Lashes Are the Fastest Growing Area in Beauty Industry

by Lisa Schweitzer (Subscribe to Lisa Schweitzer's posts)
Posted Mar 19th 2010 at 12:15PM

False lashes are selling well. Photo: Getty Images

America is lashing out.

Today's WWD reports that over the past year, while most beauty sales were lackluster, false eyelash sales have increased by 6.2 percent to about $44 million, while lash-enhancing products like Latisse (prescription-only), Rocasuba RapidLash and L'Oréal Lash Serum are flying off the shelves at record rates.

This is surprising but welcome news to retailers and eye lash enthusiasts alike.

Traditionally, false lashes have been sold in the accessories areas of stores, rather than among the rest of lash cosmetics.

WWD interviewed David Woolf of American International Industries (a major player in faux lash products) for his perspective on the sales trend, "Eyelashes are the fashion cosmetics of today," said Woolf.

"Why do most retailers look at lashes as an accessory instead of a cosmetic? Retailers need to realize eyelashes are a cosmetic and that this is a category that has shown double-digit growth year after year. The fact of the matter is that the least productive retail lash sets are those with the fewest [stockkeeping units]."

Women have started to use false lashes more frequently, for special events and holidays as well as daily wear and are turning to sites like YouTube for application tips. Even Facebook has helped boost sales of lash-enhancers, with fan pages and testimonials.

Talk about fringe benefits!

To learn how to apply your false lashes like a pro, check out our how-to video!

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Filed under: Beauty, News, Makeup
Tags: eyelashes, false eyelashes, lash serum, lashes, latisse, mascara, RapidLash

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READER COMMENTS

(6)Add A Comment

mkg, 3-19-2010, 9:39PM

Can anyone recommend the best fake eyelashes? I tried a drugstore pair recently and they were so irritating! I also tried salon extensions, which were more comfortable but so expensive and I had to be so careful when rubbing my eyes and removing makeup. Suggestions?

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Luxe, 3-22-2010, 12:49PM

Try a pair of falsies from www.luxemenow.com

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TANIA SMITH, 3-29-2010, 4:07PM

I love my eyelashes, I have tried so manydifferent pairs, but love my beautiful lashes from www.eyelashesdirect.co.uk - this is a fantastic site for all eyelashes lovers, as they have about 300 designs and the price is fantastic....only £2.00 per pair.

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cathy, 5-01-2010, 10:16AM

Saw on tv that we can cut them in half, and use just that for one eye, then the other half for the other eye. To be applied on the outside area of real lashes. This is how I will try to attempt to use mine. Still skiddish that they will stick together, as seen too many times on anchor women.

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Queen, 6-03-2010, 12:35PM

Yeah I have been meaning to try Latisse, anyone else try it, did it work?
http://rantingaboutrelationships.blogspot.com/

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Susan Greet, 4-27-2011, 8:38PM

If you're looking for safe alternatives to grow eyelashes without a doctor's prescription, you might want to take a look at the Lashem brand of products (http://www.lashemusa.com). A Hispanic marketing campaign has been launched to grow awareness of the brand (http://www.eworldwire.com/pressreleases/212129). LashemUSA can be found on Facebook.

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