company news about August TikTok: Tear-off lip pen beauty area exploded, Chinese toothpaste sales exploded in Vietnam

In August, TikTok saw major changes, with products from China performing well: "Lip Liner Stay Tearable Lip Liner" created by Hong Kong blogger Sarah Cheung topped TikTok beauty care in the United States; In addition, Yas toothpaste, which debuted in May, also made the TOP10 list in Vietnam for the first time

From a subdivision point of view, which beauty care products are listed in the explosive list of countries?

01

United States: Tear lip liner monthly pin exceeded 70,000 +

In August, among the top 10 TikTok beauty care list in the United States, personal care products occupied 7 places. It can be seen that consumers in the United States prefer to buy personal care and other daily necessities on TikTok platform than makeup and skin care products.

There are many categories of personal care products on the list, including hair remover, whitening tooth strips, toothpaste tablets, hair styling gel, nail polish, etc. One NOBS toothpaste tablet has witnessed explosive growth in the past 30 days. The product has been on the shelves

since September 2023, and in the past year, the total sales volume has reached 228,000, with a total GMV equivalent to about 25.84 million yuan.

We found that different from traditional squeezed toothpaste, the main selling point of NOBS toothpaste tablets is that they are small and lightweight, do not need to be squeezed, and can be lathered by chewing when used, and can be used anytime, anywhere oral care. When it comes to ingredients, the product is naturally fluoride-free and does not contain harmful chemicals such as artificial sweeteners, colors or preservatives, providing a healthier oral care option. The emergence of NOBS toothpaste tablets makes up for the gap in the toothpaste market in TikTok.

In particular, the top product in August was "Lip Liner Stay" by SACHEU Beauty, created by beauty blogger Sarah Cheung from Hong Kong, China. Like Asian women's obsession with whitening, European and American women have a different preference for round and full lips. As a result, lip makeup products have maintained a strong growth trend in the European and American markets.

"Lip Liner Stay" is known as "tattoo like dyeing effect", just like tearing mask, the upper mouth liquid can be torn off after forming, to achieve a long-term effect of no decolorization. Lipstick with dyeing function is not rare, but there are not many products that provide dyeing function by tearing form. The interesting makeup form and the precise response to the needs of European and American female consumers are the reasons for the explosion of SACHEU Beauty.

It also has to mention the experience of Sarah Cheung, who worked as a makeup trainer for Sephora before founding SACHEU Beauty, and actively shared beauty tutorials and skincare tips on platforms like YouTube, Instagram and TikTok. With professional beauty skills, authentic product reviews and a friendly and natural personal style, she has become an influential beauty blogger.

SACHEU Beauty is very good at working with talent, and in the last 180 days, Alliance has contributed more than 95% of the GMV percentage for the store. The credibility and attractiveness of the product are increased through the actual use videos and user feedback of the experts.

02

Vietnam: Body fragrance sprays dominate the list

In the TOP10 TikTok beauty care list in Vietnam in August, the fragrance spray from eHerb Viet Nam's shop dominated the TOP1-4 list. Due to Vietnam's tropical location and hot and humid summers, consumers often choose to buy fresh, long-lasting fragrances to keep their bodies fresh and hide the smell of sweat, which is also an important reason for the recent increase in sales of this category.

But the fragrance on the list is different from traditional perfumes in that it is fresher in smell and can be sprayed directly on clothing, suitable for both men and women. In addition, the price is also more cost-effective, a single bottle of about 15 yuan, cheaper than traditional perfume.

It is worth mentioning that Chinese brands continue to perform well in the Vietnamese market. Ranked sixth is Colorkey LUMINOUS Vitamin B5 mask, priced at 140,000 VND (equivalent to about 41 yuan), a box of 10 tablets, with multiple benefits such as cleaning and repairing. In the past 28 days, the sales of this product in the beauty/beauty/skin care/facial mask category in Vietnam have been on the rise, and 46,500 pieces have been sold, with a total sales of more than 1.26 million yuan.

Ranked 7th is also from China's toothpaste brand Yas, priced at 57,000 VND (equivalent to about 16.5 yuan), the focus of probiotics whitening and removing stains, gentle comfort, deep cleaning. In the past 28 days, sales of this product in the beauty care/nose and mouth care/toothpaste category in Vietnam have been on the rise, and 52,700 pieces have been sold, with total sales equivalent to about 633,000 yuan.

This is also the first time that YAS toothpaste has ranked among the TOP10 of TikTok beauty care list in Vietnam. The product has been on the shelves since May this year, and in more than four months, the total sales volume has exceeded 90,000, with a total GMV of about 1.233 million yuan. At the same time, the brand is also making efforts to self-broadcasting, at present, YAYASHI.VN official flagship store has 23,300 fans, the number of goods on sale is 13, and the sales volume of the store has exceeded 84,600 in the past 28 days, and the sales volume is equivalent to about 1,013 million yuan.

03

Malaysia: Massage oil is the most popular

With the growing consumer demand for health and natural products, the global massage oil market size reached $1.69 billion in 2023 and is expected to grow at a CAGR of 7.9% during the forecast period 2023-2030. Malaysia is expected to be one of the fastest growing regions in the global market. As can be seen from the TOP10 TikTok beauty care list in Malaysia in August, a Massage Oil named "Jungle Girl Massage Oil" not only topped the list, but also occupied three seats.

This massage oil was put on the shelves in June this year, is a massage oil product with a variety of effects, the price is equivalent to about 58 yuan, with a variety of treatment and health care effects, in the market demand is large, especially on social media platforms such as TikTok quickly sold out, showing a certain degree of popularity.

Ranked sixth, the mask stick is a product of SKINTIFIC, a permanent general in Southeast Asia's best-selling list. The product has been on the shelves since July 2024, and the total sales volume has exceeded 101,500, with total sales equivalent to about 4.6 million yuan. In terms of selling points, SKINTIFIC tends to emphasize the use of natural, safe and effective ingredients, and by highlighting these differentiating ingredients in product packaging and promotion, this is in line with the growing health awareness and demand for environmentally friendly products in Southeast Asia.

04

Indonesia: Body lotion should also protect against sun

In TikTok Indonesia's TOP10 beauty care list in August, personal care products and beauty products accounted for 50% respectively.

Affected by the high temperature, high humidity and strong ultraviolet rays in Indonesia, products such as sun protection, exfoliation, perfume and antiperspirant are in large demand and favored by consumers in the local market. From the past list, these products frequently rank among the TOP10.

In the category of skin care, Indonesian brands with Chinese background have more advantages in the local area; In the cosmetics category, local consumers prefer European and American brands, such as Maybelline, which has been listed many times. In fourth place, Maybelline Superstay matte lip glaze, the total sales exceeded 1.2 million, and the total GMV reached 75.138 million yuan. It is reported that this matte lip glaze smells like cake, the main non-stick cup does not fade, excellent quality and rich color choice is the reason why it is favored by consumers.

Small doses of perfume and antiperspirant are also more popular in Indonesia. The perfumes and antiperspirants on the list are basically small volumes of 10-15ML, and through activities such as "buy one, get one free" and "buy two, get two", they give consumers more different flavor experiences.

"This year will be a wave of skincare, personal care and fragrance brands." An industry source told the beauty network. However, in general, the local people will have a high degree of trust in their own cosmetics, foreign brands to open the market in a foreign country, it is very difficult, which requires us to go into the local market and do research and planning in advance.