From the catwalks of London, Milan and Paris to the pavements of Hong Kong, something is causing quite a flutter in the world of beauty. Eyelashes are back at the forefront of fashion and have sparked a mini boom in beauty products and treatments that offer improved lash length, thickness and curl without the need for heavy-looking falsies or layers of gloopy mascara. There is something to suit every taste and budget - from lash-boosting serums to increasingly natural-looking extensions - all created to help show off your lashes to their full potential.
'The trend in make-up today is all about accentuating,' explains Karen Grant, vice-president and senior global industry analyst at beauty trends research company NPD group. 'The return in popularity of eye products comes with a shift from strong, playful colours and all-purpose mascaras to products that subtly punctuate and dramatise features around a flawless and yet natural-looking face.'
The look, defined by incredible length and a flattering curl, was seen at several autumn-winter fashion shows recently; even typically lash-shy houses such as Chloe and Calvin Klein sent models out with fluttery falsies, while at Lanvin, Miu Miu and Yohji Yamamoto the trend was 60s mod with coquettish doll-eyed models playing homage to Twiggy and Brigitte Bardot.
Thankfully, the technology behind the latest lash-enhancing products is some of the most advanced in the beauty industry - Latisse, a prescription-only lash lengthener available in the United States, is based on a medical formula used for glaucoma patients, so safety and efficacy has been rigorously tested. In short, you get what you pay for.
Grow your own
Many lash-lengthening treatments are only available on prescription, but a handful of brands are beginning to launch over-the-counter alternatives.