# Mega-Volumizing Mascaras The Newest Too Faced Mascara Boasts an Innovative, Rule-Breaking Formula By Laura McQuarrie | Published 2019-05-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/too-faced-mascara References: [allure](https://www.allure.com/story/too-faced-damn-girl-mascara-jerrod-blandino-interview) & [toofaced](https://www.toofaced.com/eye-makeup/mascara/) The most well-known Too Faced mascara is the brand's bestselling Better Than Sex formula but fans of the brand will soon have a new product to try with the introduction of the Damn Girl 24-Hour Mascara. New mascara products are regularly released with [dramatically volumizing and clump-free formulas](https://www.trendhunter.com/trends/extensions-mascara) but this [innovative mascara](https://www.trendhunter.com/trends/innovative-mascara-applicator) sets itself apart by being created in a way that's different from traditional mascara cosmetics. The Damn Girl mascara boasts two unique pigments, one an opaque black and another that's sheer and glossy, to create an ultra-black formula that's ideal for layering. The creation of this new Too Faced mascara product required the brand to create its own vats for mixing and according to co-founder Jerrod Blandino, they "broke every rule" when it came to formulating this new cosmetic. Image Credit: Mitch Feinberg ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 76% | Activity: 60% | 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 ### Key Themes Behind This Trend - **Layering Mascara:** New formulas and innovative combinations of pigments will continue to disrupt the mascara market by offering unique layering capabilities. - **Rule-breaking Formulations:** Cosmetic brands will continue to push the boundaries and create disruptive innovation opportunities by breaking the traditional rules of cosmetic formulation and experimenting with new techniques. - **Customized Vats for Mixing:** Creating customized vats for mixing ingredients can disrupt the cosmetics industry as brands can have more control over the quality of their products by fine-tuning the mixing process. ### Where This Applies - **Cosmetics:** The cosmetics industry can continue to innovate by exploring new ways to create and formulate products with new, unique ingredients and upending traditional cosmetic formulas. - **Manufacturing:** Manufacturing businesses that focus on creating customized mixing vats for cosmetics companies can tap into a growing demand for tailored and high-quality mixing solutions. - **Retail:** New, innovative products and unique formulations of existing cosmetics are likely to disrupt traditional beauty retail channels and encourage customers to explore new cosmetic options. ## Related on Trend Hunter - [Limited Edition Mascara Sets](https://www.trendhunter.com/trends/better-than-sex-mascara.md) - [Dramatic Luxury Mascaras](https://www.trendhunter.com/trends/luxury-mascara.md) - [Exaggerated Volume Mascaras](https://www.trendhunter.com/trends/pupa-milano-vamp-mascara.md) - [Bold Mascara Launches](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara.md) - [Defining Richly Black Mascaras](https://www.trendhunter.com/trends/perversion-volumizing-mascara.md) - [Sleek Lash-Defining Mascaras](https://www.trendhunter.com/trends/lancome-1.md) - [Dramatic Length-Lifting Mascaras](https://www.trendhunter.com/trends/extensionist-mascara.md) - [Lash-Bonding Complex Mascaras](https://www.trendhunter.com/trends/covergirl-lash-blast-bond-mascara.md) - [Curvaceous Contoured Mascaras](https://www.trendhunter.com/trends/covergirl-eye-enhancer-3d-mascara.md)