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Volumizing Sweat-Proof Mascaras

Tarte Cosmetics' Surfer Curl Mascara Boasts a Vegan Formula

— January 16, 2020 — Fashion
Tarte Cosmetics' Surfer Curl is a new sweat-proof mascara with a plant-based formula that promises long-lasting, flake-free wear. In place of beeswax, Tarte opted to use plant waxes and other vegan-friendly, nourishing natural ingredients like algae extracts and Vitamin E, which works as a natural preservative in the formula. The smudge-proof product is resistant to humidity and is even branded as a viable option for hot yoga classes and days at the beach.

Tarte Cosmetics chose to pair the natural, curling and conditioning formula with a conical 360-degree brush that is said to create a 43% increase in the curve of lashes.

Knowing that consumers want cosmetics that they can take anywhere, brands are releasing tough formulas to suit even the sweatiest active lifestyles.


Image Credit: Tarte Cosmetics
Trend Themes
1. Sweat-proof Cosmetics - The trend of sweat-proof cosmetics presents disruptive innovation opportunities for brands to develop long-lasting and smudge-proof formulas suitable for active lifestyles.
2. Vegan Beauty - The trend of vegan beauty offers disruptive innovation opportunities for brands to create plant-based formulas that are cruelty-free and appeal to eco-conscious consumers.
3. Functional Makeup - The trend of functional makeup presents disruptive innovation opportunities for brands to develop products with added benefits, such as conditioning and nourishing properties.
Industry Implications
1. Cosmetics - The cosmetics industry can explore disruptive innovation opportunities by developing sweat-proof and vegan formulas to cater to the demands of active and eco-conscious consumers.
2. Beauty - The beauty industry can leverage the trend of functional makeup by creating products that provide additional benefits beyond traditional cosmetics, appealing to consumers seeking multi-purpose products.
3. Wellness - The wellness industry can tap into sweat-proof cosmetics trend by offering products that are suitable for active lifestyles, such as for workout sessions or outdoor activities.
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