The Lid Armour Waterproof Eyeshadow & Primer in One is an easy-to-use, multitasking makeup product that provides a coat of comfortable, long-wear color without creasing, smudging or fading. The hydrating, pen-like product can be twisted to prime the eyelids and blended in with the fingers or a brush before the waterproof formula sets in place.
One of the key ingredients in the product that keeps it feeling comfortable and hydrating for a long period of time is coconut fruit extract, beeswax and other antioxidant-rich ingredients to provide protection from environmental factors.
The color-rich priming marker is available in a range of fun shades, including deep Tawny Port, Lavender Haze and Eucalyptus, as well as flattering neutrals like Fawn and Toasted Almond. Julep notes that its product can be worn alone or layered with other colors.
What's Driving This Trend
- Multitasking Makeup
- Opportunity for brands to develop products that offer multiple benefits in one.
- Long-wear and Waterproof
- Potential for creating cosmetics that can withstand water and last all day.
- Hydrating Formulas
- Space for innovation in creating makeup products that provide hydration and nourishment.
Who This Affects Most
- Beauty and Cosmetics
- Chance for cosmetic brands to explore new product formulations and features.
- Fashion and Accessories
- Opportunity for fashion brands to extend their product offerings into the beauty space.
- Personal Care
- Space for personal care brands to develop innovative and multipurpose makeup products.
