False Eyelash Market Expands: Men’s Grooming Emerges as Key Growth Driver

The global false eyelash market is experiencing unprecedented growth, with a notable surge driven by an unexpected segment: men’s grooming. Long considered a niche within the broader beauty industry, men’s demand for false eyelashes is reshaping market dynamics, fueled by shifting cultural norms, social media influence, and targeted product innovation.

Traditionally dominated by female consumers, the false eyelash market is witnessing a paradigm shift. Market research firm Grand View Research reports that the global false eyelash industry, valued at $1.2 billion in 2022, is projected to grow at a CAGR of 6.8% through 2030. What’s striking is the men’s segment, which now accounts for 12% of total sales—up from just 3% in 2018. This rapid expansion signals a significant shift in male grooming habits, as more men embrace lash enhancements as part of their daily routine.

Several factors are driving this growth. First, the destigmatization of male beauty. As societal attitudes toward gender and self-care evolve, men are increasingly prioritizing appearance management. A 2023 survey by Mintel found that 42% of men aged 18–35 now view grooming as “essential to confidence,” compared to 28% in 2019. False eyelashes, once seen as “feminine,” are now framed as a versatile tool for enhancing eye definition, whether for everyday polish or special occasions like weddings or performances.

Social media has played a pivotal role in normalizing the trend. Platforms like TikTok and Instagram are flooded with from male beauty influencers—such as @LashMasterJake and @GroomingGuy—showcasing subtle lash applications. Hashtags like MenWhoLash and MaleLashCare have amassed over 50 million views, creating a community where men share tips, product reviews, and before-and-after transformations. This digital visibility has demystified false eyelashes, making them accessible to a broader audience.

Product innovation is another key driver. Brands are no longer repackaging female-focused lashes for men; instead, they’re designing products tailored to male preferences. Unlike the dramatic, voluminous styles popular among women, men’s false lashes prioritize naturalness. Options like “lightweight纤长 (纤长 is “slender” in Chinese, but better to use “slender” in English)” strips, individual lash clusters, and semi-permanent extensions in neutral tones (deep brown, soft black) dominate the category. Leading brands like Ardell and Kiss have launched “For Him” lines, while startups like LashLab Male Grooming specialize in hypoallergenic, latex-free adhesives and reusable lash sets designed for quick, mess-free application—addressing male users’ top concerns: ease of use and discretion.

Consumer behavior within the segment also reveals unique patterns. Unlike women, who often purchase lashes for events, men are increasingly buying them for regular use. A 2024 study by NPD Group found that 68% of male lash buyers use products 2–3 times weekly, with 31% citing “workplace confidence” as a primary motivator. Professionals in creative fields (design, entertainment) and customer-facing roles (hospitality, sales) are among the most avid adopters, viewing lashes as a subtle way to enhance eye contact and approachability.

Challenges remain, however. Market education is still needed: 45% of men surveyed by Beauty Industry Report admitted hesitation due to “fear of looking unnatural.” Brands are tackling this with in-store demos, virtual try-on tools, and tutorial emphasizing “no-makeup makeup” aesthetics. Pricing is another hurdle; premium male lash kits currently range from $15–$35, higher than mass-market female options. To broaden accessibility, brands like Eylure are testing budget-friendly lines ($8–$12) without compromising on quality.

Looking ahead, the men’s false eyelash segment shows no signs of slowing. Analysts predict it will outpace the overall market, growing at a CAGR of 9.2% through 2030, driven by emerging markets like Southeast Asia and Latin America, where male grooming adoption is accelerating. As brands continue to refine product offerings and marketing strategies, the false eyelash market is poised to become a cornerstone of inclusive beauty—proving that self-care has no gender.