In the fast-moving world of beauty and cosmetics, staying on top of trends is key to building a successful brand. Whether you’re a beauty entrepreneur, an ecommerce brand, or a salon looking to launch your own line, private label mascara offers an excellent opportunity to expand your product offerings and increase brand recognition.
As we move into 2025, several emerging trends are shaping the future of mascara and eyebrow products. With growing consumer demand for clean beauty, multifunctional products, and eco-friendly packaging, now is the time to align your brand with what customers really want.
Here are the top private label mascara trends in 2025 that your brand should be aware of—plus how to work with reliable eyebrow manufacturers to get ahead.
1. Clean Beauty & Natural Ingredients
Consumers are now more ingredient-conscious than ever before. In 2025, clean beauty isn’t just a trend—it’s an expectation. Mascara formulations free from parabens, sulfates, and synthetic dyes are becoming the norm in the private label industry.
What to consider:
- Look for private label mascara options that use plant-based waxes, natural pigments, and conditioning oils like jojoba and argan.
- Avoid controversial ingredients like carbon black, PEGs, and formaldehyde-releasing preservatives.
Tip: Bijiang Cosmetic offers OEM mascara options that align with clean beauty standards, ensuring safe and skin-friendly formulations.
2. Smudge-Proof & Long-Wear Technology
Customers want performance—and in 2025, mascara is expected to last all day without flaking, smudging, or running. Whether it’s for a long day at work or an evening out, long-wear formulas are now in high demand.
What’s trending:
- Waterproof and sweat-resistant mascaras
- All-day curl-hold technology
- Transfer-proof formulations for hot and humid climates
These features not only meet consumer needs but also provide a great marketing point for your private label brand.
3. Eco-Friendly & Refillable Packaging
Sustainability continues to be a major concern in the beauty industry. Packaging innovations are making it easier than ever for brands to reduce waste and attract environmentally conscious buyers.
Trending packaging options:
- Recyclable mascara tubes
- Bamboo or sugarcane-derived applicator handles
- Refillable mascara containers
Partnering with OEM partners like Bijiang Cosmetic, who offer eco-conscious packaging, allows you to meet both functional and environmental demands.
4. Lash & Brow Hybrid Products
In 2025, the line between eyebrow and eyelash products is blurring. Hybrid products that work on both lashes and brows are gaining popularity, offering convenience and multifunctionality.
Popular hybrid formats:
- Clear mascara for brows and lashes
- Tinting gels with nourishing serums
- 2-in-1 mascara wands with brow brushes
Working with experienced eyebrow manufacturers enables your brand to develop versatile, cost-effective hybrid solutions that stand out in the market.
5. Vegan & Cruelty-Free Certification
Today’s consumers are more ethical in their choices, with many specifically searching for vegan and cruelty-free private label mascara. In 2025, these labels aren’t optional—they’re a must for gaining consumer trust.
What to look for:
- Certification from PETA or Leaping Bunny
- Formulas free from animal-derived ingredients (like beeswax or carmine)
- Cruelty-free testing protocols
A trusted OEM partner like Bijiang can help your brand navigate the certification process while offering ready-made formulas that meet vegan standards.
6. Customized Mascara Brushes
A great mascara isn’t just about the formula—the brush is just as important. In 2025, brands are focusing on custom mascara wand designs that deliver unique application experiences and cater to different lash types.
Examples of trending brush designs:
- Curved brushes for curl enhancement
- Tapered tips for corner lash precision
- Micro-wands for lower lashes
Private label manufacturers now offer extensive brush customization options so you can create a signature applicator that sets your product apart.
7. Brow-Boosting Mascara Formulas
Eyebrows continue to be a major beauty focus, and in 2025, brow mascara is exploding in popularity. Consumers want products that offer tint, shape, and care—all in one.
Must-have features:
- Tinting gel with peptides for brow growth
- Flake-free, long-lasting hold
- Natural-looking colours to match various skin tones
By collaborating with experienced eyebrow manufacturers, you can develop high-quality brow mascara lines that deliver performance and care in one swipe.
8. Trendy Colour Options
While black and brown will always be staples, 2025 is seeing a rise in bold mascara shades like navy, burgundy, and emerald green. These colors are perfect for creative expression and stand out on social media.
Consider offering:
- Limited edition seasonal shades
- Matching eyeliner + mascara bundles
- Neon or pastel shades for Gen Z audiences
Offering colour options through private label means you can test trends without a massive investment—ideal for agile brands.
9. Growth-Enhancing Mascara
Another booming segment in the private label space is growth mascara—formulas designed to lengthen and strengthen lashes over time. These products combine cosmetic and skincare benefits, giving you a premium option for your brand.
Key ingredients include:
- Biotin
- Panthenol (Vitamin B5)
- Peptides and castor oil
Consumers are willing to pay more for mascaras that not only look good but improve their lashes over time. Work with OEM suppliers who can create these dual-function products.
10. Custom Branding & Fast Turnaround
Speed to market matters. More beauty start-ups are looking for private label partners that offer full customization and quick production times to stay ahead of competition.
What to prioritize:
- Low minimum order quantities (MOQs)
- Fast sample development and delivery
- Full branding, logo printing, and packaging services
With a reliable partner like Bijiang Cosmetic, you can streamline the production process and go from concept to shelf faster than ever.
Final Thoughts
The private label beauty industry is more dynamic and competitive than ever. To succeed in 2025, your brand needs to stay ahead of trends, prioritize clean and ethical formulas, and offer smart, multifunctional solutions.
From sustainable packaging and custom brushes to hybrid brow-lash formulas and bold colours, the possibilities are endless.