Life & Style Weekend - - MAGAZINE | WELLBEING -

Ev­ery­one has that one beauty prod­uct they wouldn’t be caught dead with­out (OK maybe not dead, but they’d rather not run into an ex with­out wear­ing it).

For some, it’s a lick of lip­stick. For oth­ers, it’s a full face of foun­da­tion. For me, it’s a swipe of cream blush.

Once upon a time for many it would have been mas­cara. But as com­pa­nies re­port a drop in sales and newer brands Ri­hanna’s Fenty Beauty and Anas­ta­sia Bev­erly Hills aren’t even mak­ing it at all, it begs the ques­tion: is mas­cara dead?

It could be. Ac­cord­ing to Euromon­i­tor In­ter­na­tional, mas­cara’s slice of the

$445 bil­lion global beauty pie was worth more than $8 bil­lion the year be­fore last (mak­ing it one of the big­gest cat­e­gories), although sales are pre­dicted to drop fur­ther.

Ac­cord­ing to Semrush mar­ket­ing an­a­lyt­ics, searches for mas­cara fell more than 18 per cent be­tween Fe­bru­ary and April last year and have re­mained down since.

Although it’s not that we’re not in­ter­ested in our lashes, it’s just the wand we're giv­ing a wide berth. Huda Beauty, the bil­lion-dol­lar cos­met­ics em­pire, sells 23 types of false eye­lashes in faux and mink, but not a sin­gle tube of the inky stuff.

Plus, lash treat­ments and ser­vices, from tint­ing and lash ap­pli­ca­tion to ex­ten­sions and lifts, are on the up, con­firm­ing we do care about groom­ing them – just by dif­fer­ent routes.

Again, the num­bers sup­port the the­ory. The lash ex­ten­sion mar­ket is ex­pected to gen­er­ate nearly $1.5 mil­lion by 2022, ac­cord­ing to, with fans say­ing while it is a more ex­pen­sive and higher main­te­nance so­lu­tion to larger lashes, it means you’re a step closer to makeup-free.

And I get it. Mas­cara – and colour cos­met­ics in gen­eral – took a back seat in my beauty regime long ago. Skin­care and all that comes with nail­ing that ‘lit from within’ glow is where my in­ter­est (and dis­pos­able in­come) lies. From serums and mois­turis­ers to tinted oils and high­lighters, if it prom­ises the look of an ef­fort­less, just-woke-up-like-this face, I’m will­ing to give it a whirl.

There’s some­thing about clear skin with brushed up brows and a washed out cheek colour that’s chic, easy and most of all, quick to ex­e­cute at 7am. The best part? At the end of the day, there’s a lot less to take off (and less on my pil­low if I for­get the re­moval step).

– Ash­leigh Austen,

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