Introduction

The perfume market has always been a significant part of the global consumer landscape. With the increasing popularity of online platforms, especially TikTok, the way consumers discover and purchase perfumes has been changing. TikTok, with its vast user base and engaging content format, offers unique advantages in the US market. It allows perfume brands to showcase their products in creative ways, reaching a wide range of potential customers and influencing their purchasing decisions.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the perfume market in the US has been experiencing steady growth in recent years. The market size has been expanding as consumers' interest in personal grooming and unique scents continues to rise. Consumer demand has also been evolving, with a growing preference for niche and artisanal perfumes alongside popular mainstream brands. This shift is driven by the desire for individuality and a more personalized olfactory experience.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the perfume category had a GMV Gross Merchandise Volume of $433.62 million. However, it showed a -21.68% QoQ Quarter-on-Quarter decline. The sold count was 177,700, with a -19.99% QoQ decrease. The average price of sold perfumes was $24.40, and the sold count ratio was 11.61%.

Among the top-selling products, "Choco Musk - Eau De Perfume Natural Spray - 50 ml 1.65 fl. Oz by Al-Rehab Aroma Fragrance Gift Scent Blend Scented Cosmetic Cologne Unisex al rehab" had a sold count of 15,500 and a GMV of $108,600, showing a 26.72% QoQ growth. Another popular product, "HOT! Sweet Body Milk Mist - Limited Edition" had a sold count of 7,082 but a significant -51.79% QoQ decline in GMV. Different products exhibited varying growth patterns, with some experiencing growth due to factors like unique marketing campaigns, while others faced declines perhaps due to increased competition or changing consumer preferences.

Brand Case Analysis of the Specific Category

Several brands and stores stood out in the perfume market on TikTok during this period. For example, American Seair Imports had a GMV of $383,500 with a -4.16% QoQ change, and a sold count of 24,300. Their average price was $15.75, and they had a sold count ratio of 8.85%. Another brand, AROMA CONCEPTS FL, had a GMV of $308,000 with a -50.59% QoQ decline, selling 6,210 units. These brands employed different strategies, with some focusing on price competitiveness, while others emphasized product uniqueness and marketing through video bloggers to drive sales.

Conclusion

Overall, the perfume market on TikTok in the US during the analyzed week had a mixed performance. While some products and brands showed growth, others faced challenges. For cross-border merchants, it is crucial to closely monitor market trends, understand consumer preferences, and adapt marketing strategies accordingly. Future market development trends may see an even greater emphasis on digital marketing, personalized product offerings, and leveraging the power of social media influencers to drive sales in the highly competitive perfume market on TikTok.