It took years for My Little Mascara Club to perfect its clean mini mascara, which is affordably priced and available through a subscription service. The mascara is formulated to be easy to apply and it boasts a long-wearing formula that won't flake or smudge.
My Little Mascara Club only shares mini mascara and this is an intentional decision that helps to reduce packaging waste and show off the formula to the fullest. As My Little Mascara Club founder Christie Kerner says, "Traditional sized mascara tubes are simply too big. Mascara is a wax-based substance and it dries out with repeated exposure to air – hence the clumping problems we all know."
The compact size of the tube also makes it easier to use, as the hand is closer to the point of application.
Key Themes Behind This Trend
- Eco-friendly Mascara
- The trend towards eco-friendly cosmetics is growing and this presents opportunities for brands to innovate in terms of packaging, formula and sustainability.
- Micro-size Beauty Products
- Consumers are increasingly drawn to mini size beauty products as they reduce waste, are convenient for travel and can introduce them to new products. Brands have a chance to disrupt the beauty industry by offering more affordable micro-size products.
- Subscription-based Cosmetics
- Subscription-based cosmetic services provide consumers with affordable and easy access to products. Brands can leverage this trend by offering personalized subscription offerings to their customers.
Where This Applies
- Cosmetics
- The cosmetics industry is ripe for disruption as consumers look for more sustainable and innovative products.
- E-commerce
- E-commerce platforms are a key driver behind the rise of subscription-based services, making it easier for businesses to offer a wide array of products to consumers.
- Sustainability
- Sustainability is a growing concern for consumers and companies that prioritize eco-friendly practices have an opportunity to stand out in the market.
