Combined with the data from the FastData platform, Meizhuang.com analyzed and summarized the TikTok UK and US data lists in May to help brands further grasp opportunities to go overseas.
Judging from the sales list of beauty and personal care products in May, “Nature Spell Rosemary Oil For Hair 150ml (rosemary hair care oil)” topped the list, and its sales volume was twice that of the second-ranked lip gloss. This hair care essential oil is priced at £8.00 (approximately RMB 75), and the monthly sales volume reached 5.77w.
Nature Spell is a natural hair care brand born in London, England. The brand not only uses traditional blog texts to introduce product efficacy and usage methods, but is also good at continuously updating short videos on TikTok, introducing products in the most innovative way, and displaying the links of its TikTok short videos on the official website. On the TikTok homepage of Nature Spell, it can be seen that the style of its TikTok videos is relatively uniform, and most of them have real people on the scene, visually displaying product details and effects.
It is worth noting that tanning creams and bronzers with tanning properties are ranked 4th and 5th. Behind the sudden rise of the tanning trend, it implies the changes of human aesthetic concepts and class attributes. “One white covers one hundred ugliness” is no longer the only aesthetic standard, and with the explosion of outdoor sports such as camping, skateboarding, and Frisbee, bronze and wheat-colored skin are becoming more and more popular.
According to Euromonitor, between 2017 and 2022, the sunless tanning beauty category in the U.S. grew 70 percent, reaching $304 million in sales in 2022, and the market is expected to reach $4.16 billion in sales by 2027. One hundred million U.S. dollars. Not only in foreign countries, but also in China, the discussion on tanning is becoming more and more popular. If you search for the keyword “tanning” in Xiaohongshu, you can see more than 80,000 notes.
In addition, there are still many consumers who prefer to use self-tanning products as cosmetics, which is another big market worth expanding for this category. Mahay Tremblay, co-founder of Canadian tanning brand Nuda, once said: “Today we see on Tiktok that people are using sunless tanning products to shape their facial contours. Sculptural makeup.”
The biggest winner in May came from the beautycrop brand, with three groups of products on the list, namely the makeup setting spray at No. 3, the primer & spray set at No. 6, and the primer before makeup at No. 7 . In particular, the brand launched the “Primer & Spray Set”, which is more economical and affordable, and its sales volume increased by 13,873,900% month-on-month. It can be seen that British consumers favor the set.
Judging from the list of TikTok small stores in the UK in May, most of the list is small brand stores. Among them, Nature Spell, thebeautycrop, and madebymitchell are the top three small brands in the list. In terms of breakdown, Nature Spell is selling 71 items, with a sales volume of 16.05w, and a sales volume of £156.07w. A total of 4023 experts have brought the store’s products. Thebeautycrop has 34 products on sale, with a sales volume of 9.72w and a sales volume of £132.83w.
It is worth mentioning that LOOKFANTASTIC, ranked No. 5, is an online beauty and skin care boutique operated by The Hut Group, the largest retail giant in the UK. Multiple brands, more than 14,000 kinds of products. It has world-class big names, as well as British niche brands. From the data point of view, the number of products on sale in its small store has reached 1889, and the total number of related people is 8550, both of which are the most among the TOP10 small stores on the list.
Judging from the sales list of beauty and personal care products in the United States in May, “Advanced Snail 96 Mucin Power Essence (snail protein revitalizing energy essence)” from the Korean brand CosRX reached the top. Its price is $21.99 (approximately RMB 158), the sales volume is 1807, and the sales volume is $4.20w. Meizhuang.com searched for the same product in the Tmall CosRX overseas flagship store, and the price on the official website was 159 yuan.
The CosRX brand was founded in 2013, but since 2002, the brand has been collecting customer needs for skin problems, and finally launched Cosmetics beauty + Rx formula = CosRX products in 2013. CosRX advocates focusing on lifestyle and skin care habits, and guides consumers to solve skin problems by choosing high-efficiency ingredients. In 2019, according to the big data released by the Youtuber Research Institute, Leferi, a Korean beauty advertising agency, CosRX won the first place in the brand skin care department.
This snail protein revitalizing energy essence mainly repairs sensitive skin, soothes skin, increases elasticity, and has mild ingredients; it contains a total of 12 ingredients: snail mucus filter, betaine, butylene glycol, 1,2-hexanediol, sodium polyacrylate , Phenoxyethanol, Sodium Hyaluronate, Allantoin, Ethyl Hexylene Glycol, Carbomer, Panthenol, Arginine. It is worth mentioning that the essence contains 96% snail secretion filtrate, and the mucin in the snail mucus filtrate is a natural compound component, which can promote the skin’s absorption of moisture and nutrients. Sodium hyaluronate and betaine help retain moisture, while allantoin and panthenol have soothing and calming effects on the skin. The main feature is a simple, gentle and non-irritating formula.
Ranked seventh is Rio Summer Body Lotion from Sol de Janeiro, priced at $36.99, with a commission rate of 15%. Sol de Janeiro was founded in 2015. The brand is inspired by Brazil’s self-love culture and philosophy of happiness. It advocates loving your body and life, and has representative items in body care, perfume and scalp care. Most of these items are inspired by the regional characteristics and lifestyle of Brazil, such as the mild fragrance shower gel designed according to the Brazilian body cleansing culture, and the fragrance spray with Brazil nuts and caramel as the main tone. It is worth mentioning that in November 2021, L’Occitane acquired an indirect 83% stake in Sol de Janeiro.
Unlike the TOP10 products on the UK site, which are all beauty products, 7 of the TOP10 products on the US site are personal care products. For example, the Mysmile teeth whitening kit LED light, which ranks second, has a sales volume of +18,000% month-on-month. It focuses on quickly whitening teeth with 10 minutes of light, and can improve teeth by 9 shades in 7 days. In third place is a deodorant for $11.99. According to statistics from Euromonitor Consulting, sales of antiperspirant deodorants in China were only US$110 million (about RMB 750 million) in 2016, while the US market was US$4.5 billion (about RMB 30.93 billion) in the same period. In fourth place is Herban Cowboy’s Tattoo Balm Tattoo Balm, priced at $22.00.
In addition, American consumers are more keen to buy tool products on TikTok. For example, at No. 6 is an FHI Heat Unbrush Detangling Hair Brush. At No. 8 is a $40.00 hair removal device called the Gawn Crystal Hair Eraser, which is made of high-quality glass and ABS material with a smooth surface, painless and easy to use. At No. 9 is a visual ear pick, priced at $19.99; at No. 10 is a depilatory wax heater, priced at $25.99 – 68.99.
Judging from the list of TikTok small stores in the United States in May, Unineed US ranked first, with 216 products on sale and a sales volume of $12.11w. The distribution of products sold in the store, beauty makeup and personal care accounted for 99.05%. Products sold include CosRX’s Advanced Snail 96 Mucin Power Essence (snail protein revitalizing energy essence), Sol de Janeiro’s shower gel body lotion, Schwarzkopf’s mascara and other well-known brand products.
The second small shop is the pHix, with sales of $8.83w. There are only 10 products on sale, and most of them are brand-owned products. The beauty and personal care category accounts for 92.86%, including serum peptide products, coffee For eye cream etc.
BeautyChoiceUSA ranked third, with sales of $4.77w, 111 products on sale, and 97.84% of beauty and personal care. A total of 167 experts have brought products from this store.
epilogue
Currently, the TikTok Shop US station only supports stores in the US. To register a store in the US, you need to show a US company license and the driver’s license or passport of the person in charge. Applicants are also required to fill in the invitation code when applying for admission. However, it is reported that the TikTok Shop US cross-border store is about to open to the public. After the TikTok Shop UK mall opened on June 6, it is expected that the US mall will also officially open in July.
It is worth mentioning that not long ago, TikTok Shop officially announced the launch of a fully managed model, that is, merchants are responsible for supply, and the platform is responsible for operations, logistics and other services. In fact, TikTok is not the first cross-border e-commerce platform to launch a fully managed service model. Previously, e-commerce platforms such as AliExpress, Lazada, and Temu, which just went online last year, have launched this business model.
The advantage of the full hosting model is that it allows merchants to save time and energy and focus on optimizing products and R&D and production. Therefore, it is expected to attract a group of industry and trade integration or brand sellers, bringing a new wave of growth. It may change the existing pattern of TikTok e-commerce, and become a great opportunity for small and medium-sized sellers to enter and deeply cultivate overseas markets.