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1、TikTok:Reshaping the Face of the Beauty Industry|1XTikTok:Effects on Beauty sales|1XXTIKTOK:RESHAPING THE FACE OF THE BEAUTY INDUSTRYTikTok:Reshaping the Face of the Beauty Industry|2XTikTok:Reshaping the Face of the Beauty Industry|2X01 Intro:TikTok Shop launches in the US What is TikTok Shop,and w

2、hy is it important right now?Timeline of ecommerce activity and growth on TikTokCustomer profiling and behavior3-802 TikTok Beauty shopping TikToks position vs.other social media platforms for Beauty shoppingHow the Beauty&Personal Care category did during TikTok Shops launch monthDiving into live c

3、ommerce:Most global Beauty sales are via live-stream shopping.Holiday Beauty shopping:Black Friday and Cyber Monday in the US and UK Spotlight:Beauty consumer behavior during the APAC holiday shopping season9-1303 The Beauty Landscape and TikTok influence on brands Leading ecommerce players and bran

4、dsCharacteristics of leading brands on TikTok14-21TABLE OFCONTENTTikTok:Reshaping the Face of the Beauty Industry|3XTikTok:Reshaping the Face of the Beauty Industry|3XO1INTRO:TIKTOK SHOP LAUNCHES IN THE USTikTok:Reshaping the Face of the Beauty Industry|4XThe future of ecommerce is here.In September

5、 2023,TikTok launched its highly anticipated ecommerce platform TikTok Shop in the US,rolling out in-app purchasing for all American users.The first reports are optimistic:During its launch,TikTok Shop already ranked in the top 20 Beauty&Personal Care ecommerce companies in the US.As a result,TikTok

6、 became an even bigger ecommerce player than it was.Before the launch of TikTok Shop in the US,UK,and several Asian markets,the company was already profiting from an ecommerce revenue stream thanks to referral links from merchants on their TikTok for Business accounts.While Beauty&Personal Care is n

7、ot the top-selling ecommerce category overall,this segment has been one of the first to embrace the advent of social commerce and live commerce.Influencers and celebrities showing off products on social media hold great appeal to young consumers,meaning that Beauty&Personal Care products feel right

8、at home in the TikTok Shop.Indeed,preliminary data shows that a staggering 85%of TikTok Shop sales are in the Beauty&Personal Care category.This report explores how TikTok became an ecommerce force,its role in the social commerce landscape,and which brands are set to profit from this new shopping ch

9、annel.Statista and Similarweb combine key figures with raw traffic data to give you all the insights you need to get started on TikTok for Business.IntroductionTikTok:Reshaping the Face of the Beauty Industry|5XTikTok Shop is banned in IndonesiaNew government regulations separate social media from e

10、commerce,thus banning the TikTok ShopTikTok Shop launches in the USIn-app shopping is rolled out for the entire US market.This allows American users to buy items directly in the appTikTok Shop re-launches in the UKAfter a failed 2021 launch and scrapped expansion plans,TikTok starts to Beta test its

11、 revamped Shop in the UKTikTok abandons expansion plansAfter a failed UK launch in 2021 with low consumer demand and influencers dropping out,TikToks plan to expand the Shop to Germany,France,and the US was abandonedTikTok Shop first launches in the UKThe Shop is fraught with problems,including low

12、demand,influencers dropping out,and internal issuesThe first TikTok shop launches in IndonesiaAfter the Shopify deal introduced referral link shopping,in-app shopping was first launched in Indonesia,quickly followed by other Asian marketsShopify partners with TikTokMerchants can directly link their

13、Shopify stores to their TikTok Business accountsOctober 2020February 2021December 2021July 2022May 2023September 2023October 2023The launch of TikTok Shop US is the latest chapter in a long line of ecommerce efforts by the social media sensation.Three years ago,TikTok first dipped its toes into the

14、ecommerce waters via a partnership with Shopify,massively expanding the number of merchants on the platform.This maneuver was followed by the first TikTok Shop launches in Asia and the UK,with varying degrees of success.TikTok:A new shopping channelTikTok:Reshaping the Face of the Beauty Industry|6X

15、TikTok invested in user acquisition first to monetize its platform with growing advertising revenueTikTok has several sources of revenue.This report focuses on the platforms recent ecommerce activities,however,advertisements have been a major lifeline for years.This data forecasts a significant incr

16、ease in ad spending on TikTok as the social media platform continues to grow.TikTok Advertising Revenue ForecastIn billion US dollars.Estimated data.Statista estimates using eMarketer data TikTok Daily Active Users Over TimeIn million Android Daily Active App Users,Worldwide,Similarweb App Intellige

17、nceRevenue in billion US dollars2020202120222023202420252026202760504030201002502001501005002020202120222023Daily Active UsersTikToks user base remained resilient even as people returned to their pre-pandemic routines.In the 12 months leading to September 2023,Brazil and Mexico displayed the highest

18、 number of daily active TikTok users on Androids,with 34.6M and 22.5M users,respectively.105%MexicoBrazil34.6M 22.5M$54B$44B$33.1B$23.5B$23.6B$11.5B$4B$2B170.5M213M227.1M227M%YoY ChangeHighest number of daily active Android TikTok usersTikTok:Reshaping the Face of the Beauty Industry|7XThe typical T

19、ikTok user is not as young as we may thinkThe largest age demographic on TikTok is 35-44(32%).Only 51%of TikTok users on Androids are under 35 years old,and under are below 25 years old.These are lower figures than under 35 year-olds on Snapchat(68%)and Instagram(57%).Age Breakdown of Top Social Med

20、ia AppsSimilarweb,US,Android,September 2023 Gender Breakdown of Top Social Media AppsSimilarweb,US,Android,September 202318-24Share of User Base per Gender(%)While other top social media platforms display a higher share of male users,TikTok has the most balanced gender split on Android.100%75%50%25%

21、0%6%11%32%27%24%12%4%27%30%27%3%8%21%28%40%6%16%30%28%21%Share of User Base per Age Group(%)TiktokInstagramSnapchatFacebook100%75%50%25%0%50%MaleFemale50%43%57%40%60%47%53%24-3435-4445-5455+TiktokInstagramSnapchatFacebookTikTok:Reshaping the Face of the Beauty Industry|8XWhere do TikTok users shop i

22、n-app?In the UK,TikTok users predominantly engage in cross-platform usage with Amazon Shopping,Temu,and Shein.In terms of category usage ranking,Shein and Temu apps exhibit greater popularity among TikTok users compared to the general population.Compared to Instagram users,TikTok users are more like

23、ly to display a higher usage of shopping apps.Amazon Shopping,Temu,and Shein are in the top 25 cross-used apps with TikTok,whereas only Amazon is in the top most cross-used apps for Instagram users(at the 27th position).TikTok Audience Interests*-Top Shopping Apps*Likelihood that an apps user base w

24、ill use other apps in a given periodSimilarweb,Android,September 2023#App Title12345678910#App Title12345678910In the US,TikTok users over-index in cashback app usage compared to the general population,with Fetch and Ibotta ranking higher in usage frequency than in the shopping apps category.TikTok

25、users also exhibit a higher usage frequency of Asian platforms like Temu(2nd rank vs.3rd rank for the general population),Shein(3rd vs.5th),and AliExpress(10th vs.13th),which offer thousands of goods at a low price.Amazon ShoppingTemu:Shop Like a BillionaireSHEIN-Shopping OnlineVinted-Buy and sell c

26、lothesASOSAliExpressKlarna|Shop now.Pay later.eBay:Online Shopping DealsThe most rewarding way to ShopTesco Grocery&ClubcardAmazon ShoppingTemu:Shop Like a BillionaireSHEIN-Shopping OnlineThe most rewarding way to ShopAliExpressWalmart:Shopping&SavingFetch:Have Fun,Save MoneyTargetEtsy:Home,Style&Gi

27、ftsIbotta:Save&Earn Cash BackTikTok:Reshaping the Face of the Beauty Industry|9XTikTok:Reshaping the Face of the Beauty Industry|9XO2TIKTOK AND BEAUTY SHOPPINGTikTok:Reshaping the Face of the Beauty Industry|10XTikToks role in Beauty social commerceTikTok was the top social media platform for online

28、 Beauty product consumers in the US in 2022.That year,almost nine out of ten TikTok users purchased Beauty items on the platform.Instagram and Facebook users were also avid purchasers of Beauty care products.Beauty Product Sales Across Social MediaUS,2022.Statista using StyleSeat data.Top TikTok Sho

29、p Product CategoriesUS,September 2023.Statista using NIQ data.Share of users purchasing Beauty products During the first month of its launch in the US,the Beauty category dominated sales:Approximately 85%of the most purchased products on TikTok Shop derived from the Health&Beauty category.TiktokInst

30、agramSnapchatX(Twitter)89%66%59%56%85%Beauty care11%Food4%Household careFacebookTikTok:Reshaping the Face of the Beauty Industry|11XTikTok users are more likely to browse for pharmacy and Beauty retailersBased on a representative sample of 21,225 US consumers that used the TikTok app during July-Sep

31、tember 2023,Amazon gets the highest share of visits(54%)from TikTok users,followed by other marketplaces.Top Web Retailers Visited by TikTok Users,Ranked by Monthly VisitsSimilarweb Market Research Panel,US,July-September 2023,n=21,335Retailer54.4%Share of visitsIncluding marketplacesHowever,it is s

32、till interesting to highlight that TikTok users over-indexed in Pharma and Beauty retailer visits against the general population:Target in total monthly traffic typically ranks higher than CVS,and Macys higher than Walgreens.RetailerRank for Without marketplaceswhole population TikTok users1234515.3

33、%9.2%4.4%3.5%2.9%1.7%0.8%0.8%0.8%678910=+1+2-2+1+4=-5-2+113526107948TikTok:Reshaping the Face of the Beauty Industry|12XUS TikTok users and purchasers are more likely to make use of Black Friday for Body Care purchasesSimilar to the UK,more US TikTok consumers expressed the intention of shopping for

34、 cosmetics and Body Care items during Black Friday and Cyber Monday sales vs.the average social media user.2023 Black Friday Shopping Plans As of October 5,2023,Statista Consumer Insights 2023 Black Friday Shopping Plans As of October 5,2023,Statista Consumer Insights US consumers who plan to shop i

35、n these categories during Black Friday and Cyber Monday.Statistas Consumer Insights survey found that one-third of TikTok users in the UK planned to partake in the Black Friday and Cyber Monday sales for cosmetics purchases.British TikTok users and purchasers are more likely to hunt for cosmetics pr

36、omotions on Black FridaySocial media usersSocial media purchasersActive social media purchasersTikTok usersTikTok purchasersCosmeticsBody careUK consumers who plan to shop in these categories during Black Friday and Cyber MondaySocial media usersSocial media purchasersActive social media purchasersT

37、ikTok usersTikTok purchasersCosmeticsBody care52129624820010039221616914510020%21%24%23%24%24%25%25%23%30%20%17%20%19%22%20%29%21%27%25%Sample sizeSample sizeTikTok:Reshaping the Face of the Beauty Industry|13XAsian TikTok users more likely to buy Beauty products during the holiday seasonTikTok Insi

38、ghts data has revealed that on average,its users are x1.5 more likely to spend on Beauty&Personal Care products during the holiday season than non-TikTok users,and the trend is even stronger in the APAC region.Browsing the TikTok shop in the lead-up to the holidays is especially popular in Japan,whe

39、re TikTok users claim to spend x2.3 more than non-users.Likelihood of TikTok vs.Non-TikTok Users Purchasing Beauty Products During theHoliday SeasonAustralia,Japan,South Korea,Philippines,APAC data.Surveyed in 2022.Statista using TikTok data.Sales Distribution of Online Beauty Sales on TikTokGlobal,

40、October 2022 to January 2023.Statista using Shoplus data.Globally,live commerce has proven to be the most successful way of engaging consumers in shopping for Beauty products on TikTok.In this interactive shopping experience,influencers and brands showcase their products in real-time through live st

41、reams.With pre-set shopping ads,consumers can easily purchase presented items through product links shown during the stream.One appealing feature of live shopping is the active engagement of the audience through live chats,which enables users to inquire about products and have their questions prompt

42、ly answered.Live stream shopping drives Beauty sales on TikTokOctober100806040200November DecemberJanuary Video salesLive sales2022202391%83%87%89%9%17%13%11%SHELLY DONT TOUCH ITS WIP Australia X2 Philippines X1.4 Japan X2.3 X1.8 South KoreaAPAC average X1.5TikTok:Reshaping the Face of the Beauty In

43、dustry|14XTikTok:Reshaping the Face of the Beauty Industry|14XO3THE BEAUTY LANDSCAPE AND TIKTOK INFLUENCEON BRANDSTikTok:Reshaping the Face of the Beauty Industry|15XTikToks contribution to brand visibility for CosmeticsAmong the leading cosmetics sellers on TikTok in 2023,celebrity brands had the h

44、ighest number of followers.Huda Beauty secured first place,with around 8.7 million followers,with Selena Gomez Rare Beauty in second place and topping 3.5 million followers.Number of Followers of Leading Cosmetics Brands on TikTokGlobal,2023.Statista using Cosmetify data.Number of Hashtag Views of L

45、eading Cosmetics Brands on TikTokGlobal,2023.Statista using Cosmetify data.Number of followers A TikTok presence can be highly beneficial for brand visibility:Rare Beauty registered 7.7 billion hashtag views on the platform.Non-celebrity brands like Maybelline also recorded impressive results.Number

46、 of hashtag viewsHuda BeautyRare BeautyFlorence by MillsKylie CosmeticsFenty Beautye.l.f CosmeticsCharlotte TilburyMorpheNYX Professional MakeupMaybellineRare BeautyMaybellineHuda BeautyFenty BeautyKylie CosmeticsCharlotte TilburyFlorence by Millse.l.f CosmeticsNYX Professional MakeupMorphe8.7M3.5M3

47、.4M3.3M2.5M1.5M1.3M1.2M0.9M0.7M7.7B7.2B5.7B3.9B3.9B3.8B2.9B1.9B1.8B1.2BTikTok:Reshaping the Face of the Beauty Industry|16XHow do skincare brands perform on TikTok?CeraVe,The Ordinary,and Nivea are some of the leading skincare brands on TikTok,with over 1 million global followers each.Number of Foll

48、owers of Leading Skincare Brands on TikTokGlobal,2023.Statista using Cosmetify data.Number of Hashtag Views of Leading Skincare Brands on TikTok Global,2023.Statista using Cosmetify data.Number of followers Despite having slightly lower numbers of followers compared to cosmetics brands,skincare bran

49、ds still attract an impressive amount of hashtag views:CeraVe dominates the ranking with 8.8 billion hashtag views.Number of hashtag views CeraVeThe OrdinaryNiveaKylie SkinSol de JaneiroDrunk ElephantGlow RecipeCaudalieThe INKEY ListCosRxKiehlsCeraVeNiveaThe OrdinaryDrunk ElephantCosRxKiehlsGlow Rec

50、ipeThe INKEY ListKylie SkinSol de JaneiroCaudalie1.3M1.1M1.1M1M0.93M0.87M0.74M0.49M0.46M0.19M0.15M8.8B4.1B3.4B3.2B2.4B1.5B1.3B1.2B1.1B0.8B0.5BTikTok:Reshaping the Face of the Beauty Industry|17XWhat players are dominating the US Skincare&Cosmetics industries?Top Beauty D2C Brands in Monthly Visits,R

51、anked by Branded Search VolumeUS,Apr-Sep 2023,Similarweb Research IntelligenceTop Beauty Retailers in Share of Unique Purchases for TikTok-Famous Brands*US,Jan 1-Sep 30,2023,Similarweb Retail AnalyticsThrive Cosmetics might be the most popular D2C Beauty site in traffic,but not in terms of brand awa

52、reness:Elf Cosmetics,Colourpop,Curology,and Mac Cosmetics are searched much more frequently despite ranking lower in monthly visits.TikTok and Amazon are closely interconnected,with the marketplace grabbing over 75%share of TikTok-famous skincare brand purchases and about 52%of makeup brands.Therefo

53、re,brands,including the more premium ones,should implement a solid strategy to stand out in the Amazon marketplace.Branded search volume in thousandsThrive Causemeticse.l.f.Il MakiageColourpopCurologyAvonSpoiled ChildMac CosmeticsLaura GellerClinique Avg Monthly Visits in millionsbrand awareness2774

54、9422643242412066469911642.42.32.01.71.62.22.32.21.71.6MakeupSOOthers75%8%4%3%3%2%1.5%3%52%27%5%4%4%3%3%3%TikTok:Reshaping the Face of the Beauty Industry|18XWhat players are dominating the UK Skincare&Cosmetics industries?Top Beauty D2C Brands in Monthly Visits,Ranked by Branded Search VolumeUK,Apr-

55、Sep 2023,Similarweb Research Intelligence Top Beauty Retailers in Share of Unique Purchases for TikTok-Famous Brands*UK,Jan 1-Sep 30,2023,Similarweb Retail AnalyticsThe UK market is more closely aligned with TikTok on the biggest D2C brands in traffic:Charlotte Tilbury is easily the most popular D2C

56、 brand site,garnering 56%more views than its leading competitor,Beauty Pie,while The Ordinary is the biggest brand in search volume.Amazon.co.uk is the top shopping destination for TikTok-famous Beauty brand purchases,especially for skincare,which owns an 84%share in unique purchases.Makeup purchase

57、s have a more significant split between retailers,with Sephora.co.uk grabbing a 16%share,followed by the pharmacy Boots.MakeupCharlotte TilburyBeauty PieAvonRevolution BeautyMac CosmeticsDermaticaThe OrdinaryRitualsSkin and MeCcultbeauty.co.ukOthersSOthers42%16%10%10%10%7%2%3%84%3%3%3%1%5%*For 92 br

58、ands and 13 retailersbrand awarenessBranded search volume in thousandsAvg Monthly Visits in millionsTikTok:Reshaping the Face of the Beauty Industry|19XDo these TikTok views translate into sales for Beauty brands?Top Skincare Brands in Estimated Unique Purchases*US,January-September 2023,based on 12

59、 top Retailers and 89 brands(Sources:Similarweb Retail Analytics,Cosmetify,TikTok)Top Cosmetics Brands in Estimated Unique Purchases*US,January-September 2023,based on 14 Retailers and 79 brands(Sources:Similarweb Retail Analytics,Cosmetify,TikTok)CeraVe is the top brand in TikTok views and share of

60、 purchases in the skincare category,a success brought about by partnering with skincare influencers early on.Some of its products sell out after waves of viral videos,establishing its authority in the segment.Its not surprising that the most purchased makeup brands in the US all exhibit a high volum

61、e of views on TikTok.However,some TikTok favorites are missing in the top 10,such as Huda Beauty.The three best-selling brands are among the most affordable,suggesting that consumers are price-sensitive.NYX12.5%10%7.5%5%2.5%0%Share of unique purchases10.0B7.5B5.0B2.5B0.0KMaybelline New Yorke.l.f.Rar

62、e BeautyLOrealRevlonCovergirlCharlotte TilburyNARSbenefitBrand views on TikTokCeraVe20%15%10%5%0%Share of unique purchases10.0B7.5B5.0B2.5B0.0KNeutrogenaCetaphilAveenoCOSRXThe OrdinaryOlayBurts BeesPaulas ChoiceNiveaBrand views on TikTok 19.1%8.8BTop purchases and views in skincare 11.4%7.7B Top pur

63、chases Top viewsTikTok:Reshaping the Face of the Beauty Industry|20XDo these TikTok views translate into sales for Beauty brands?Top Skincare Brands in Estimated Unique Purchases UK,January-September 2023,based on 13 top Retailers and 84 brands(Sources:Similarweb Retail Analytics,Cosmetify,TikTok)To

64、p Cosmetics Brands in Estimated Unique Purchases UK,January-September 2023,based on 12 top Retailers and 76 brands(Sources:Similarweb Retail Analytics,Cosmetify,TikTok)UK skincare purchasers seem very price-driven,with all top 10 skincare brands falling in the affordable range.Moreover,there is a st

65、rong alignment with TikToks favorite brands,with most ranking in the top 10 in user views.Even if some brands are more popular on TikTok,affordable drugstore makeup brands still capture a higher percentage of purchases than the trendy Fenty Beauty or Kylie Cosmetics.Share of unique purchasesBrand vi

66、ews on TikTokCeraVe20%15%10%5%0%Share of unique purchases10.0B7.5B5.0B2.5B0.0KNiveaGarnierLOrealAveenoNeutrogenaCOSRXVaselineThe Inkey ListThe OrdinaryTikTok brand viewsNYX20%15%10%5%0%10.0B7.5B5.0B2.5B0.0KLOreale.l.f.Max FactorRevlonNARSCharlotte TilburyRare BeautyCliniqueEste Lauder 19.4%8.8B 16.4

67、%7.7BTop purchases and views in skincareTop purchases Top viewsTikTok:Reshaping the Face of the Beauty Industry|21XTikTok users are pickier than the general population when buying Beauty products on AmazonThe top cosmetics and skincare brands purchased by TikTok users show a wide discrepancy in conv

68、ersion rates compared to the general population.Because makeup experts on TikTok compare many brands,users are more likely to use Amazon as a search engine to browse,which explains the lower conversion rates on their favorite brands.Cosmetics and Skincare Brands TikTok Users Buy on AmazonUS,TikTok u

69、sers sample searches within the Beauty category of A,July-September 2023,Similarweb Market Research panel,n=21,335Top Cosmetics BrandsTop Skincare BrandsLOrealTikTok Users Conversion Ratee.l.f.NYXRevlonMaybelline New YorkCovergirlToo FacedIT CosmeticsbenefitMilaniCeraVeNeutrogenaGarnierNiveaAveenoSo

70、l de JaneiroCetaphilOlayBiorVaselineAmazon General Conversion Rate9%7.5%8%6%7%5%7%5.5%5%3%16%18%17.5%19%19%26%10.5%15.5%12%13.5%14.5%10%9%10.5%13%7.5%10%7%10.5%8%19%26%29%36%29.5%26%25%20%25%22%16%TikTok:Reshaping the Face of the Beauty Industry|22XTikTok is an excellent asset for Beauty brands,part

71、icularly for new ones,as it provides them with the opportunity to shine and grow quickly through paid partnerships and organic customer advocacy.However,it can also be a trap for established brands.As seen in this report,pricier brands may shine on TikTok,but these views may not translate into sales

72、,enabling consumers to search for“dupes of these products or cheap knockoffs.With the rising inflation of the last two years,consumers across the globe are open to hacks and want to compromise on the price rather than on quality.Premium brands with excellent brand awareness,such as Charlotte Tilbury

73、 or Drunk Elephant,are very exposed to this phenomenon,appearing in the top searches worldwide for dupes.Looking forward:The dupes trendTikTok:Reshaping the Face of the Beauty Industry|23XTikTok:Reshaping the Face of the Beauty Industry|23XBrands Covered-US Aveeno-Avon-BareMinerals-benefit-Bior-Bios

74、sance-Biotherm Homme-Bobbi Brown-Brickell-Bulldog-Burts Bees-Caudalie-CeraVe-Cetaphil-Charlotte Tilbury-Clarins-Clearasil-Clinique-ColourPop Cosmetics-COSRX-Covergirl-delilah-Differin-Drunk Elephant-e.l.f.-Este Lauder-Fresh-Garnier-Glossier-Glow Recipe-Herbivore Botanicals-Honest Beauty-Huda Beauty-

75、Ilia-Isana-IT Cosmetics-Juice Beauty-Kiehls-Kora Organics-Kosas-Kylie Cosmetics-La Mer-La Roche Posay-Lancome-LANEIGE-Liz Earle-LOreal-LOreal Men Expert-Lush-M.A.C.-Mario Badescu-Max Factor-Maybelline New York-Milani-Milk Makeup-Morphe-NARS-Neutrogena-Nivea-Nivea Men-No7-Noxzema-NYX-Olay-PAI-Paulas

76、Choice-Pixi Beauty-Pley Beauty-Rare Beauty-Ren Clean Skincare-Revlon-RMS Beauty-Skinceuticals-Sol de Janeiro-Tarte Cosmetics-Tata Harper-The Body Shop-The Inkey List-The Ordinary-Too Faced-Tower 28-Urban Decay-Vaseline-Vichy-Victoria Beckham Beauty-Weleda-Well People-Youth to the People-YouthforiaRe

77、tailers Covered-US Skincare and Makeup categories only A-net-a-Methodology|SimilarwebBrands Covered-UKAnastasia Beverly Hills-Aveeno-Avon-Awake organic-BareMinerals-benefit-Bior-Biossance-Biotherm Homme-Bobbi Brown-Brickell-Bulldog-Burts Bees-Burts Bees-Caudalie-CeraVe-Cetaphil-Charlotte Tilbury-Cla

78、rins-Clearasil-Clinique-Clinique FOR MEN-COSRX-Covergirl-delilah-Differin-Drunk Elephant-e.l.f.-Este Lauder-Evolve Beauty-Fresh-Garnier-Glossier-Glow Recipe-Honest Beauty-Huda Beauty-Ilia-IT Cosmetics-Juice Beauty-Kiehls-Kora Organics-Kosas-Kylie Cosmetics-La Mer-La Roche Posay-Lancome-LANEIGE-Liz E

79、arle-LOreal-LOreal Men Expert-Lush-M.A.C.-Mario Badescu-Max Factor-Maybelline New York-Merit Beauty-Milani-Milk Makeup-Morphe-NARS-Neutrogena-Nivea-Nivea Men-No7-Noxzema-NYX-Olay-PAI-Paulas Choice-Pixi Beauty-Rare Beauty-Ren Clean Skincare-Revlon-RMS Beauty-Skinceuticals-Sol de Janeiro-Tata Harper-T

80、he Body Shop-The Inkey List-The Ordinary-Too Faced-Tower 28-Urban Decay-Vaseline-Vichy-Victoria Beckham Beauty-Weleda-Youth to the People-Youthforia-Retailers Covered-UK Skincare and Makeup categories only Amazon.co.uk-cultbeauty.co.uk-ebay.co.uk-sephora.co.uk-TikTok:Reshaping the Face of the Beauty

81、 Industry|24XTikTok:Reshaping the Face of the Beauty Industry|24XMetricsDaily Active Users:Averaged number of daily active app users on an Android given appBranded Search Volume:Volume of search keywords that include the brand nameUnique purchases:Total number of unique purchase events estimated by

82、productTikTok User Conversion Rate:Number of purchases made by TikTok users for a specific brand,divided by the total number of views generated for that brand by TikTok users,all within the Beauty&Personal Care Category of GlossaryAmazon General Conversion Rate:Average Conversion Rate for the brand

83、within the Beauty&Personal Care category for all users of Social media users:Use any social media platform regularlySocial media purchasers:Made an online purchase via a social media platformActive social media purchasers:Made an online purchase via a social media platform and will continue doing so

84、TikTok users:Regularly use TikTokTikTok purchasers:Made an online purchase via TikTok in the past 12 monthsTikTok:Reshaping the Face of the Beauty Industry|25XTikTok:Reshaping the Face of the Beauty Industry|25XResearch&Data:Dan MacLean,Data Advisory Services Analyst at SimilarwebTuba abanolu,Team L

85、ead non-Food CPG&Retail at StatistaL.Yltv,Research Expert at StatistaDominique Petruzzi,Research Expert at Statista Design&Visualizations:Shirley Ohava,Brand Designer at SimilarwebAbout the authorsAbout the teamKoen van GelderTeam Lead Ecommerce at StatistaKoen leads the ecommerce research team at S

86、tatista,which develops highly relevant insights into the latest trends in the ecommerce industry.They work on statistics,data reports,and editorial reports on all aspects of online retail.He previously worked as a researcher for the Consumer Goods team at Statista,where he focused on the latest tren

87、ds and technologies in the retail market.Ins DurandSenior Insights Manager at SimilarwebIns is a Senior Market Insights Manager at Similarweb specializing in Retail,CPG&Financial Services.She uses industry analysis to distribute cutting-edge and actionable market research insights through Similarweb marketing,PR,and GTM teams.Her previous experience includes Strategy and M&A analysis,and her work has been featured in Retail Today,CNBC&AFP.TikTok:Reshaping the Face of the Beauty Industry|26XXTIKTOK:RESHAPING THE FACE OF THE BEAUTY INDUSTRY

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