TikTok is driving beauty sales on Amazon

With the increasing number of social media users, social media platforms have become a great place for many consumers to share their daily lives and find shopping inspiration. TikTok, in particular, has tens of millions of active users and is a trendsetting platform.

Recently, foreign media reported that TikTok is driving sales of Amazon beauty products. For those who spend time following beauty trends on TikTok, they will definitely feel very familiar with the products on Amazon's beauty and makeup bestsellers .

According to a new report from research firm Similarweb , TikTok's ability to boost Amazon's beauty product sales has some data to back it up. According to the company's analysis, beauty products that are popular on TikTok will see an average 85.3% increase in monthly sales on Amazon , exceeding the average for their respective categories.

For example, the beauty brand Revlon has seen an increase in product sales on Amazon due to the viral spread on TikTok . The brand's hot air comb is currently the number one best-selling product in Amazon's beauty and personal care products, and its makeup remover wipes are ranked fifth , all thanks to the viral spread of the brand's products on TikTok .

The report also shows that on TikTok , the most influential bloggers in the beauty field are generally dermatologists. Because they are seen as knowledgeable people, they have a lot of followers, such as Dr. Muneeb Shah , Mari Maria and Mireya Rios . These people not only show their daily skin care products in the video, but also provide the best demonstration on how to use them.

When consumers see the positive results of these KOLs, they will also have the urge to buy. For example, after Dr. Muneeb Shah endorsed Paula's Choice BHA Exfoliant in a TikTok video, the product received 3.3 million views in January this year and sales on Amazon increased by 13% month-on-month .

Some brands have realized the value of Amazon as a sales channel for TikTok. For example, Heather Wallace, president of Revlon Americas , said at the recent Glossy Beauty Summit that they plan to do more on TikTok , including strengthening cooperation with retailers including Amazon .

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