Lash Lifts And Extensions Are On The Rise With Mascara Sales Tipped To Decline

Apparently Lash Lifts and Extensions Are Taking Over In Popularity From Mascara

With life seeming to be getting busier and busier we are constantly striving for ways to save time wherever we can – especially when it comes to our beauty routine. We want to look our best but we want to achieve it in next to no time. Not asking much right?

And we’re not sure about you but while there are many things in our beauty routine we’ll streamline – hello tinted moisturiser killing two birds with one stone – there are some non-negotiables, and for us, that’s mascara. Or it has been up until now anyway.

I recently went away for a few days on a work trip and forgot my mascara – with no access to a Sephora or even a supermarket to stock up. Cue devastation. I googled every trick in the book to MacGyver luscious lashes out of eyeshadow and used the old back of a spoon heated up with the hairdryer to curl them. But nothing cut it, and frankly I felt naked for three days, sure it was a good excuse to embrace the natural look, but as soon as I got back I swiftly started googling permanent options so I didn’t get caught out again.

And it seems I’m not alone. A recent report by the Business of Fashion, says that while mascara is the beauty industry’s largest category, it’s growth is expected to slow down from four percent in the last three years to just two percent by 2021.

Is mascara losing its relevance? Buzzy brands like Fenty Beauty, Kylie Cosmetics and Anastasia Beverly Hills don't sell mascara - a sign it may be losing ground as a beauty staple. While mascara remains one of makeup's biggest categories, growth is expected to slow to 2 percent through 2021, from 4 percent in the last three years, according to Euromonitor. At the same time, the popularity of lash treatments and services, from tinting and lash application to extensions and "lash lifts," is on the rise. As regimes become increasingly complex, treatments that last for weeks are becoming a more integrated part of millennial women's beauty routines. Read the full story on businessoffashion.com [Link in bio] #mascara #beauty

A number of newer make up brands, including Rihanna’s Fenty Beauty and Kim Kardashian’s KKW Beauty and Kylie Jenner’s Kylie Cosmetics, have also noticeably left mascara off their products lists.

Popularity of more permanent options including lash tinting, lash lifts, lash extensions and false lashes is rapidly growing according to the study, with women preferring to spend the time and money getting them done professionally, which will ultimately end up saving them time day-to-day.

“The comfort level with consumers to go and get these different kinds of treatments and services has definitely reached an all-time high,” said Sarah Jindal in an interview with BoF, senior beauty analyst at Mintel.

“People are willing to invest a little bit more in going and getting a lash lift or lash extensions, because they know it then makes their routine in the morning that much easier.”

While it’s not like we’re likely to see mascara completely off the beauty radar just yet, it seems if you’re looking for a more permanent alternative there are more options than ever before.

“Apart from making your lashes thicker, darker and fuller, which is every woman’s dream, it also saves you a lot of time and effort getting ready in the morning,” head make-up artist at Blown Lux Barangaroo, Hoai Tran, tells marie claire of eyelash extensions.

“Eyelash Exensions are semi-permanent synthetic, silk or mink lashes that are adhered to your natural lashes with medical grade adhesive,” says Tran. “With care and regular infill visits they can last a long time and are customised to fit your eye shape and taste.”

Jessica Bosco

Jessica is marie claire and InStyle's Senior Digital Content Editor reporting on everything from celebrities to breaking news, lifestyle and all things royal (ahem, Meghan and Harry!).