The eyelash serum market involves the manufacturing and sale of eyelash growth serums. Eyelash serums contain ingredients like peptides, vitamins, and proteins that nourish the eyelashes and promote their growth. Using eyelash serum on a regular basis helps in thickening, lengthening, and strengthening natural eyelashes. Eyelash serum improves the appearance of eyelashes without causing any damage or harm. It provides conditioning and moisturizing benefits to the eyelashes.
The Global Eyelash Serum Market is estimated to be valued at USD 936.3 Mn in 2024 and is expected to exhibit a CAGR of 5.5% over the forecast period 2024.
Key Takeaways
Key players operating in the eyelash serum market are L’Oreal, Estee Lauder, Dior, Rodan & Fields, and Grande Cosmetics.
Growing demand for mascara alternatives: There is a rising popularity of eyelash serums as an alternative to mascara. Consumers prefer serums to mascara as it provides natural lengthening and thickening benefits without the hassle of daily makeup application.
Technological advancements: Leading serum brands are introducing innovative formulations containing ingredients like peptides, natural extracts, and vitamins that effectively nourish the eyelashes from the roots. Advanced serum applicators provide targeted application near the lash line.
Market Trends
Hybrid products: Manufacturers are launching hybrid product variants that double as a lash conditioner during the day and eyelash primer for makeup at night. This helps extend the benefits of a single product.
Focus on sustainability: Major brands are adopting eco-friendly packaging like glass bottles and wooden brushes to appeal to conscious consumers. Some offer refill pouch formats to reduce plastic waste.
Market Opportunities
Increasing social media influence: Beauty and self-care videos/tutorials on digital platforms help boost awareness and trial of eyelash serums among younger consumers.
Emerging markets: With growing spending power, Asian and Latin American markets present lucrative opportunities for eyelash serum companies to tap new customer segments and expand their footprint.
Impact of COVID-19 on Eyelash Serum Market Growth
The outbreak of COVID-19 pandemic had a negative impact on the Eyelash Serum Market Demand globally. During the initial lockdown period in 2020, demand and sales declined sharply as cosmetic stores and beauty salons were closed. Supply chain disruptions led to shortages of raw materials for manufacturing. With social distancing norms in place, people stayed indoors and avoided makeup products including eyelash serums.
However, as lockdowns eased in late 2020, the market started witnessing a steady recovery. The increased focus on self-care and personal grooming during the pandemic boosted demand. Many shifted to online channels to purchase eyelash serums amid restrictions. Brands launched affordable and user-friendly products suitable for at-home application. Investment in digital marketing initiatives helped create awareness. Gradually, physical stores also reopened with necessary safety protocols.
For continued recovery, key strategies would be maintaining sufficient inventory levels, focusing on e-commerce platforms, launching affordable products for new customers, ensuring strict hygiene standards, and regaining consumer confidence through effective advertising campaigns showcasing precautionary measures. Emphasis on ingredients that nourish and condition lashes can attract customers with health concerns in a post-pandemic world.
Eyelash Serum Market in North America
North America dominates the global eyelash serum market, accounting for over 35% of the total value currently. The United States is the largest contributor, driven by factors such as high disposable incomes, growing aesthetics obsession among millennials and Gen Z, extensive social media influence, and strong brand presence of key players in the region. Brands heavily invest in celebrity endorsements and digital marketing campaigns that target different demographics. Ease of product availability across physical stores, retail chains, salons and online retailers further boosts market revenues. With increased per capita expenditure expected on personal grooming post-pandemic, the North American eyelash serum market is likely to maintain its leading position globally.
Fastest Growing Region for Eyelash Serum Market
Asia Pacific is predicted to experience the fastest growth in the eyelash serum market over the forecast period. Countries like China, Japan, South Korea and India offer immense opportunities due to their large and youthful populations, changing lifestyles, rising living standards, and growing demand for premium beauty products. International brands have increased focus on the region through localized marketing strategies, product launches at affordable price points, and expansions into tier 2 and tier 3 cities. E-commerce is a major facilitator of market growth as online shopping gains rapid popularity. A growing emphasis on social media networking adds to the willingness to experiment with new trends. With these favorable demographic and economic conditions, Asia Pacific will play a pivotal role in shaping the future dynamics of the global eyelash serum industry.
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About Author-
Alice Mutum is a seasoned senior content editor at Coherent Market Insights, leveraging extensive expertise gained from her previous role as a content writer. With seven years in content development, Alice masterfully employs SEO best practices and cutting-edge digital marketing strategies to craft high-ranking, impactful content. As an editor, she meticulously ensures flawless grammar and punctuation, precise data accuracy, and perfect alignment with audience needs in every research report. Alice's dedication to excellence and her strategic approach to content make her an invaluable asset in the world of market insights.
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