Introduction

The skincare market has been witnessing remarkable growth in the global consumer landscape. With consumers becoming more conscious about their skin health and appearance, the demand for skincare products has soared. TikTok, in the US, has emerged as a powerful platform with unique advantages for promoting skincare products. Its vast user base, engaging video content format, and powerful algorithm enable skincare brands to reach a wide audience and build brand awareness effectively.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the skincare market in the US is substantial and continues to expand. The market size has been on an upward trend, driven by factors such as increasing consumer awareness of skin health, the influence of beauty trends on social media, and the availability of a wide range of products. Consumer demand has also been evolving, with a growing preference for natural, organic, and innovative skincare solutions. For instance, products with unique ingredients like turmeric, hyaluronic acid, and collagen have gained significant popularity.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the skincare category exhibited diverse sales performance. The total GMV Gross Merchandise Volume for skincare was $740.49 million, with a quarter-on-quarter QoQ growth rate of 18.26%. The sold count reached 309,100, showing a QoQ growth of 14.96%. Some of the top-selling products included "Organic Grass-Fed Beef Tallow Balm with Raw Honey - Nourishing Cream for Soft, Radiant Skin - Handmade All-Natural Moisturizer - 2 oz Skincare" which had a sold count of 15,000 and a GMV of $298,200 with a remarkable QoQ growth of 149.02%. Another popular product was "[WNP Official Shop] WNP Ultra-Hydrating Serum -Vegan | 3% Hyaluronic Acid Glass Skin Single-Use Vials Skincare" with 5,438 units sold and a GMV of $255,200, showing a 4.1% QoQ growth. The popularity of these products can be attributed to factors such as their natural ingredients, effective marketing on TikTok through engaging video content by bloggers, and meeting the current consumer demand for high-quality skincare solutions.

Brand Case Analysis of the Specific Category

Several brands stood out in the skincare market on TikTok in the US during the specified week. For example, "medicube" had a GMV of $995,400 with a QoQ growth of 21% and a sold count of 23,600. They likely achieved this success through effective marketing strategies that showcased the unique features and benefits of their products on TikTok. "WNP SKINCARE" also had a notable performance with a GMV of $542,300 and a QoQ growth of 16.65%, selling 11,000 units. Their focus on product quality and engaging with the TikTok community through video content might have contributed to their success. "Fenty Beauty" experienced a significant QoQ growth of 438.44% with a GMV of $151,200 and 4,393 units sold, possibly due to their strong brand image and innovative product offerings that resonated well with the TikTok audience.

Conclusion

Overall, the skincare 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 with increasing consumer interest. For cross-border merchants, it is advisable to focus on creating engaging video content that highlights the unique features of their skincare products, collaborate with popular TikTok video bloggers to increase brand visibility, and stay updated with the latest consumer trends in skincare. Looking ahead, the market is expected to continue growing, with a likely emphasis on natural and innovative skincare products, as consumers become even more discerning in their choices.