EYELASH SERUM MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2024-2031)

Eyelash Serum Market Size and Trends

The eyelash serum market is estimated to be valued at USD 936.3 Mn in 2024 and is expected to reach USD 1,365.7 Mn by 2031, exhibiting a compound annual growth rate (CAGR) of 5.5% from 2024 to 2031.

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The eyelash serum market has been witnessing significant growth in recent years due to the rising beauty consciousness among consumers and increasing spending on personal grooming products. Moreover, the demand for eyelash serums has increased as they help enhance the appearance of eyelashes by making them look longer, thicker, and darker. Manufacturers are launching innovative serum formulations with added benefits like conditioning vitamins and proteins. For example, serum brands like GrandeLASH, RevitaLash, and RapidLash have gained popularity for their effective yet safe products. The rising working women population along with growing influence of social media on beauty trends are further driving the demand for eyelash serums globally.

Increasing Awareness about Appearance and Beauty

The last few years have seen a rising interest among women in enhancing their natural beauty and looks. With greater exposure to social media and various fashion and beauty influencers through platforms like YouTube, Instagram, and blogs, more women are conscious about how they present themselves. They want bold, long, and beautiful eyelashes that instantly make their eyes stand out. Advertisements for premium cosmetic products have also focused on targeting women's innate desires to look attractive and flawless. This has resulted in higher spending on makeup, eyelash serums being one of the fastest growing categories. Women are increasingly investing in eyelash growth serums to get full, luscious eyelashes without extensions or mascara. The serums promise the lengthening and thickening of natural lashes with continued use over weeks. They provide an easy and non-invasive solution compared to alternatives like extensions, individual false lashes, or eyelash tinting procedures done at salons. As serums become mainstream beauty accessories, their sales are expected to rise steadily in the coming years driven by growing awareness regarding their benefits.

Market Concentration and Competitive Landscape

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Another key driver has been the preference for minimal, natural looks rather than too much styling and artificial enhancements. While bold makeup and elaborate hairstyles were trending until a few years ago, more women now want effortless and fresh-faced appearances. They are opting for skincare and beauty products that subtly enhance their natural attributes rather than transform their overall look. In such a scenario, eyelash serums have emerged as a popular choice. They nourish lashes from the root and stimulate growth, giving the appearance of fullness over time with continued use. As serums use natural active ingredients like peptides, vitamins, and minerals, the results appear natural unlike individual false lashes or extensions. Minimal effort is required on the user's end as well once serum application becomes part of the daily routine. As serums help achieve long, curled eyelashes resembling ones gained through rigorous lash extensions, without any of the associated drawbacks, their market is expected to witness steady growth driven by the rising preference for natural yet glamorous looks.

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The eyelash serum market faces challenges from counterfeit products and brand infringement. Several small companies are producing fake versions of top serum brands at a lower price point to attract customers. This erodes the customer trust in established brands and hurts the overall revenues of legitimate eyelash serum producers.

Market Opportunities – The Growing Popularity of Social Media Platforms

The growing popularity of social media platforms provides an opportunity to directly connect with young customers. Eyelash serum companies can partner with popular beauty influencers on Instagram and YouTube to promote their products. Influencers can create tutorials and reviews to create buzz around new launches. This targeted digital marketing strategy can help drive higher sales and market penetration.

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The product type segment includes growth serums, conditioning serums, volumizing serums, lengthening serums, and others. The growth serums segment is estimated to hold 40.4% share of the market in 2024 owing to strong clinical evidence establishing its effectiveness. Amino acids are naturally-occurring organic compounds that are essential building blocks of proteins found in serum-based eyelash treatments. Different types of amino acids such as proline, cystine, and serine have been clinically shown to stimulate lash growth when applied topically. By supporting keratin production within the hair follicle, amino acids contribute to thicker hair formation and longer anagen phases of the hair growth cycle. These drives accelerated growth of longer, fuller lashes with regular application. The proven efficacy of amino acids gives consumers peace of mind regarding results, compared to unsubstantiated claims of other novel ingredients. Established formulations using premium amino acid blends will continue seeing robust demand based on tangible, scientifically- validated benefits for healthy lash growth and aesthetics.

Insights, By Ingredient Type: Strong Effectiveness

The ingredient type segment includes amino acids, essential oils, prostaglandins analogs (pgas), peptides, and others. the amino acids sub-segment is expected to have 36.9% of the market share in 2024 due to its proven effectiveness in stimulating eyelash growth. These are essential organic compounds that combine to form proteins. As a prime component in eyelash serums, amino acids work by promoting keratin production at the hair follicle level. Keratin is the key structural protein that forms hair strands, including eyelashes. Amino-acid rich eyelash serums are also well-tolerated by most skin types. Being naturally-derived organic compounds found in protein-rich foods, amino acids pose very minimal risk of allergic reactions or side effects when applied topically. This wide safety margin allows consumers greater flexibility in using the product without concerns for irritation. The substantiated mode of action and proven track record over several product iterations have made amino acids consumers' top choice ingredient. Their efficacy in promoting visible lash lengthening and thickening within a short period of regular use appeals highly to users. Additionally, amino-acid formulations fit well into daily routines as part of most people's beauty regiments. These advantages cumulatively drive the lead market share held by this premium ingredient class.

Insights, By Distribution Channel: Product Exposures Fuel Hypermarket Supremacy

The distribution channel segment includes hypermarkets and supermarkets, specialty stores, online sales channel, and others. The hypermarkets and supermarkets sub-segment is expected to hold 38.9% of the market share in 2024 owing to expansive product displays offering extensive choices. Covering wide retail floors, hypermarkets prominently feature beauty and cosmetic products in dedicated well-lit aisles. This maximizes brand and stocking visibility, encouraging impulse purchases through interactive sampling and multisensory engagement. Consumers exploring premium grocers come across new serum launches through diverse assortments, innovative multipacks, and attractive trial sizes. Knowledgeable store assistants competently address questions on formulations, ingredients and usage tips to build trust for first-time shoppers. Strategic in-store placements, aisle end-caps, and check-out promotions further stimulate trial among on-the-go patrons. As hypermarkets consolidate assortments from leading brands under one roof, they facilitate effortless one-stop shopping and comparisons to meet diverse needs. Their ability to maximize consumer education and transactions will sustain dominance in the distribution landscape.

Regional Insights

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North America remains the dominant region in the global eyelash serum market and is anticipated to hold 38.7% of the market share in 2024. North America holds the largest share in the global eyelash serum market led by the U.S. The presence of major cosmetic companies along with growing awareness among consumers regarding aesthetics has been a major factor driving the market growth in the region. Americans, both men and women are increasingly spending on personal care products to enhance looks. Furthermore, strong influence of Western beauty standards and popularity of makeup tutorials on social media platforms have bolstered the adoption of eyelash serums. Ease of access to new products and availability of international brands at affordable prices through e-commerce websites have further boosted the market in the U.S. American cosmetic brands like RevitaLash, Rodan & Fields, and Grande Cosmetics actively spend on marketing and celebrity endorsement to promote their eyelash serums. Beauty treatments along with lash lifts and extensions are gaining widespread acceptance in mainstream culture, aiding the demand for serums. Working population prefer topical serums over invasive procedures citing convenience. Asia Pacific represents one of the fastest growing regional markets for eyelash serums led by countries like China, Japan, and South Korea. These East Asian nations have emerging economies with rising disposable incomes and growing enthusiasm for personal grooming trends. Chinese women especially those in urban regions display higher affinity for global beauty standards and are willing to spend on premium cosmetic brands. E-commerce provides easy access to a wide range of international lash serum products in the region.

Market Report Scope

Eyelash Serum Industry News

• In July 2022, Athena Cosmetics, Inc., (RevitaLash Cosmetics), a cosmetics products company, announced that it had launched NEW RevitaLash Advanced Sensitive Eyelash Conditioner, the First lash serum for sensitive eyes.
• In August 2021, Obagi Cosmeceuticals LLC., a skin care products company, launched Nu-Cil eye-lash serum. The newly launched serum delivers a blend of efficacious ingredients supporting the appearance of more voluminous, denser, and fuller lashes.

*Definition: Eyelash serums typically contain ingredients like peptides, vitamins, and other botanical extracts that when applied daily to the lash line and eyelids, nourish lashes from the roots so they appear longer, fuller, and darker. They aim to condition lashes naturally without the use of extensions or mascara.

Market Segmentation

•  Product Type Insights (Revenue, USD Mn, 2019 - 2031)
  • Growth Serums
  • Conditioning Serums
  • Volumizing Serums
  • Lengthening Serums
  • Others
•  Ingredient Type Insights (Revenue, USD Mn, 2019 - 2031)
  • Amino Acids
  • Essential Oils
  • Prostaglandins analogs (PGAs)
  • Peptides
  • Others
•  Distribution Channel Insights (Revenue, USD Mn, 2019 - 2031)
  • Hypermarkets and Supermarkets
  • Specialty Stores
  • Online Sales Channel
  • Others
• Regional Insights (Revenue, USD Mn, 2019 - 2031)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East
    • GCC Countries
    • Israel
    • Rest of Middle East
  • Africa
    • South Africa
    • North Africa
    • Central Africa
• Key Players Insights
  • Grande Cosmetics LLC. 
  • L'Oréal S.A.
  • Skin Research Laboratories 
  • Topix Pharmaceuticals, Inc.
  • e.l.f. Cosmetics, Inc.
  • Shiseido Co.,Ltd. 
  • Pacifica Beauty LLC
  • Athena Cosmetics, Inc.
  • rapidlash
  • Ardell International Inc.
  • JB LASHES
  • Replenix
  • LiLash
  • Rodan & Fields
  • Obagi Cosmeceuticals LLC.
  • Estée Lauder Inc