Eyelashes have long been a timeless symbol of beauty, with trends evolving and reinventing themselves over the decades.
From the mega-volume extensions delivering bold and glamorous looks in the early 2010s, to wet-looks, lifts and tints as the decade unfolded, innovations in eyelash care continue to redefine health and beauty.
Today, the preference for a natural lash look is driving the market. A 2025 study carried out by Symrise found that 71% of consumers across 16 countries strongly or somewhat agree that they prefer to use products that can boost eyelash volume instead of fake lashes. This growing emphasis on enhancing natural features is driving the eye care market toward products that offer functional benefits, reflecting a wider global shift toward health-focused, ingredient-conscious beauty.
With social media fuelling DIY beauty routines and a plethora of eye care products spanning serums and conditioners to gels and oils, today’s consumers can access a wealth of information at their fingertips and skincare routines designed to achieve wellbeing from head to toe.
However, achieving natural lash fullness requires the right product; and in today’s booming beauty sector, the focus has shifted to clinically proven products and multi-targeted benefits.
“Eyelash care is no longer just an add-on, it’s part of a holistic beauty ritual,” says Juliana Amado, Symrise Global Product Manager. “Today’s consumers want products that enhance their natural look while aligning with wellness and high performance trends.”
Speed is also a key requirement. Consumers want results that are both effective and fast, however some procedures including lash extensions and fake lashes can lead to irritation, lash shedding, or even allergic reactions, thus impacting the normal eyelash life cycle.
Follicle protection and the anagen phase
Protecting eyelash follicles is akin to caring for the scalp – both require gentle nourishment and protection in order to maintain healthy, resilient growth. In eyelash care, follicle protection leads to denser, fuller lashes.
After the growth phase, the follicle enters a short transition phase where its activity slows down before entering a resting stage. This is a normal part of the lash life cycle.
In the lash life cycle, the anagen phase – the active phase of growth – is around 30-45 days. This offers a limited window of time for functional products to have meaningful impact.
Additional follicle protection, fast results
Inspired by the market approach favouring multi-target approaches to beauty and eye care, Symrise has added SymLash® XTreme to its portfolio of cosmetic ingredients for eyelash and brow care. The ingredient is a patented lipopeptide-troxerutin combination with a complementary mechanism of action which provides additional follicle protection and is scientifically proven to visibly enhance eyelash density in just two weeks and up to 35% after six weeks.
SymLash® XTreme increases eyelash density by stimulating keratin genes and protecting the follicles.
Illustrating lash growth before and after
The patented technology is a ready-to-use liquid format designed to be easily manipulated and formulated into a range of eyelash cosmetics, from serums to eyebrow mascaras, providing a convenient solution for cosmetic brands to meet consumer demand for natural eyelash fullness. SymLash® XTreme is water-soluble and requires minimal energy to blend into formulas, offering formulators a cost-efficient solution.
For Symrise, the innovation underscores a comprehensive approach that connects ingredient benefits with functional needs, while delivering the fast and effective results that consumers want. The company’s latest lash technology represents a wider connection between its innovation and wellbeing pillars.
“At Symrise, innovation and wellbeing are at the heart of everything we do,” says Marcia Paula, Symrise Global Category Director, Hair Care. “Our pillars combine cutting-edge science with a deep understanding of consumer needs, enabling us to create solutions that set new standards for beauty.”
As eyelash care continues to merge protection with health, the next generation of trusted technologies is poised to deliver evermore advanced formulas that meet evolving consumer demand for speed and natural fullness.
Click here for more information on SymLash® XTreme - Xtended Technology for Xtreme Lash Density.
References
1. Symrise study: 16 countries, more than 1,000 people by country.
