Eyelashes are creating waves in the beauty industry. Treatments like last lifts and tints are becoming popular on social media for a more natural look; however, several lash extension looks are also popular this year.
If you want to stay on top of the latest lash trends, you’ve come to the right place. Here, we will look at how the eyelash market is evolving and which 2023 eyelash trends will likely make it into 2024.
Market for lashes and lash care
The lash extension market was valued at US $1.36 billion in 2020 and is projected to reach US $2.31 billion by 2028, growing at a compound annual growth rate (CAGR) of 6.95% from 2021 to 2028.
The growth in the market for eyelash extensions is due, in part, to their popularity on social media. As of October 2023, the hashtag #EyelashExtensions has over 5 billion views on TikTok and over 20 million posts on Instagram. Whereas #EyelashTint and #BestLashSerum have 79.5 million views and 122.6 million views respectively.
Why the market for mascara is dropping
Mascara sales are declining as newer brands struggle to compete in the costly and time-consuming research and development necessary to create traditional mascara products. Despite being a significant US $8.1 billion category in the beauty industry, mascara development often takes years of research and multiple formulations to perfect.
Instead, emerging brands are focusing on alternative products like lash lifts, lash tinting, and extensions to capture a share of the global eyelash market. Lash lifts, for instance, offer a long-lasting curl without the need for daily mascara application and have gained popularity among consumers looking for a more natural look.
Does that mean that beauty brands shouldn’t carry mascara? No. There are still over 820k monthly searches for mascara, and it’s still an essential product for many beauty consumers. However, consumer behavior changes drive interest in products like “oil-free mascara” compatible with lash extensions.
Trending eyelash treatments
Common eyelash treatments include lash lifts, lash extensions and lash tints. Let’s talk about what these treatments are:
An eyelash lift, also known as a lash lift, is a cosmetic procedure designed to enhance the appearance of a person’s natural eyelashes. It is a popular alternative to eyelash extensions and is often chosen by individuals who want to achieve a more lifted and curled lash look without the use of false lashes.
During the treatment, silicone pads are applied to the eyelids, serving as a base for the lashes to be secured in their lifted position using a gentle adhesive. A specially formulated lifting solution is applied to soften and reshape the lashes. After the desired curl is achieved, a neutralizing solution sets the lashes in their lifted state.
The results can last approximately 6–8 weeks, providing a natural, wide-eyed appearance that eliminates the need for eyelash curlers and mascara.
An eyelash tint treatment is a cosmetic procedure in which a specially formulated dye is applied to the eyelashes to darken their color. This process enhances the appearance of the lashes, making them look more prominent and defined.
Eyelash tinting is popular for individuals with naturally light-colored lashes who want a more noticeable and mascara-like effect without needing daily mascara application. It’s also convenient for people with busy lifestyles or participating in water-related activities, like swimming, as it eliminates the risk of mascara smudging or running.
Lash tints are often done in conjunction with lifts.
At-home eyelash treatments
Consumers also use at-home treatments for their lashes, sometimes as an alternative to professional treatments and other times in conjunction with them. Many beauty consumers seek a more natural look — the #NaturalLashes hashtag on TikTok has 588.8 million views as of October 2023. The biggest trend in at-home treatments is eyelash serums, with 122.6 million views on TikTok.
The most common at-home treatments include:
- Lash lift kits: At-home lash lift kits are available for those who want to achieve a curled lash look. Many people opt for the less expensive at-home treatments, as shown by a current volume of 40k searchers per month.
- Lash conditioning serums: Serums contain ingredients like biotin, peptides, and vitamins to nourish and strengthen the lashes. They are extremely popular among beauty consumers, with over 135k monthly searches.
- Coconut oil or castor oil: A common alternative to lash serums is coconut or castor oil to help moisturize and condition the lashes.
- Lash shampoo: Lash shampoo is a type of shampoo that is designed to cleanse and condition the lashes. The shampoo removes mascara, eyeliner, and other eye makeup products. It is also meant to add moisture and nutrients to the lashes to help them grow and stay healthy. Interest in #LashShampoo grew 21% over the past year compared to the year before, putting it at a current volume of 7.5k searches per month.
The rise of eyelash extensions — 2024 trends
While a natural lash look is becoming more common with available treatments, many beauty consumers are still using eyelash extensions, often to achieve a more exaggerated look. A few trends have emerged in 2023 that will continue into 2024. Let’s take a look.
Angel lashes typically refer to eyelash extensions designed to create a soft, delicate, and ethereal look. They are often characterized by fine, lightweight extensions applied to the natural lashes to add subtle length and volume. These lashes aim to achieve a natural appearance, enhancing the eyes without appearing overly dramatic.
Anime lashes are inspired by the exaggerated and dramatic eyelash styles often seen in anime characters. These lashes are typically long, voluminous, and defined, creating a bold, wide-eyed look. They are popular among those who seek an intense and striking appearance reminiscent of anime or cosplay characters.
Wispy lashes are known for their feathery and textured appearance. They feature lash extensions that vary in length and density, creating a light and fluttery effect. Wispy lashes can add dimension and elegance to the eyes, making them a versatile choice for everyday wear and special occasions.
Wet look lashes
Wet-look lashes mimic the appearance of glossy or “wet” lashes. This effect is achieved by applying volume lashes without fanning them out at all or very little. These lashes can give the eyes a captivating and high-gloss appearance, providing a unique and striking look.
Brown lashes are eyelash extensions that are colored in various shades of brown. They are popular for those who prefer a more natural look or want to create a softer and less dramatic contrast with their hair and skin tones compared to traditional black lashes. Brown lashes are versatile and can be customized to match different shades of brown.
Colored lashes come in various vibrant colors, allowing for creative and eye-catching looks. These extensions can be used to add a pop of color to the lashes, complementing an individual’s eye color or even to match with their makeup or outfit.
Colored lashes are often used for special occasions and costume makeup, but they’re becoming more common for every personal or artistic expression with over 112k views on TikTok.
Beauty brands must stay up-to-date with current beauty trends to ensure their product offerings stay relevant and they appropriately invest money in research and development.
Currently, eyelash trends appeal to the consumer seeking a natural look with serums, lifts, and tints, as well as those seeking a bolder look with extensions. Different types of eyelash extensions offer a range of options to cater to individual preferences and styles, allowing for various looks from subtle and natural to bold and artistic.