“This innovation has caught the attention of makeup enthusiasts and influencers on platforms like TikTok and Instagram thanks to its unparalleled performance and convenience.” explains Juanita Parra, IL Cosmetics Makeup Marketing Manager.
Tube mascara has become a major trend in the beauty world because it’s long-lasting and easy to remove. These are the epitome of cosmetic products designed for modern fast-paced lifestyles. Unlike traditional mascara, tube mascara forms a small tube around each eyelash for a smudge-free, flaking-free feel that lasts all day long. The removal process is equally impressive. All the consumer needs is warm water and no makeup remover.
When innovation meets lifestyle
Today’s consumers want products that can keep up with their busy schedules, and tube mascara does just that. It’s highly resistant to sweat and light rain, making it perfect for any situation, from an intense workout to a busy day at the office. Plus, the process of removing the mascara creates a “wow” effect that’s perfect for social media, as users can easily demonstrate the simplicity and effectiveness of the product.
At the heart of these highly unique mascaras is a formulation technique that involves waxes and specific polymers. The formula coats each lash, creating a long-lasting film that stretches your lashes to maximum length and volume. Throughout the day, this film remains unchanged and can be worn continuously without smudging or peeling. When removing mascara, the film swells upon contact with warm water and glides off easily, leaving your eyelashes clean and free of residue.
A new generation of clean formulas
However, IL Cosmetics warns of some common confusion in the market regarding the properties of tube mascaras. “Unlike waterproof mascaras, tube mascaras are not designed to withstand full immersion in water, such as swimming or sauna sessions. It is critical that brands provide clear and accurate information to avoid consumer misunderstandings. IL Cosmetics is committed to transparency and authenticity in product claims.” Highlights Christophe Delas, Director of Makeup Development and Strategy.
As a leading mascara expert, IL Cosmetics produces and develops millions of mascara units each yearincluding a variety of innovative tube mascara formulations that are ready to market.
This new generation of tube mascara is PEG-free and styrene-free, and some are PEG-free. Over 80% natural ingredients. These formulas are “Clean at Sephora,” “Clean at Ulta,” and Credo, and are vegan-compliant and meet the growing demand for cleaner, more natural beauty products.
“With this new product, IL Cosmetics not only sets a new standard in mascara performance, but also champions a more natural approach to beauty. Our Tube His Mascara is the perfect blend of long-lasting, easy-to-use, and gentle formula, making it the ideal choice for today’s conscious consumers. IL Cosmetics has always been at the forefront of innovating with products that meet and exceed the expectations of modern beauty enthusiasts.” Juanita Parra concluded.
