Section
Brands & Retail
Brand strategy, retail listings, e-commerce, DTC and store performance in lashes, brows and eye makeup. Coverage follows launches, pricing, merchandising and the consumer trends reshaping the category.
What Are Lorena Gray's 'Bambi' Lash Care Essentials?…Eye on APE Serum
K-beauty brand epais is expanding its U.S. presence by leveraging TikTok influencer marketing for its EyeLash Essential Serum. This strategy highlights the growing influence of social commerce in driving sales for eyelash care products among Gen Z consumers.
United States: Adapt, 'Ape' US TikTok Shop Seller Reaches Tier 6
Adapt's epais brand has reached Tier 6 on US TikTok Shop, driven by a 15x surge in daily sales following viral creator content. This milestone highlights the critical role of influencer marketing in driving rapid growth for eyelash care products in the competitive US digital commerce landscape.
South Korea: K-Beauty Chosen by 52M TikTok Follower Lauren Gray: EYEPE Lash Serum Sparks Buzz
K-beauty brand epais has gained significant traction in the U.S. market after being featured by TikTok influencer Loren Gray, who has over 52 million followers. This expansion marks a strategic shift for the brand from skincare into specialized lash care, leveraging social media to drive consumer awareness and sales growth in North America.
United Kingdom: Colchester mother and daughter duo build premium lash brand JA Lashes & Co
JA Lashes & Co, a new brand from Colchester, is launching a range of affordable premium cluster lashes and beginner kits. This move addresses a market gap for high-quality, low-cost options that allow consumers to achieve a polished look without recurring salon expenses.