In the past 12 months, 73% of U.S. beauty-buying consumers surveyed say they’ve purchased both eyelash makeup products and tools as well as eyebrow products or tools—up from 66% just five years ago when The Benchmarking Company revealed results from its first nationwide consumer lash and brow makeup survey (2018).
Between then and now, the pandemic years meant the eyes were often the only form of cosmetic self-expression visible to others, making the windows to our souls an even more vital part of a woman’s daily regimen.
Eye makeup continues to dominate the market today, with 90% of women wearing eye makeup three or more times per week. To uncover the latest lash, lid and brow trends, the Benchmarking Company recently surveyed more than 2,600 U.S. female consumers to share their eye makeup usage and buying behaviors.
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