TikTok Shop Beauty Brands Exceed 30,000, Competition Intensifies
The number of beauty brands on TikTok Shop has surpassed 30,000, intensifying competition as the entry barriers for creators are raised, requiring brands to have stronger advantages.
What are the key facts?
- 1Number of Brands: Exceeds 30,000
- 2Category Proportion: Beauty accounts for 22.5% of GMV
- 3Entry Barriers: Raised to over 1,000 creators per quarter
What happened?
According to a report by 5W Public Relations, the number of beauty brands on TikTok Shop has now exceeded 30,000, with the beauty category contributing 22.5% of the platform's total GMV. As market competition continues to intensify, entry barriers have increased, with the number of creators marketing leading brands exceeding 1,000 per quarter. The report suggests that sellers should develop a tiered creator system and strengthen content compliance reviews to navigate the increasingly competitive market environment.
What does this mean for cross-border sellers?
Beauty sellers should shift from relying on a single top influencer to building a matrix of micro-influencers to enhance market competitiveness while reinforcing content compliance to avoid risks.