YOU CAN HAVE FLASH LASHES WITHOUT THE MESS
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 factmr.com, 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, whimn.com.au