Introduction

The makeup market has been a significant part of the global consumer landscape, constantly evolving with changing trends and consumer demands. In recent years, the digital realm has played a crucial role in its growth, and TikTok has emerged as a powerful platform, especially in the US. With its vast user base and engaging content format, TikTok offers unique advantages for makeup brands and products to reach a wide audience, making it an interesting area to analyze the makeup market trends.

Category Market Overview

According to various authoritative sources, the makeup market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as increasing consumer awareness of personal grooming, the influence of social media, and the availability of a wide range of products. Consumer demand has also been changing, with a growing preference for cruelty-free, natural, and long-lasting makeup products. The rise of online shopping has further boosted the market, allowing consumers to access a diverse range of makeup items from the comfort of their homes.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the makeup category showed interesting sales performance. The total GMV Gross Merchandise Volume was $835.92 million, with a quarter-on-quarter QoQ growth rate of 9.47%. The sold count was 554,600, showing a QoQ growth of 13.19%. Some of the top-selling products included the "KimChi Chic Puff Puff Pass Set & Bake Powder with Rice Powder & Vitamin-E, Lightweight & Translucent Makeup, Cosmetic Setting Powder" which had a sold count of 25,000 and a GMV of $375,400 with a QoQ growth of 8.35%. Another popular product was the "LIP LINER STAY-N - Peel-Off Lip Liner Stain - Lasts All Day & Night Lipliner" with 20,000 units sold and a GMV of $316,400, though it had a QoQ decline of 39.36%. The popularity of these products can be attributed to factors such as effective marketing on TikTok, appealing product features, and positive user reviews.

Brand Case Analysis of the Specific Category

Several brands stood out in the makeup market on TikTok during the analyzed week. For example, Tarte Cosmetics had a GMV of $745,800 with a QoQ growth of 9.86% and a sold count of 24,300. They likely achieved this through their engaging TikTok content, featuring product demonstrations and user testimonials. KimChi Chic Beauty had a GMV of $444,500 with a slight QoQ decline of 0.32% and a sold count of 28,700. Their consistent presence on the platform and unique product offerings might have contributed to their sales. uCoolMe Lashes also performed well with a GMV of $344,200 and a QoQ growth of 22.61%, selling 12,200 units. Their focus on quality eyelash products and creative marketing strategies on TikTok could be the reasons behind their success.

Conclusion

Overall, the makeup market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed promising trends. The growth in GMV and sold count indicates a healthy market environment for cross-border merchants. To further succeed, merchants should focus on creating engaging TikTok content, highlighting product features, and leveraging user testimonials. Looking ahead, the market is likely to continue growing, with an increasing emphasis on sustainable and innovative makeup products. As consumer demands evolve, brands that can adapt quickly and effectively market on TikTok will have a competitive edge in this dynamic market.