# Mascara-Only Beauty Subscriptions Graylane Beauty Shares a Fresh Rotation of Mascara Products By Laura McQuarrie | Published 2020-10-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mascara-beauty-subscriptions References: [newbeauty](https://www.newbeauty.com/this-new-mascara-only-subscription-box/) & [graylanebeauty](https://graylanebeauty.com/products/discovery-set-1) 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](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara) 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 ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 16% | Activity: 28% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, 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 ### 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. ## Related on Trend Hunter - [Length-Extending Mascaras](https://www.trendhunter.com/trends/revitalash-cosmetics.md) - [Consumer-Driven Mascara Products](https://www.trendhunter.com/trends/lash-princess-mascara.md) - [Liquid Lash Extensions Mascaras](https://www.trendhunter.com/trends/extensions-mascara.md) - [Inclusive Eye-Makeup Collections](https://www.trendhunter.com/trends/live-tinted.md) - [Inaugural Clean Beauty Mascaras](https://www.trendhunter.com/trends/featherlash-lifting-serum-mascara.md) - [Hair Styling-Inspired Mascaras](https://www.trendhunter.com/trends/curl-goddess.md) - [Serum-Infused Mascaras](https://www.trendhunter.com/trends/urban-decay-tube-job-tubing-mascara.md) - [Dramatic Length-Lifting Mascaras](https://www.trendhunter.com/trends/extensionist-mascara.md) - [Root Touch-Up Mascaras](https://www.trendhunter.com/trends/the-gray-escape-hair-brow-mascara.md)