Lash treatments such as lifts, tints and extensions are taking on one of makeup’s biggest categories, mascara.
According to reports by Business of Fashion, the rise in popularity of lash treatments and extensions may be a reason younger beauty brands are opting out of the expensive investment that is needed to formulate mascara.
Euromonitor International reported that $8.1 billion worth of mascara was sold last year alone, however new brands such as Fenty Beauty, KKW Beauty, Kylie Cosmetics, Anastasia Beverly Hills and Huda Beauty are making the decision to enter the market without a mascara offering.
While mascara remains as one of the makeup industry’s biggest seller, growth is expected to slow to two percent through 2021, from four percent in the last three years, according to Euromonitor. However Mintel senior beauty analyst Sarah Jindal told BoF the popularity of lash treatments and services is only on the rise.
“The comfort level with consumers to go and get these different kinds of treatments and services has definitely reached an all-time high,” Jindal said. “People are willing to invest a little bit more in going and getting a lash lift or lash extensions, because they know it then makes their routine in the morning that much easier.”
Along with treatments such as extensions and lifts, false eyelashes have become more common in everyday beauty routines.
Huda Beauty founder Huda Kattan, who began building her multi-million-dollar beauty empire by selling false lashes, said women are not needing the excuse of an event to don fake lashes.
“Women here wear false lashes pretty much every day, whether that’s for a special occasion, going to work or heading to the gym,” said Dubai-based Kattan.
In terms of Huda Beauty entering the mascara market, she said she has no immediate plans to start development. “I know how big of a project developing mascara will be, so there’s a lot to consider before taking it on.”
Image source: @hudabeauty
