It has been a big week for mascara. Three high-profile beauty brands from mass to luxury rolled out new products designed to lengthen and care for lashes, and meet consumer demand for clean mascara formulations. 
 
Their timing may be perfect. As masks appear to be (unfortunately) making a comeback due to rising cases of the highly contagious Delta variant of COVID-19, consumers could refocus attention to their eyes.
 
The mascara market could use a boost. Sales of mascara fell 5.3% to $815.6 million in total US multi outlets (grocery, drug, mass market, military and select club and dollar retailers) for the 52 weeks ended May 16, 2021, according to IRI. In prestige, while makeup sales rose significantly in Q2 (up 71% over Q2 2020), NPD Group said the growth was driven by facial makeup products such as foundation, concealer and tinted moisturizer.
 
Lash Launch Pad
Brands rolling out new products this week have address market demands for clean beauty with nourishing ingredients and finely tuned application wands that work with the formulation to lift, separate and lengthen lashes.
 
Vegan and clean beauty brand Cover FX made its debut in the eye makeup category this week with its first mascara. New Power Flex Mascara is billed as an intense, lacquer-like volumizing and lengthening mascara that lifts lashes for a false lash-effect with nourishing components.
 

According to Cover FX, conditioning waxes infused with moringa oil fan out lashes for maximum length while adhering polymers amplify length and volume and hold lashes in place for a long-lasting lifted effect. An innovative dual-sided hybrid brush is said to deposit the vegan formula and envelops lashes in an intense lacquer-like coat of black color. The double-rowed silicone comb deposits formula at the base creating volume, while the fiber bristles on the opposite side comb through lashes to provide length, volume and lift from root to tip.
 
Beautycounter has rolled out what it is calling one of its biggest launches to-date—Think Big All-In-One Mascara. The brand says this new clean formulation does not include carbon black, which the beauty maker prohibits as a potential carcinogen and organ system toxin.



The lash formulation contains conditioning tripeptide technology, which supports stronger, healthier-looking lashes, as well as (provitamin B5), rice bran, calendula and carnauba waxes. The creamy, buildable mascara ($27) is said to deliver full, long and lifted lashes, according to the company.



 
In the mass market, e.l.f. Cosmetics launched new Big Mood Mascara, which its maker says is the “latest and loudest mascara.” Described as clean, cruelty free and vegan, the formula is infused with jojoba wax and an hourglass shaped brush helps build volume while separating lashes.
 
To herald the launch, e.l.f. Cosmetics tapped recording artist Tierra Whack in a campaign, which features “Walk The Beat,” her song that celebrates the artist’s “whack world” take on style and fashion. 
 
In addition, e.l.f. Cosmetics will work with top TikTok influencers to promote Big Mood Mascara, which has a retail price of $7. 
 
Formulary 
Looking for inspiration for your brand’s next mascara? Here's a recent formulation to consider.