Mascara "cocktailing" has been stirring up TikTok — i.e., layering mascaras to create a personalized look and blend the benefits of different products. Conversely, the "no-mascara" trend has taken hold, which by some accounts is more about lash lifts, nourishing serums and natural-looking treatments. Whatever the consumers' pleasure, Allied Market Research projects the mascara market will reach $14.1 billion by 2032 (8.3% CAGR, 2023 to 2032), driven by innovations to improve durability, nourish lashes, prevent smudging and resist water or sweat, plus novel brush applicators tailored to volumize, lengthen, curl, define, etc., lashes. Maybelline New York's Falsies Lash Lift Mascara provides a good example.
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Mascara "cocktailing" has been stirring up TikTok — i.e., layering mascaras to create a personalized look and blend the benefits of different products. Conversely, the "no-mascara" trend has taken hold, which by some accounts is more about lash lifts, nourishing serums and natural-looking treatments. Whatever the consumers' pleasure, Allied Market Research projects the mascara market will reach $14.1 billion by 2032 (8.3% CAGR, 2023 to 2032), driven by innovations to improve durability, nourish lashes, prevent smudging and resist water or sweat, plus novel brush applicators tailored to volumize, lengthen, curl, define, etc., lashes. Maybelline New York's Falsies Lash Lift Mascara provides a good example.
Maybelline New York's Falsies Lash Lift
Declared Best Lengthening Mascara of 2020 in the Allure Best of Beauty Awards, the Falsies Lash Lift Mascara is said to deliver dramatic length and volume to lashes.
Referred to as a "lash lift look in a tube," the product's fibers give lift and length for a false eyelash look.
The double curved brush and fiber-infused formula are said to grab lashes at the root to thicken without clumps, smears or flakes.
Positioned as an alternative to costly salon treatments, the product reportedly lasts all-day long.
Considerations for Mascara Success
Consumer expectations for mascara performance and the increasing complexity of formulations has led to the need for innovative recipes, new brushes and wipers. According to Deola, et al., however, all the desired factors cannot always coexist in one formula.
"It is difficult to simultaneously combine aesthetic targets such as length, curl, volume and high lash definition," they write. "In fact, when trying to increase the eyelash volume by applying mascara, the increased weight of the eyelashes results in a reduction in their curl."
Adopting a combined strategy can aid in the selection and proper assembly of ingredients responsible for mascara structure. For example, high melting point waxes at high percentages give a lengthening effect via the creation of a hard and thin film. A low melting point wax, like tea wax is, more suitable for a volume-enhancing effect, giving a creamy texture and a thicker film. Curling effects can be achieved with the more plastic waxes, maintaining the shape of eyelash.
In addition, other important mascara requirements must be considered and tested, i.e., safety for the eyes and surrounding skin; easy and even application without stickiness or clumps; fast-drying, long-lasting wear; and resistance to flaking, smudging, water and transfer — but at the same time, easy and fast removal at the end of the day.
The drying time must be slow enough for an even application but not excessively long, to make the applied film reasonably permanent.
A close connection between a well-performing formula and the proper applicator can also create a successful mascara. New brush materials and shapes, combinations of fibers created by 3D printing, and advanced battery-operated technologies also aid in successful mascara development.
User Feedback: Falsies Lash Lift Mascara
Following are example user reviews (edited for style), selected for their anecdotal insights on product form and function:
- It is long lasting and SUPER volumizing.
- The secret with this one is the brush. It grabs my tiny little stubby eyelashes, even the hard-to-reach ones near the inside corners of my eyes. And it doesn't clump!
- This product, specifically in waterproof, gives the most fluffy, long, volumized but natural, zero clump, full curl allll day. No flaking or smudging either.
- This product was easy to use and I experienced great results. My lashes were thicker and longer.
- This mascara is so good if you have light lashes and almost no lashes. This mascara makes you look like you have long lashes, which I love.
Ingredients: Falsies Lash Lift Mascara
G684819, Aqua/Water/Eau, Potassium Cetyl Phosphate, Paraffin, Ethylene/VA Copolymer Copernica Cerifera, Cera/Carnauba Wax/Cire de Carnauba, Styrene/Acrylates/Ammonium Methacrylate Copolymer, Cera Alba/Beeswax/Cire Dabeille, Synthetic Beeswax, Bis-Diglyceryl Polyacyladipate-2, Polybutene Cetyl Alcohol, Steareth-20 Glyceryl Dibehenate, Steareth-2 Phenoxyethanol, Hydroxethylcellulose, Acacia Senegal Gum Tribehenin, Caprylyl Glycol, Glyceryl Behenate Sodium Dehydroacetate, Hydrogenated Jojoba Oil, Hydrogenated Palm Oil, Disodium EDTA Butylene Glycol, Rayon, Sodium Laureth Sulfate, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, Tetrasodium EDTA, Silica, Potassium Sorbate, BHT; may contain (+/-) CI 77491, CI 77492, CI 77499/Iron Oxides, CI 77007/Ultramarines, CI 77891/Titanium Dioxide, Mica, CI 75470/Carmine, CI 77288/Chromium Oxide Greens, CI 77742/Manganese Violet, CI 77510/Ferric Ferranocyanide; D235274/1.
