Graylane Beauty launched a mascara-only subscription service that's designed to do more than just help consumers discover new products. As founder Layne Gray describes: "Our goal is to raise awareness about the importance of changing our mascara out more often."
Ordering the Discovery Set shares formulas that are curling, volumizing and lengthening and once a subscriber has found a favorite, it's easy to get a fresh tube auto-shipped monthly, or on a two- or three-month basis depending on one's mascara usage. While the curling formula is paired with a two-in-one brush, the lengthening formula is full of natural ingredients like sunflower oil and citrus fruit extracts.
With ophthalmologist Dr. Nicky Shah, Graylane Beauty developed a patented complex that's helpful for enhancing the mascara, as well as tending to the care of the delicate eye area by reducing inflammation.
Image Credit: Graylane Beauty
Why This Trend Is Growing
- Mascara Subscription Services
- Mascara-only subscription services are disrupting the beauty industry by offering consumers a more specialized way to discover and replenish their mascara products.
- Increased Awareness of Mascara Hygiene
- The focus on the importance of changing mascara more often is disrupting the beauty industry by increasing consumer knowledge and ultimately, leading to better hygiene practices.
- Natural and Medically-enhanced Formulas
- Subscriptions services offering natural or medically-enhanced mascara formulas are disrupting the beauty industry by setting a new standard for product ingredients and potential performance.
Industries Being Reshaped
- Beauty Subscription Services
- Beauty subscription services have a disruptive opportunity to expand beyond traditional cosmetic and skincare products to offer more specialized product options, like mascara-only subscriptions.
- Beauty Product Manufacturing
- Manufacturers of mascara and other eye makeup products have a disruptive opportunity to innovate with more natural and medically-enhanced formulas that better align with consumer desires for safety and efficacy.
- Ophthalmology
- Ophthalmologists have a disruptive opportunity to develop products like Graylane Beauty's patented complex that cater to both cosmetic and medical needs of the eye area.
