Kiss has launched a dedicated eCommerce site for its lash franchise, Falscara. 

Falscara offers a customizable at-home lash extension solutions, which are continuing to grow in popularity.

Falscara is a digitally-native brand that debuted in 2020—and saw immense growth early on, the company says. Falscara has continued to see high sales performance and high social performance, and has gone viral four times. The hashtag #Falscara has over 60 million views on TikTok.

The brand attributes its success to the customization and personalization that consumers have when building their lashes at home, as well as its ease of use.

Falscara includes "Bambi Wisps," "Shorty Wisps," "So X-tra Wisps," and more faux lash styles.

Annette DeVita- Goldstein, SVP of Global Marketing, Kiss Products, says, "Since its launch, Falscara has changed the lash extension category, bringing something that normally only existed in salons to consumers at-home, all during a time when DIY beauty was at an all-time high."

She continues, "Falscara continues to have incredible staying power in the category and continues to see growth, which is why we wanted to create a brand destination dedicated to information, education and inspiration."