34The first thing to do when going overseas is to know which products are popular overseas right now.
In the US, a type of false eyelashes called Lash Clusters is becoming a new favorite among beauty consumers.
This business has also attracted many Chinese sellers to enter.
OKAYLOVE, a beauty brand from Qingdao, Shandong, is one of the players that has broken out.
According to FastMoss data,the brandhas accumulated sales of about 334,500 units on TikTok Shop US, with cumulative sales revenue reaching $6.4013 million, equivalent to about RMB 46 million.
A seemingly inconspicuous small beauty category has actually supported a multi-million-dollar business.
Image source: FastMoss
Americans are starting to "graft" eyelashes at home
Let's first look at how this craze actually started.
Lash Clusters, commonly known in Chinese as cluster false eyelashes. Unlike traditional one-piece false eyelashes, it splits the eyelashes into multiple small clusters, and consumers can DIY according to their own eye shape and preferences.
This type of product is very suitable for spreading on social platforms.
CHARM.IO data shows that,In the full year 2025, #LashClusters gained 1.9 billion views and $17.7 million GMV on TikTok Shop US, with about 79,000 related product videos。
More notably, the topic's monthly views grew from 55 million in January 2025 to 317 million in January 2026, a 475% increase in one year.
Image source: TikTok
This is no longer short-lived heat brought by a few viral videos; instead, more and more creators are participating and continuously pushing products in front of consumers.
Moreover, the heat has not stayed only on TikTok.
ASINSIGHT data shows that,In July 2026, the top 50 products under the Lash Clusters Kit keyword on Amazon US had combined sales of about 288,000 units that month, with sales revenue of about $3.58 million; over the past 12 months, cumulative sales were about 2.78 million units, with sales revenue of about $35.04 million.
From content explosion on short-video platforms to active search and purchase on e-commerce platforms, this category has gradually moved beyond a mere social media trend and formed more real consumer demand.
Image source: ASINSIGHT
A Qingdao brand enters the market, selling USD 6.4 million
Now that there is demand in the market, the next question is who can capture it.
The seller behind OKAYLOVE is a Qingdao company. Judging from the brand's official website and product lineup, its business direction is fairly clear: it focuses on DIY cluster false eyelashes and runs an eye makeup business for overseas consumers.
Of course, they do not simply turn the product into a box of false eyelashes; instead, they have launched multiple product series around different wearing effects.
Image source: OKAYLOVE
In addition, the brand integrates accessories used during product use into the kits.
Take the Lash Clusters Kit as an example. In addition to the lashes themselves, it also includes adhesive, a setting seal, tweezers, and remover. Consumers do not have to buy different tools separately; one kit can complete the basic DIY lash extension process.
From a woman's perspective, if the same products are sold as a well-matched set, even if the price rises, they will actually still be very willing to buy. This is also something to pay attention to when making products for women.
Image source: OKAYLOVE
Nearly 10,000 creators: how do you sell a box of eyelashes?
Beauty products have one characteristic:
Consumers often not only want to know what it is, but also want to know what they will look like after using it.
Especially for DIY lash extensions, no matter how beautiful the product images are, it is still hard to completely eliminate consumers' concerns about application difficulty and the final result.
Therefore, real hands-on demonstrations are particularly important.
Image source: OKAYLOVE
At present, OKAYLOVE has established promotional ties with multiple TikTok beauty creators.
Among them, creator @raisingbruin posted 6 posts with OKAYLOVE promotional information from August to November 2026, accumulating about 34.17 million views (views within the period only), with a sales amount of USD 118,800.
One of the videos, posted on August 18, is about 1 minute 32 seconds long and received about 22.6 million views (total video views). It used tags such as #brownlashes and ##lashclusters.
Image source: TikTok
Another creator, @everydaywhitneygee, took a different content route. Among the 8 related videos she posted during the same period, she accumulated about 5.08 million views and brought in about USD 39,200 in sales.
Judging from one of the videos, she did not spend much time explaining the product, but directly showed the overall makeup look after wearing the lashes.
Image source: TikTok
These two types of content actually have different emphases.
The former showcases the product through relatively complete videos, helping consumers learn about the brand and product; the latter highlights the product's visual effect through finished makeup footage.
This also gives the brand's creator content more layers. For consumers, they can see both how to use the product and how good it looks after application, making it naturally easier for them to become interested in purchasing.
From the overall creator structure, OKAYLOVE's promotion also shows certain characteristics.
According to FastMoss data, the store has collaborated with approximately 9256 sales creators in total, including 9058 video sales creators and 198 livestream sales creators; video sales are clearly its main promotion format.
The specific category proportions are shown in the figure below:
Source: FastMoss
This approach is actually well worth referencing:
Beauty products do not necessarily have to work only with beauty creators, but the creators' own content must be able to carry the product's usage scenarios.
That is to say,Compared with simply screening creators by follower count, finding creators who can provide corresponding content around consumers' purchase concerns is more conducive to improving promotion efficiency。
Everyone can focus on this point when screening creators.
Aesthetics are changing; what else can be done with false eyelashes?
Although clustered false eyelashes still have a market in the United States, sellers who want to enter the market cannot only focus on the styles that are selling well right now.
Tuke analyzed recent beauty trends in the United States and found that eyelash aesthetics are changing. The previously popular 20—25mm dense styles have begun to see more stylistic segmentation. Instead of solely pursuing length and density, consumers are also increasingly concerned with a natural feel and whether the lashes can make the eyes look more expressive.
For example, more natural styles, brown-toned lashes, Manga (comic-style) lashes with a clear spiky-cluster feel, and the recently noticed Under-lash (lower-lash application) are all worth sellers' attention.
This also serves as a reminder: product selection cannot only look at which styles are selling well; it also needs to consider what consumers have been liking recently.
Source: TikTok
New opportunities for Chinese beauty products going global, seen from a box of eyelashes
The OKAYLOVE case provides an entry point for observing Chinese beauty products going global.
Instead of starting with the huge skincare and color cosmetics markets, it chose the niche product of clustered false eyelashes, built a product assortment around at-home eyelash extension needs, and then used TikTok creator content to let consumers intuitively see the product effects.
What makes this playbook worth noting is that it does not rely on a single hit product; instead, it combines product development, content display, and sales scenarios.
Of course, market heat does not mean a brand can keep growing. As more sellers enter, product homogenization, price competition, and compliance requirements will gradually emerge. Whether a brand can go further ultimately depends on whether it can continuously improve the product experience and establish reasons for consumers to be willing to repurchase.
