Against the backdrop of the continued expansion of the global men's beauty market, the cross-border e-commerce sector for men's beard sets is ushering in a new wave of growth. According to the latest data, the global market size for men's
beard care products has reached US$21.84 billion in 2023, and is expected to grow to US$31.3 billion in 2030, with a compound annual growth rate (CAGR) of 6.0%. As the core growth engine, the Chinese market is expected to grow at a compound annual growth rate of more than 10% from 2025 to 2031, and the market size is expected to exceed the 10 billion yuan mark in 2030.
1. Innovation in cross-border e-commerce model: synergy between independent sites and platforms
As consumers' demand for personalized shopping experiences increases, cross-border e-commerce independent sites have become a new choice for brands to go overseas. Take the American brand Beardbrand as an example. It integrates e-commerce and content platforms through independent sites, provides high-quality content such as beard styling tutorials and care suggestions, and not only attracts a large number of loyal users, but also increases the conversion rate to three times the industry average. In 2024, Beardbrand's annual revenue has exceeded US$7 million, making it a leader in the niche market.
In terms of platform selection, channels such as Amazon and TikTok Shop have become the main battlefields. Recently, SKNBODY, a hair removal spray kit for women's faces, became popular on TikTok. Through cooperation with influencers, its weekly sales exceeded 100,000 orders, and its total sales exceeded 1.4 million US dollars. This case highlights the role of social media traffic and precision marketing in promoting cross-border e-commerce.
2. Market trends: sustainability, high-end and technological innovation in parallel
Sustainable demand: Environmentally friendly packaging and recyclable materials have become the new focus of brand competition.
High-end customization: Personalized beard care kits (such as products containing essential oils and micro-needle rollers) are favored by consumer upgrade groups.
Technology integration: AI razors, intelligent recommendation systems and other technological innovations enhance user experience.
