The document is the report "2025 Beauty Going Overseas: Exploring a New Journey of Beauty in North America" released by Jieshu Consulting, focusing on the situation of Chinese beauty products expanding into the North American market. It covers aspects such as market analysis, product cases, and future trends. The specific content is as follows:
- North American Beauty Market Analysis:
- Policy Environment: China has introduced a number of policies to support cross-border e-commerce, such as tax policies for the return of cross-border e-commerce export goods, measures to facilitate cross-border payments, and customs clearance facilitation measures, which reduce enterprise costs and improve operational efficiency.
- Economic Situation: From 2022 to 2024, China's cross-border e-commerce export sales continued to grow, reaching 1.83 trillion yuan in 2023, a year-on-year increase of 19.6%; the total value of the US beauty market exceeded $56 billion in 2023 and is expected to exceed $70 billion by 2027, with online sales accounting for more than 30%.
- Social Characteristics: American society emphasizes diversity and inclusiveness. Consumers expect beauty brands to meet the needs of different skin tones, genders, and ages; social media and influencer effects are significant, with "beauty challenges" and "makeup transformation videos" guiding consumption.
- Technological Innovation: The US e-commerce market is mature, with fierce competition among platforms such as Amazon, Temu, and TikTok Shop; virtual try-on and AR technology are widely used, such as Sephora's "Virtual Artist" app, which has been downloaded by more than 6 million users.
- North American Beauty Market Background: Among the top 100 sellers in the cosmetics category on Amazon US, there are only 5 Chinese sellers, so competition is relatively small. In addition, many new products were launched in 2024, indicating great market potential; Generation Z is the main audience for beauty, accounting for about 60%. They rely on social media and focus on cost performance and product functionality.
- North American Beauty Product Cases:
- Pawotence Waterproof Mascara Set: Achieves high cost performance through low-cost procurement (10 RMB), with multi-platform presence on Amazon, TikTok, etc., combining in-platform advertising and social media seeding. Monthly sales peak at 79,900 sets, with sales exceeding $1.11 million.
- Sacheu Lip Liner: Seizes the European and American preference for 3D lips, adopts a peel-off design, and is reasonably priced (about $14.88). Through a large number of product promotion videos (2,700) on TikTok, total sales reached about $14 million.
- Terez&Honor Advanced Eyelash Serum: Focuses on natural ingredients and emphasizes the concept of natural beauty. Operates through Amazon and independent sites, combined with emotional marketing on social media. TikTok sales exceeded 233,000 units, with revenue of $4.55 million.
- Wonderskin Lip Mask: Utilizes special film transfer technology and multi-channel layout (Amazon, independent sites, TikTok), with influencer marketing and user interaction activities. Monthly sales reached up to $1.94 million.
- Trends of Chinese Beauty Going Overseas to North America:
- Product Trends: Functional makeup is on the rise, with the integration of skincare and makeup; ingredient cleanliness is emphasized, focusing on additive-free and natural ingredients; demand for personalized shades is increasing, such as Fenty Beauty launching more than 50 foundation shades; category innovation, with great potential in niche markets such as lip care and men's makeup.
- Operational Challenges: Qualification supervision is becoming increasingly strict, requiring compliance with FDA and other regulations; product safety standards are being raised, requiring professional testing reports; transportation of hazardous materials is becoming more difficult, and products containing alcohol require MSDS reports.
- Operational Trends: The importance of community marketing is highlighted, using UGC content to enhance brand interaction; the overseas warehouse model is becoming popular, improving logistics efficiency; leveraging social media and e-commerce channels, combined with KOL cooperation and short video marketing.
