# Volumizing Sweat-Proof Mascaras Tarte Cosmetics' Surfer Curl Mascara Boasts a Vegan Formula By Laura McQuarrie | Published 2020-01-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/sweat-proof-mascara References: [thezoereport](https://www.thezoereport.com/p/tartes-new-surfer-curl-mascara-is-the-vegan-formula-you-can-wear-to-yoga-without-fear-19773753) & [tartecosmetics](https://tartecosmetics.com/en_CA/makeup/eyes/mascara/surfer-curl-volumizing-mascara/1854.html) 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 Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 43% | Activity: 32% | Freshness: 9% - 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 - **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. - **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. - **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. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Luxurious Sweat-Resistant Mascaras](https://www.trendhunter.com/trends/ysl-lash-latex-mascara.md) - [Vegan Tubing Mascara](https://www.trendhunter.com/trends/eyeconic-mascara.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) - [Bamboo Fiber Mascaras](https://www.trendhunter.com/trends/naturally-derived-mascara.md) - [Affordable Curling Mascaras](https://www.trendhunter.com/trends/affordable-curling-mascara.md) - [Tubing Brow Gels](https://www.trendhunter.com/trends/tubing-brow-gel.md) - [Length-Extending Mascaras](https://www.trendhunter.com/trends/revitalash-cosmetics.md) - [Cornflower-Powered High-Quality Mascaras](https://www.trendhunter.com/trends/botanical-mascara.md)