Caliray is the name of the new clean beauty brand from Urban Decay Founder Wende Zomnir and its first products were created to fill a gap in the market for clean performance eye makeup. The debut products from the brand include the Come Hell or High Water Mascara the Surfproof Easy Glider Eye Definer Waterproof Pencil, both of which are cruelty-free and true to the brand's clean ingredient standards. This means that the formulas are free from formaldehyde, lead, mercury, mineral oil, parabens and phthalates, among other questionable additions.
While Zomnir describes the Come Hell or High Water Mascara as a "life-proof" mascara thanks to its tubing formula that's still easy to remove at the end of the day, the Surfproof Easy Glider Eye Definer Waterproof Pencil provides high pigmentation with a single swipe.
What's Driving This Trend
- Clean Beauty Products
- Caliray fills a gap in the market for clean performance eye makeup with the debut of its clean beauty products.
- Cruelty-free Cosmetics
- Caliray's debut products, which include a waterproof pencil and mascara, are cruelty-free and adhere to clean ingredient standards.
- Tubing Formula
- Caliray's Come Hell or High Water Mascara features a tubing formula that's easy to remove, making it a potentially disruptive innovation in the mascara industry.
Who This Affects Most
- Cosmetics Industry
- Caliray's clean performance eye makeup products could disrupt the cosmetics industry by setting a new standard in clean beauty.
- Animal-free Beauty Industry
- Caliray's cruelty-free products are aligned with the growing trend of animal-free beauty, which could disrupt the traditional beauty industry.
- Waterproof Makeup Industry
- Caliray's Surfproof Easy Glider Eye Definer Waterproof Pencil's high pigmentation and waterproof feature could disrupt the waterproof makeup industry.
