Introduction

In the global consumer landscape, the hair extensions and wigs market has been witnessing significant growth. With the increasing focus on personal appearance and the versatility it offers, consumers are constantly seeking quality hair extensions and wigs. TikTok, in the US region, has emerged as a powerful platform, providing unique advantages for this market segment. It allows brands and sellers to showcase their products in an engaging and visual manner, reaching a vast audience of potential customers.

Category Market Overview

The hair extensions and wigs market in the US has been expanding steadily. According to various authoritative sources, the market size has been on an upward trend, driven by factors such as changing fashion trends, the need for quick style transformations, and the growing popularity of online shopping. Consumer demand has also evolved, with a preference for more natural-looking and high-quality products. The integration of data from different sources indicates a vibrant market with ample opportunities for growth.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 2 of 2025 2025/01/12 - 2025/01/18, the hair extensions and wigs category showed interesting sales performance. The total GMV Gross Merchandise Volume for this category was $523.54 million, with a quarter-on-quarter growth rate GMV qoq of 14.46%. The sold count reached 83,800, showing a growth rate of 13.43% compared to the previous period. Some of the top-selling products included "Vigorous Clip in Hair Extensions Long Wavy Synthetic Hairpieces for Women and Girls, Easy to Install for Daily Use and Event Party Use" with 1,761 units sold and a GMV of $42,200 and a GMV qoq of 11.57%. Another popular product was "[ KooKaStyle ] Clip- in Synthetic Hair Extensions Long Wavy 4PCS Thick Hairpieces Double Weft Natural Hair Extensions for Women" with 1,581 units sold, though it had a negative GMV qoq of -23.45%. The popularity of these products can be attributed to factors such as their design, quality, and the effectiveness of marketing on TikTok.

Brand Case Analysis of the Specific Category

Several brands and stores stood out in the hair extensions and wigs market on TikTok during this period. For example, OQ HAIR SHOP had a GMV of $42.63 million with a GMV qoq of 22.97% and sold 5,721 units. Their average price was $74.52. Luvmehair also performed well with a GMV of $19.73 million and a GMV qoq of 28.52%, selling 1,345 units at an average price of $146.67. These brands likely employed strategies such as engaging video content, influencer collaborations, and offering a diverse range of products to attract customers and drive sales.

Conclusion

Overall, the hair extensions and wigs market on TikTok in the US during week 2 of 2025 showed promising trends. The growth in GMV and sold count indicates a healthy market. For cross-border merchants, it is advisable to focus on product quality, create engaging video content, and collaborate with influencers to increase brand visibility. Looking ahead, the market is likely to continue growing, with potential for further innovation in product design and marketing strategies.