Discount Retailers Expand Lash Offerings to Compete with Premium Beauty Brands

The false lash market is booming, with global sales projected to hit $1.8 billion by 2025, according to Grand View Research. Amid this growth, a new trend is emerging: discount retailers are rapidly expanding their lash lines, challenging the dominance of premium beauty brands. From drugstores like CVS and Walgreens to big-box retailers such as Target and Walmart, and even beauty chains like Ulta’s budget-friendly sections, these players are no longer after just the "cheap" end of the market—they’re targeting consumers who want quality, variety, and affordability, all in one.

What’s driving this shift? Consumer behavior is evolving, especially post-pandemic. With economic pressures squeezing budgets, shoppers are prioritizing "affordable luxury": products that feel indulgent but don’t break the bank.假睫毛, once seen as a splurge for special occasions, has become a daily staple for many—thanks to social media trends (think TikTok’s "no-makeup makeup" and Y2K revivals) and the rise of at-home beauty routines. Yet, with premium brands like Huda Beauty ($25–$50 per pair) and Velour Lashes ($30–$45) pricing out budget-conscious buyers, demand for high-value alternatives has surged.

Discount retailers are seizing this opportunity with strategic overhauls of their lash offerings. Gone are the days of limited, low-quality plastic lashes; today’s budget lines boast innovation. Take Target’s Universal Beauty collection, which launched in 2023: it includes magnetic lashes ($12), reusable silk blends ($9), and "natural-wisp" styles designed to mimic lash extensions—all priced under $15. Similarly, CVS’s Beauty 360 line now features cruelty-free, lightweight options with latex-free glue, directly competing with Ardell’s premium "Wispies" ($18) at half the cost ($8). These brands aren’t just cutting prices; they’re investing in materials (silk, synthetic mink) and design (custom lash bands for better fit) to match the look and feel of pricier counterparts.

Pricing remains a key weapon. Discount lash lines typically range from $5–$15, while premium brands hover at $20–$50. This gap is critical for cost-sensitive shoppers, particularly Gen Z and millennials, who now make up 65% of false lash buyers (Nielsen). Retailers are also doubling down on accessibility: in-store displays highlight "dupe" options for viral premium styles, and social media campaigns (TikTok tutorials, Instagram Reels with micro-influencers) showcase how $10 lashes can rival $30 ones. Target’s Universal Beauty, for example, went viral in 2024 after a TikTok user compared its "Cloud Wisp" lashes to Velour’s $38 "Would I Lie?" style—garnering 2.3 million views and boosting sales by 180%.

Premium brands aren’t standing idle. To defend market share, many are launching entry-level lines: Ardell’s "Everyday Essentials" ($10–$12), Huda Beauty’s "Lash Studio" basics ($15), and Velour’s "Beginner’s Kit" ($20) with glue included. They’re also doubling down on differentiation: emphasizing patented technology (e.g., Ardell’s "Invisiband" for seamless application), sustainability (recyclable packaging, vegan materials), and artisanal craftsmanship (handmade in Italy, vs. mass-produced for discount lines).

The result? A more dynamic, layered market. Discount retailers are democratizing access to lash beauty, drawing new consumers who might have previously skipped the category. Premium brands, meanwhile, are forced to innovate beyond price, deepening their appeal to loyalists who value exclusivity. For shoppers, the choice is richer than ever—whether they’re hunting for a $8 daily lash or a $40 red-carpet statement piece.

As the battle heats up, one thing is clear: discount retailers aren’t just competing on cost—they’re redefining what "affordable" means. By blending quality, trendiness, and accessibility, they’re proving that you don’t need to pay premium prices to look and feel luxurious. And in a market driven by consumer choice, that’s a win for everyone.