Beauty Category Sees Intensified Competition on Multiple Platforms

The beauty and personal care category is experiencing heightened competition across Temu, Shein, and TikTok Shop, with increased promotional activity and new seller influx in Q2 2026. Average price points in popular sub-categories have dropped by 8-12% month-over-month.

Sellers in this category should focus on product differentiation and review their pricing strategy to maintain margin in an increasingly crowded segment.