
How GrandeLASH Maintains 62% Market Share In The Lash Serum Segment
When Alicia Grande launched Grande Cosmetics in 2008 with GrandeLASH-MD, competition in the eyelash health segment was thin. Now, it’s plump with brands claiming to nourish and enhance lashes, all featuring varying ingredients and price points.
Even as competition abounds, GrandeLASH-MD Lash Enhancing Serum has remained the top player. According to data from market research firm Circana, GrandeLASH-MD was the number-one-selling prestige serum on the market in 2023* and continues to hold the crown in 2024. More than 10 million tubes of it have sold since launch, and it retains 62% market share of the lash serum category, which is poised to reach upward of $1 billion in 2025.
With over 11 safety and efficacy tests under its wand, GrandeLASH-MD is the most-studied cosmetic lash serum on the market. Grande says, “When I started Grande Cosmetics, I knew I wanted to sell products that actually worked. I would never make a claim if I didn’t have studies to back it up.”
Grande Cosmetics recently commissioned a safety and toxicology analysis after social media chatter spread insinuating the serum was causing long-term irritation, periorbital fat loss and iris color change. The brand completed its largest test to date, a clinical study including 120 participants who used GrandeLASH-MD every day for eight months. Of the 120 participants, three reported irritation, but the irritation went away with discontinued use. Grande Cosmetics only has a 2% return rate and offers a 90-day money-back guarantee.
“We were checking for any of these long-term side effects, and I’m happy to report that there was no long-term irritation,” says Grande. “Periorbital fat loss was not an issue. Iris color change was a non-issue.”
“I would never make a claim if I didn’t have studies to back it up.”
Grande Cosmetics has conducted safety and efficacy testing since 2008. However, with the virality of social media and the quick spread of misinformation, it’s focused on drilling down on brand and product education. “We need to be using this information now because of the challenges that we’re facing,” says Grande. “But the two key pillars are safety and efficacy. You have nothing if you don’t have that right, and we have that right.”
The twin pillars of safety and education are threaded through Grande Cosmetics’ marketing strategies with engaging content, press mentions and thousands of reviews. Paid marketing on TikTok and Amazon are priorities for building and maintaining momentum. Grande Cosmetics has eight in-house content creators working on graphics, digital campaigns, video, print, social media and photography to support educational and promotional content.
“We have a full-funnel marketing build out at Amazon, understanding that there are millions of consumers at varying stages of their awareness journey with us,” explains Grande. “We leverage consumer engagement in social media and make sure there is consistency in messaging from what they see from us on social media and what they see at Amazon. That’s a real fight on Amazon, to be the No. 1 selling lash serum, so we’re always checking our ROAS [return on advertising spend] to make sure that we’re getting the proper engagement to convert.”
Grande Cosmetics produces branded content for Prime Video and Fire TV as well. Its product description page and Amazon storefront lean on clinical data and customer results. GrandeLASH-MD has more than 50,000 reviews and a 4.3 star rating on Amazon. “There is no doubt reviews move the needle for us,” says Grande. “It shows that it’s a product that really has legs and is safe and efficacious.”
Grande identifies TikTok is a significant outlet for new customer acquisition. “Our strategy is to target these customers with a cocktail of various types of content: educational, funny, branded, that showcases our best-in-class products in an accessible way,” she says. “We want our consumers to see themselves in our content.”

Grande adds, “Everything for us is measured through what the intention of the piece of content is. For brand awareness tactics, we look at the engagement to make sure it’s a subject that is resonating with the interests and concerns of our customers. With product-level advertising, there will need to be a direct correlation with return on ad spend.”
While TikTok and Amazon have propelled many businesses, the low barriers to entry and constant stream of viral content have also helped spawn increasing interest in dupe culture. Grande points out that dupes can use low-quality ingredients or forgo safety testing in order to make prices more palatable for customers.
“What scares me is that we have noticed some of these dupes’ ingredient lists are wrong,” says Grande. “You don’t know what you’re putting on your eyes. They come out with these less expensive products, and they might have efficacy, but their safety is to me the wild west.”
Sold in over 20 countries, growth is on the roadmap for Grande Cosmetics. It sells in the professional segment and launched in Sephora in 2016. Along with Sephora, it’s stocked at Ulta Beauty, Macy’s and QVC. The brand is launching in six Nordstrom doors following a successful test run on Nordstrom’s website.
Grande Cosmetics’ assortment covers the hair, lip and brow categories, and Grande believes brow is a growing opportunity. The brand’s GrandeBROW 2-in-1 Tinted Brow Gel + Brow Enhancing Serum was one of its highest performing launches ever and increased Grande Cosmetics’ sales in the brow category 46%. The brand will introduce tubing mascara, GrandeWRAP with Provitamin B5, mango butter and vegan beeswax, in January 2025.
*Source: Circana/U.S. Prestige Beauty Total Measured Market, Lash/Brow Treatment Dollar Sales, Skincare Form/Texture: Serum, January to April 2023
**Based on a 12-week consumer study with 30 subjects. Results will vary.
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