Mascara is one of the most basic steps in any beauty makeup application. Let’s talk about its evolution and the technology behind tubing mascara.
Many makeup artists (including myself) advise, if you’re not wearing any other makeup, at least wear mascara. Problem is, a lot of standard mascaras smudge or flake, leaving nasty black circles under your eyes. And no one I know likes to look like a raccoon.
And what about crying, humid or wet weather, perspiration? I know, waterproof mascara…but at what price? It’s great for swimming, crying (brides=waterproof), strenuous activity and wet weather. But daily use causes more damage than good. Efficient removal is often aggressive (tugging, rubbing) and can cause permanent damage to the delicate skin around the eyes. You must use a waterproof makeup remover because it WILL NOT come off with standard water-based cleansers. AND, many waterproof mascara formulas will dry out and break off your eyelashes.
Thanks to the wonderful world of cosmetic technology, we have mascara ‘tubes’.
This is not an oil/wax based paint like most mascaras. The unique formulas actually form tiny water-resistant polymer “tubes” around the lashes that cannot smudge, run or clump and requires only warm water to remove.
This phenom appeared first from a company called BLINC as “Kiss Me” Mascara (now renamed Blinc). The Blinc mascara tubes added volume and length to the lashes in a very natural looking way and wouldn’t smudge or flake (very important for contact lens wearers). But what if you want SERIOUSLY lush lashes?
Someone was paying attention because Imju Corp. created Fiberwig, fiber enriched tubing mascara around 2005 and in 2010 they introduced d.j.v. beautenizer™ Fiberwig® LX, which took fiber enriched tubing mascara to the next level. The formula contains two types of extra thin nylon fibers. The short and long fibers intertwine as the polymer formula creates a smooth film sealing them to your lashes. As you add more Fiberwig, the fibers seal onto each other and bridge farther out.
The result – Natural lashes suddenly have SERIOUS length and volume…it’s like fake lashes in a tube!
Popular brands began adopting the tubing concept and brought it to mainstream prestige cosmetics. Some notable formulas are Too Faced Cosmetics Lash Injection, Becca Cosmetics The Ultimate Mascara and Kevyn Aucoin The Volume Mascara.
Finally, the technology trickled down to a more affordable drugstore version. L’Oreal introduced Double Extend® Beauty Tubes™, which includes a separate fiber enriched primer to take tubed lashes to the absolute extreme.
All formulas are completely smudge resistant, easy to remove and are recommended for sensitive eyes and contact lens wearers.
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