Home News Three Mascara Innovations That Are Changing The Game

Three Mascara Innovations That Are Changing The Game

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By Gritty Pretty
@gritty_pretty

While you were busy living life, mascaras got better, stronger, faster, smarter.

From the first ‘cake mascaras’ – dry, black bars you’d rub with a wet brush and comb through your lashes created by Maybelline founder, Tom Lyle Williams – to the everything proof mascaras of today, pumped with all sorts of fancy collagen, pro-keratin, lipid complex, polymers and hotshot vitamins, mascaras come a very long way. (Lest we forget that time we thought vibrating and self-rotating mascaras were a good idea… yeah, nah.)

These days, there’s no shortage of innovation – the problem now is saturation. Choosing the right mascara is like buying a computer before Macbooks were invented. What the bloody hell is RAM? There’s no one-size-fits all with mascara, but it’s helpful to understand a few of the software upgrades now available so you can find a mascara specific to your needs while getting the most of what research has to offer.

Lash Serums

Lash serums AKA clear mascaras AKA lash primers usually have a preserving or replenishing benefit. They’re also good for getting that no-makeup makeup look and taming stray brows. Use alone, as a base coat or even as a top coat to smudge-proof your mascara.

Oil Mascara’s

If you’re losing lashes faster than money out of your wallet at an Ellery warehouse sale, try switching to a mineral mascara for a few months. They’re lightweight and anti-clumping, and use natural oils like argan and almond oil (which we already know is a hero for your skin, hair and nails) to condition and support lash growth, while continuing to serve their purpose as mascaras: i.e. to give our lashes ultra-black, defined, Kimmy K Kurves.

Tubular Mascara’s

Mascara fallout under the eye makes you look nothing like Margot Robbie and everything like Harley Quinn. It’s a whole situation when it happens, which is why money and research was pooled and tubular mascaras were invented. Kinda. Created to resist humidity, tubular mascaras are very fast drying and work to coat each lash in a lengthening polymer that forms freaky-cool, mini tubes which wash off under warm water, so there’s no smudging even in the shower and no rubbing so you lashes live to see another day. Nice.

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