Introduction

The Haircare & Styling market has been a significant part of the global consumer landscape. With the increasing focus on personal appearance and grooming, consumers are constantly seeking high-quality haircare products. TikTok, in the US, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their products in an engaging and creative way, reaching a vast audience of potential customers. This has led to a significant impact on the Haircare & Styling market, making it an interesting area to analyze.

Category Market Overview

According to various authoritative sources, the Haircare & Styling market in the US has been experiencing steady growth. The market size has been expanding as consumers are more willing to invest in products that can improve the health and appearance of their hair. There has been a notable change in consumer demand, with a growing preference for natural and organic ingredients, as well as products that offer specific solutions such as hair growth, volume enhancement, and damage repair. This trend is also reflected in the data we have for TikTok's Haircare & Styling category in the US during the 05 week period.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 05 week period, the Haircare & Styling category showed interesting sales performance. The GMV Gross Merchandise Volume for the category was $189.58 million. However, it experienced a qoq quarter-on-quarter decline of 36.64%. The sold count was 98,200, with a qoq decline of 35.94%. Despite these declines, there were some top-selling products that drove the sales. For example, the Based Bodyworks Hair Texture Powder had a sold count of 8,581 and a GMV of $455,100, with a remarkable qoq growth of 154.29%. Another popular product was the HALOVIDA INSTANT FRESH VOLUMZING HAIR DRY SHAMPOO, which had a sold count of 4,094 and a GMV of $68,900, with a qoq growth of 4.57%. The reasons behind the popularity of these products could be their unique features, effective marketing on TikTok, and meeting the specific needs of consumers such as providing instant volume or freshness.

Brand Case Analysis of the Specific Category

Several brands stood out in the Haircare & Styling market on TikTok in the US during the 05 week period. Based Bodyworks, for instance, had a GMV of $318,200 with a qoq decline of 19.51%. They had a sold count of 7,136 and an average price of $44.58. Their success could be attributed to their product quality and effective marketing strategies on TikTok. Another notable brand was Color Wow Hair, with a GMV of $80,500 and a qoq decline of 4.57%. They had a sold count of 2,678 and an average price of $30.04. Their consistent performance might be due to their established brand reputation and engaging content on the platform. These brands have been able to leverage TikTok's reach to connect with consumers and drive sales.

Conclusion

Overall, the Haircare & Styling market on TikTok in the US during the 05 week period had its challenges with the qoq declines in GMV and sold count. However, there were also bright spots with certain products and brands performing well. For cross-border merchants, it is recommended to focus on product innovation, highlighting unique features that meet consumer demands. They should also invest in effective marketing strategies on TikTok, such as creating engaging videos and collaborating with popular video bloggers. Looking ahead, the market is likely to continue evolving, with a potential increase in demand for sustainable and personalized haircare products. Merchants need to stay updated with these trends to remain competitive in the TikTok Haircare & Styling market.