Future Lash is a Smudge-Proof Mascara That Removes with Water
Laura McQuarrie — February 12, 2021 — Fashion
References: victoriabeckhambeauty & allure
By default, smudge-proof mascara is also often waterproof and difficult to remove, requiring oil, a cotton pad and patience. Victoria Beckham Beauty's Future Lash is a clean, innovative product that's described as a smudge-proof lifting mascara that can be washed away with water.
The high-performance mascara boasts a long-wearing formula that won't flake and promises to stay put even with humidity and sweat. The vegan, hypoallergenic formula is safe for contact lens wearers and it helps to create stronger, softer lashes over time. Unlike some smudge-proof mascaras that are stubborn to remove, this one needs no cotton pads and no remover, as it "rinses away effortlessly with water."
As a vegan mascara, Future Lash is packed with nourishing, conditioning plant-based ingredients like shea butter, Vitamin B3 and B5.
The high-performance mascara boasts a long-wearing formula that won't flake and promises to stay put even with humidity and sweat. The vegan, hypoallergenic formula is safe for contact lens wearers and it helps to create stronger, softer lashes over time. Unlike some smudge-proof mascaras that are stubborn to remove, this one needs no cotton pads and no remover, as it "rinses away effortlessly with water."
As a vegan mascara, Future Lash is packed with nourishing, conditioning plant-based ingredients like shea butter, Vitamin B3 and B5.
Trend Themes
1. Clean Beauty - Disruptive innovation opportunity: Creating more vegan, hypoallergenic products that utilize nourishing, plant-based ingredients.
2. Long-wearing Makeup - Disruptive innovation opportunity: Developing smudge-proof makeup that can withstand humidity and sweat, without requiring harsh removal processes.
3. Easy-removal Makeup - Disruptive innovation opportunity: Creating gentle, water-based makeup products that can be easily removed without the need for cotton pads or harsh removers.
Industry Implications
1. Cosmetics - Disruptive innovation opportunity: Developing more clean, easy-to-use makeup products that utilize nourishing, plant-based ingredients.
2. Beauty - Disruptive innovation opportunity: Creating more long-wearing beauty products that can be easily removed without damaging the skin.
3. Health and Wellness - Disruptive innovation opportunity: Combining makeup and skincare to create products that both enhance appearance and nourish the skin, utilizing clean and natural ingredients.
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