Department Stores Expand False Eyelash Sections: Riding the Wave of Soaring Demand

In recent years, false eyelashes have transcended their niche status as a "special-occasion accessory" to become a daily beauty staple, and department stores are racing to capitalize on this booming trend by expanding their false eyelash sections. What’s driving this retail shift, and how are major chains adapting to meet the surging demand?

The rise in false eyelash popularity is rooted in a confluence of cultural, social, and post-pandemic trends. Social media platforms like TikTok and Instagram have been pivotal:美妆博主 (beauty influencers) with millions of followers showcase everything from natural "no-makeup makeup" lash styles to dramatic, red-carpet-worthy designs, normalizing lash use among Gen Z and millennial consumers. A 2023 report by Grand View Research notes that global false eyelash market size is projected to grow at a CAGR of 6.8% from 2023 to 2030, fueled largely by social media-driven consumer interest.

Post-pandemic beauty habits have also played a role. With masks obscuring lower facial features during the height of COVID-19, attention shifted to eye makeup, making false lashes a go-to for elevating everyday looks. Even as mask mandates eased, the "eye-centric beauty" trend persisted, with consumers prioritizing products that make eyes stand out—from eyeshadows to, notably, false lashes.

For department stores, expanding false eyelash sections is a strategic move to counter declining foot traffic and compete with e-commerce giants. Traditional retailers have long struggled to attract younger shoppers, but false lashes—popular among 18–34-year-olds—offer a high-growth, high-margin opportunity. Unlike apparel or electronics, false lashes boast healthy profit margins (often 50% or more) and drive cross-category sales: customers buying lashes frequently pick up complementary products like lash glue, remover, or tweezers, boosting average transaction values.

Major chains are already acting. Macy’s, for instance, expanded its beauty floor in 2023 by 15%, with false lashes now occupying dedicated endcaps and "trend tables" near checkout. The retailer added 12 new lash brands, including indie labels like Ardell’s Wispies and luxury lines such as Velour Lashes, alongside its private label, Impulse. Nordstrom took a step further, launching "Lash Lounges" in 10 flagship stores—mini salons where customers can get free lash consultations, try on samples, and watch tutorial videos via QR codes.

These expansions aren’t just about more shelf space; they’re about enhancing the in-store experience. Department stores are leaning into the tactile nature of lash shopping: unlike online, where texture and fit are hard to gauge, in-store displays let customers feel synthetic vs. mink lashes, compare band thickness, and test how styles flatter different eye shapes. Sephora’s success with interactive beauty stations has set a precedent, and百货 retailers (department stores) are following suit, with well-lit testers, disposable applicators, and staff trained to recommend styles for "office chic" vs. "night out" looks.

Looking ahead, sustainability and personalization will shape the next phase of lash section growth. Consumers are increasingly demanding eco-friendly options—think reusable lashes (which reduce waste) and biodegradable lash丝 (lash silk) or plant-based adhesives. Brands like Ilia Beauty and Tower 28 have already launched sustainable lash lines, and department stores are quick to stock them to appeal to eco-conscious shoppers. Personalization, too, is on the horizon: some retailers are testing AI tools that scan customers’ eyes and suggest lash styles via in-store tablets, merging tech with touch.

In a retail landscape where relevance is key, false lashes have emerged as more than a trend—they’re a lifeline for department stores. By doubling down on this category, retailers aren’t just selling beauty products; they’re creating destinations that draw shoppers in, drive sales, and position themselves as curators of the latest in美妆. As demand continues to rise, expect even more innovation from百货 (department stores) looking to turn lash lovers into loyal customers.