# Clean Tubing Mascaras Milk Makeup's KUSH High Roll Mascara Reinvents the Classic Tubing Formula By Laura McQuarrie | Published 2024-06-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/kush-high-roll-mascara References: [milkmakeup](https://milkmakeup.com/blogs/makeup/meet-kush-high-roll-tubing-mascara) & [milkmakeup](https://milkmakeup.com/collections/kush/products/kush-high-roll-tubing-mascara)  Milk Makeup's innovative [KUSH](https://www.trendhunter.com/trends/tubing-brow-gel) Mascara family is growing with the addition of KUSH High Roll Mascara, a tubing mascara that promises to be "unlike any other tubing mascara you’ve used before." This clean tubing mascara coats lashes in water-resistant, smudge-proof pigment that comes off easily with warm water at the end of the day. The clump-free, flake-free formula delivers [dramatic definition and volume](https://www.trendhunter.com/trends/luxury-mascara), and all with vegan-friendly, cruelty-free ingredients. Notable additions include hemp seed, castor and sunflower seed oils for nourishing and conditioning, plus plant-based waxes like carnauba and jojoba to deliver the creamy texture consumers know, love and expect—but without the beeswax, a natural polymer commonly used in tubing mascaras. Notably, this formula also excludes alcohol and still stays on until ready to be removed. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 31% | Activity: 38% | Freshness: 25% - 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 ### Key Themes Behind This Trend - **Clean Beauty Innovations:** Milk Makeup's KUSH High Roll Mascara exemplifies the rising trend of eco-conscious beauty products, emphasizing vegan and cruelty-free formulations. - **Tubing Mascara Evolution:** The launch of KUSH High Roll Mascara signifies a significant advancement in tubing mascara technology, focusing on water-resistant yet easily removable makeup solutions. - **Oil-infused Cosmetics:** The incorporation of natural oils like hemp seed, castor, and sunflower in the KUSH High Roll Mascara highlights the growing interest in nourishing and conditioning ingredients in makeup. ### Where This Applies - **Cosmetics:** The cosmetics industry is increasingly driven by consumer demand for innovative, vegan, and cruelty-free product offerings, as evidenced by Milk Makeup's tubing mascara. - **Eco-friendly Beauty:** Eco-friendly beauty is flourishing as brands explore formulations that exclude common irritants like alcohol while still delivering high performance. - **Plant-based Products:** The plant-based products sector sees new opportunities with the development of makeup formulations that utilize plant-derived waxes and oils. ## Related on Trend Hunter - [Tubing Brow Gels](https://www.trendhunter.com/trends/tubing-brow-gel.md) - [Vegan Tubing Mascara](https://www.trendhunter.com/trends/eyeconic-mascara.md) - [Transfer-Proof Lightweight Mascaras](https://www.trendhunter.com/trends/lash-sensational-sky-tubes.md) - [Bold Mascara Launches](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara.md) - [Tubing Flake-Free Mascaras](https://www.trendhunter.com/trends/wrap-lash-mascara.md) - [Tubing Liquid Eyeliners](https://www.trendhunter.com/trends/tartelette-tubing-liquid-eyeliner.md) - [Serum-Infused Mascaras](https://www.trendhunter.com/trends/urban-decay-tube-job-tubing-mascara.md) - [Length-Extending Mascaras](https://www.trendhunter.com/trends/revitalash-cosmetics.md) - [Liquid Lash Extensions Mascaras](https://www.trendhunter.com/trends/extensions-mascara.md)