Introduction

In the global consumer landscape, the Bath & Body Care market holds significant importance. Consumers are increasingly conscious about personal care and are constantly seeking high-quality products. TikTok, with its massive user base and engaging content format, has emerged as a powerful platform in the US. It offers unique advantages for promoting Bath & Body Care products, such as the ability to showcase products in creative and relatable ways through short videos, reaching a wide range of potential customers.

Category Market Overview

The Bath & Body Care market in the US has been witnessing steady growth. According to various authoritative sources, the market size has been expanding due to factors like increasing consumer awareness about hygiene and self-care. Consumers are demanding a wider range of products, from natural and organic options to those targeting specific skin concerns. The growth trends indicate a continuous upward trajectory, with changing consumer demand patterns favoring products that offer both functionality and a pleasant user experience.

Sales Situation of the Specific Category

On TikTok Shop in the US during Week 02 of 2025, the Bath & Body Care category showed interesting sales performance. The top-selling product was "EVIL GOODS! Whipped Beef Tallow & Manuka Honey Balm, 4oz, Organic Face Cream, Moisturizer, Body Lotion, Skin Care and Lip Balm Hydrating Moisturizing" with 1.99万 sold count and a GMV of $64.83万, experiencing a 20.1% GMV qoq growth. Another notable product was "Honey Glow Lemon Turmeric & Kojic Acid Brightening Soap, Dark Spot Remover" with 1.41万 sold count and a GMV of $7.07万, though it had a -6.79% GMV qoq change. The popularity of these products can be attributed to factors such as their unique formulations, effective marketing on TikTok, and addressing specific consumer needs like skin hydration and dark spot removal.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Bath & Body Care market on TikTok US Week 02, "evilgoods" stood out. It had a GMV of $64.83万 with a 20.1% GMV qoq growth and a sold count of 1.99万. Their strategy likely involved creating engaging content on TikTok that showcased the benefits of their product in an appealing way. Another brand, "Gopure", had a GMV of $28.07万 with a 14.83% GMV qoq growth and 7215 sold count. They might have focused on highlighting the quality and effectiveness of their products through influencer collaborations or educational content on the platform.

Conclusion

Overall, the Bath & Body Care market on TikTok in the US during Week 02 of 2025 showed a mix of growth and challenges. Cross-border merchants can take advantage of the platform's popularity by focusing on creating engaging content, collaborating with influencers, and highlighting the unique features of their products. Future market development trends are likely to see continued growth as consumer demand for Bath & Body Care products remains high, especially with the increasing importance of online shopping and social media marketing.