Essence's Lash Princess range is growing thanks to a new addition, the Curl Mascara, that delivers all the volumizing benefits of the original formula plus maximum curl. The curling mascara product is perfect for creating the look of full, lifted lashes and thanks to its curling and volumizing properties, the product has the potential to replace lash curlers in a routine.
The vegan and cruelty-free formula combines two sought-after effects in one mascara and it uses berry fruit wax and carnauba wax in place of traditional beeswax. The Lash Princess Curl Mascara provides easy application without parabens or fragrance, plus it nourishes with ingredients like jojoba seed oil, sweet almond oil, sunflower seed oil and more.
Why This Trend Is Growing
- Dual-effect Mascaras
- The combination of sought-after effects in one mascara provides disruptive innovation opportunities for dual-effect cosmetic products.
- Vegan Makeup
- The rise in vegan and cruelty-free formulas provides disruptive innovation opportunities for the skincare and cosmetic industries.
- Natural Ingredients
- Using alternative natural ingredients like berry fruit wax, carnauba wax, jojoba seed oil, sweet almond oil and sunflower seed oil instead of traditional formulas provides disruptive innovation opportunities for cosmetics manufacturers.
Industries Being Reshaped
- Beauty and Cosmetics
- The beauty and cosmetics industry can leverage the growing demand for vegan and cruelty-free products as well as natural ingredients.
- Fashion and Style
- The fashion and style industry can create new trends using the dual-effect mascara concept on models and fashion shows.
- Health and Wellness
- The health and wellness industry can encourage natural makeup products as alternatives to the chemical-based ones.
