Introduction

In the global consumer landscape, the Beauty & Personal Care market holds significant importance. Consumers are increasingly focused on enhancing their appearance and maintaining personal hygiene. This market has been witnessing continuous growth with evolving trends and consumer demands. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and products in the Beauty & Personal Care category to gain exposure like never before. With its engaging video content and viral trends, it has become a hotspot for promoting beauty and personal care items.

Category Market Overview

According to authoritative sources, the Beauty & Personal Care market in the US has been expanding steadily. The market size has seen a consistent upward trend, driven by factors such as increasing consumer awareness about self-care, new product launches, and changing beauty standards. Consumer demand has been shifting towards more natural and sustainable products, as well as those offering innovative features. For instance, there is a growing preference for skincare products with advanced ingredients and makeup items that provide long-lasting effects. Integrating the available data, it's evident that this market segment is highly dynamic and competitive.

Sales Situation of the Specific Category

Analyzing the sales performance of Beauty & Personal Care on TikTok Shop in the US during week 02 2025/01/12 - 2025/01/18, some interesting trends emerge. The total GMV Gross Merchandise Volume for this category was $41.996 million, with a significant quarter-on-quarter QoQ growth rate of 12.42%. The sold count reached 2.1607 million, showing a 13.51% QoQ increase. Among the top-selling products, the "Ear Wax Removal Tool With Camera, 1 Set Portable Type-C Rechargeable Ear Cleaner" sold 46,700 units, generating a GMV of $302,800 with a 41.11% QoQ growth in GMV. The "Akunbem Bikini Trimmer for Women" also performed well, with 33,400 units sold and a GMV of $664,200, achieving a 76.07% QoQ growth in GMV. These products' popularity can be attributed to their unique features, such as the convenience of the ear wax removal tool's camera and the versatility of the bikini trimmer for different body hair removal needs.

Brand Case Analysis of the Specific Category

Several brands stood out in the Beauty & Personal Care market on TikTok during this period. For example, "wavytalk" had a GMV of $1.2747 million with a 6.15% QoQ growth, selling 30,400 units. Their "Wavytalk Blowout Boost Ionic Thermal Brush 1.5 Inch" contributed significantly to their sales. "medicube" achieved a GMV of $1.0815 million with a 21.45% QoQ growth, selling 24,900 units. These brands have been leveraging TikTok's platform by creating engaging video content, collaborating with influencers, and highlighting the unique features of their products. They have managed to build a strong brand presence and influence within the US market, attracting a loyal customer base.

Conclusion

Overall, the Beauty & Personal Care market on TikTok in the US during week 02 showed promising growth and activity. The increasing GMV and sold count indicate a healthy market environment for cross-border merchants. To succeed in this market, merchants are recommended to focus on product innovation, highlighting unique features, and collaborating with popular video bloggers for better exposure. Looking ahead, the market is expected to continue growing, with consumers likely to demand more personalized and sustainable beauty and personal care products.

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