# Ultra-Flexible False Eyelashes V by Velour Delivers the Features Gen Z Beauty Consumers Desire By Laura McQuarrie | Published 2024-09-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/v-by-velour References: [morningstar](https://www.morningstar.com/news/pr-newswire/20240903la96448/velour-beauty-launches-v-by-velour-a-new-masstige-false-lash-line) & [velourbeauty](https://www.velourbeauty.com/)  False eyelashes can beautifully accentuate the eyes but they often require careful trimming to fit individual eye shapes, prompting [Velour Beauty](https://www.trendhunter.com/trends/lash-extension-kit) to launch V by Velour. This new line of premium yet affordable false lashes made with [Gen Z](https://www.trendhunter.com/trends/groa) in mind is easy to apply, reusable and features eLASHtic Stretch-Fit Technology. With an ultra-flex elastic lash band, the false eyelashes contour themselves to each eye shape and ensure a custom fit. In the eLASHtic lash collection, there are six styles to choose from. V by Velour also debuted the everGREEN collection with planet-positive biodegradable plant-based lash fibers made with a blend of bamboo, tapioca, corn and wood. These lightweight, vegan lashes are fluffy and subtly tapered to mimic the look of natural lashes. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 39% | Activity: 50% | Freshness: 28% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Elastic-fit Eyelash Bands:** False eyelashes utilizing ultra-flex elastic bands that contour to individual eye shapes highlight innovations in personalized beauty solutions. - **Eco-friendly Eyelash Fibers:** Using biodegradable plant-based fibers for false eyelashes represents a movement towards sustainability in cosmetics. - **Reusable Beauty Products:** The introduction of premium yet affordable reusable false eyelashes caters to environmentally conscious consumers seeking practicality and sustainability. ### Where This Applies - **Cosmetics:** The cosmetics industry is evolving with new technologies such as ultra-flex elastic lash bands that offer a customized and comfortable fit for users. - **Sustainable Beauty:** Sustainable beauty is gaining traction with innovations like biodegradable eyelashes crafted from eco-friendly materials. - **Gen Z Beauty:** Products targeting Gen Z consumers, like the new range of user-friendly and reusable false eyelashes, reflect shifting preferences towards affordability and sustainability in beauty. ## Related on Trend Hunter - [Natural-Looking Self-Stick Lashes](https://www.trendhunter.com/trends/selfstick-xtension-strips.md) - [Salon-Grade Lash Extension Kits](https://www.trendhunter.com/trends/lash-extension-kit.md) - [MUA-Approved False Lashes](https://www.trendhunter.com/trends/velour-x-cgonzalez.md) - [Press-On Lash Systems](https://www.trendhunter.com/trends/jetzi.md) - [Vegan False Lashes](https://www.trendhunter.com/trends/nyx-jumbo-lash.md) - [Personalized Lash Recommendation Experiences](https://www.trendhunter.com/trends/lashlovr.md) - [Comfort-Focused Underlash Collections](https://www.trendhunter.com/trends/seamless-underlash.md) - [Glue-Free Natural-Looking Falsies](https://www.trendhunter.com/trends/impress-falsies.md) - [Value-Minded False Lash Packs](https://www.trendhunter.com/trends/kiss-falscara-value-packs.md)