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We’re only a few weeks into the new year, but a new beauty product has already taken over TikTok’s For You page: Wosado’s magnetic eyelashes.
The lashes, which retail for between $49.90-$69.90, come in a range of colors and styles. One of the most popular styles, the Soft Magnetic Eyelashes Po Series in Diamond Black, is currently sold out.
“Kudos to [Wosado’s] marketing team; they managed to get the [lashes] everywhere,” said Michelle Nguyen, founder and CEO of lash educator and distributor PLA, formerly known as Paris Lash Academy. “A lot of influencers are using them, whether it is through a paid partnership or commission structure. [Wosado] managed to flood TikTok with them.” Wosado did not provide comment regarding its partnership strategy.
As Nguyen noted, magnetic lashes aren’t a new concept, but Wosado’s strategic marketing has helped generate new buzz around the styles. “They have great tutorial videos [on their TikTok page] and they’ve been using their content creation team to make content teaching people how to put them on,” she said.
A scan of Wosado’s TikTok page shows many videos that have generated hundreds of thousands of views, and two of three pinned posts have at least 1 million views. As far as user-generated content, a video by creator @vivsbeautynotes, posted on November 11, currently has nearly 71,000 likes and over 500,000 views. “If you [haven’t] tried these you’re missing out OMG,” Viv captioned the video.
“Magnetic lashes have been growing in the consumer market because they’re a great alternative to eyelash extensions. Also, for the girls who are not big on commitment,” Nguyen said. Typically, traditional eyelash extensions cost between $120-$400. “You can have wispy [lashes] one day, mega-volume the next day and natural lashes the next.”
Wosado was founded in 2017 and focuses on what it calls “soft magnetic eyelashes.” According to Wosado, the key to its success is its technology-backed products which integrate beauty and efficiency and eliminate the need for eyelash glue.
Nguyen said the brand’s quality is indeed a differentiator, but it’s ultimately the ease and convenience of applying the lashes that have resonated with consumers. Wosado claims it takes just three seconds per eye to apply its lashes and it takes less time to remove them — a major selling point at a time when makeup trends are reverting back to simpler, easy-to-do looks. What’s more, the magnetic sets can be worn multiple times, offering more bang for your buck.
Though Wosado is currently top of mind among magnetic lash brands, Nguyen named alternatives for those who can’t get their hands on one of the brand’s buzzy styles. Glamnectic and Lashify also offer great, high-quality options at an affordable price point, she said.
Consider scooping up one of the popular Wosado lash styles below.
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