The global eyelash serum market was valued at approximately USD 897.9 million in 2023 and is projected to reach USD 1.35 billion by 2030, growing at a compound annual growth rate (CAGR) of 6.1% from 2024 to 2030. This growth reflects a significant shift in consumer preferences towards non-invasive beauty solutions and a heightened focus on enhancing natural features.

Eyelash serums are formulated to promote the growth, thickness, and overall health of eyelashes. Their increasing popularity can be attributed to several factors:

• Consumer Shift Towards Natural Beauty: There is a growing trend among consumers, especially Millennials and Gen Z, to seek products that enhance natural beauty without resorting to invasive procedures like eyelash extensions or false lashes. This demographic is more inclined towards self-care and products that align with their values of authenticity and wellness.

• Influence of Social Media and Influencers: Platforms such as Instagram, YouTube, and TikTok have played a pivotal role in popularizing eyelash serums. Beauty influencers and celebrities endorsing these products have significantly contributed to their widespread acceptance and demand.

• Advancements in Product Formulations: The market has seen a shift towards safer and more natural ingredients. Consumers are increasingly opting for serums free from harmful chemicals like parabens, sulfates, and prostaglandins. This has led to the rise of peptide-based serums, which are perceived as safer alternatives that still deliver effective results.

• Emphasis on Self-Care and Wellness: The growing emphasis on self-care and wellness has driven consumers to seek products that not only enhance their appearance but also contribute to their overall well-being. Eyelash serums, being part of daily beauty routines, align with this trend.

• Rise of Clean Beauty Movement: Consumers are becoming more health-conscious and aware of potential side effects associated with certain ingredients. This awareness has led to a noticeable shift towards formulations that are free from harmful chemicals, aligning with the clean beauty movement.

Key Market Trends & Insights:

• In 2023, the North American eyelash serum market accounted for approximately 23% of the global market share. Within this region, the U.S. market represented about 81% of North America's revenue share in the same year.

• By ingredient, the conventional eyelash serum segment held a significant share, comprising over 56% of the market. This dominance is attributed to the widespread availability and established consumer trust in conventional formulations.

• By type, prostaglandin-based eyelash serums led the market, capturing over 44% of the revenue share. These serums are favored for their effectiveness in promoting lash growth, contributing to their popularity among consumers.

• By distribution channel, the hypermarkets and supermarkets segment was the leading channel, accounting for over 35% of the market share. This preference is due to the convenience and accessibility these retail outlets offer to consumers.

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Market Size & Forecast:

• 2023 Market Size: USD 897.9 Million

• 2030 Projected Market Size: USD 1.35 Billion

• CAGR (2024-2030): 6.1%

• Asia Pacific: Largest market in 2023

Key Companies & Market Share Insights:

The market comprises a mix of well-established global companies as well as new and emerging competitors. Leading firms in the industry place strong emphasis on continuously innovating their products, creating unique features, and offering distinctive designs that align closely with changing consumer tastes and preferences. By utilizing their broad and well-developed global distribution networks, these prominent players are able to efficiently access a wide variety of customer segments and successfully expand into growing and emerging markets around the world.

Key Players

• E.l.f. Cosmetics Inc.

• Grande Cosmetics LLC

• JB Cosmetics Group

• L’Oréal S.A.

• LVMH Group

• Pacifica Beauty

• Uklash

• Neora

• Shiseido Company, Limited

• Skin Research Laboratories

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Conclusion:

The eyelash serum market is expected to grow steadily due to rising demand for natural and non-invasive beauty products, strong social media influence, and increasing preference for clean and safe formulations. Growth opportunities are especially strong in the Asia Pacific region, with online sales expanding rapidly. Overall, the market presents promising potential for industry players to innovate and expand.