naturally Regrow Stronger, Thicker, Healthier Hair & Stop Hair Loss" with a sold count of 332 and a GMV of $9190.3, having a significant GMV qoq growth of 127.32%. The popularity of these products can be attributed to factors such as their unique features, effective marketing on TikTok, and meeting the specific needs of consumers in the men's care segment.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the men's care market on TikTok during the specified week, "Truly Beauty" stood out with a GMV of $228,700 and a sold count of 7055, achieving a remarkable GMV qoq growth of 1156.33%. Their success can be attributed to their wide range of products, engaging marketing strategies on TikTok, and building a strong brand image. Another notable brand is "Dr. Squatch" with a GMV of $22,800, although it experienced a slight GMV qoq decline of -15.14%. However, it still maintained a significant presence in the market with its popular products like the "Natural Body Wash 2-Pack + Scrubber". These brands have been actively engaging with video bloggers and leveraging TikTok's platform to showcase their products and connect with consumers.

Conclusion

Overall, the men's care market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed promising trends. The growth of certain products and brands indicates the potential for cross-border merchants in this segment. To succeed in this market, cross-border merchants are recommended to focus on product quality, unique features, and effective marketing strategies on TikTok. They should also collaborate with popular video bloggers to increase brand visibility. Looking ahead, the men's care market on TikTok is expected to continue its growth trajectory, with further innovation and competition likely to emerge.