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Beauty industry experts and analysts agree: eyelash extensions are moving away from universal techniques and “trendy” curls toward hyper-personalized solutions, where every parameter is selected for a specific client. According to independent international analytics and consulting firm USD Analytics, in 2026 the market will continue shifting from dramatic looks toward natural and soft effects. These are becoming the universal choice for both everyday and fashion looks.
At the same time, analysts from the international platform SourcifyChina note growing demand for hypoallergenic and eco-friendly materials, as well as technologies that allow precise customization for individual clients – from new adhesive systems to improved lash retention. The role of digital tools is also strengthening: lash mapping, AR and AI try-ons are increasingly used during consultations, involving clients in the collaborative selection of results.
Today’s client isn’t looking for an effect “like everyone else,” but for a solution that suits them specifically – based on their appearance, lifestyle, and even daily pace, explains Anastasiia Markelova, master expert in eyelash extensions, creator of a scientifically-based eye design methodology, and award-winning instructor.
About how the profession of lash artist is changing, why an individual approach is becoming the main competitive advantage, and what trends will define the market in the new year – in conversation with Anastasiia Markelova.
— Anastasiia, according to expert assessments, the clean girl aesthetic will continue to be popular next year. And this will include eyelash extensions. At the same time, there’s an interesting development: technologies are being actively implemented, including artificial intelligence for style try-ons and procedure personalization. Have you noticed changes in client requests?
— Yes, absolutely. Clients have become much more attentive to what’s being offered to them. They don’t just want “beautiful lashes,” but a result that suits their specific eyes, face shape, and lifestyle. The idea of implementing digital try-ons personally appeals to me very much: you can show the client what the length and curl will look like before the procedure, discuss options, and choose the optimal variant. For artists, this isn’t just time-saving, but an opportunity to work more precisely, minimize corrections, and build trust. I see that these approaches are valued by both clients and colleagues around the world.
— Yet behind any trends, there still needs to be quality extension technique, right? In your scientific article, you actually analyze the most common mistakes artists make. What changes in your practice have helped achieve better results?
— Of course, technique remains the foundation. Over years of work, I’ve understood that quality depends not only on skilled hands but also on understanding the processes: how temperature and humidity affect adhesive polymerization, how to properly select length and curl for eye shape. In my practice, I’ve implemented a systematic approach: I control the microclimate in advance, use proven materials, and follow a clear protocol from diagnosing eye shape to final verification. This allows me to reduce errors, make the procedure faster and safer for the client, and the result remains stable – clients feel this predictability and stay with their artist for years.
— This technological process became the foundation for your proprietary extension methodology. Does a precise algorithm really make work easier for artists?
— That’s absolutely true. I’ve seen in my own consultations how colleagues who previously got lost in procedure details start working faster and more confidently. And at that moment, that very “wow effect” emerges, but from the client’s side: they see neat, precise work, feel the professional approach, and understand they’ve found “their” artist. For artists, this isn’t just convenience – it’s reduced stress, fewer corrections, and more satisfied regular clients. In practice, when training other artists, I often see that those who implement the methodology start taking on more clients without losing quality, thanks to the systematic approach.
— Your expertise led you to the prestigious Beauty&Fashion Trend awards – a year ago you became a laureate as the best author of extension methodologies. Literally everyone is now talking about clean girl aesthetics and naturalness. How do you emphasize individuality within this?
— Indeed, most people now prefer naturalness. But individuality can be emphasized through details: for example, with colored extensions or a gentle gradient in lash length, variable curls, soft volumes. There’s also noticeable interest in the industry in so-called tired makeup – the effect of “natural fatigue,” which creates depth in the gaze without bright drama. And of course, if you like 3D lashes, who has the right to forbid you? Rely on your own feelings and comfort!
— You communicate with colleagues from different countries and recently became a member of the international professional association Eurasian Beauty Guild. Where are trends coming from now – still from the US, or is the industry becoming more diverse? Can we expect influence from other regions in 2026 – for example, Scandinavia with their specific aesthetic or Latin America?
— Today trends come from all over the world. Artists from Eastern Europe are traditionally valued for their high level of technique and attention to eye shape, providing neat and long-lasting results. Asia sets the tone in innovation and digital approaches, Scandinavia in minimalism and naturalness, and Latin America brings vibrancy, creative curls, and bold color solutions. This allows artists to combine best practices and adapt them to the individual needs of each client.
Presented by DN News Desk
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