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Trends in brow & lash cosmetics: why custom formulas matter

The global brow and lash industry is not slowing down. From bold brows to natural lash lifts, the demand for innovative, safe, and high-performing cosmetics is rising every year. For brands to stand out, custom formulations through OEM and ODM services have become the key to differentiation.

Key trends in the market

  1. Hybrid brow tints & stains
    These products combine the benefits of both tint and stain, offering rich, even colour on hair and skin. Their 3D effect has made them a salon favorite worldwide.
  2. Gentle, ammonia-free formulas
    Consumers today demand safer, skin-friendly products without compromising on long-lasting results.
  3. Enriched with care ingredients
    Lash and brow cosmetics now often include collagen, amino acids, argan oil, or sunflower seed extract to strengthen and nourish hair while tinting.
  4. Professional lash lift systems
    Keratin-based lash lifts and innovative oxidising emulsions are transforming salon services with safer, more consistent results.
  5. Packaging innovation
    Brands are embracing eco-friendly, minimalist, and premium packaging to appeal to conscious consumers.

Why custom formulas matter

With ODM solutions, brands can design exclusive products that directly respond to these trends. Customisation can include:

  • New textures (gel, cream, or liquid)
  • Tailored shades for different markets
  • Added skincare benefits for brows and lashes
  • Compliance with specific regulations in EU, USA, or GCC regions

Custom formulations not only improve performance but also build strong brand identity and consumer trust.

The ÉLAN Kimya advantage

  • In-house R&D lab and chemists developing exclusive innovations
  • Certified facility (GMP, ISO, FDA) ensuring safety and compliance
  • Flexible MOQs to support both startups and established brands
  • Proven global export experience across 45+ countries


By staying ahead of trends, brands can launch products that meet consumer expectations while standing out in a competitive market.

FAQ

Hybrid tints combine the intensity of a stain with the precision of a tint, offering both colour on the hair and a skin-stain effect for fuller brows.

Yes, many modern formulations feature collagen, amino acids, and natural oils to improve hair strength during the tinting process.

Custom (ODM) products give your brand exclusivity, aligning with specific trends and customer needs that ready-made formulas may not fully cover.

Hybrid brow tints and professional lash lift systems are currently the fastest-growing segments in the beauty market.

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  • Manufacturing facilities
    Antalya, Turkey