Use the hashtag. Fill your pockets. Self-care kits are blowing up. Bath bombs, journaling sets, and aromatherapy oils are flying off TikTok Shop shelves. Sales are up 35%. Gen Z isn’t just watching #SelfLoveRitual videos. They’re buying the lifestyle.
Expert Insights
Emily Jensen, Glossy.co
In her March 2025 article, Jensen highlights that Americans are spending about $32 million daily on TikTok Shop, with a significant 79.3% directed towards health and beauty products. This surge is largely driven by Gen Z’s pursuit of wellness, with products like bath bombs and aromatherapy kits leading the charge.
Dash Social
According to Dash Social, user-generated content (UGC) is a major driver of sales on TikTok Shop. For instance, GuruNanda’s Coconut and Peppermint Pulling Oil became the top-selling product in January, featured in over 173 million UGC videos.
Our Take
TikTok isn’t just a platform; it’s a marketplace where authenticity sells. The rise in self-care kit sales underscores a shift towards personal wellness, with Gen Z leading the charge.
3 Action Items
- Leverage TikTok Shop: Make your products available directly on TikTok to turn video views into instant purchases.
- Use Trending Hashtags: Combine viral tags like #SelfLoveRitual with your brand voice to boost visibility.
- Launch UGC Campaigns: Encourage customers to post their self-care rituals with your products to build trust and authenticity.
Conclusion
TikTok has transformed self-care from a personal ritual into a communal experience. Brands that tap into this trend with authenticity and creativity are poised to thrive.
Written by Ani Mkrtchyan
