In 2015, makeup artist Gabriella Elio introduced Sweed Beauty, initially focused on a collection of false lashes. Fast forward a decade, and these lashes now represent a mere 1% of her overall business.
Elio recalls, “In 2015, false lashes were all the rage—not only among professionals but everyday consumers as well.” This notable shift in market dynamics also reflects Sweed’s foray into new categories, particularly complexion products. Yet, brand analysis indicates that just three years ago, false lashes still accounted for over 20% of sales, highlighting how rapidly consumer preferences have changed.
Wider industry data echoes this trend. According to market research firm Spate, the US false lash category has experienced a year-to-date decline of 12.9%. Similarly, European premium cosmetics retailer Lookfantastic reports a staggering 14% drop in false lash sales. Even timeless products like black mascara are feeling the pinch, with a nearly 10% decline in popularity, as noted by Spate.
In the UK, the rise of lash growth serums and newly developed “skinified” formulas is challenging traditional false lash sales, says Angharad Bate, a buyer at Lookfantastic. “It’s evident that serums started gaining traction at the beginning of this year as false lash sales declined,” she explains, attributing this surge to the “clean girl” trend and influencer endorsements from figures like Molly-Mae Hague.
Contrarily, in the US, while lash serums are not riding the same wave of popularity, there is a noticeable growth in strip lash derivatives such as cluster lashes and magnetic eyelashes, which have increased by 62.6% and 37.6% year-on-year, respectively. Ardell, once heavily reliant on strip lashes for 95% of its sales, now finds that nearly half of its offerings are dedicated to these innovative underlash products, according to brand director Jennifer Johnson.
“Consumers are still drawn to fake lashes, but they may prefer a subtler and more convenient application,” adds Addison Cain, senior insights and marketing lead at Spate.
However, Bate notes that in 2024, a similar trend was observed with lash derivatives, but soon the momentum faded. “The steepest declines were in underlashes and individual lashes,” she states, indicating that brands like Kiss, a leading retailer in this niche, are facing double-digit declines year-over-year.
The fast-evolving landscape of lash trends illustrates a lack of consumer loyalty in this sector, which presents a dynamic opportunity for brands that can swiftly adjust to shifting preferences.
The Next Lash Frontier
With the notable decline in popularity of strip lashes, brands banking on the resurgence of mascara sales may find disappointment. The appeal of “no mascara” looks, such as “ghost lashes,” is surging, with a staggering 1000% year-on-year growth. As makeup trends evolve, the ongoing decline in mascara’s popularity poses potential challenges for brands, especially with the enduring appeal of the clean girl aesthetic.
Nevertheless, lash growth serums continue to gain traction as brands innovate to eliminate irritating active ingredients, often found in leading products like Latisse. Sweed’s lash serum, for instance, made waves as one of the first prostaglandin-free formulas upon its launch in late 2020. Brands are also incorporating skincare elements into their false lash offerings, such as Ardell’s Nourish collection, which debuted in October 2025 and is enriched with skincare benefits. “Skinification is spreading across various categories—it felt like the right moment for lashes,” Johnson adds.
This changing trend landscape can also positively impact the mascara category. Cain highlights that tubing formulas—crafted with polymers that encase lashes in pigment and are easily removable—are on a consistent growth trajectory, supported by popular products from brands like Hourglass and Kulfi. Additionally, brown mascaras are witnessing resurgence, with a 12.6% increase year-over-year, thanks to endorsements from celebrities such as Hailey Bieber and Kylie Jenner. Elio notes that one in four of her mascara sales now consists of brown shades, reflecting a remarkable 162% jump since 2023.
Expanding the color palette is becoming a key strategy for mascara brands looking to capture the market. Cain mentions that unique shades such as burgundy and glitter are gaining traction, being referred to as “accent mascaras.”
The replenishment cycles for colored mascaras tend to be significantly slower compared to traditional dark options, prompting brands to focus on developing a broader assortment of colors. Bate points out, “We’re starting to educate customers on selecting the optimal mascara based on their eye color,” emphasizing the initiative as a fresh approach aimed at encouraging shoppers to explore various shades.
As the landscape of beauty continues to shift, understanding consumer preferences and responding proactively will be crucial for brands navigating these changes.
