# Nourishing Plant-Powered Mascaras Kat Von D Beauty Go Big Or Go Home Mascara Features Olive Oil By Laura McQuarrie | Published 2019-04-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/go-big-or-go-home-mascara References: [prnewswire](https://www.prnewswire.com/news-releases/kat-von-d-beauty-launches-ground-breaking-100-vegan-mascara-tapping-jackie-cruz-as-global-campaign-face-300834408.html) & [katvondbeauty](https://www.katvondbeauty.com/eye/mascara/kat-von-d-go-big-or-go-home-volumizing-mascara/10058.html) Beeswax is an important ingredient in many mascara products, as it is useful for binding the cosmetic formula together—but a new wave of [vegan mascara products](https://www.trendhunter.com/trends/eye-makeup-product) like Kat Von D Beauty's Go Big Or Go Home Mascara are exploring the use of alternative plant-based oils and waxes for this purpose. The 100% vegan mascara is made with a blend of waxes from olive & sunflower oils, which creates an [intensely volumizing](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara), nourishing and creamy formula. The ultra-black mascara is paired with a fluffy bristle applicator that takes inspiration from a round bristle hairbrush, which is used to style voluminous looks. The plant-powered mascara product by Kat Von D Beauty promises [not to smudge, flake or clump](https://www.trendhunter.com/trends/wrap-lash-mascara), no matter how many layers are built atop one another for added drama. ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 6% | Activity: 17% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - 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 ### What's Driving This Trend - **Vegan Mascara:** The rise of vegan mascaras that use alternative plant-based oils and waxes as ingredients presents an opportunity for disruption in the cosmetics industry. - **Plant-based Beauty:** The exploration of using plant-based oils and waxes in cosmetics, such as olive and sunflower oils in mascaras, opens doors for disruptive innovation in the beauty industry. - **Nourishing Cosmetics:** The development of nourishing mascara formulas, like the one made with olive and sunflower oils, showcases the potential for disruptive innovation in the skincare and beauty industry. ### Who This Affects Most - **Cosmetics:** The use of alternative plant-based oils and waxes in vegan mascaras creates opportunities for disruptive innovation in the cosmetics industry. - **Beauty:** The trend of using plant-based ingredients in beauty products, such as olive and sunflower oils in mascaras, presents disruptive innovation opportunities in the beauty industry. - **Skincare:** The development of nourishing mascara formulas, like the one made with olive and sunflower oils, opens avenues for disruptive innovation in the skincare industry. ## Related on Trend Hunter - [Clean Volumizing Mascaras](https://www.trendhunter.com/trends/clean-volumizing-mascara.md) - [Bamboo Fiber Mascaras](https://www.trendhunter.com/trends/naturally-derived-mascara.md) - [Plant-Powered Neon Mascaras](https://www.trendhunter.com/trends/neon-mascara.md) - [Cornflower-Powered High-Quality Mascaras](https://www.trendhunter.com/trends/botanical-mascara.md) - [Vegan Tubing Mascara](https://www.trendhunter.com/trends/eyeconic-mascara.md) - [Microalgae-Infused Mascaras](https://www.trendhunter.com/trends/oceanly-lash-serum-mascara.md) - [Bold Mascara Launches](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara.md) - [Clean Tubing Mascaras](https://www.trendhunter.com/trends/kush-high-roll-mascara.md) - [Inaugural Clean Beauty Mascaras](https://www.trendhunter.com/trends/featherlash-lifting-serum-mascara.md)