Eyelash Serum Market

Eyelash Serum Market is in trends fueled by growing consumer awareness of appearance enhancing products


The eyelash serum market has seen tremendous growth over the past few years owing to growing demand for appearance enhancing cosmetic products. Eyelash serum helps stimulate eyelash growth and enhance their thickness and length. It contains active ingredients like peptides, vitamins and minerals that nourish and condition lashes from the root. Regular application helps achieve fuller looking lashes without extensions or mascara. Busy lifestyles and rising social media influence have made consumers more aware about personal care and grooming products.

The Global Eyelash Serum Market is estimated to be valued at US$ 1,365.7 Mn in 2024 and is expected to exhibit a CAGR of 5.5% over the forecast period 2024 to 2031.

Key Takeaways
Key players operating in the eyelash serum market are 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., and Estée Lauder Inc.

The growing demand for non-invasive aesthetic treatments and procedures has fueled the Global Eyelash Serum Market Growth. Women are increasingly using lash serums and cosmetic treatments as alternatives to harsh lash extensions. Rapid changes in fashion and beauty trends have further boosted product adoption.

Major market players are expanding their geographic footprint by entering emerging markets of Asia Pacific, Latin America, and Middle East & Africa. Celebrity endorsements and effective digital marketing are helping brands promote their products and services in international markets.

Market Key Trends

One of the key trends driving the eyelash serum market is the popularity of clean beauty and natural ingredients. Consumers are looking for vegan, cruelty-free, and environmentally friendly products that are also gentle on lashes. Brands are responding to this demand by developing serums sourced from organic plant extracts. Another emerging trend is the rising interest in customized lash serums. Some companies have started offering serums specific to different lash goals like length, thickness, curl, etc. based on individual needs. This is expected to fuel further market growth.

Porter’s Analysis
Threat of new entrants: Eyelash serum market requires large investments in R&D and has greater economies of scale and customers preferences are well established in favor of premium brands. Thus threat of new entrants is moderate.

Bargaining power of buyers: Buyers have low bargaining power in this market as the market is fragmented with many global and local brands. Switching costs are low for buyers.

Bargaining power of suppliers: Suppliers have moderate bargaining power as raw materials required are commodity chemicals available from numerous global sources. Supplier concentration is low.

Threat of new substitutes: Substitutes include extensions, transplants, but eyelash serums offer convenience without frequent application or procedures. Threat of substitutes is low.

Competitive rivalry: The market is growing moderately with global brands and private labels. Competition is based on product variants, ingredients and effective marketing. Rivalry is moderate to high.

Geographical Regions
North America region accounted for the largest value share of more than 40% of global eyelash serum market in 2024 led by widespread consumer acceptance and frequent launches of new products by major companies in the US and Canada. The Asia Pacific region is expected to be the fastest growing at a CAGR of around 7% during the forecast period with countries like China, Japan and South Korea witnessing rising focus on enhancing eyelashes among women consumers coupled with increasing spending power. Europe is another major regional market led by Germany, UK, France, Italy and Spain where online channels are fueling sales growth. The eyelash serum demand is also increasing in Latin American countries like Brazil and Mexico due to rising urbanization and beauty awareness. Middle East & Africa region offers emerging opportunities for leading brands to tap into largely untapped potential.

1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it