TikTok is booming!

In recent years, as a leader in the field of short videos, TikTok's influence is rapidly expanding, especially in the beauty industry, where it has become impossible to ignore.

According to data released by Dash Hudson and NielsenIQ, TikTok's e-commerce platform TikTok Shop has become the ninth largest online beauty and health retailer in the United States, and ranks second in this field in the UK.

Obviously, since its launch overseas, TikTok has been actively cultivating multiple fields and has now become a new giant in the beauty industry.

Previously, a research institute stated that TikTok Shop's influence in the beauty industry has grown steadily in the past few months. So far, TikTok Shop has surpassed multiple competitors in this field, such as large department stores, small beauty specialty stores, and direct-to-consumer brands.

Take the United States as an example. In May of this year, the total revenue of TikTok Shop's beauty and personal care products reached 109 million US dollars, and the monthly sales volume increased by 13.61% month-on-month, ranking first among the hot-selling categories of TikTok stores.

Among them, the sales volume of low-priced items is higher than that of high-priced items. Data shows that the cumulative sales volume of items below $30 is $81.05 million, an increase of 9.2% from $74.25 million in April. However, the sales volume of items above $30 has clearly shown a downward trend.

From the perspective of sub-categories, the proportion of novelty products such as personal care appliances is decreasing, while beauty and skin care products that are used more frequently in daily life are experiencing rapid growth.

Data shows that in May, the total sales of personal care appliances reached 23.23 million US dollars. Although it seems popular, its market share has dropped by 2.25%. The sales growth rate of beauty products is 11.02%, and the market share is 7.14%. The sales of beauty and skin care products are even higher, with a growth rate of 14.67% and a market share of 10.66%.

In fact, there are quite a few beauty and personal care products that have become popular on TikTok in recent times.

As we all know, plump and round "thick lip makeup" has always been popular in the European and American fashion circles. SACHEU Beauty's lip liner called Lip Liner Stay has achieved great sales because it meets the pursuit of this feature by European and American women. It is reported that this lip liner has sold more than 460,000 pieces since it was launched, and the total GMV has exceeded 9 million US dollars.

There is also an Akunbem women's electric shaver. Since it was launched on TikTok, its total sales have exceeded 200,000 units, and its sales have exceeded US$3 million, ranking first in the beauty and personal care appliance category of TikTok in the United States.

It is foreseeable that as consumers' pursuit of personal image continues to improve, the two major categories of beauty and skin care will continue to explode. According to Statista data, in 2024, the global beauty and personal care market revenue is expected to reach US$646.2 billion, with a compound annual growth rate of 3.33% in the next four years.

In the face of this huge business opportunity, many Chinese beauty brands have achieved great success in their overseas expansion. For relevant sellers, if they want to achieve big sales in this field, they still need to keep up with industry trends.