489According to Tuke, TikTok has significantly boosted sales of beauty products in the United States through popular trends such as #TikTokMadeMeBuyIt.
This trend not only increases the exposure and awareness of beauty products, but also enhances product trust and reputation through authentic recommendations from influencers and resonance with fans.
Especially for high-end cosmetics and skincare products, sales have grown rapidly under TikTok’s influence, bringing huge market opportunities for sellers in the beauty category.
Next, Tuke will show you the specific sales data of the U.S. beauty industry.
Image source: Circana
Reportedly, in 2023, sales in the high-end beauty industry increased by 14% year-on-year, and total U.S. beauty sales are expected to reach $31.7 billion. Among them, high-end cosmetics sales grew the fastest, with a year-on-year increase of about 15%; mass-market beauty sales also achieved a growth of about 6%.
Skincare products saw the fastest sales growth in the high-end beauty category, with high-end skincare growing by about 14% and mass-market skincare by about 11%.
Among people aged 45-54 with a family structure of four (including children under 18), high-end skincare is gradually gaining market share. In addition, teenagers and those aged 10-11 are increasingly interested in high-end skincare, and the shared attention of these two groups provides opportunities for further expansion of the high-end skincare market.
The growth of the high-end perfume market is also very significant, reaching about 12%, while the mass-market perfume market achieved a growth of about 4%.
This trend shows that consumers are increasingly pursuing the quality and uniqueness of perfumes and are willing to pay higher prices for high-quality, distinctive perfume products.
Meanwhile, the unit sales growth rate of mini women's perfumes is particularly outstanding, five times that of other sizes, reflecting the strong demand for portable, easy-to-carry perfume products. Mini perfumes are not only convenient to carry, but also relatively low-priced, allowing more consumers to easily try and own multiple perfumes.
In addition, the body spray market is also showing rapid growth, with its market size having tripled since 2022. Its diverse fragrance options, long-lasting scent, and convenient usage have made body spray a dark horse in the perfume market.
In the hair care category, the market shows a clear differentiation trend, with high-end hair care sales growing by about 14%, and mass-market hair care products maintaining steady growth with a 6% increase in sales.
As the only beauty category that occupies the majority of online sales, hair care e-commerce accounted for 52% of sales in 2023, fully demonstrating the huge potential of the hair care e-commerce market.
Sales data of a hair care product on TikTok
At the same time, Tuke has learned that Millennials and Gen Z are gradually becoming the main driving force behind beauty product trends. In the purchasing decision process, they pay particular attention to product authenticity, inclusivity, and sustainability, and are deeply influenced by social media, influencer recommendations, and online reviews.
Moreover, the male beauty market is also worth noting. Nowadays, the "#mensskincare" tag on TikTok has reached 1.9 million views, reflecting the growing demand for beauty products among male consumers.
More and more men are using the skincare tag
In the next six months to a year, beauty brands should mainly focus on the following two trends:
Trend 1: All-natural and organic ingredients. Currently, more than 65% of consumers are actively seeking eco-friendly brands that emphasize natural and organic ingredients, and 55% of consumers say they are willing to pay more for sustainable products.
Trend 2: Using AI and AR technology to achieve personalized services. Tuke has learned that Prose (a hair care company) provides consumers with exclusive customized products through questionnaires, while Revieve (a technology company) offers AI/AR-driven skin tests, try-on experiences, and other personalized recommendations to help consumers more accurately select and purchase their favorite products.
Benefiting from the influence of platforms like TikTok, beauty product sales will continue to grow in the future. For domestic brands in beauty-related fields looking to go global, now is the perfect time—don’t miss out.
