This article was originally published in the Make-up Trend Report. Receive your copy here
From Britpop to bucket hats, nineties references have been inescapable in 2025.
Even tubing mascara – which was first introduced back in 1995 by Blinc Cosmetics – is back in the spotlight, but not because of nostalgic reasons.
With searches for tubing mascara jumping by 100.3% last year, according to Spate, a wave of make-up brands have been focusing on the format for their latest mascara launches – and with great success.
But how are they different to traditional mascaras, and why are they trending now?
Formulator Ginger King, who is President and CEO of Grace Kingdom Beauty Cosmetic Product Development tells Cosmetics Business:
“Traditional mascaras are made with waxes and oils, while tubing mascara is made with polymers and water to form tiny tubes to envelop the lashes.
Once it dries, it won’t smudge. It also gives more lash definition without clumping.”
“Tubing mascara is like the cool cousin of traditional mascara,” adds Elyse Reneau, Head of Global Make-up at Too Faced. “It’s a little quirky, totally dependable, and much easier to remove. The biggest perk is no panda eyes, ever.”
The brand launched Ribbon Wrap Lash Mascara this summer, billed as an extreme length tubing mascara that delivers 24 hour lash volume, with no smudging, clumping or flaking.
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