My Little Mascara Club's clean mascara subscription launched on Kickstarter, aiming to introduce women to a better alternative packed with natural ingredients. As Christie Kerner, founder of My Little Mascara Club, explains: "Mascara is the one cosmetic most women still put up with a lot of chemicals in." As many major brands still use coal tar-based ingredients in their products, My Little Mascara Club set out to create an uncompromising alternative with a better-for-you formula.
As part of a subscription, My Little Mascara Club pairs its The Best Little Mascara Ever with remover and wipes. Knowing that mascara is one product that many women don't leave the house without, the subscription makes it easy to keep a continuous supply in stock at home.
Image Credit: My Little Mascara Club
Key Themes Behind This Trend
- Clean Beauty Subscriptions
- The rise of clean beauty subscriptions presents an opportunity for disruptive innovation in the cosmetics industry, providing consumers with safer and natural alternatives.
- Chemical-free Makeup
- The demand for chemical-free makeup products opens up opportunities for companies to create innovative formulas with natural ingredients, addressing the concerns of health-conscious consumers.
- Convenience Subscription Services
- The growth of subscription services, like mascara subscriptions, offers an avenue for disruptive innovation by providing convenience and consistent supply to consumers.
Where This Applies
- Cosmetics
- The cosmetics industry can embrace disruptive innovation by developing clean mascara products and adopting subscription models to meet the demand for safer and more convenient options.
- Beauty and Personal Care
- The beauty and personal care industry has the opportunity to tap into the clean beauty subscription trend and offer consumers eco-friendly and chemical-free alternatives in various product categories.
- E-commerce
- The e-commerce industry can play a crucial role in supporting disruptive innovation by providing platforms for clean beauty subscription services, connecting brands with consumers and promoting sustainable and health-conscious choices.
