October 17, 2023 Published by

From Lashes to Lids

With ever-changing trends in lid color, the proliferation of new lash and brow products, and the desire to make eyes pop, the eye makeup category is expected to grow nearly 6% year over year. In this Beauty by the Numbers™, TBC explores the US beauty buyers’ lash, brow, shadow and mascara must haves. Not only are US female consumers buying both lash and brow products more often than they did than five years ago, but the spend per transaction on products and services is up as well. What’s fueling this growth besides her obsession with all things beauty? Celebrity looks, the desire for cleaner products, and tips and tricks as seen on social media. Where does your brand fit into her picture-perfect makeup bag?


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