# Lifting Vegan Mascaras Milk Makeup's RISE Mascara Combines Four Vegan Waxes By Laura McQuarrie | Published 2022-02-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/rise-mascara References: [newbeauty](https://www.newbeauty.com/new-makeup-products-february-2022/6) & [milkmakeup](https://milkmakeup.com/products/rise-mascara) [Milk Makeup's](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara) RISE Mascara is a 93% natural and vegan mascara that delivers [lift, length and volume](https://www.trendhunter.com/trends/extensionist-mascara) in a weightless, comfortable way. The mascara is powered by the brand's proprietary Vegan Lash-Wrap Technology that features a blend of four vegan waxes (sunflower seed wax, carnauba wax, tree berry wax, and candelilla wax) as well as monoi oil and marigold extract for their strengthening and conditioning benefits. The innovative vegan mascara formula is paired with a [lash-lifting brush design](https://www.trendhunter.com/trends/pupa-milano) that has a curved design and wavy bristles with microgrooves to evenly distribute the product. As part of a consumer study, -100% of participants noticed and reported immediate volume, length, lift and curl as a result of using Milk Makeup's RISE Mascara. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 27% | Activity: 32% | Freshness: 11% - 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 ### Key Themes Behind This Trend - **Vegan Mascara:** Opportunity for brands to invest in creating more innovative and natural vegan mascara formulas. - **Vegan Beauty:** Consumers seek more vegan beauty options that are natural, effective and eco-friendly. - **Lash-lifting Brushes:** Innovative designs for mascara brushes to provide a better application experience and results. ### Where This Applies - **Beauty:** Opportunity for beauty brands to focus on natural, vegan and eco-friendly products. - **Cosmetics:** Consumer demand for vegan and natural cosmetics is increasing. - **B2C Ecommerce:** Increased preference for online shopping and direct-to-consumer sales of vegan beauty products. ## Related on Trend Hunter - [Bold Mascara Launches](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara.md) - [Clean Tubing Mascaras](https://www.trendhunter.com/trends/kush-high-roll-mascara.md) - [Vegan Tubing Mascara](https://www.trendhunter.com/trends/eyeconic-mascara.md) - [Lash-Lifting Statement Mascaras](https://www.trendhunter.com/trends/pupa-milano.md) - [Bamboo Fiber Mascaras](https://www.trendhunter.com/trends/naturally-derived-mascara.md) - [Gravity-Defying Wax Mascaras](https://www.trendhunter.com/trends/love-the-lift-mascara.md) - [Microalgae-Infused Mascaras](https://www.trendhunter.com/trends/oceanly-lash-serum-mascara.md) - [Clean Volumizing Mascaras](https://www.trendhunter.com/trends/clean-volumizing-mascara.md) - [Cornflower-Powered High-Quality Mascaras](https://www.trendhunter.com/trends/botanical-mascara.md)