# Charitable Defining Mascaras Hourglass Released Its Unlocked Instant Extensions Mascara By Ell Smith | Published 2020-09-01 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/unlocked-instant-extensions-mascara References: [hypebae](https://hypebae.com/2020/8/hourglass-cosmetics-unlocked-instant-extensions-mascara-makeup-vegan-cruelty-free-rosie-huntington-whiteley-price-where-to-buy) & [hourglasscosmetics](https://www.hourglasscosmetics.com/products/unlocked-instant-extensions-mascara) The mascara somebody wears can have a massive impact on their overall look, and those looking to achieve [bold, natural-looking lashes](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara) will want to give [Hourglass'](https://www.trendhunter.com/trends/unreal-liquid-blush) new mascara, dubbed the Unlocked Instant Extensions Mascara a try. This new makeup product delivers bold, intensified and defined lashes that are lifted for maximum results. The results are achieved through the product's film-forming technology, which clings and coats each individual lash. This product arrived as part of the brand's new Unlocked collection, which is dedicated to freeing animals held in captivity with five percent of its proceeds being donated to the Nonhuman Rights Project. The The Unlocked Instant Extensions Mascara retails for $29 USD, and is available online at [Sephora](https://www.trendhunter.com/trends/lancome-1) or Hourglass' online store. Image Credit: Hourglass ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 32% | Activity: 15% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: 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 ### Why This Trend Is Growing - **Bold Lash Enhancing:** Disruptive innovation opportunity: Develop a mascara with advanced formulations that deliver even bolder and more dramatic lash extensions. - **Cruelty-free Beauty:** Disruptive innovation opportunity: Create a line of makeup products that are not only vegan and cruelty-free but also actively contribute to animal rights causes. - **Socially Conscious Cosmetics:** Disruptive innovation opportunity: Design cosmetics that not only enhance beauty but also support meaningful social causes through proceeds or direct contributions. ### Industries Being Reshaped - **Beauty and Cosmetics:** Disruptive innovation opportunity: Introduce sustainable packaging, clean ingredients, or recyclable materials in the beauty and cosmetics industry to meet the growing demand for eco-friendly products. - **Animal Rights:** Disruptive innovation opportunity: Develop new technologies and campaigns that actively contribute to improving animal welfare and freeing animals held in captivity. - **E-commerce:** Disruptive innovation opportunity: Provide innovative online shopping experiences or platforms that showcase brands with a strong focus on ethical consumerism, such as cruelty-free beauty products. ## Related on Trend Hunter - [Dramatic Luxury Mascaras](https://www.trendhunter.com/trends/luxury-mascara.md) - [Length-Extending Mascaras](https://www.trendhunter.com/trends/revitalash-cosmetics.md) - [Liquid Lash Extensions Mascaras](https://www.trendhunter.com/trends/extensions-mascara.md) - [Sleek Lash-Defining Mascaras](https://www.trendhunter.com/trends/lancome-1.md) - [Defining Richly Black Mascaras](https://www.trendhunter.com/trends/perversion-volumizing-mascara.md) - [Lash-Lifting Statement Mascaras](https://www.trendhunter.com/trends/pupa-milano.md) - [Bold Mascara Launches](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara.md) - [Affordable Curling Mascaras](https://www.trendhunter.com/trends/affordable-curling-mascara.md) - [Gravity-Defying Wax Mascaras](https://www.trendhunter.com/trends/love-the-lift-mascara.md)