Introduction

The men's care market has been witnessing significant growth in the global consumer landscape. With the increasing awareness of personal grooming among men, the demand for various men's care products has soared. TikTok, being a popular social media platform in the US, offers a unique advantage for promoting and selling men's care products. Its vast user base and engaging content format allow brands and merchants to reach a wide audience and showcase their offerings in an innovative way.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the men's care market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as changing consumer lifestyles, a growing emphasis on appearance, and increased disposable income. Consumer demand for men's care products has also evolved, with a shift towards more specialized and high-quality items. For instance, there is a rising preference for natural and organic products, as well as those that offer unique features like long-lasting effects or multi-functional benefits.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the men's care category exhibited interesting sales performance. The top-selling products included Soft Serve After Shave Oil - Strawberry & Vanilla Scent, which had a sold count of 10,000 and a GMV of $331,400 with a 47.5% GMV QoQ growth. Another popular product was Unicorn Fruit After Shave Serum - Cotton Candy & Sparkling Sugar Scent, with 6,839 units sold and a GMV of $225,700, experiencing an astonishing 8690.49% GMV QoQ growth. The Manual Razor with Replacement Blades, 12pcs/24pcs Set Vintage Wet Shaver & Replacement Blades, Skin Protective Classic Razor for Men also had a decent performance with 609 units sold and a GMV of $4,462.71, although it had a -25.59% GMV QoQ change.

The popularity of these products can be attributed to various factors. The appealing scents of the after-shave oils and serums likely attracted customers, while the practicality and quality of the razors appealed to those in need of reliable shaving tools. Additionally, effective marketing strategies on TikTok, such as engaging video content and influencer collaborations, may have contributed to their sales growth.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the men's care market on TikTok during this period, Truly Beauty stood out with a GMV of $564,100 and a 146.66% GMV QoQ growth, having a sold count of 17,100. Their success could be due to their wide range of products and effective marketing campaigns on the platform. Dr. Squatch, on the other hand, had a GMV of $12,200 with a -46.22% GMV QoQ change and 398 units sold. Despite the decline, it still maintains a presence in the market. Harry's had a notable performance with a GMV of $6,149 and a 241.42% GMV QoQ growth, selling 235 units. This growth might be attributed to their strategic marketing efforts and product quality that resonated with TikTok users.

Conclusion

Overall, the men's care market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed a mix of growth and challenges for different products and brands. Cross-border merchants can take several actionable recommendations from this analysis. Firstly, focusing on product features and scents that appeal to the target audience can enhance sales. Secondly, leveraging TikTok's marketing channels effectively, such as collaborating with video bloggers and creating engaging content, is crucial. Looking ahead, the market is likely to continue evolving, with an expected increase in demand for innovative and sustainable men's care products. Merchants should stay updated on these trends to remain competitive in the TikTok US men's care market.