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At some point, home DIY styling has become a popular lifestyle. Men cut their own hair, women dye their hair, and people enjoy the convenience and sense of control that comes from doing things by hand.
Behind this trend is the change in consumer habits and the maturity of product technology, which makes "becoming beautiful" more accessible and efficient. And this trend is not only limited to people, but is even more obvious in pets. More and more pet owners are beginning to pay attention to how to easily and comfortably groom their beloved pets.
According to Google Trends data, in the past three months,the global search popularity of the keyword "Pet Grooming" has increased by 20% compared to the previous period, and the average daily search popularity has remained at a medium to high level for a long time.
As the demand for home pet grooming continues to rise, it has directly driven the market heat of pet grooming appliances to rise in tandem.
Image source:Google Trends
According to the latest data released by RESEARCH AND MARKETS:
The globalpet grooming appliancesmarketis valued at approximately$3.97 billionin2026,and is expectedto grow to$6.85 billionby2032, with acompound annual growth rateof9.1%over the next few years, which shows that this niche track is ushering in a consumption boom.
Image source:RESEARCH AND MARKETS
So, in which global market are pet grooming appliances most popular?The answer is undoubtedly Europe and America.
Currently, the penetration rate of pet households in Europe and America has reached70%, and most local families regard their "fur babies" as family members.
Because offline pet stores are expensive, a single haircut can cost$50 to $150, and there are often problems such as waiting for appointments and pets being easily stressed at the store. Due to multiple factors, home DIY pet grooming has gradually become the mainstream choice.
More than 60% of European and American households are willing to pay for their pets' emotional health, so silent and low-stress products have higher premium space and market competitiveness.
Image source:ONEISALL
The huge rigid demand gap has directly given rise to the low-noise pet clipper as a niche category. Many domestic brands have seized the development dividend of this track, deeply cultivated and successfully stood out.
Today we are going to talk aboutONEISALL, which is a highly representative benchmark brand.
With its pet clipper, it has achieved explosive sales on Amazon,with monthly sales exceeding 19,000 units and sales revenue of nearly 40 million yuan;the brand's annual revenue on Amazon hasexceeded400 million yuan.
Next, let's take a look:How did ONEISALL become popular in overseas markets?
Image source:ONEISALL
Born from love, trusted by millions of families
According to public information,ONEISALL is a pet care brand founded in Shenzhen in 2012, and its birth originated from the founder's own experience of raising pets.
The founderTerry Zhang once adoptedaBorder Collie named Niuniu who had been abused,and becauseNiuniu was extremely afraid of the noise in pet stores and strongly resisted every grooming session,Terrydecided to developa low-noise, cost-effective home pet clipper,and thus the ONEISALL brand was born.
Image source:ONEISALL
From 2012 to 2016, it was the brand's startup phase. Terryfocused on R&D and launchedthe firsthome pet clipperproduct,equipped witha silent motor of only 50 decibels, anti-jamming blade, six limit combs, integrated vacuum and shaving, and other patented designs,and initially accumulated a group of core users.
Starting in 2019, the brand gradually exploded in overseas markets,relying on excellent performance and pet-friendly, low-stress design,ONEISALL's pet clipper won the sales championship on Amazon US and Germany sites, and for60 consecutive monthsit topped the chartsand remained number one.
Later, in2022, its total sales on Amazon exceeded 220 million yuan;in2023, the brand's annual sales exceeded 400 million yuan, with more than 150,000 positive reviews, ranking among the top sellers in the category.
Image source: Amazon
Of course,ONEISALLdoes not only rely on third-party cross-border platforms, but also has built its own overseas independent website.
On the site,it launchesholiday limited edition bundle discounts, member exclusive benefits and other operational activities to strengthen user stickiness and increase repurchase conversion.At the same time, it focuses onSEO optimization, targeting precise long-tail keywords such as quiet dog clippers and low stress pet grooming, to continuously drive organic search traffic.
Image source:ONEISALL
In addition to channel layout,the brand is also continuously improving its product matrix. Now,its product line covers pet clippers, grooming vacuums, paw trimmers, pet water dispensers, smart feeders and other items, providing one-stop pet care solutions for overseas pet families and accumulating a large number of loyal users.
As of now,ONEISALL'sbusiness covers60 countries and regions,with a solid foothold in core markets such as Europe, America, and Southeast Asia, serving more than10 million users, and has grown into a globally influentialleadingpet care brand.
Image source:ONEISALL
Using social media platforms as a bridge to connect pet lovers around the world
Improving the product matrix and expanding sales channels are certainly key for brands to deeply cultivate overseas markets. But as a local Tuke brand, if you want to quickly integrate into the European and American markets and gain recognition and choice from local pet families, the first prerequisite is to build brand awareness and reach more potential consumers.
TikTok, as the world's top short video platform, has naturally becomethe core position for ONEISALL's overseas marketing and brand seeding.
Itscontent strategy onTikTok is very clear:using real pet-raising daily life as the entry point, softly embedding products in everyday scenes, subtly shaping the brand image, and gradually penetrating users' minds.
Currently,the brand'sofficial main account@oneisallofficial has19,400 followers,and a total of 272,800 likes. The account's content mainly features real scenes of home pet grooming and various product tutorials, catering to the real needs of overseas pet owners.
Image source:TikTok
Take the most viewed video on this account as an example. This videofully restoresthe whole process of a pet owner usingONEISALL's clipper to trim their dog's nails and groom its fur. After finishing, they can also vacuum up the scattered hair with one click, easily restoring a clean home environment.
This video has now exceeded4.9 million views, with 257,800 likes.There aremany comments from netizens, saying that their dogs are afraid of the noise of ordinary vacuum cleaners, and that such low-stress pet grooming products are just what they need.
It can be seen thatthis kind of lifestyle content not only allows users to easily understand product functions, but also establishes a warm brand image of caring for pets, greatly improving user favorability and thus driving consumption conversion.
Image source:TikTok
In addition to operating its own brand account,ONEISALL also collaborates deeply withpet influencers active on TikTok.Through real-life reviews+touching stories, the product is deeply tied to the human-pet relationship, achieving efficient brand seeding.
For example, pet influencer @Gangrottie, who has2.4 million followers, once shot a promotional short video for ONEISALL's clipper.
Image source:TikTok
In the video, the influencer grooms their pet's entire body, flexibly changinglimit combsaccording to different parts of the dog's body,easily completing the full set of home grooming while avoiding pet injury and reducing discomfort.
So far, thisproduct placement videohas already garnered13.3 million views and 325,900 likes.
It has also achieved good inquiry results in the comments section, with many usersleaving commentsasking aboutthe same modelandpurchase channels, such as"Does anyone know what this machine is called? I need it!" "Urgent! Where can I buy something like this?" and so on.
It can be seen thatthe content format of influencer real-life reviewsnot only stimulates interactive discussions among pet owners, but also simultaneously boosts product reputation and brand seeding conversion, with outstanding marketing results.
Image source:TikTok
The time has come, and the momentum is building
Looking back,ONEISALL's success is not accidental.It accurately identified the rigid demand for home grooming among European and American pet families, solved real pain points such as loud noise and pet stress with its product strength, and built brand awareness throughTikTok and independent site multi-platform layout.
Now, the global pet grooming appliances market is still growing, European and American consumers have a high acceptance of premium prices for low-stress and silent products, and China's supply chain still has obvious advantages in product development and cost control.
For domestic companies intending to expand cross-border Tuke, pet grooming and care is still a high-potential, high-quality track worth deep cultivation.
There is no universal standard answer for Tuke, but there are always people who find the right track and break out on their own path. Instead of hesitating and waiting, it is better to seize the opportunity and try to enter early.
