Eyelash serum has quietly moved from a niche treatment to one of beauty’s fastest-growing categories, and the momentum shows no sign of slowing as we head into 2026 — a shift underscored in the LOOKFANTASTIC Spring/Summer ’26 Trend Report, which names lash serums the fastest-growing product type of 2025 as consumers prioritise long, healthy lashes and low-maintenance routines.
For many consumers, the shift has been driven by lash damage and a growing desire for long-term results. Billie Faricy-Hyett, chief buying officer at LOOKFANTASTIC, points to her own experience as a turning point.
“I’ve always been lash-obsessed, the longer, fuller and more dramatic, the better. For years, I relied on extensions until my lash technician finally cut me off around 2012 because I’d pushed my natural lashes to the brink. I was essentially lash-bald. She insisted I try RevitaLash to help them recover, and it was a turning point. Within two weeks, I saw real regrowth, and by six weeks, my lashes were genuinely transformed, full, fluttery and completely my own. Thirteen years later, I’m still loyal.”
She adds that the brand’s purpose has been key to its longevity: “What makes this product special isn’t just the results (though they’re exceptional); it’s the heart behind the brand… For me, it’s not just a beauty staple; it’s a product with purpose, one that rebuilds my lashes and supports a cause that matters.”
At retail, the data reflects this shift. In the UK, lash growth serums and increasingly “skinified” formulas are outperforming false lashes. Angharad Bate, cosmetics buyer at LOOKFANTASTIC, says: “You can truly see the trend of where serums really took off at the start of this year and false lash sales went into decline,” driven by the rise of the “clean girl” aesthetic and influencer endorsement.
Trend-led lash formats, however, remain volatile. Bate notes that in 2024, there was “a similar surge in these lash derivatives before momentum completely evaporated.” She adds: “The biggest decline is coming from underlashes and individual lashes,” with some major brands now in double-digit decline.
Unlike temporary lash styles, serums offer cumulative results and stronger loyalty, positioning them as a more resilient growth category.
