Eyelash Serum Market

Eyelash Serum Market Size

The global eyelash serum market size was estimated at USD 718.2 million in 2024. The market is expected to grow from USD 767 million in 2025 to USD 1.53 billion in 2034 at a CAGR of 8% according to latest report published by Global Market Insights Inc.

There are two important factors causing the increased sales of eyelash serums; First, consumers are searching for an alternative to the high-maintenance ways of having long eyelashes, including eyelash extension and false lashes. Second, eyelash serums allow you to have a natural looking longer lash with no need for surgery or semi-permanent procedure. Eyelash serums are also appealing because according to the American Academy of Ophthalmology, they are safe to use as directed as over-the-counter products. Therefore, consumers interested in safety and simplicity are choosing Eyelash Serums over other products. Finally, the growing popularity of eyelash serums represents a cultural shift in the way that we view ourselves and how we treat ourselves with self-care practices, as consumers today prefer to enhance their own beauty using products that enhance their natural beauty.

Clean beauty is changing how consumers approach the purchase of eyelash serums. Today’s consumers have become discerning and are demanding that products be both free from harmful or toxic ingredients as well as cruelty-free and environmentally responsible. As such, many brands such as LASHFOOD are now placing an increased emphasis on female-led, environmentally sustainable, and plant-based product formulations and have committed to an overall sustainability commitment through the use of plastic-neutral and vegan product packaging. In addition, House of Lashes has made a strong commitment to using eco-conscious product packaging and is committed to shipping product to customers using carbon-neutral shipping methods. Both of these companies have developed initiatives that are appealing to consumers who are willing to spend a premium price for products that align with their personal environmental and ethical standards. However, the driver for clean beauty products extends beyond simply transparency in product ingredients; it includes innovations in product packaging and responsibility within a company’s supply chain. Clean beauty companies that utilize biodegradable packaging and FSC-certified packaging materials are taking a leadership position regarding sustainability, thus gaining a competitive advantage. With the current increase in green beauty-related regulations and the growth in consumer advocacy for green beauty, sustainability will continue to be a key growth driver for eyelash serum brands in the future.

Many brands have taken advantage of Instagram and TikTok's huge popularity of eyelash serums by hiring influencers to promote their products on social media with good reviews and results shown directly on the influencer's social media page.  According to JETIR.org, an influencer's credibility and how much they interact with consumers are two important factors that determine whether or not a consumer will buy a beauty-related product.  When deciding whether to buy something, people are mostly influenced by how much they trust the influencer and how real they think the influencer is.  Aside from these two things, social media is also to blame for a new viral trend called the "Lash Transformation Challenge," which makes people want eyelash serums, especially Gen Z and Millennials who want to look good.  Because of the growing trend of combining e-commerce with social media, brands have been able to offer shoppable posts, live-stream events, and other things that lead to higher conversion rates.  Businesses can take advantage of people's tendency to buy things on impulse by using e-commerce with social media. This can lead to big profits.

Eyelash Serum Market Trends

The global market is growing as consumers' awareness of beauty increases and they begin to follow beauty trends through social media. Many consumers want an easier option when it comes to applying mascara and other cosmetics, so they use eyelash serums because they are non-invasive. Products created with a natural, clean, and cruelty-free formula are aligning with consumers' desire to lead a more sustainable and healthy lifestyle. Digitalization has also been a significant contributor to the market's growth through its e-commerce platform where influencers promote products. The use of AI for personalized products and peptide technology innovations have improved the effectiveness of the product, as well as enhancing the consumer's confidence in purchasing and using the product. The research findings show that the market represents a combination of all three elements that are driving beauty trends: self-care, convenience, and technology, allowing the eyelash serum to become part of global beauty routines.

• The rise of the clean beauty movement is changing the way people view the eyelash serum industry. There is a growing emphasis on safety, transparency, and sustainability among shoppers purchasing eyelash serums. Many buyers now take into consideration what goes into creating products that will be applied near sensitive areas such as their eyes. This has resulted in an increase in demand for eyelash serums that do not contain parabens, sulfates, or synthetic fragrances. As a response to this demand, there are now many brands offering formulations with added benefits such as plant-based extracts, organic oils, and naturally-derived peptides to support lash health while still being effective. Additionally, many consumers are now looking for cosmetics that are certified cruelty-free and vegan, and this is especially true for younger consumers, who want to support ethical practices. The combination of regulatory pressure and consumer advocacy for eco-friendly packaging continues to reinforce the clean beauty field, as this is not only a common preference among consumers but is also becoming a normal expectation in both premium and mass-market varieties of beauty products.
  
• The development of new technologies has evolved the industry for eyelash serum; it has grown exponentially. As a result of the use of technology, especially when it comes to the customization of eyelash serums, there has been an increase in growth. Beauty brands are now able to create customized product recommendations for everyone based on their unique lash characteristics, their individual goals, and their lifestyles because of the use of artificial intelligence (AI) tools, and augmented reality (AR) software systems. Through virtual try-ons and diagnostic Apps, many are able to see what potential results from a purchase will look like, thus increasing the likelihood that they will purchase an expensive serum. In addition to providing greater confidence and less hesitation about a high-priced serum, the tech-driven innovations have created new opportunities for subscription models whereby companies analyze user-generated data to create recommendations on when to reorder and what additional products to use. By innovating with the combination of scientific developments and technology-based marketing, beauty companies are able to enhance their customer satisfaction while creating a greater long-term loyalty base in a highly dynamic and constantly evolving marketplace.
  
• Social media is at the heart of beauty marketing, and eyelash serums are among the most popular types of beauty products marketed through social media. Influencers and beauty bloggers use social media to share dramatic before and after images to create an emotional response in consumers, which encourages impulse buying. TikTok challenges, Instagram reels, and YouTube tutorials increase product exposure, while live-stream shopping is used for real-time engagement and sales. As a result, many brands use a direct-to-consumer strategy, where they rely on influencers to build trust with consumers rather than going through traditional retail stores.
  

Eyelash Serum Market Analysis

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Based on the product type, the market is segmented into prostaglandin derived, peptide based, and vitamin based. The prostaglandin derived segment leads the market and was valued at USD 314.2 million in 2024 and is projected to reach USD 768.6 million by 2034.

• The eyelash serum category has been dominated by prostaglandin derivatives due to their overall superior performance compared to other types of eyelash serums that use alternative ingredients (such as peptides and vitamins) that work to condition and strengthen eyelashes but do not provide the dramatic or rapid results associated with prostaglandins. Prostaglandins are the most effective ingredient and have clinical proof that they extend and maintain the length of the growth (anagen) phase within the hair growth cycle; hence, they produce longer, thicker and darker eyelashes than any other product. When consumers want to enhance the length, volume, and pigmentation (like seen with wearing mascara), they will prefer products with prostaglandin over those containing peptides or vitamins; therefore, there is a high demand for prostaglandin-derived serums among beauty lovers and those experiencing eyelash loss.
  
• The fortified position of prostaglandin-derived eyelash serums as the leading type of eyelash serum in the marketplace comes from both regulatory approvals (where many prostaglandin serums have been clinically validated by dermatological research and/or FDA-approved for lash enhancement scientifically supported and image from the top cosmetics brands that produce prostaglandin eyelash serums as a result of their historical reputation as premium brands and also their scientifically-supported marketing messages and documented clinical results used to support higher price points. The professional distribution channels available for these eyelash serums such as hair salons and dermatology clinics provide consumers an opportunity to make informed purchasing decisions based on the recommendations provided by these professionals. The combination of efficacy, regulatory approval, and branding have created the leader in the eyelash serum product category.
  

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The eyelash serum market by distribution channel is segmented into online and offline. The offline segment was the leading segment in this market in 2024 with a revenue of USD 368.1 million and has a market share of around 51.3%.

• In general, consumer trust and experience play a major role in the continued prosperity of offline sales channels, specifically regarding the purchase of eyeliner/eyelash serums. Eyelash serums contain ingredients that are used very close to the eye area, so consumers seek product assurance regarding safety and legitimacy. Thus, consumers prefer to verify product quality and availability, perform a check on the product expiration date, as well as consult with beauty advisors, prior to purchasing products from online retailers. For many premium and first-time eyelash serum buyers, consulting with a professional is more important than reading the online information about the product. Also, most major metropolitan and suburban cities have well-established retail networks, making it easy for consumers to access and purchase products without the wait time associated with delivery services.
  
• Brands also utilize various promotional strategies to enhance the offline retail space for eyelash serums. Top beauty brands typically make large investments in marketing their products in-store, allowing customers to see firsthand the benefits of using their products, receive free samples, participate in loyalty programs, etc. In addition, impulse buying is often associated with the retail channels where eyelash serums are sold, as consumers frequently discover new products while visiting beauty counters, drugstores, etc. Compliance to government regulations and authentication checks are more visible in brick-and-mortar locations; therefore, consumers are less concerned with counterfeit products that may be marketed through online channels. All of these combined elements support why eyelash serums are predominantly sold through retail channels rather than e-commerce channels.
  

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U.S. Eyelash Serum Market

The U.S. market was valued at around USD 185.9 million in 2024 and is anticipated to register a CAGR of 7.2% between 2025 and 2034.

• With its large economy and the customers' willingness to spend on luxury items, the U.S. leads the North American eyelash serum industry. Personal consumption in the U.S. for beauty products, with a broad range depending on the economic class, continues to increase, with consumers eager to look their best by using items like eyelash serum. The Bureau of Labor Statistics reports nearly 10% increase from last year to this year for each household's personal care expenditures, which indicates a tremendous demand for specialized beauty categories, including lash care, based on the current cultural emphasis on beauty and pop culture's influence of non-surgical enhancements.
  
• Creators and influencers drive growth in eyelash serum sales in the U.S. because of the rapid adoption of digital media by consumers. According to the Quarterly Retail E-Commerce Sales Report published by the Census Bureau, the e-commerce market penetration exceeds 16% of all retail sales. Beauty products are among the fastest-growing segments within e-commerce. Eyelash serum serves as one of these items that consumer purchase via the internet, taking advantage of social media tutorials and endorsements.
  
• Strengthening U.S. dominance in the eyelash serum category are the new regulatory modernization and advanced infrastructure within its industry. The FDA Modernization of Cosmetics Regulation Act (MoCRA) requires higher safety and labeling requirements for eyelash serums greatly increasing consumer trust due to the close proximity of these types of products to sensitive areas of the body, such as the eye. In addition, U.S. manufacturing hubs and exports provide U.S. companies with reliable sources of supply and offer a competitive advantage internationally. U.S. companies have also established sophisticated production clusters in key states that provide substantial economic benefits. As a result of these added benefits and other factors, such as an increasingly high level of disposable income, advances in digital technology, and the regulatory support provided by MoCRA, the United States is not only the largest, but also the fastest growing market throughout North America.
  

Asia Pacific Eyelash Serum Market

The Asia Pacific market was valued at around USD 154.4 million in 2024 and is anticipated to register a CAGR of 9.2% between 2025 and 2034.

• Asia Pacifichas been able to expand at a fast rate compared with other parts of the world. The IMF has predicted that Asia-Pacific will have the highest rate of GDP growth and by 2020 will contribute to more than 60 percent of total GDP growth. Increased incomes and the level of urbanization are among the many factors driving the growth within Asia-Pacific. Countries such as India and China have implemented policies and launched programs that will stimulate consumer demand. For example, the 14th Five-Year Plan in China is focused on increasing the variety and quality of consumer goods available to consumers. In India, the Production Linked Incentive (PLI) Scheme and the Start Up India initiatives are designed to develop and increase local manufacturing and innovation in the beauty and personal care products sectors. These structural changes and the rapid growth of the Middle Class and Digital Inclusion efforts provide an ideal environment for the growth of Beauty and Cosmetics demand.
  
• Cultural trends and digital transformation are driving the continued rise in e-commerce and cross-border digital trade across Southeast Asia by increasing the rate at which consumers are adopting online channels for beauty products through online platforms like Amazon and eBay, which are now becoming the preferred method of purchasing beauty products in Southeast Asia. Regulatory frameworks that promote halal certification and clean beauty standards align with the growing demand for safe and ethical products from consumers in Southeast Asia. Japan's official survey of household expenditures has shown an ongoing increase in the amount spent on personal care and beauty products, demonstrating that premium products have gained popularity in mature markets. Meanwhile, the National Medical Products Administration (NMPA) in China created a fast-tracked approval mechanism for innovative cosmetic materials, enabling quicker introduction of new products into the marketplace.
  

Europe Eyelash Serum Market

The Europe was valued at around USD 179.5 million in 2024 and is anticipated to register a CAGR of 8% between 2025 and 2034.

• Germany leads the European market for beauty and personal care products as the largest beauty and personal care market in the EU, consisting of 83.6 million people and generating one-fourth (1/4) of the GDP for the EU. Its economic power provides high purchasing power and a desire for new and premium-priced products in Germany's economy. The German Federal Statistical Office reports that private household expenditures averaged $3,000 per month ($36,000 per year) in 2024, with consumer spending in discretionary categories such as personal care showing resilience in the face of current economic challenges. Germany's social market economy, characterised by economic stability and confidence, allows for continued product demand even during times of weak growth.
  
• In Germany, cultural and structural factors increase the demand for cosmetic and eyelash serum products. The German government reports show that the retail market is well-organized but fragmented, with drug stores and e-commerce being the main sales channels. Furthermore, Increasingly German Consumers prefer quality and sustainability regarding their Cosmetic products; these trends are consistent with legislation requiring high levels of safety for cosmetic products. With a high Average Household Income and Good Systems for Distribution along with Changes in Lifestyle Choices, Germany is considered the most attractive and competitive Beauty Market in Europe; as a result, Germany has a very high level of continued growth in Markets including Skincare and Decorative Cosmetics.
  

Eyelash Serum Market Share

• The top 5 companies in the market, such as L’Oréal, LVMH, Shiseido, E.l.f. Cosmetics, and RevitaLash hold a market share of 8%.
  
• L’Oréal's business strategy is heavily focused on diversifying its product range and innovating new products. The primary source of funding for this is the significant amount that L’Oréal invests in research and development each year. This has enabled L’Oréal to develop a wide range of technologically advanced products, including products that are defined by your skin (personalized skincare) and AI-based technology to provide a more direct connection between consumers and L’Oréal brands. Along with the continually improving e-commerce capabilities, L’Oréal has further strengthened the way that it interacts with customers through the creation and implementation of social media and influencer marketing strategies. The additional revenue generated through the purchase of niche brands in clean beauty and dermocosmetics will continue to support L’OREAL in keeping up with the latest trends, despite increasing competition in the marketplace.
  
• LVMH's main focus is to maintain exclusivity and a luxury position within the beauty market. As such, LVMH is not typically able to compete directly on a price basis with other brands. To further strengthen its position in the luxury beauty market, LVMH regularly releases limited edition products to increase the desirability and scarcity of its products, in addition to its flagship and experiential retail locations. The company's ability to successfully combine its heritage and innovation (for example, through the introduction of sustainable packaging and premium skincare lines) has kept it at the forefront of the luxury beauty industry.
  
• Shiseido has focused primarily on growing in Asia by using science to create skincare products. Consumers who are health conscious appreciate that Shiseido offers high quality products developed through dermatological testing, (i.e.: “skin test”), which supports Shiseido's continued ability to dominate the Asia Pacific region. Currently, Shiseido has added new channels to reach customers in Asia, especially through worldwide e-commerce expansion. The use of eco-friendly packaging and ‘clean’ formulations supports Shiseido's continued success by creating unique products that set Shiseido apart from many other brands in the highly competitive global market by maintaining the perception of a premium brand.
  

Eyelash Serum Market Companies

Major players operating in the eyelash serum industry are:

• 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 
  

e.l.f. has built a business around value; they take a digital-first approach to their marketing strategy. Their products are priced affordably, but they maintain high quality, appealing to both Gen Z and Millennial consumers alike. The company takes advantage of social media virality and influencer collaborations by launching trend-driven products quickly in order to capitalize on market buzz. Additionally, e.l.f.'s strong TikTok presence and commitment to cruelty-free and vegan product formulations align with the values of younger audiences and allow them to successfully compete against both legacy as well as indie brands.

RevitaLash has established themselves by focusing on a niche market and having specialized expertise in lash and brow care, a growing category within the beauty industry. Their strategy is focused on clinically proven formulas and a premium brand image which is being endorsed by dermatologists. RevitaLash has further developed their distribution channel through expanding their partnerships with professional salons and their direct-to-consumer channels offering access to RevitaLash products while still keeping a level of exclusivity. With this focus on a smaller, high-margin segment, coupled with their educational efforts on their brands, RevitaLash is poised to compete against larger, more well-known beauty companies.

Eyelash Serum Industry News

• In April 2025, Estée Lauder launched Turbo Lash Night Revitalizing Serum for lashes and brows, featuring a thickening complex with 16 amino acids, rice protein, panthenol, and hyaluronic acid. This product helps Estée Lauder expand its prestige eye care portfolio, complement its mascara offerings, and compete in the premium lash conditioning segment with clinically-tested formulations.
  
• In January 2025, L'Oréal Paris launched its first-ever lash-boosting serum called "Clinically Proven Lash Serum," enriched with Castor Oil, Vitamin B5, Filoxane, and Hyaluronic Acid to strengthen and reinforce lashes. This launch helps L'Oréal Paris penetrate the growing eyelash serum category, diversifying its eye makeup portfolio and capturing market share in the lash enhancement segment with accessible pricing.
  
• In August 2024, Galderma signed a memorandum of understanding with L'Oréal to pursue an R&D scientific partnership focused on developing advanced dermatology technologies, with L'Oréal also acquiring a 10% stake in Galderma. This partnership helps Galderma accelerate innovation in skin aging solutions and jointly develop new products using complementary technologies, potentially expanding both companies' dermatology and beauty portfolios including premium lash care products.
  
• In April 2024, RevitaLash Advanced eyelash serums (including Advanced, Advanced Sensitive, and Advanced Pro) became available for purchase in California after resolving a private lawsuit, ending a decade-long absence. This expansion helps RevitaLash recapture the lucrative California market, strengthen its U.S. distribution network, and increase revenue from one of the largest beauty markets globally.
  

The eyelash serum market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Million) and volume (Thousand Units) from 2021 to 2034, for the following segments:

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Market, by Product Type

• Prostaglandin derived
• Peptide based
• Vitamin based

Market, by End Use

• Women
• Men

Market, by Price

• Low
• Medium
• High

Market, by Distribution Channel

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

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

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