All the people are fighting "acne"! Acne products are trending on TikTok, and the leading brand has undergone a $630 million high-priced acquisition... | EchoTik selection insight.

 

As summer approaches and the weather turns hot, people are buying new clothes and planning summer outings, while the issue of changing seasonal skincare is receiving broader attention. According to TikTok For Business outbound marketing's top trend insights for April, anti-acne patches are gaining a lot of attention on TikTok.

In recent years, more and more teenagers have been suffering from acne, and people are seeking effective solutions for oily acne on TikTok. Many skincare professionals are reviewing products and sharing their successful experiences in the battle against acne. The trending hashtags #Pimplepatchpeel and #PatchPeel received 133 million and 112 million views, respectively.

The most popular video recently received over 100 million views. In the video, when the reviewer rips off the acne patch, viewers can see the secretions being brought out at the same time, and the instantly perfect skin is revealed, which is exciting to watch and inspires a large number of users to place orders at once.

The video comes from Hero, currently the hottest DTC brand, whose star product Mighty Patch acne patch has received over 100,000 user reviews on Amazon and is ranked number 1 in the category. On TikTok, the brand hashtag #MightyPatch has been viewed more than 160 million times. The brand account @Hero Cosmetics has also garnered nearly 180,000 followers and 6.8 million likes.

According to TikTok's third-party data analysis platform, EchoTik (https://echotik.live), Hero Cosmetics (@herocosmetics) released 12 new videos in the past 30 days, gaining an increase of 4.4K followers and 115.8K likes. The Like Follower Ratio is about 38, and the ER interaction rate (total likes + total comments + total shares/total views*100%) of all videos by people is 3.26%. The Echo score is 7.91, which is in the high range.

Currently, Hero Cosmetics has not opened a TikTok Shop but has applied for Blue corporate certification and is displaying a Linktree cumulative link on its account. Users can click on the cumulative link to directly access the DTC standalone site, Target, Ulta Beauty, and CVS for shopping. This is a very effective use of TikTok's traffic advantages, directly promoting the sale of products. According to data published by the business magazine "Company" in the "Annual Awards," a box of Mighty Patch is sold every 2 seconds.

At present, Hero has 74 SKUs, mainly focused on anti-acne skincare-related products, including acne products developed for different types of acne and acne prevention cleaning products, among others. The hottest-selling product, Mighty Patch, is priced at $21.99 per pack of 72 patches, which translates to about $0.3 per patch or approximately ¥7 in RMB, resulting in significant profit.

Hero Cosmetics was founded in the U.S. in 2017, became profitable in its first year, and continues to grow revenue at a 3-4x rate, already exceeding $100 million in revenue in 2021. Hero has achieved explosive search growth of 7,800% in six years, most recently securing $15.4 million in funding.

According to a report by Grand View Research, the global anti-acne cosmetics market size reached USD 41.3 billion in 2021 and is expected to grow at a compound annual growth rate (CAGR) of 9.0% from 2022 to 2030.

According to an article published in the Journal of the European Academy of Dermatology and Venereology, more than 95% of boys and nearly 85% of girls are affected by acne during adolescence. Of these, nearly 40% suffer from moderate to severe acne, and nearly 50% continue to have acne into adulthood. Acne is an extremely difficult skin problem to eradicate, so it is common for patients to purchase one or more acne products on an ongoing basis. According to statistics, approximately 50 million people in North America are plagued by acne problems each year, presumably related to local dietary structure, work habits, etc.

And now, acne products are not only popular in North America but also gaining popularity in Southeast Asia. According to Google Trends, anti-acne related searches in Southeast Asian countries, including Indonesia, the Philippines, and Malaysia, were highly popular in 2022.

According to EchoTik's data selection, Indonesia's leading personal care brand and small store Skintific's top-selling products in the last 30 days are anti-acne and pore reduction mud masks. The local hot climate, sunshine, heavy diet, and people's preference to sleep late are all factors that may have contributed to the "universal acne battle". Consumers are always looking for quick, inexpensive, and over-the-counter treatments for acne.

The price of the product is Rp88.17K, which is about RMB41.43. The total sales reached 224,400, and the turnover reached nearly RMB9.3 million. The product scored 4.9/5.0 and received widespread acclaim.

The main marketing strategy for this product is short video marketing, with 697 collaborators and 495 marketing videos in the last 30 days, garnering nearly 250 million plays on the entire network, covering almost the entire population of Indonesia (274 million people).

TikTok has always been a hot-selling category for beauty and personal care, with before-and-after comparisons, reviews, ingredient analysis, etc., all of which are very popular marketing methods. Skintific has effectively leveraged TikTok's traffic advantages and the growing consumer demand in Indonesia's population to make anti-acne and pore-closing mud masks a hit.

The above are the popular product selection insights brought to you by EchoTik in this episode. Follow our Official Accounts and click "Contact Us" 👉 "Join Community" to communicate with more excellent peers and deeply connect with the global quality supply chain and sellers. 

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