Eyelashes: Without them, the face lacks "wow"

False eyelashes are usually attached to the eyelids - just above the line of natural eyelashes - with a special adhesive. Once attached, the false and real eyelashes are "clipped" together to make them look natural. This can be done with fingers or tweezers.

I admit that (false) eyelashes are very niche market. Maybe it can't be as booming as lipstick.

Singer Kris Dayanti, who has been using false eyelashes for the past 25 years, suggests using tweezers for neater results. She also recommends adjusting the length of false eyelashes to match each individual's eye size.

"False eyelashes are easy to install and easy to clean," said Kris Dayanti in Jakarta, Wednesday (24/4/2024). “I recommend false eyelashes because they can be used many times. The price is also affordable. If you have eyelash extensions (connecting real eyelashes with artificial eyelashes), they might fall out because they (artificial eyelashes) are attached to the natural eyelashes. "Later your natural eyelashes will become holes."

That's why the singer who won the 2004 Indonesian Music Award (AMI) trophy also agreed to collaborate with Lavie Beauty, a local false eyelash manufacturer. The collaboration resulted in three types of false eyelashes, each with their own character: simple, dramatic, and doll-like.

A variety of false eyelash types allows the public to be creative with their makeup. For a natural look, it is advisable to choose simple false eyelashes that do not appear dramatic. Dramatic false eyelashes should be used for specific occasions, such as parties or performances.

The false eyelash industry also produces other types that attract attention. quirky eyelashes have been used at certain festivals, and even celebrities have worn them at big events.

Also read: Tsunami Ie Suan Eyelash Shaping

For example, musician Lady Gaga once wore super long black-red and black-gold false eyelashes when attending the 2019 Met Gala. Long and colorful false eyelashes also complemented Prada brand models on the Milan Fashion Week 2023 stage.

After use, false eyelashes can actually be reused dozens of times. This can be done if false eyelashes are properly maintained.

After use, it is advisable to clean the leftover glue that is sticking by peeling it off. And to maintain its shape, false eyelashes should be stored in a special container or in its original packaging.

Market niche

According to Lavie Beauty Director Ruth Veronica, false eyelashes are not yet popular among the Indonesian community. This is because false eyelashes are not easy to use for beginners. Some people are also lazy to learn to use false eyelashes and ultimately choose to do eyelash extensions instead.

"I admit that (false) eyelashes are very niche market. Maybe it can't be as booming as lipstick," he said. “Applying lipstick is easy, while false eyelashes require a little skill and some learning. "It takes habit (to use it), but many people are lazy to do it," he added.

However, false eyelashes are recognized as an important facial makeup element. Some people are also interested in false eyelashes, such as professional make-up artists (make up artist/MUA). Ruth added that the market for false eyelashes also includes women in their 30s.

According to Ruth, 2-3 years ago, the performance of the false eyelash market temporarily declined as it was overshadowed by the eyelash extension producers. However, since the end of last year, the trend of false eyelashes has risen again. Ruth suspects that this is because eyelash extensions have several side effects, such as causing natural eyelashes to fall out.

The material for fake eyelashes has also evolved over time to meet consumer needs. In the past, Ruth used human hair to make fake eyelashes. Now she has developed a product with synthetic hair that is claimed to be as comfortable as human hair. According to Ruth, human hair has lower durability compared to synthetic hair.

There are also plastic fake eyelashes. Ruth said that similar eyelashes were once produced in Indonesia in the 1990s for export to Europe and the United States, among others. Although produced domestically, fake eyelashes are not yet popular in Indonesia.

A number of failed products were then sold in Indonesia at cheap prices. That was the beginning of the public's introduction to false eyelashes.

"Rejected goods or those that do not pass censorship for export are 'thrown' to Pasar Baru, Jakarta, and sold cheaply. The price is IDR 1,000-IDR 2,000. "It's eyelashes that hurt and prick (when used)," said Ruth, who focuses on the domestic market and has expanded to Singapore and Australia.

As time goes by, other manufacturers have emerged and various comfortable to use false eyelash products have emerged. The model of false eyelashes is also increasingly diverse.

Also read: Global Competition, Purbalingga Eyelash Industry Sluggish

Overseas market

Domestic and international markets are also growing. In 2021, the Ministry of Trade released exports of fake eyelashes worth 30,000 US dollars to Turkey, Zimbabwe, and the United States. These fake eyelashes are produced in Sejahtera Astra Village (DSA) Purworejo, Central Java.

Quoting the Kemendag press release, DSA Purworejo is one of the village areas that has empowered more than 200 local residents in three villages to produce false eyelashes. Previously, DSA Purworejo, through PT Diva Prima Cemerlang, has exported false eyelashes to, among others, England, France, Belgium, the Czech Republic, Saudi Arabia, the United Arab Emirates, Nigeria, and Colombia.

"We have to be more astute in seeing the opportunities that are still wide open in the international market. "It is hoped that the export of false eyelashes will continue and receive repeat orders with a larger number of transactions and an increasing number of export destination countries," said the Director of Export Development Cooperation at the Ministry of Trade, Marolop Nainggolan.

According to data from the Central Statistics Agency (BPS) in 2020, Indonesia was the second largest exporter of false eyelashes in the world after China with an export value of 387.6 million US dollars, while the global market share was 8.47 percent. Indonesia's main export markets for false eyelashes are the US, Malaysia, Germany, South Korea and the UK. Those who wear false eyelashes know how to look more "wow"!