【Tokyo, Japan】After 14 Years on the Market, Long-Selling Brand “Scalp D Eyelash Serum” Achieves No.1*1 Share in the Eyelash Serum Market!

In the rapidly growing eyelash serum market, where new brands are flooding in, what we have always valued is “safety.”
Angfa Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director & President: Minami Yoshida; hereinafter “Angfa”) announces that its “Scalp D Eyelash Serum” brand has achieved the No.1*1 manufacturer share in both sales value and sales volume in the Japanese domestic eyelash serum market for 2025.
*1 Source: Fuji Keizai “Cosmetics Marketing Handbook 2026 No.3 – Makeup/Fragrance” Treatment Mascara Share (2025 results)

The “Scalp D Eyelash Serum” brand was born in 2012, leveraging Angfa’s expertise in hair research. During development, we focused on the daily burden placed on eyelashes and the eye area. Internal tests revealed that eyelashes endure stress from showering, eyelash curlers, makeup removal, and perming, equivalent to approximately 800 kg*2 of damage over one year. Consequently, we developed it as an “eyelash serum that repairs eyelash damage,” guiding users toward stronger*3 lashes through continued use. Since its launch, the brand has operated under the concept of “supporting your desired look through daily eye care, helping you achieve a happy self.” By the end of May 2024, cumulative shipments exceeded 10 million bottles*4, earning the patronage of many customers.
Furthermore, in 2014, the company designated December 19 as “Eyelash Care Day” to care for the burden of daily eyelash makeup. For over a decade since, we have been disseminating information about eyelashes to help incorporate eyelash care into daily routines.
In 2024, responding to customer requests for more intensive eyelash care, we launched the new “Scalp D Eye Lash Serum Queen,” which incorporates iPS cell culture supernatant*5. This further evolved the formulation to guide lashes toward greater strength*3, expanding the lineup to meet the needs of those concerned about daily damage. We continue to develop products that address each customer’s individual eyelash concerns, and even our makeup items derived from eyelash serums are formulated with a focus on “balancing desired looks with eye care.”
*2 Total annual load when continuing daily actions (rubbing both eyes 10 times, clamping with curler 5 times, rubbing lashes 5 times while removing makeup) for one year, converted to kilograms
*3 A state of having resilience and firmness
*4 10,426,530 bottles. Total shipments of “Scalp D Beaute Pure Free Eyelash,” “Scalp D Beaute Pure Free Eyelash Premium,” “SDB Pure Free Eyelash Serum SSC2,” “Pure Free Eyelash Serum PSS2,” and “Eyelash Serum Premium Queen SSC1” (as of end of May 2024)
*5 Human (fibroblast/mononuclear cell) induced pluripotent stem cell culture conditioned medium (moisturizing ingredient)

In recent years, due to changes in lifestyles and beauty awareness in Japan, the demand for self-care—”I want to take good care of my own lashes without relying on eyelash extensions or salons”—has been increasing annually. More people find it difficult to secure time for salon visits, worry about damage from treatments, or seek convenient, sustainable home care, leading to an expansion of the eyelash serum market.
As the market expands, the number of entering brands has surged, broadening consumer choices. However, this has also highlighted concerns about ingredients and quality. In 2019, the National Consumer Affairs Center issued a warning about an increase in consultations regarding eye area troubles from eyelash serum use, calling on the industry to properly label ingredients and efficacy claims. Consequently, voices expressing concerns such as “I’m worried if the ingredients suit my skin,” “I’m concerned about pigmentation,” and “I don’t know if I can continue” have been heard. Therefore, consumers increasingly prioritize not only “effectiveness” but also “whether they can use it safely and continuously.”
Responding to these consumer voices, the “Scalp D Eyelash Serum” brand has focused on product development aimed at providing “a beauty habit that can be used safely and continuously.” Since eyelash serums require continuous use to achieve results, the company emphasizes three points in product creation: “safety,” “ease of continuation,” and “sense of effectiveness.”
In this market environment where choices are expanding and consumer scrutiny is intensifying, the “Scalp D Eyelash Serum” brand has earned the No.1*1 share rating. We will continue to develop products that support each customer’s daily life.

**Scalp D Eye Lash Serum Pure**
– Sales Name: SD Eyelash Serum Pure
– Price: 1,780 yen (tax included)
– Content: 6mL
– Sales Channels: Web (company site, Rakuten Market, Amazon, Yahoo! Shopping, auPAY); Stores (variety stores, drugstores, etc.)
– Product Features:
– Contains hair repair ingredients*6 and a uniquely developed nano-encapsulated moisturizing ingredient*7.
– Using twice daily, every day, cares for daily eyelash damage, leading to moist, glossy, and upward-turned lashes.
– Recommended for those wanting to add moisture to lashes or starting eyelash care for the first time.
**Scalp D Eye Lash Serum Premium**
– Sales Name: SD Eyelash Serum Premium
– Price: 3,560 yen (tax included)
– Content: 4mL
– Sales Channels: Web (company site, Rakuten Market, Amazon, Yahoo! Shopping, auPAY); Stores (variety stores, drugstores, etc.)
– Product Features:
– Contains 4 times*8 the hair repair ingredients of “Pure,” repairing damage from both the surface and inside of lashes for resilient, firm lashes.
– Continuous use enhances the hold of eyelash perms and curlers.
**Scalp D Eye Lash Serum Queen**

– Sales Name: SD Eyelash Serum Queen
– Price: 8,900 yen (tax included)
– Content: 4.5mL
– Sales Channels: Web (Angfa Store, Rakuten Market, Amazon, Yahoo! Shopping, auPAY)
– Product Features:
– The highest-grade*9 serum in the series for lashes and eye area. Contains iPS cell culture supernatant*5, obtained when culturing iPS cells, supporting the natural power of hair and skin.
– A multi-purpose serum usable not only for lash care but also for fine lines around the eyes and nasolabial folds.
– Provides moisture and firmness to the eye area and skin while leading to healthy, individual lashes.
*6 Hair repair ingredients (Dilauroyl Glutamic Acid Lysine Na, BG, Glycolipids)
*7 Moisturizing ingredients (Panthenol, Pyrrolidinyldiaminopyrimidine Oxide, Biotinoyl Tripeptide-1, Hydrolyzed Collagen, Glycerin, Glutamic Acid, Cystine, Sodium Bicarbonate, Platinum, BG)
*8 Contains 4 times the hair repair ingredients (Hydrolyzed Keratin (Wool), BG, Dilauroyl Glutamic Acid Lysine Na, DPG) compared to SD Eyelash Serum Pure SSC3
*9 Comparison of beauty ingredients within the Scalp D Eyelash Serum series
Official Scalp D Eyelash Serum Website: https://scalpd-eye.angfa-store.jp/
Official Scalp D Eyelash Serum Instagram: https://www.instagram.com/scalpd_eye/
Official Scalp D Eyelash Serum X: https://twitter.com/scalpd_eye

Founded in 1987, Angfa Co., Ltd. is a total healthcare company with the tagline “Preventive Medicine,” aiming to realize an anti-aging lifestyle of “remaining beautiful and healthy forever.” While building close relationships with many doctors, clinical institutions, and research organizations, the company plans, researches, develops, and sells various anti-aging products and services, including cosmetics and foods, starting with the “Scalp D” series. Since April 10, 2019, it has been a member of the “D Clinic Group”*10.
*10 The D Clinic Group is a group established by companies, clinics, NPO corporations, etc., with the background of “medicine” to achieve common goals and philosophies.