# Nourishing Waterproof Mascaras Burt’s Bees’ New All Aflutter Waterproof Mascara is Un-Smudgeable By Kalin Ned | Published 2022-02-05 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/nourishing-waterproof-mascara References: [burtsbees](https://www.burtsbees.ca/product/all-aflutter-waterproof-mascara/) Nourishing waterproof mascaras combine two of the most desirable makeup formula features today—indestructible durability and wellness-minded mentality. The All Aflutter Waterproof Mascara is [Burt's Bees'](https://www.trendhunter.com/trends/plumping-lip-serum) attempt at this. The sustainable brand enhances the performance of this product by including Jojoba Oil and Beeswax. While the former works to soothe the skin, the latter guarantees a nice texture and a stronger hold. With a 99.1% natural origin, the [volumizing smudge-proof mascara](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara) doesn't have a clumpy formula and excludes parabens, phthalates, SLS, or petrolatum. Burt's Bees is also mindful of the moment of application. As such, the product boasts a brush with multi-length bristles that "make it easy to coat every lash and achieve exceptional volume all day long." Image Credit: Burt's Bees ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 9% | Activity: 11% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Nourishing Waterproof Makeup:** Brands can innovate by incorporating skin-soothing ingredients into their waterproof formulas, providing customers with a long-lasting and protective product. - **Multi-length Bristle Brushes:** Incorporating brushes with various lengths of bristles can provide a more thorough coating of every lash, leading to better coverage and more volume. - **Natural Origin Formulas:** Customers are increasingly interested in chemical-free, natural formulas, making plant-based and organic ingredients a strong selling point in cosmetics. ### Who This Affects Most - **Cosmetics:** Cosmetic brands can create a disruptive innovation opportunity by incorporating natural, nourishing ingredients into their waterproof products. - **Beauty Tools:** Innovators can create new brushes or wands designed to achieve better coverage with water-resistant products, providing more value to customers. - **Sustainability:** Sustainable brands can appeal to eco-conscious customers by developing natural, biodegradable waterproof products with recyclable packaging. ## Related on Trend Hunter - [Bamboo Fiber Mascaras](https://www.trendhunter.com/trends/naturally-derived-mascara.md) - [Cornflower-Powered High-Quality Mascaras](https://www.trendhunter.com/trends/botanical-mascara.md) - [Multi-Day Wear Eyebrow Mouses](https://www.trendhunter.com/trends/blinc-eyebrow-mousse.md) - [Clean Tubing Mascaras](https://www.trendhunter.com/trends/kush-high-roll-mascara.md) - [Microalgae-Infused Mascaras](https://www.trendhunter.com/trends/oceanly-lash-serum-mascara.md) - [Tubing Flake-Free Mascaras](https://www.trendhunter.com/trends/wrap-lash-mascara.md) - [Clean Volumizing Mascaras](https://www.trendhunter.com/trends/clean-volumizing-mascara.md) - [Length-Extending Mascaras](https://www.trendhunter.com/trends/revitalash-cosmetics.md) - [Luxurious Sweat-Resistant Mascaras](https://www.trendhunter.com/trends/ysl-lash-latex-mascara.md)