The pursuit of beauty is universal, and beauty and personal care products have always been highly sought-after categories on TikTok Shop worldwide. While cosmetics and skincare products are commonly associated with popular categories, the North American market, especially in foreign countries, has a high demand for "full-body hair removal care" due to dense body hair among locals. This need becomes even more prominent as spring arrives, and people begin to expose more skin, making hair removal a pressing beauty concern.
The Growing Demand for Hair Removal Products on TikTok Shop
On TikTok, the hashtag #hairremoval has garnered over 200,000 posts, where users actively share their favorite products and hair removal processes. Strong before-and-after comparisons in these posts fuel the desire to purchase among many.
Recently, Shoplus -'Products Search' section revealed that the top domestic hair removal device brand, Ulike, has showcased impressive performance in the past 30 days after joining TikTok Shop's US station. As of February 23, the 30-day sales volume for Ulike's product has reached nearly 4000 units, with an estimated GMV of $925,100, and sales are still on the rise.
"In the small shop, 2 best-selling items are sold at an average price of $229, mainly consisting of 2 star models from Ulike."
For promotion, the small store primarily relies on mainstream short video influencers to sell goods, with the sales of the top three short videos exceeding $300,000.
The most successful influencer promotion in the United States is a one-minute video posted by @savagemomlife. She openly expresses her love for the Ulike product, and the video, viewed over two million times, resulted in sales of $88,900.
Under her video, people in the comments section expressed their desire to have the same product and asked about its effectiveness.
In addition to influencer marketing, Ulike actively establishes its own brand account for product promotion, bringing the brand closer to customers. The account @ulikeofficial has been regularly updated in the past 30 days, mainly posting product introductions and recommendation videos. It now has over 70 million followers with more than 70,000 likes.
Before joining TikTok Shop in the US, Ulike had already started its overseas expansion, launching on well-known e-commerce platforms such as Amazon, setting up independent websites, and expanding influencer marketing and brand promotion on TikTok, YouTube, Instagram, Facebook, Reddit, and other platforms.
Global Hair Removal Device Market Size and Growth Trends
On TikTok, search for hair removal, and you will see multiple posts promoting and trying out Ulike's brand. You can check it in the 'Hashtags Ranking' section of shoplusTikTok Creator Center,The exclusive tag #Ulikehairremoval has already accumulated over 3500 videos.
Blogger @angemariano recorded an unboxing video for the Ulike hair removal device 1 year ago, comparing the effect and user experience of the Ulike laser hair removal device with traditional hair removal wax to promote the good effect, comfortable body sensation, and non-skin damage of the Ulike hair removal device, also gaining over 37,200 likes and 885,000 views.
In 2021, the global hair removal device market size was $10.8383 billion, and is expected to grow at a compound annual growth rate (CAGR) of 8.6% during the forecast period. In the current scenario, people are paying more and more attention to their appearance management. With the increase in disposable income levels, expenditure on personal care products is also increasing. Furthermore, with the technological development of personal care products, people are increasingly inclined to use non-surgical methods with lower risks to achieve beauty effects.
According to the product type, the hair removal market mainly includes laser hair removal devices, intense pulsed light (IPL) hair removal devices, and other energy-based equipment. In 2021, the laser hair removal device segment accounted for the largest share of global revenue, exceeding 45.0%, as these products are widely used due to their fast treatment effects. These products have proven to be safer for all skin tones and hair colors, with less pain during the treatment process. With technological advancements, laser hair removal devices are expected to dominate the market in the forecast period.
Regional Market Analysis: North America and Asia-Pacific
By region, in 2021, North America occupies a dominant position in the market, accounting for 35.5% of global revenue, with laser hair removal devices becoming increasingly popular. With the growing awareness of beauty, the region's demand for high-quality and affordable hair removal products is increasing, as well as the rise in disposable income levels. The Asia-Pacific market is expected to grow the fastest between 2024 and 2030, particularly in developing countries.
In this context, cost-effective, lightweight, safe, and effective handheld hair removal devices will usher in a new round of growth in the global market.
