Introduction

The personal care appliances market has been witnessing significant growth in the global consumer landscape. With the increasing focus on personal grooming and self-care, consumers are constantly seeking innovative and convenient products. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, allowing brands and merchants to showcase their personal care appliances in an engaging and interactive manner. This has led to a new wave of opportunities for businesses in this sector.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the personal care appliances 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, increased awareness of personal hygiene, and the desire for at-home beauty and grooming solutions. Consumer demand has been shifting towards more advanced and multifunctional products. For instance, there is a growing preference for electric trimmers that can be used for various body parts, as well as facial massagers with additional features like heat therapy. This evolving demand is shaping the market dynamics and presenting both challenges and opportunities for businesses operating in this space.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the personal care appliances category showed interesting sales performance. The total GMV Gross Merchandise Volume for this period was $708.5 million, with a quarter-on-quarter growth rate of 12.05%. The sold count reached 30.29 million, showing a 19.35% increase quarter-on-quarter. The average price of the sold products was $23.39.

Some of the top-selling products included the "Ear Wax Removal Tool With Camera, 1 Set Portable Type-C Rechargeable Ear Cleaner, Waterproof Endoscope Ear Cleaning Tool" which had a sold count of 4.67 million and a GMV of $30.28 million with a 41.11% GMV quarter-on-quarter growth. Another popular product was the "Akunbem Bikini Trimmer for Women, Electric Shaver and Razor Rechargeable 2-in-1 Body and Facial Epilator" with 3.34 million units sold and a GMV of $66.42 million, achieving a 76.07% GMV quarter-on-quarter growth. These products' popularity can be attributed to their innovative features, such as the camera in the ear wax removal tool for better visibility and the dual functionality of the bikini trimmer for different body areas, along with their suitability as gifts during the Christmas and New Year season.

Brand Case Analysis of the Specific Category

Several brands stood out in the personal care appliances market on TikTok during the analyzed week.

Wavytalk had a GMV of $127.43 million with a 6.17% GMV quarter-on-quarter growth. They sold 3.04 million units of their products, with an average price of $41.98. Their "Wavytalk Blowout Boost Ionic Thermal Brush 1.5 Inch" was one of the popular products contributing to their sales.

Mighty Life achieved a GMV of $76.05 million with a significant 66.13% GMV quarter-on-quarter growth. They sold 3.8 million units, with an average price of $19.99. Their success might be due to effective marketing strategies and product offerings that resonate with the TikTok audience.

TYMO-BEAUTY had a GMV of $52.15 million with a 0.92% GMV quarter-on-quarter growth. They sold 1.1 million units, with an average price of $47.62. Their range of personal care appliances, perhaps with a focus on quality and innovation, helped them maintain a presence in the market.

Conclusion

Overall, the personal care appliances 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 product innovation, leveraging the gifting seasons by offering products with features suitable for such occasions. They should also study the successful marketing strategies of top-performing brands like Wavytalk, Mighty Life, and TYMO-BEAUTY to enhance their own brand visibility and sales. Looking ahead, the market is expected to continue growing, with consumers likely to demand even more advanced and personalized personal care appliances. Merchants need to stay updated with these trends to remain competitive in this dynamic market.