# Wax-Free Washable Mascaras Maybelline New York's 'Snapscara' is Easily Applied and Removed By Laura McQuarrie | Published 2018-11-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/washable-mascara References: [allure](https://www.allure.com/gallery/editors-favorite-new-beauty-products) & [maybelline](https://www.maybelline.com/eye-makeup/mascara/snapscara-washable-mascara) With its newest wax-free, washable mascara cosmetic, [Maybelline](https://www.trendhunter.com/trends/colossal-bubble-mascara) [New York](https://www.trendhunter.com/trends/hello-kitty-3) is inviting consumers to "meet a new generation of mascara." The Snapscara Washable Mascara promises to enhance one's lashes with [smooth, clump-free volume](https://www.trendhunter.com/trends/paradise-big-deal-mascara) that comes off just as easily as it goes on. As the non-clumping mascara is touted as one that "applies effortlessly and removes in a snap," Maybelline New York notes that the formula is ideal for those with sensitive eyes or contact lens wearers. Due to the fact that the Snapscara Washable Mascara does not include wax, it has the ability to create boldly defined lashes that can easily be wiped away with a cotton pad and warm water and a gentle, massaging motion—no rubbing required. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 49% | Activity: 68% | 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 ### What's Driving This Trend - **Wax-free Cosmetics:** The trend towards wax-free cosmetics presents opportunities for companies to create more easily removable products and cater to consumers with sensitive skin. - **Washable Mascara:** The popularity of washable mascara shows that consumers value convenience and ease of use when it comes to their beauty products. - **Non-clumping Formulas:** The demand for non-clumping mascara provides an opportunity for companies to develop innovative formulas that enhance volume without the risk of clumps. ### Who This Affects Most - **Cosmetics:** The cosmetics industry can capitalize on the trend towards wax-free, washable mascara by creating innovative products that cater to consumers' needs for convenience and simplicity. - **Beauty:** The beauty industry can benefit from the popularity of washable and non-clumping mascara by developing new formulas and marketing them towards consumers looking for easier-to-use products. - **Personal Care:** The trend towards wax-free, washable mascara presents opportunities for companies in the personal care industry to create products that are gentle on the skin and easy to remove, enhancing the overall consumer experience. ## Related on Trend Hunter - [Clean Tubing Mascaras](https://www.trendhunter.com/trends/kush-high-roll-mascara.md) - [Gentle Mascara Removers](https://www.trendhunter.com/trends/mascara-remover.md) - [Tubing Flake-Free Mascaras](https://www.trendhunter.com/trends/wrap-lash-mascara.md) - [Luxurious Sweat-Resistant Mascaras](https://www.trendhunter.com/trends/ysl-lash-latex-mascara.md) - [Innovative Mascara Applicators](https://www.trendhunter.com/trends/innovative-mascara-applicator.md) - [Bold Mascara Launches](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara.md) - [Vegan Tubing Mascara](https://www.trendhunter.com/trends/eyeconic-mascara.md) - [24 Hour Wear Mascaras](https://www.trendhunter.com/trends/voluminous-panorama-mascara.md) - [Consumer-Driven Mascara Products](https://www.trendhunter.com/trends/lash-princess-mascara.md)