Lash Brands Expand into Men's Beauty Subscription Boxes: A New Frontier in Male Grooming

The male beauty market is experiencing unprecedented growth, and one segment leading this charge is the rise of men’s beauty subscription boxes. Traditionally dominated by skincare and grooming essentials like razors and moisturizers, these curated boxes are now welcoming an unexpected addition: false lashes and lash care products, as lash brands increasingly recognize the untapped potential in masculine grooming.

Recent market reports highlight the shift: the global male beauty industry is projected to reach $78.6 billion by 2028, with subscription-based models growing at a CAGR of 12.3%. Within this, men’s interest in “enhanced natural” grooming—products that subtly boost appearance without looking overtly “made-up”—has surged. False lashes, once pigeonholed as a female-centric accessory, are emerging as a key player, driven by evolving societal norms around masculinity and self-expression.

Lash brands are capitalizing on this trend by tailoring offerings specifically for male consumers. Unlike the dramatic, voluminous styles popular in women’s lines, men’s lash products prioritize naturalness, comfort, and versatility. Think ultra-fine lash丝 (lash fibers), shorter lengths (6-8mm), and matte black bands that blend seamlessly with natural lashes. Brands like LashCraft and Eyelure have already launched “Masculine Lash Kits” in partnership with leading men’s subscription boxes, such as Manscaped’s “Grooming Box” and Birchbox Man’s limited-edition “Refined Edge” collection. These kits often include not just lashes but also gentle adhesives, lash combs, and removal tools, emphasizing convenience—a top priority for subscription box users.

The appeal of subscription boxes lies in their ability to demystify new grooming products for men. For many, trying false lashes for the first time can feel intimidating; subscription models eliminate guesswork by delivering curated, trial-sized or full-sized products regularly. “Men want to look polished, but they don’t want to spend hours researching products,” explains Sarah Chen, a beauty industry analyst. “Subscription boxes offer a low-risk way to experiment, and lash brands are smart to position their products as ‘grooming essentials’ rather than ‘cosmetics.’”

Consumer feedback underscores the demand for subtlety. In a 2023 survey by Male Beauty Insider, 68% of male respondents interested in lash products cited “natural appearance” as their top concern, followed by “comfort” (59%) and “easy application” (52%). Brands are responding by investing in lightweight materials—like silk and synthetic fibers that mimic natural lash texture—and ergonomic applicators designed for first-time users.

Challenges remain, however. Breaking down gender stereotypes is a key hurdle; some men still associate false lashes with femininity. To combat this, brands are partnering with male influencers and athletes who promote “self-care without boundaries,” framing lash enhancement as part of a holistic grooming routine, akin to trimming beard hair or styling brows. Marketing campaigns now feature diverse models—from professionals to artists—wearing lashes in everyday settings, normalizing the look.

The机遇 is undeniable. With Gen Z and millennial men leading the charge—62% of men aged 18-34 now use at least one “enhancement” grooming product, per a 2024 NPD Group study—the men’s false lashes market is poised for rapid expansion. Subscription boxes, with their loyal customer bases and data-driven personalization, offer lash brands a direct line to this growing demographic.

As lash brands continue to innovate and adapt, the integration of men’s lash products into subscription boxes is more than a trend—it’s a reflection of the beauty industry’s shift toward inclusivity and personalization. For brands, it’s a chance to diversify revenue streams; for consumers, it’s a step toward redefining masculinity on their own terms. One thing is clear: the future of male grooming is bold, and lashes are leading the way.