The document is the report "2025 Beauty Going Overseas: Exploring a New Journey of Beauty in North America" released by Jieshu Consulting, focusing on the situation of Chinese beauty products expanding into the North American market. It covers aspects such as market analysis, product cases, and future trends. The specific content is as follows:
- North American Beauty Market Analysis:
- Policy Environment: China has introduced a number of policies to support cross-border e-commerce, such as tax policies for the return of cross-border e-commerce export goods, measures to facilitate cross-border payments, and customs clearance facilitation measures, which reduce enterprise costs and improve operational efficiency.
- Economic Situation: From 2022 to 2024, China's cross-border e-commerce export sales continued to grow, reaching 1.83 trillion yuan in 2023, a year-on-year increase of 19.6%; the total value of the US beauty market exceeded $56 billion in 2023 and is expected to exceed $70 billion by 2027, with online sales accounting for more than 30%.
- Social Characteristics: American society emphasizes diversity and inclusiveness. Consumers expect beauty brands to meet the needs of different skin tones, genders, and ages; social media and influencer effects are significant, with "beauty challenges" and "makeup transformation videos" guiding consumption.
- Technological Innovation: The US e-commerce market is mature, with fierce competition among platforms such as Amazon, Temu, and TikTok Shop; virtual try-on and AR technology are widely used, such as Sephora's "Virtual Artist" app, which has been downloaded by more than 6 million users.
- North American Beauty Market Background: Among the top 100 sellers in the cosmetics category on Amazon US, there are only 5 Chinese sellers, so competition is relatively small. In addition, many new products were launched in 2024, indicating great market potential; Generation Z is the main audience for beauty, accounting for about 60%. They rely on social media and focus on cost performance and product functionality.
- North American Beauty Product Cases:
- Pawotence Waterproof Mascara Set: Achieves high cost performance through low-cost procurement (10 RMB), with multi-platform presence on Amazon, TikTok, etc., combining in-platform advertising and social media seeding. Monthly sales peak at 79,900 sets, with sales exceeding $1.11 million.
- Sacheu Lip Liner: Seizes the European and American preference for 3D lips, adopts a peel-off design, and is reasonably priced (about $14.88). Through a large number of product promotion videos (2,700) on TikTok, total sales reached about $14 million.
- Terez&Honor Advanced Eyelash Serum: Focuses on natural ingredients and emphasizes the concept of natural beauty. Operates through Amazon and independent sites, combined with emotional marketing on social media. TikTok sales exceeded 233,000 units, with revenue of $4.55 million.
- Wonderskin Lip Mask: Utilizes special film transfer technology and multi-channel layout (Amazon, independent sites, TikTok), with influencer marketing and user interaction activities. Monthly sales reached up to $1.94 million.
- Trends of Chinese Beauty Going Overseas to North America:
- Product Trends: Functional makeup is on the rise, with the integration of skincare and makeup; ingredient cleanliness is emphasized, focusing on additive-free and natural ingredients; demand for personalized shades is increasing, such as Fenty Beauty launching more than 50 foundation shades; category innovation, with great potential in niche markets such as lip care and men's makeup.
- Operational Challenges: Qualification supervision is becoming increasingly strict, requiring compliance with FDA and other regulations; product safety standards are being raised, requiring professional testing reports; transportation of hazardous materials is becoming more difficult, and products containing alcohol require MSDS reports.
- Operational Trends: The importance of community marketing is highlighted, using UGC content to enhance brand interaction; the overseas warehouse model is becoming popular, improving logistics efficiency; leveraging social media and e-commerce channels, combined with KOL cooperation and short video marketing.
Short answer for decision makers
This TikTok business signal should be used as a planning prompt, not a standalone trend. The practical question is whether your brand has the market readiness, creator supply, Shop conversion path, paid-media structure, and reporting cadence to act on it now.
Key facts
- Market signal: TikTok Industry Research and Analysis Report
- Published: June 13, 2025
- Source transparency: the original source linked in this article
Tuke recommendation
Choose one market, one product group, one creator cohort, and one KPI for the next operating cycle. Then align creative testing, TikTok Shop optimization, live commerce readiness, and weekly reporting around that single decision.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.