And we’re not sure about you but while there are many things in our beauty routine we’ll streamline – hello tinted moisturiser killing two birds with one stone – there are some non-negotiables, and for us, that’s mascara. Or it has been up until now anyway.
I recently went away for a few days on a work trip and forgot my mascara – with no access to a Sephora or even a supermarket to stock up. Cue devastation. I googled every trick in the book to MacGyver luscious lashes out of eyeshadow and used the old back of a spoon heated up with the hairdryer to curl them. But nothing cut it, and frankly I felt naked for three days, sure it was a good excuse to embrace the natural look, but as soon as I got back I swiftly started googling permanent options so I didn’t get caught out again.
And it seems I’m not alone. A recent report by the Business of Fashion, says that while mascara is the beauty industry’s largest category, it’s growth is expected to slow down from four percent in the last three years to just two percent by 2021.
A number of newer make up brands, including Rihanna’s Fenty Beauty and Kim Kardashian’s KKW Beauty and Kylie Jenner’s Kylie Cosmetics, have also noticeably left mascara off their products lists.
Popularity of more permanent options including lash tinting, lash lifts, lash extensions and false lashes is rapidly growing according to the study, with women preferring to spend the time and money getting them done professionally, which will ultimately end up saving them time day-to-day.
“The comfort level with consumers to go and get these different kinds of treatments and services has definitely reached an all-time high,” said Sarah Jindal in an interview with BoF, senior beauty analyst at Mintel.
“People are willing to invest a little bit more in going and getting a lash lift or lash extensions, because they know it then makes their routine in the morning that much easier.”
While it’s not like we’re likely to see mascara completely off the beauty radar just yet, it seems if you’re looking for a more permanent alternative there are more options than ever before.
“Apart from making your lashes thicker, darker and fuller, which is every woman’s dream, it also saves you a lot of time and effort getting ready in the morning,” head make-up artist at Blown Lux Barangaroo, Hoai Tran, tells marie claire of eyelash extensions.
“Eyelash Exensions are semi-permanent synthetic, silk or mink lashes that are adhered to your natural lashes with medical grade adhesive,” says Tran. “With care and regular infill visits they can last a long time and are customised to fit your eye shape and taste.”