DIY Eyelash Market Glams Up to USD 971.92 Million by 2032, Growing at 6.8% CAGR

DIY Eyelash Market is expected to grow at a CAGR of 6.8%, is reported by Maximize Market Research

DIY Eyelash Market is forecasted to reach USD 971.92 Mn by 2032. This growth is driven by the increasing popularity of home beauty routines and the strong influence of social media platforms like Instagram, TikTok, and YouTube on beauty trends.

Market to Hit USD 971.92 Mn by 2032

DIY Eyelash Market was USD 574.19 Mn in 2024 and is expected to expand at a compound annual growth rate (CAGR) of 6.8% from 2025 to 2032, reaching USD 971.92 Mn by 2032. With over USD 65 million in market revenue, the UK dominated Europe to high-end product offers from companies like Lilly Lashes, which are well-known for their upscale appeal and celebrity endorsements. Through its vast retail and e-commerce distribution network, Kiss Products, Inc. secured over 22% of the North American DIY eyelash industry, which generated over USD 170 million in 2023. With an estimated $400 million in global revenue, Huda Beauty has pushed the boundaries of innovation through influencer campaigns and tech-integrated shopping experiences, gaining a significant market share in both North America and the Middle East.

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Market Segmentation

By Product Type: With 31% of the worldwide market in 2023, strip lashes continue to be the top product category. Strip lashes are widely accessible, simple to apply, and especially popular with consumers between the ages of 18 – 34, who account for more than 68% of all purchases in this market. They are affordable and adaptable for both regular and infrequent use, with an average price point ranging from USD 3 to USD 25.

By Material Type: Natural lashes commanded over 55% of the total market share in 2023, with a strong consumer shift toward ethically sourced mink and human hair lashes. Surveys show 72% of beauty shoppers prefer natural products over synthetic alternatives, citing comfort, better blending with real lashes, and reduced eye irritation as primary reasons.

Market Regional Analysis

North America, the DIY Eyelash Market in North America stood at approximately USD 180 million in 2023 and continues to dominate the global market. The United States holds the lion’s share, contributing nearly 90% of the regional revenue, driven by an increasing focus on appearance among younger consumers.

Europe, DIY Eyelash Market was valued at around USD 120 million, led by the United Kingdom, Germany, and France. The UK alone contributed USD 65 million, with London accounting for nearly 30% of the country’s sales. The European market reflects a growing preference for eco-conscious beauty products, including natural lash fibers and organic adhesives.

Asia-Pacific, DIY Eyelash Market is experiencing exponential growth, reaching USD 48 million in 2023 and projected to double to USD 98 million by 2030, at a remarkable CAGR of 11.5%. This surge is driven by the rapid penetration of e-commerce, with platforms like Nykaa, Amazon India, and Purplle offering budget-friendly lash kits priced under INR 600.

Competitive Landscape

Kiss Products, Inc: Revenue: USD 300 million. In Feb 2024: Introduced a biodegradable, eco-conscious strip lash product with water-based glue, boosting market share in eco-friendly cosmetics.

Huda Beauty: Revenue: USD 400 million. In Jan 2024: Launched the “LashLab AR” app to help boost direct-to-consumer lash sales across the U.S. and Middle East.

Beyelian Lashes: Revenue: USD 65 million. In Mar 2024: Partnered with Southeast Asian influencers, resulting in a 2x spike in daily online orders via TikTok and Lazada.

LASHVIEW BEAUTY: Revenue: USD 45 million. In Dec 2023: Opened a smart facility in Vietnam to cut production lead times by 30% and enhance global order fulfillment.

Recent Trends and Developments

• Virtual try-on tech (AR/AI) is reshaping online shopping with interactive lash filters.
• Biodegradable packaging and vegan lashes are now mainstream, with eco-lash sales up 28% YoY.
• TikTok and Instagram Reels are the primary platforms for lash product discovery, with “#diylashes” reaching 1.2B+ views.
• Subscription boxes featuring curated lash kits are gaining momentum, with a growth rate of 12% CAGR globally.

Conclusion

• With a 31% market share, strip lashes are the most popular product type since they are simple to apply. Natural materials are becoming more and more popular as consumers gravitate toward more comfortable and environmentally responsible items.
• With a 40% market share, convenience stores dominated sales in 2023; however, e-commerce platforms and virtual try-on technology are expected to substantially increase online sales by 2030.
• Global product portfolios are changing because to the high demand for vegan, cruelty-free, and reusable lashes, especially in Europe and Australia.
• Leading companies like Lilly Lashes, KISS Products, and Huda Beauty are growing through influencer marketing, retail partnerships, and innovation in an effort to gain a larger worldwide market share.

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