Eyelash Serum Market Size By Product Type, By End-User, By Price, By Distribution Channel & Forecast 2024 – 2032

Eyelash Serum Market Size

The global eyelash serum market was valued at USD 674.4 million in 2023 and is anticipated to register a CAGR of over 7.6% between 2024 and 2032. Changes in consumer behavior, coupled with an increasing attention to beauty, particularly with women, greatly stimulates the growth of the eyelash products industry.
 

As more and more people seek to meet the beauty standards set by beauty industries, there are several people who value products that supplement their features and process faces. Eyelash serums have received more popularity because of the perception that they are a better option than extensions or falsies. The active ingredients of these eyelash serums make the natural lashes grow thicker and longer while nourishing the already existing lashes, thus, the individuals looking for a captivating look do not have to resort to artificial enhancements. Instead, it is this increase in consumers seeking beauty the natural way, which subsequently increases the amount of sustainable beauty products available in the market, that seems to be fostering this growing interest in eyelash serums.

Though multiple eyelash serums are proven to be effective, consumer skepticism profoundly affects the marketing. There is always a reluctance from customers to believe in the product's effectiveness, especially those customers who have previously used the product and did not like its results. This skepticism is heightened by the varied results of these products due to individual differences such as consistent use or growth patterns of the hair. For this reason, many prefer not to use eyelash serums out of worry about monetary or emotional loss. Marketing through eye tracking, showcasing the targeted clips that affirm their claims, building trust, and promoting endorsements will help businesses strengthen their credibility and encourage people to make purchase decisions.
 

Eyelash Serum Market Trends

There is a shift in consumer purchasing behavior towards clean beauty over the past few years, suggesting that the eyelash serum industry is shifting towards natural and organic ingredients. As such, consumers are now more mindful of the products they use on their bodies and prefer eyelash serums that do not contain harsh chemicals, parabens, or other synthetic substances. To cite an example, a survey by the Organic Trade Association tells us that as much as 78% of consumers are worried about the constituents of their self-care products. That emerging trend is due to the self-care that many people wish to place on gentler products that lower the risks associated with chemicals. Brands catering to 'Clean Beauty' formulations are bolstering their customer base. Focusing on these natural ingredients and maintaining sustainability can help companies earn the trust of a market that invests in caring for itself and the planet. This trend drives not only sales but also inspires brands to develop better formulations and keep pace with the market.
 

Eyelash Serum Market Analysis

Based on product type, the eyelash serum market is classified into Prostaglandin derived, Peptide based, and Vitamin based. Prostaglandin-derived products outperformed the rest in 2023, obtaining USD 293.8 million and are likely to continue growing at a CAGR of 9.3% within the span of 2024-2032 market forecast period. This is due to the increasing endorsement it has received from its usefulness in enhancing lash outgrowth and other related components. These serums have active ingredients that mimic the biological effects of natural prostaglandins, which cause lashes to be longer, thicker, and healthier. The industry has witnessed a notable change in consumer preferences towards beauty products that are result-oriented. The speed and effectiveness of the prostaglandin-derived formulations set a new standard that other varieties have been unable to compete with.
 

• Based on Distribution channel, the eyelash serum market is segmented into Online and Offline. In 2023, the offline segment accounted for 51.4% market share, which means that they were in the lead and are expected to sustain growth at a 6% CAGR from 2024 to 2032. The offline segment contributes significantly to the sales of eyelash serums because it caters to a wide range of customers.
   
• These retail outlets provide the convenience of bulk purchase and usually have a full line of cosmetology products which include eyelash serums of different brands and prices. The eye-catching positioning of these products in large retail supermarket chains helps to increase consumer awareness, leading to increased spontaneous buying behavior. This approach offers special benefits to those customers who prefer purchasing in physical stores where they can inspect the items before determining whether to buy them or not.

• In 2023, North America held USD 223.9 million of the total market share and will continue to grow at a 6.4% CAGR until 2032. The escalating beauty and wellness industry, where consumers are wanting longer as well as thicker lashes, has created a favorable market for eyelash serums there as well. An increase in usage of social media marketing alongside an increased use of beauty products has led to a greater demand for eyelash serums, as these are seen as a 'less invasive' beauty treatment. Some of the big brands in the United States that dominate this sector are Grande Cosmetics, Latisse, and Neora. Grande Cosmetics and Neora already utilize expertly created marketing campaigns for social media. The overall advanced beauty industry in the region means that there is high competition for eyelash serum brands, which increases the desirability of the region.
   
• The Asia Pacific eyelash serum market was dominated by China in 2023 with a market share of 29.3% and is predicted to grow in the period between 2024 and 2032. China's booming social media networks and development of new and emerging e-commerce platforms have given consumers access to multiple beauty products, including eyelash serums. WeChat and Douyin (TikTok) have become popular beauty influencer marketing channels, which has created more interest and increased demand for new eyelash enhancement products.
   
• Germany has well-defined eyelash markets with several brands and manufacturers who are well-established and put significant amounts of money into research and development for robust eyelash serums. These items are highly prized in Germany, where consumers are very much aware of the products they use because of safety conditions. Focusing on organic and natural elements, these Germans are health-conscious and want effective eyelash enhancement creams, so this increase in focus will certainly be welcomed by consumers.
   

Eyelash Serum Market Share

Some primary companies ruling the markets are L'Oreal Areas, E.l.f. Cosmetics Inc., Shiseido Company Ltd., and the LVMH Group, which has an estimated share of 2-4%. Due to the expansion of the client base, manufacturers are implementing tactics of mergers, collaborations, and acquisitions with the aim of strengthening their market foothold.
 

Eyelash Serum Market Share

Major players operating in the eyelash serum industry include:

• Biolyn
• DHC
• E.l.f. Cosmetics
• Grande Cosmetics
• JB Cosmetics
• L’Oréal
• LVMH
• Mavala
• Neora
• Pacifica Beauty
• RevitaLash
• Shiseido
• Skin Research Laboratories
• Too Faced
• Uklash
   

Eyelash Serum Industry News

• In June 2024, UKLASH embarked on a novel venture by forming strategic alliances with prominent biologists and formulation specialists. The outcome was the launch of a pioneering product: a peptide-infused lash serum. With a combined experience of over 55 years, the team created the product with the goal of meeting consumers with demanding requirements for effective and sustainable lash serums. Dubbed as a product for lash enhancement, the serum is made with over 99% natural ingredients and combined with a blend of six peptides and 22% organic materials to promote lash growth and strength.
   
• Neora, a major player in the holistic beauty and wellness segment, launched Lash Lush in April 2024 - a specialized brow and lash serum with the newest formulation promising users an enhanced appearance over a short period of time. Neora's introduction of Lash Lush into the market of lash serums demonstrates the growing need for fast-acting beauty solutions for consumers.
   

The eyelash serum market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Million) from 2021 to 2032, for the following segments:

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Market, By Product Type

• Prostaglandin derived
• Peptide based
• Vitamin based

Market, By End-User

• Women
• Men

Market, By Price

• Low
• Medium
• High

Market, By Distribution Channel

• Online
  • E-Commerce website
  • Company owned website 
• Offline
  • Department stores
  • Pharmaceutical
  • Beauty salons

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada 
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Russia
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa