ELAN KIMYA

AR

Trends in brow & lash cosmetics: why custom formulas matter

The brow and lash segment is growing rapidly, driven by demand for safer, more innovative, and high-performing products. To stand out in this competitive market, many brands are turning to OEM and ODM services to develop unique formulas that align with global trends.

Key trends shaping the market

  1. Hybrid brow tints & stains
    Offer intense colour payoff on both hair and skin, delivering a 3D, multi-dimensional effect loved by professionals.
  2. Gentle, ammonia-free technologies
    Consumers increasingly seek milder, skin-friendly alternatives that still ensure long-lasting results.
  3. Ingredient-enriched formulas
    Modern brow & lash products often include collagen, amino acids, argan oil, or sunflower seed extract for added nourishment.
  4. Advanced lash lift systems
    Keratin-based lash lifts and improved oxidising emulsions are elevating salon services with more consistent results.
  5. Innovative packaging
    Eco-friendly, minimalist, and premium packaging options continue to rise in popularity.
Brow & Lash Cosmetics Trends

Why custom formulas matter

Through ODM, brands can create exclusive products tailored to market needs. Customisation may involve:

  • Unique textures (gel, cream, liquid)
  • Market-specific shade variations
  • Additional skincare benefits
  • Compliance with EU, USA, GCC regulations


Custom formulas help strengthen brand identity, improve performance, and build customer trust.

The ÉLAN Kimya advantage

  • Dedicated in-house R&D and chemists
  • Certified GMP, ISO, FDA facility
  • Flexible MOQ solutions
  • Distribution experience in 45+ countries

By aligning with ongoing global trends, brands can launch high-performing products that stand out in the brow & lash category.

FAQ

Hybrid tints combine the richness of a stain with the precision of a tint, offering both hair colour and a skin-stain effect.

Absolutely — many formulas integrate amino acids, collagen, and natural oils for improved hair strength.

ODM formulations give exclusivity and allow brands to follow specific trends or needs not covered by ready-made formulas.

Hybrid brow tints and professional lash lift systems remain the most rapidly expanding segments.

Trends in brow & lash cosmetics
I want create MY COSMETIC BRAND

CONTACTS