As the year comes to a close, beauty brands have an opportunity to do more than review sales figures. It is also the right time to evaluate product performance, identify gaps in existing collections, and determine which opportunities deserve attention in the year ahead.

The global false eyelash market was estimated at USD 2.0 billion in 2025, with projected annual growth of 6.9% through 2033, according to Grand View Research. While market growth presents opportunities, it also means brands need to make thoughtful decisions about their product offerings and competitive positioning.

For brands in the false eyelash industry, the challenge is not simply launching more products. It is understanding which products deliver value, which formats have growth potential, and where the next development opportunity lies.

Before moving into 2027, here are four areas every beauty brand should review.

1. Review Your Best-Performing Products

Start by understanding which products actually contribute to your business performance.

Review your sales data and identify your strongest-performing SKUs. Look beyond total sales and consider other indicators, such as repeat purchases, product margins, customer feedback, and sales consistency.

This is particularly important in a competitive beauty market. McKinsey’s 2025 State of Beauty report found that product quality is the leading consideration influencing beauty purchases. Consumers are becoming more selective about the value they receive, making product performance an important factor in long-term brand success.

For false eyelash brands, this could mean identifying whether natural styles, dramatic volume lashes, brown lashes, or DIY cluster formats are generating the strongest demand.

A few questions worth asking:

• Which lash styles consistently perform well?
• Which products generate the most repeat purchases?
• Are some SKUs receiving attention but contributing little to sales?
• What do customer reviews reveal about product comfort, appearance, and usability?

These insights can help determine which products deserve continued investment and which may need improvement.

The goal is not to keep every product in your collection. It is to understand which products create the most value for your brand.

2. Identify Gaps in Your Product Assortment

Once you understand what works, take a closer look at what might be missing.

A product assortment should reflect the needs of your target market while giving customers meaningful options. However, adding more SKUs without a clear purpose can make a collection harder to manage.

The false eyelash market itself offers several product segments to explore. According to Grand View Research, strip lashes accounted for 39% of global false eyelash market revenue in 2025, highlighting their continued importance in the category.

At the same time, emerging application formats deserve attention. DIY lash clusters, for example, are gaining significant digital traction.

A February 2026 report by Charm.io, analyzing U.S. TikTok Shop activity during 2025, recorded 1.9 billion video views for the #LashClusters hashtag and approximately USD 17.7 million in gross merchandise value (GMV) for the category’s leading DIY lash cluster kit. The hashtag also recorded 79,000 product videos.

These figures do not represent the entire global lash market, but they demonstrate how a specific product format can attract both attention and purchasing activity on a social commerce platform.

Consider evaluating your current assortment across several dimensions:

• Lash styles: Does your collection offer enough variation, from natural and wispy to more dramatic looks?
• Colors: Could brown lashes or other color variations create new opportunities?
• Application formats: Are traditional strip lashes enough, or could DIY cluster and pre-glued formats complement your range?
• Price positioning: Does your assortment address different customer budgets and market segments?
• Packaging: Does your packaging support your brand positioning and retail requirements?

The important point is to identify product gaps based on market relevance, not simply follow every new product release.

A well-planned assortment focuses on the right variety, not the highest number of products.

3. Evaluate Your Upcoming Product Launches

Before committing to new launches, review the products already in your development pipeline.

Not every product concept needs to move directly into production. Some may require further testing, while others may need adjustments to better match your target market.

For each upcoming launch, consider three important questions.

Does the product solve a real customer need?

A new lash format or design should offer a meaningful benefit, whether through comfort, easier application, a different aesthetic, or improved usability.

Does it offer a clear point of difference?

Consider how the product fits within your existing collection and how it compares with alternatives in the market. A launch should have a clear reason to exist.

Is it ready for the intended launch timeline?

Review sample approval, product testing, packaging development, production requirements, and other launch preparations. Identifying potential delays early can help prevent unnecessary pressure later.

The growing attention around DIY lash clusters offers a useful example. A product format gaining online visibility can create opportunities, but brands still need to evaluate product quality, application experience, pricing, and market suitability before committing to a launch.

A product concept may look promising, but its commercial readiness depends on more than its initial appearance.

4. Set Your Product Development Priorities for 2027

After reviewing product performance, assortment gaps, and upcoming launches, the next step is deciding what deserves your attention.

This is particularly important in a market where consumer demand can shift quickly. McKinsey’s 2025 beauty executive survey found that 54% of executives identified uncertain consumer demand or restricted spending as a major risk to future industry growth.

Rather than trying to develop everything at once, organize your priorities into three categories:

• Improve: Existing products that need adjustments in design, comfort, quality, packaging, or performance.
• Expand: Product categories with clear opportunities to reach new customer segments or strengthen your assortment.
• Explore: New concepts and formats that may offer long-term opportunities but require further validation.

This approach helps create a more realistic product development roadmap.

It also gives your team a clearer direction when working with manufacturing partners, discussing new concepts, and planning production requirements.

For OEM and private label projects, early planning is especially valuable. Product specifications, sample development, packaging decisions, and production schedules all need sufficient preparation before a launch.

Turning Your Year-End Review into a 2027 Action Plan

A year-end review should lead to decisions, not just observations.

The four areas above provide a starting point for evaluating your current collection and identifying the next steps for your brand.

Before entering 2027, make sure you know:

• Which products deserve more attention?
• Which assortment gaps should be addressed?
• Which upcoming launches are ready to move forward?
• What should your product development team prioritize first?

A clear product strategy helps beauty brands make more informed decisions, allocate resources more effectively, and develop collections with a stronger commercial purpose.

At EyelashesWorld, we work with beauty brands to develop customized false eyelash products through OEM and private label solutions, from product concepts to retail-ready collections.

Planning your next lash collection? Let’s explore what your brand could develop for 2027.

Frequently Asked Questions

Why should beauty brands review their product assortment before a new year?

A year-end assortment review helps brands understand which products perform well, identify gaps, eliminate unnecessary complexity, and prioritize future product development.

What should beauty brands consider when planning new product launches?

Brands should evaluate customer needs, product differentiation, target market relevance, product testing, packaging requirements, and production readiness before moving forward with a launch.

How can false eyelash brands improve their product assortment?

False eyelash brands can review opportunities across lash styles, lengths, colors, application formats, packaging, and price positioning. The best assortment reflects the needs of the target market rather than simply increasing the number of SKUs.

When should beauty brands start planning their 2027 product development?

Ideally, product planning should begin well before the intended launch date. Early preparation allows brands to review concepts, develop samples, approve specifications, finalize packaging, and coordinate production schedules.