Japanese Eyelash Serums: Best 3 Drugstore Picks for 2025

Why These Three Products?

Living in Tokyo, I’ve tried countless eyelash serums from drugstores, and these three keep appearing in my routine for different reasons. What makes Japanese eyelash serums interesting isn’t just the variety—it’s how they approach lash care differently. Some brands focus on medical-grade ingredients, others prioritize ease of use, and some balance both.

The products I’m discussing today represent three distinct approaches: Avancé offers a medically classified formula at an accessible price, ScalpD brings hair-growth research expertise to lashes, and Heroine Make simplifies daily care with gentle ingredients. Each serves a different need, and understanding these differences helps in making an informed choice.

I’m not claiming these are the absolute best—that would depend entirely on your individual lashes and preferences. Instead, I’m sharing what I’ve learned about their formulations, what users report, and how they might fit different routines.

Quick Comparison Overview

Avancé Lash Serum EX: Medical-Grade Care on a Budget

What Makes It Different

This product holds a quasi-drug (医薬部外品) classification in Japan, which means it underwent additional regulatory review beyond regular cosmetics. According to the manufacturer’s information, this classification allows them to make specific claims about promoting hair growth and preventing hair loss—claims that regular cosmetic products cannot legally make.

The active ingredients include pantothenic acid derivative (パントテン酸誘導体) and photosensitizer (感光素), both approved for their role in supporting hair health. The formulation also contains ginseng extract, hyaluronic acid, and silk extract as moisturizing components.

Application Experience

The applicator is a mascara-type brush, which feels familiar if you’re used to applying mascara. The texture is lightweight and absorbs relatively quickly. Users frequently mention that it doesn’t feel heavy on the lashes, and the brush makes it easy to coat each lash from root to tip.

What Users Report

Based on review patterns, many users mention noticing stronger, thicker lashes rather than dramatic length increases. The product seems particularly popular among people who’ve experienced lash thinning or excessive fallout. Several long-term users report continuous repurchasing over multiple years, which suggests consistent satisfaction.

One 52-year-old user with normal skin mentioned that after a week of nightly use, her lashes gained enough strength to hold a curl with just mascara throughout the day. A 21-year-old with dry skin reported visible growth within one month of consistent use.

Considerations

The quasi-drug classification comes with both benefits and limitations. While it allows for specific efficacy claims, it also means the formulation must adhere to stricter guidelines. Some users with very sensitive skin report mild irritation, though this appears relatively uncommon in reviews.

The brush applicator divides opinions—some find it easy to control, while others prefer cushion-tip applicators for reaching the lash line.

ScalpD Eyelash Serum Premium: Worth the Investment?

The Hair-Growth Research Angle

Angfa, the company behind ScalpD, originally focused on scalp care and hair growth products. According to their product information, they applied their hair follicle research to develop their eyelash serum line. The Premium version reportedly contains double the concentration of lash care ingredients compared to their standard version.

The formula includes seven ingredient categories that the company refers to as their “pure free” approach: no silicone, oil, ethanol, parabens, fragrance, synthetic colorants, or surfactants. This formulation choice makes it compatible with eyelash extensions and perms.

The Fluffy Curl Chip

The applicator is a soft, curved cushion tip that the manufacturer describes as a “fluffy curl chip.” It’s designed to be gentle on the delicate eye area while allowing precise application along the lash line. The larger surface area means you can coat more lashes at once.

User Feedback Patterns

Many reviewers mention visible improvements in lash strength and volume. A 24-year-old user with oily skin, who tried various drugstore options, reported that this product produced the longest, thickest, and strongest lashes among all options tested. She noted that lashes became less prone to fallout and volume increased noticeably.

A 28-year-old with combination skin documented a three-week comparison and observed visible length increase. However, she mentioned occasional stinging if the product entered the eye, emphasizing careful application.

The price point generates mixed reactions. Some users feel the results justify the cost, while others question whether the benefits significantly exceed less expensive alternatives.

Things to Consider

At a higher price point compared to drugstore options, this represents a larger commitment. The 4mL volume is smaller than some competitors, though the company recommends once-daily application rather than twice daily.

Some users report that the larger cushion tip, while comfortable, can pick up more product than needed, leading to waste if you’re not careful about wiping excess before application.

Heroine Make Eyelash Serum EX: The Convenient Choice

Accessibility and Formulation

This product appears in virtually every Japanese drugstore, making it one of the most accessible options. The brand upgraded the formula to include 27 types of lash beauty ingredients, including amino acids (serine, glycine, glutamic acid, alanine, arginine, lysine, threonine, proline), hydrolyzed keratin, and royal jelly extract.

The formula is oil-free, fragrance-free, and colorant-free. According to the ingredient list, it includes pyrolidinyl diaminopyrimidine oxide—a component that appears in various hair care products—along with panthenol and multiple botanical extracts like loquat leaf and ginseng root.

The Soft Cushion Tip

Heroine Make describes their applicator as a “fluffy chip” with a gentle touch suitable for sensitive eye areas. The curved design allows you to brush through lashes while the pointed tip reaches the lash line and lower lashes. The chip holds a generous amount of serum for thorough application.

User Observations

Reviews frequently mention improvements in lash resilience and curl retention after using eyelash curlers or lash perms. A 31-year-old with combination skin, currently maintaining a lash perm, noted that the product helped sustain curl longevity while preventing breakage from repeated perming.

A 50-year-old user mentioned that while length increases weren’t dramatic, individual lashes became thicker and gained more presence, improving the overall appearance even without mascara.

Some users find the cushion applicator too soft, describing it as somewhat unwieldy compared to firmer applicators. Others appreciate the gentleness, particularly around sensitive eye areas.

The Practical Aspects

The price point makes it easy to try without significant financial commitment. The 5.5mL volume at this price offers good value, and widespread availability means you can easily repurchase when running low.

The formulation’s gentleness makes it suitable for those hesitant about stronger active ingredients, though this also means effects may be more subtle compared to quasi-drug formulations.

Understanding Different Formula Types

Quasi-Drug vs. Regular Cosmetic

In Japan, quasi-drugs (医薬部外品) occupy a category between cosmetics and pharmaceuticals. They contain active ingredients in concentrations proven effective for specific purposes and must receive approval from regulatory authorities. This classification allows manufacturers to make specific claims about preventing hair loss or promoting growth.

Regular cosmetics, including most eyelash serums, cannot make these specific claims. However, this doesn’t mean they’re ineffective—many contain conditioning ingredients that improve lash appearance and health through moisturization and protection rather than stimulation.

The choice between quasi-drug and cosmetic formulations often comes down to personal preference and sensitivity. Some people prefer the regulatory backing of quasi-drugs, while others find cosmetic formulations gentler and sufficient for maintenance.

Active Ingredients to Notice

Pantothenic Acid Derivatives: Often found in hair growth products, these compounds support healthy hair structure and may reduce fallout.

Peptides and Amino Acids: These building blocks help strengthen hair structure and provide conditioning benefits.

Botanical Extracts: Ingredients like ginseng, loquat leaf, and ginkgo appear frequently in Japanese formulations for their traditional associations with hair health and scalp stimulation.

Hydration Components: Hyaluronic acid, glycerin, and similar ingredients maintain moisture along the lash, preventing brittleness and breakage.

Real User Experiences

From Different Age Groups and Skin Types

Mid-20s, Combination Skin (commenting on Heroine Make): “Using it for about a month. Length didn’t increase dramatically, but I noticed lashes became stronger and held curl better. The soft brush takes some getting used to—sometimes feels like I’m not applying enough product, but after consistent use, I see the difference in lash quality.”

Late 20s, Sensitive Skin (commenting on Avancé): “Started using this after removing my lash extensions. Noticed within a month that fallout decreased significantly. Now on my third bottle. The mascara brush is easy to control, and I haven’t experienced any irritation even with my sensitive skin.”

Early 30s, Combination Skin (commenting on ScalpD Premium): “I’ve tried several eyelash serums, and this one showed the most noticeable results. Lashes definitely became longer and thicker. The price made me hesitate initially, but I’m satisfied with what I’m seeing after two months of use.”

Early 50s, Normal Skin (commenting on Avancé): “At my age, lashes started drooping no matter how much I curled them. After one week of nightly use, I noticed they held curl with just mascara. The change in lash strength is remarkable.”

How to Choose Based on Your Needs

If You’re Experiencing Lash Thinning

Consider starting with Avancé Lash Serum EX. The quasi-drug classification means it contains approved active ingredients specifically for addressing fallout and promoting growth. Users frequently report improvements in lash density and reduced shedding.

If You Want Maximum Results

ScalpD Eyelash Serum Premium’s higher concentration of active ingredients and strong user testimonials suggest it may deliver more pronounced results. The once-daily application also fits well into streamlined routines. However, expect to invest more upfront.

If You’re New to Lash Serums

Heroine Make Eyelash Serum EX offers a gentle introduction. The lower price point reduces risk, and the gentle formulation makes it suitable for testing your tolerance to lash serums. Widespread availability also makes it easy to access.

If You Have Lash Extensions or Perms

All three products claim compatibility with lash extensions and perms due to their oil-free formulations. Users maintaining lash perms particularly mention benefits in curl retention and reduced damage when using these serums consistently.

If You’re Sensitive to Products

Consider starting with the most minimal formulation. Heroine Make’s gentle approach or ScalpD’s “pure free” philosophy (free from common irritants) might suit sensitive skin better than formulations with more active ingredients.

Application Tips for Humid Climates

Why Climate Matters

Living in Tokyo, where humidity reaches 70-80% during summer months, I’ve learned that application technique matters more than you might think. In humid climates like Singapore or Manila, similar considerations apply to prevent product migration or reduced effectiveness.

Timing Your Application

Apply eyelash serum on completely clean, dry lashes. In humid environments, even residual moisture from cleansing can dilute the product. After washing your face, pat the eye area thoroughly dry, wait a few minutes for complete drying, then apply the serum.

For morning applications in humid weather, consider applying the serum before your skincare routine, allowing it to absorb while you complete other steps. This prevents mixing with other products that might reduce adherence.

Preventing Product Migration

In hot, humid conditions, products can migrate more easily. When applying, use minimal amounts and focus on the lash line rather than coating lashes heavily. Excess product increases the chance of migration into eyes as you perspire.

If using air conditioning indoors after being in humidity, wait until you’re in a stable temperature environment before applying. Temperature changes can cause tearing, which might wash away freshly applied serum.

Storage Considerations

Store eyelash serums in cool, dry places away from bathroom humidity when possible. Consistent exposure to humid environments can affect product texture and potentially reduce efficacy over time. The drier storage environment helps maintain product integrity.

My Honest Take

After observing these products over time and reading extensive user feedback, I find each serves a distinct purpose. Avancé’s quasi-drug classification provides reassurance for those wanting regulatory-backed formulations, and the price-to-performance ratio appears strong based on user satisfaction.

ScalpD Premium represents a more significant investment, but users who choose it often report satisfaction levels that justify the cost. The brand’s research background in hair growth adds credibility, though whether the premium price translates to proportionally better results varies by individual.

Heroine Make excels in accessibility and gentleness. It might not deliver the dramatic results some users seek, but for maintaining healthy lashes or introducing lash care gradually, it’s a sensible starting point.

I personally rotate between products depending on what my lashes need—sometimes prioritizing intensive care, other times focusing on gentle maintenance. This approach helps me avoid habituation while addressing changing needs across seasons and styling habits.

None of these products will create miraculously longer lashes overnight. Realistic expectations matter. What they can do is support healthier, stronger lashes that appear fuller and hold style better—results that accumulate over consistent use rather than appearing suddenly.

Common Questions

How long should I use an eyelash serum before judging results?

Most users report noticing changes between 3-6 weeks of consistent use. Initial changes often involve increased strength and reduced fallout rather than dramatic length. Visible length improvements typically require 6-8 weeks or longer. Consistency matters more than occasional intensive use.

Can I use these with eyelash extensions?

All three products are formulated oil-free, making them compatible with lash extensions. However, application requires more care when extensions are present. Focus on the natural lash line rather than coating extensions heavily, as this can affect adhesive bonds.

Do quasi-drugs work better than regular cosmetics?

Quasi-drug classification means the product contains approved active ingredients at effective concentrations, but this doesn’t automatically guarantee superior results for every person. Some users find regular cosmetic formulations perfectly adequate, especially for maintenance rather than treatment of specific concerns.

What if I have sensitive eyes?

Start with products emphasizing gentle formulations—Heroine Make or ScalpD Premium’s “pure free” approach. Apply carefully to avoid eye contact. If irritation occurs with one product, it doesn’t mean you can’t tolerate lash serums generally—ingredient sensitivity varies, so trying a different formulation might work.

Should I apply once or twice daily?

Follow each product’s recommendation. ScalpD Premium suggests once daily due to higher ingredient concentration, while Avancé and Heroine Make generally recommend twice daily. More frequent application doesn’t necessarily produce better results and might increase irritation risk.

Can I use these on eyebrows?

Most of these formulations are suitable for eyebrow use, and some users apply them to sparse brow areas. However, the applicators are designed for lashes, so application precision on brows requires more effort.

How long does each product last?

With daily use as directed, expect:

• Avancé (7mL): approximately 2-3 months
• ScalpD Premium (4mL): approximately 1.5-2 months
• Heroine Make (5.5mL): approximately 2-3 months

Actual duration varies based on application amount.

Final Thoughts

These three eyelash serums represent different philosophies in lash care—medical-grade efficacy, research-backed intensive treatment, and gentle daily maintenance. Your choice depends on what matters most: regulatory classification, maximum concentration, accessibility, price, or gentleness.

I find value in understanding what each product offers rather than declaring one definitively “best.” Your lashes, sensitivity, budget, and goals differ from mine and from other users. What works brilliantly for someone with naturally sparse lashes might be unnecessary for someone wanting to maintain already healthy lashes.

The Japanese drugstore market offers remarkable variety in eyelash serums, and these three capture much of that range. Whether you choose the quasi-drug assurance of Avancé, the intensive approach of ScalpD, or the gentle accessibility of Heroine Make, consistent use matters more than which specific product you select.

Start with whichever option aligns best with your priorities and budget. Give it adequate time—at least 6-8 weeks—before evaluating results. If one doesn’t meet your expectations, the others offer different approaches worth exploring.

About This Review

About the Author: MIYABI, GlowCache Editor

Tokyo-based beauty enthusiast who enjoys exploring Japanese drugstore finds and sharing observations about product formulations and user experiences. All opinions are personal and based on available product information, ingredient research, and user feedback analysis. I’m not a medical professional or cosmetic chemist—just someone interested in understanding how these products work and who they might suit.

Information Sources:

• Product official websites and ingredient listings
• @cosme user review patterns and feedback
• Japanese regulatory information about quasi-drug classifications

Last Updated: Jan 2026 | Product formulations and availability subject to change