Fake Eyelash Industry Faces Policy Challenges, Future Trends and Suggestions to Help Companies Move Forward

Against the backdrop of globalized trade, the false eyelash industry is also facing many policy challenges. Although the recent signals of U.S. tariff adjustments are good for beauty exports, companies still need to be vigilant about the recurring nature of the policy. China's false eyelash exports are highly dependent on the supply chain in Pingdu, Shandong, where localization of raw materials and cost control are key. In addition, the lack of quality supervision and standards is also a pressing issue for the industry. Currently, there is a lack of mandatory safety standards for false eyelashes, and shoddy products are prone to cause consumer complaints, such as conjunctivitis and allergies. It is recommended that enterprises take the initiative to follow the general technical specifications of GB/T 41637-2022, and strengthen microbial and chemical residue testing.

Despite the challenges, the future of the false eyelash industry is still full of opportunities. Emerging markets such as the Middle East and Latin America are experiencing rapid growth in demand, and companies can develop customized products that incorporate local aesthetic preferences. For example, consumers in the Middle East prefer thicker lashes. Cross-border e-commerce platforms (e.g., TikTok Shop, Amazon) are still the main incremental channels, and companies need to strengthen CPAS advertising and celebrity cooperation to increase brand awareness and market share.

Branding and capital layout have also become a new trend in the development of the industry. False eyelash industry is gradually shifting from OEM mode to brand building, WOSADO, Milan diary and other brands have been supported by Sequoia, Gao Tiling and other capital, with a cumulative financing of more than 300 million yuan, to promote technological research and development and globalization layout. In terms of supply chain and industry chain integration, Pingdu City actively promotes digital transformation and builds the “Eyelash New City” industrial park, which integrates raw material production, intelligent equipment research and development and e-commerce services to improve the efficiency of industrial clusters. For example, Qingdao Beauty Online New Economy Industrial Park has covered 40% of the production process of intelligent transformation.

To summarize, the false eyelash industry is experiencing the dual opportunities of technology upgrading and market expansion. Enterprises are advised to focus on magnetic technology iteration, deepen market cultivation in Southeast Asia and the Middle East, strengthen quality compliance, and utilize digital supply chain to enhance competitiveness. For more details, please refer to the industry reports and case studies cited in the article to help enterprises stand out in the fierce market competition.