Global False Eyelash Market Continues to Expand, Technological Innovation and Brands Going Overseas Become Industry Highlights

Amidst the booming wave of the global beauty industry, the false eyelash market is expanding at an alarming rate. According to the latest market research report, the global false eyelash market size is expected to reach USD 2.07 billion by 2025, growing at a CAGR of 7.2%, and the market size is expected to climb to USD 3.37 billion by 2032. As the world's largest production base of false eyelashes, the annual output value of Pingdu City, Shandong Province, China, is about 10 billion yuan, accounting for 70% of the global share, and its products are exported to Europe, America, Southeast Asia and other places, becoming the core of the global supply chain of false eyelashes.

The performance of the Southeast Asian market is especially bright. Taking WOSADO (Yue pupil) as an example, its magnetic false eyelash sales in Thailand's TikTok Shop reached up to 582 million baht (about 128 million yuan), and through localized operation and social media marketing, it quickly seized the local market share. False eyelash sales bucked the trend as consumer attention to eye makeup increased significantly after the outbreak. 2020 saw a 150% growth in eye products, despite an overall 75% decline in high-end makeup. E-commerce platforms, such as Tmall and Shopee, have become the main growth channels for false eyelash sales. During the Double 11 shopping festival, the order volume of some vendors increased by 30-40%.

Technological innovation has become a key factor driving the growth of the false eyelash market. Magnetic false eyelashes quickly became the new darling of the market by virtue of the characteristics of no glue, easy to wear, WOSADO through the exclusive “R-SLM” patented technology, to achieve a solid wear, its single box price of up to 69.9 U.S. dollars, but still by the European, American and Southeast Asian consumers favor. At the same time, environmental protection and safety have also become the focus of the brand, WOSADO uses DuPont Tynex antibacterial fiber, taking into account the flexibility and reusability, the product life of up to 3-6 months. However, the industry is still facing safety hazards, some magnetic products due to the weight or magnetic force is too strong to cause eyelashes off, companies need to pay attention to the “QB/T 5774-2022” recommended standards and microbial testing. In terms of market competition, the path for Chinese brands to go overseas is gradually clear. The Southeast Asian market has become a priority layout area, and brands such as WOSADO and Fan Beauty are rapidly penetrating the local market through TikTok live broadcasts and local daren matrix (e.g., 14,600 cooperative daren in Thailand). At the same time, some brands are also trying the high-end route in Europe and the United States, through co-branded IP (such as Butter Bear, Bearisbug) to enhance product premiums, while the layout of independent stations and cross-border e-commerce platforms (such as Shopee, Lazada).