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New Dash Hudson and NielsenIQ study shows consistent monthly average growth of 116% in US TikTok Shop beauty sales from April through November.
February 28, 2024
By: Christine Esposito
Editor-in-Chief
US adults reported to spend a total of 4.43 billion minutes per day on TikTok this year –– a 5x increase since 2019. This dramatic rise provides a unique opportunity for brands to reach a wide audience and bring them down the funnel to conversion, according to new a study from NielsenIQ (NIQ) and social media management platform Dash Hudson. “TikTok Shop, a global powerhouse in beauty retail, has already achieved remarkable success worldwide. It ranks as the No. 2 personal care ecommerce retailer in China and the No.4 cosmetics retailer in the UK by sales. Now, with its sights set on the US, the largest global beauty market, TikTok Shop made its mark by reaching the No.12 position in beauty and personal care ecommerce retailers in the US by November 2023,” said Anna Mayo, VP Beauty thought leadership, NIQ. “Demonstrating an ability to translate views into sales, TikTok Shop has ushered in a new era of social shopping, poised to transform how consumers discover and shop for beauty products. The engaging platform of TikTok serves as a powerful catalyst in driving beauty sales, providing a dynamic and visually appealing space for enthusiasts, influencers, and brands to connect. This unique environment has led to a significant boost in sales as trends and recommendations rapidly spread across the TikTok community,” added Mayo. While TikTok Shop was introduced in the United States in April 2023, it launched in the United Kingdom in 2021. The sales data, inclusive of the beauty industry, provides a glimpse into the potential opportunity in the US market, which traditionally sees in store beauty sales about 5x greater than the UK market. To date, the United States has seen a consistent monthly average growth of 116% in TikTok Shop beauty sales from April through November.
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