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Beauty

Lash Lifts and Extensions Are Becoming More Popular Than Mascara

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The Lash Lift is the beauty equivalent of a push-up bra for your lashes—the treatment instantly gives them, lift, separation, and extra definition without the use of extensions or any harmful chemicals.

According to a new report by Business of Fashion, lash lifts and extensions might be overtaking the mascara category. However, while the publication cites that beauty companies sold $8.1 billion worth of mascara last year, according to Euromonitor International, it also noted that popular companies like Fenty Beauty, KKW Beauty, Kylie Cosmetics, Anastasia Beverly Hills and Huda Beauty have yet to introduce a mascara formula. Okay, you have my attention.

The report went on to say that although mascara is the beauty industry’s largest category, its growth is expected to take a dip from 4 percent in the last three years to 2 percent through 2021, according to Euromonitor. Why? It’s not only a difficult product for newer brands to formulate, but lash treatments like lifts, extensions, and tinting, are skyrocketing in popularity.

Sure, one might argue that these procedures take way more time than simply swiping on mascara, but they last for months and, in the long run, save women time getting ready. Another appeal is longer, more natural-looking lashes without using any product.

The comfort level with consumers to go and get these different kinds of treatments and services has definitely reached an all-time high. 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.

Mubashir Khan Salon, Makeup Suite by Natasha Khan are just some of the many providers that offer lash services and treatments. Lash Lift is said to be one of the most demanded service by clients.

 

According to the report, it’s also more challenging for a younger, indie makeup brand to get stake in the vastness of the mascara business. So, it looks for other products it can introduce that’s more unique or focus on other profitable categories, such as highlighters.

Basically, if you’ve been on the fence about getting a lash lift or extensions, there’s now proof to back up your decision. Or, keep using your fave mascara. You do you, boo!

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