# Next-Generation Long-Wear Mascaras The 5D Whip Lift Waterproof Mascara is Easy to Wear By Michael Hemsworth | Published 2023-07-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/5d-whip-lift-waterproof-mascara References: [drugstorenews](https://drugstorenews.com/news-briefs?created_1=2023-07-18T14%3A19%3A22) & [revolutionbeauty](https://www.revolutionbeauty.com/intl/en/home) The [Makeup](https://www.trendhunter.com/trends/2024-beauty-advent-calendar) [Revolution](https://www.trendhunter.com/trends/wrap-lash-mascara) 5D Whip Lift Waterproof Mascara is a new product being added to the brand's portfolio that's perfect for helping consumers to elevate their everyday look. The cosmetic is crafted with a long-wear formula that achieves a smudge-proof look that's also waterproof to ensure it stays put all day and night. The mascara is packaged with a [vortex-shaped brush](https://www.trendhunter.com/trends/innovative-mascara-applicator) that's capable of coating the longest and shortest of lashes to ensure they are optimally covered for the perfect look. The Makeup Revolution 5D Whip Lift Waterproof Mascara has a cruelty-free and vegan-friendly formula, and features argan oil and castor oil to nourish lashes. The product is being made available everywhere the brand is stocked for $10. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 70% | Activity: 82% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Long-wear Mascaras:** Disruptive innovation opportunity: Develop innovative long-wear mascara formulas that are smudge-proof, waterproof, and nourish lashes. - **Waterproof Cosmetics:** Disruptive innovation opportunity: Create a range of waterproof cosmetics that provide long-lasting coverage and are suitable for everyday wear. - **Vegan-friendly Beauty Products:** Disruptive innovation opportunity: Introduce a line of vegan-friendly beauty products that are not only cruelty-free but also incorporate nourishing ingredients for healthy lashes and skin. ### Where This Applies - **Cosmetics:** Disruptive innovation opportunity: Explore new formulations and technologies to create advanced long-wear mascaras with improved durability and performance. - **Beauty and Personal Care:** Disruptive innovation opportunity: Develop a range of waterproof cosmetics and beauty products that cater to the needs of consumers seeking long-lasting and smudge-proof options. - **Natural and Sustainable Beauty:** Disruptive innovation opportunity: Create vegan-friendly and cruelty-free beauty products that align with the growing demand for natural and sustainable beauty options. ## Related on Trend Hunter - [Tubing Flake-Free Mascaras](https://www.trendhunter.com/trends/wrap-lash-mascara.md) - [Dramatic Length-Lifting Mascaras](https://www.trendhunter.com/trends/extensionist-mascara.md) - [Length-Extending Mascaras](https://www.trendhunter.com/trends/revitalash-cosmetics.md) - [Gravity-Defying Wax Mascaras](https://www.trendhunter.com/trends/love-the-lift-mascara.md) - [Lash-Lifting Statement Mascaras](https://www.trendhunter.com/trends/pupa-milano.md) - [Whipped Featherlight Mascaras](https://www.trendhunter.com/trends/wondervolume-thrill-seeker-mascara.md) - [Luxurious Sweat-Resistant Mascaras](https://www.trendhunter.com/trends/ysl-lash-latex-mascara.md) - [Curvaceous Contoured Mascaras](https://www.trendhunter.com/trends/covergirl-eye-enhancer-3d-mascara.md) - [Vegan Tubing Mascara](https://www.trendhunter.com/trends/eyeconic-mascara.md)