Gloda Insights: TikTok US Weekly Makeup Market Trend Analysis
TikTok Makeup US Sales
11 reads2025-02-14 02:40:09 released
Introduction
The makeup market has been a significant part of the global consumer landscape, constantly evolving with changing consumer preferences and trends. 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. TikTok offers unique advantages such as its vast user base, highly engaging content format, and the ability to reach a diverse audience quickly. This makes it an ideal platform for makeup brands and products to gain visibility and drive sales.Category Market Overview
According to the latest data and information sourced from authoritative websites and media outlets, the makeup market in the US is substantial. Over the years, it has witnessed consistent growth, driven by factors like increasing consumer awareness about personal grooming, the influence of social media, and the availability of a wide range of products. However, recent trends suggest that consumer demand is becoming more discerning, with a focus on quality, sustainability, and unique product features. The market size continues to expand, albeit with some fluctuations in growth rates depending on various economic and social factors.Sales Situation of the Specific Category
Analyzing the sales performance of makeup on TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, we observe several interesting patterns. The overall GMV Gross Merchandise Volume for the makeup category was $465.47 million, with a significant quarter-on-quarter QoQ decline of -43.17%. The sold count was 265,700, also showing a QoQ decrease of -44.91%. Looking at the top-selling products, the "LIP LINER STAY-N - Peel-Off Lip Liner Stain - Lasts All Day & Night Lipliner" sold 28,300 units, generating a GMV of $392,200 with a remarkable QoQ growth of 106.3%. On the other hand, products like "tarte concealer paw brush - angled for seamless application" had a sold count of 11,600 but experienced a significant QoQ decline in GMV of -61.42%. The popularity and growth patterns of these products can be attributed to various factors such as effective marketing on TikTok, product uniqueness, and meeting specific consumer needs like long-lasting wear or ease of application.Brand Case Analysis of the Specific Category
Among the top-performing brands in the makeup market on TikTok during this period, Tarte Cosmetics stood out. With a GMV of $1,347,800 and a sold count of 45,000, it had a QoQ decline in GMV of -42.61%. Tarte Cosmetics likely leveraged its established brand reputation and effective marketing strategies on TikTok, including collaborations with popular video bloggers. ColourPop Cosmetics also had a notable performance with a GMV of $894,000 and a sold count of 3,809, achieving a QoQ growth in GMV of 29.81%. Their success could be due to their trendy product offerings and engaging TikTok content that resonates with the younger demographic.Conclusion
Overall, the makeup market on TikTok in the US during the analyzed week showed a mixed picture. While some products and brands experienced growth, the overall category faced a decline in GMV and sold count. For cross-border merchants, it is crucial to focus on product quality and uniqueness, as well as leveraging effective marketing strategies on TikTok. This includes collaborating with popular video bloggers, creating engaging content that showcases the products' features, and staying attuned to the changing consumer demands. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainability and personalized makeup products. Merchants should be prepared to adapt their strategies accordingly to stay competitive in this dynamic market.More recommendations
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