Lashes have never been more visible

From lash lifts and extensions to growth serums and falsies, TikTok feeds are flooded with content promising lashes that look longer, fuller, and more effortless. The hashtag #lashes has gained billions of views, showing that the desire for enhanced lashes remains strong.

And yet, the most foundational lash-enhancing product, mascara, has quietly faded from the spotlight. Mascara is everywhere, but few brands are evolving it. So, how did mascara fall out of focus amid a lash boom and what would it take to bring it back?

This report explores what today's lash-obsessed consumers actually want and where even top-selling mascaras are still missing the mark.

What Youll Find in This Report

• What today's lash-focused consumers actually want and why most mascaras still miss the mark

• A breakdown of real product feedback,from clumping complaints to clean finish demands

• Key takeaways you can act on, to sharpen positioning and guide product decisions