# Ultra-Hydrating Mascaras The Neutrogena Hydro Boost Plumping Mascara is Hyaluronic Acid-Enriched By Laura McQuarrie | Published 2019-03-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/plumping-mascara References: [allure](https://www.allure.com/gallery/editors-favorite-new-beauty-products#11) & [neutrogena](https://www.neutrogena.com/rainbath-hydro-boost/neutrogena-hydro-boost-plumping-mascara/6843867.html) The [Neutrogena](https://www.trendhunter.com/trends/neutrogenas-hydro-boost-water-gel) Hydro Boost Plumping Mascara is a solution for instantly boosting the look of one's lashes, all the while adding shine and hydration and keeping dry, brittle lashes at bay. The mascara is enriched with Vitamin E, keratin and [hyaluronic acid](https://www.trendhunter.com/trends/hyaluronic-acid-duo), making it effective for strengthening individual lashes. The mascara promises a [non-smudging, non-flaking formula](https://www.trendhunter.com/trends/revitalash-cosmetics) that is safe for those who wear contacts, and the product is applied with a cone-shaped applicator, which is ideal for safely coating even the delicate inner lashes. Hyaluronic Acid can be found in a variety of basic skincare products but the superpowered ingredient is now making its way into makeup and haircare for its ultra-hydrating properties. As such, a growing number of products that have not previously been associated with hydration are now touting moisturizing ingredients and properties for added value. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 24% | Activity: 47% | Freshness: 8% - 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 ### What's Driving This Trend - **Hyaluronic Acid in Makeup and Haircare:** The inclusion of hyaluronic acid in makeup and haircare products provides an opportunity for brands to offer ultra-hydrating properties that were not previously associated with these categories. - **Moisturizing Ingredients in Unexpected Products:** Brands can disrupt traditional product categories by incorporating moisturizing ingredients, such as hyaluronic acid, into items that were not typically associated with hydration, like mascaras. - **Hydration-focused Makeup Solutions:** There is a demand for cosmetics that not only enhance appearance but also provide hydration, creating an opportunity for innovations like the Neutrogena Hydro Boost Plumping Mascara. ### Who This Affects Most - **Beauty and Personal Care:** The beauty and personal care industry can benefit from incorporating hyaluronic acid and other moisturizing ingredients into various products to meet the demand for hydration-focused solutions. - **Skincare:** The skincare industry can explore the extension of hyaluronic acid and other hydrating elements into makeup and haircare products to offer a holistic approach to beauty and hydration. - **Cosmetics:** Cosmetics companies can capitalize on the trend of ultra-hydrating mascaras and other makeup items by incorporating moisturizing ingredients that provide added benefits to consumers. ## Related on Trend Hunter - [Ultra-Hydrating Skin Gels](https://www.trendhunter.com/trends/hydro-boost.md) - [Deeply Hydrating Masks](https://www.trendhunter.com/trends/rha-hydra-mask.md) - [Moisture-Boosting Radiance Serums](https://www.trendhunter.com/trends/alphascience.md) - [Next-Gen Facial Hydrators](https://www.trendhunter.com/trends/ha5-hydra-collagen-replenish-restore-hydrator.md) - [Lash-Lifting Statement Mascaras](https://www.trendhunter.com/trends/pupa-milano.md) - [Hydrating Skin-Boosting Gels](https://www.trendhunter.com/trends/neutrogenas-hydro-boost-water-gel.md) - [Lengthening High-End Mascaras](https://www.trendhunter.com/trends/pradascope.md) - [Multi-Benefit Hydration Serums](https://www.trendhunter.com/trends/mutha-hydration-serum.md) - [Plumping Skincare Serums](https://www.trendhunter.com/trends/densifying-serum.md)