Tubing Mascara: Voluminous Lashes for Lifted Profits

Another week, another cosmetics product to get everyone talking. You’d be hard-pressed to find a more innovative industry that finds new ways for the same product to evolve and bring a tiny change that means the world to people interested in makeup. Today’s trending product is a tubing mascara, and it’s not called that because you have to wear it in London’s metro.

Tubing mascara featured image

What Is a Tubing Mascara?

A tubing mascara is, well, a mascara that uses a water-soluble polymer formula to encase individual eyelashes and create a tube effect. It creates a tiny tube around each lash, adding volume, length, and definition to your lashes. The tubes themselves are flexible and lightweight, and it doesn’t create the feeling of wearing heavy artificial lashes.

The polymers in the mascara don’t break down when in contact with the natural oils in our faces. This means you don’t have to worry about smudges or your mascara dripping down after a few hours.

You apply the tubing mascara the same way as any other you’ve used so far. To remove the tubes, simply use lukewarm water and gentle pressure from your fingers. Any regular makeup remover product will do the trick as well.

Seller Focus

Naturally, makeup and cosmetics sellers are the main focus of this trend. They already have an established customer base that matches the mascara’s target audience.

Apart from them, retailers in the athletic and active lifestyle niche can also benefit from offering a smudge-proof mascara that doesn’t dissolve when in contact with sweat.

Finally, if you offer high-end, organic beauty products, you can emphasize the fact that these polymer formulas are non-irritating, eco-friendly, and natural.

Pricing Examples: Best Tubing Mascaras

  • Amazon: Sold by Half Caked Makeup. A black mascara that’s cruelty-, sulfate-, phthalate-, and paraben-free. You can choose between two different patterns. Price: $14.00.
  • Walmart: Sold by Union Square Limited. A high-end tubing mascara from Blinc. The mascara gives a lifted and ultra-voluminous look and a semi-matte finish. Price: $26.00.

Mascara Usage Stats

The vast majority of women use mascaras regularly, and the target audience for tubing mascaras is boundless. In 2020, over 106 million surveyed consumers claimed to use mascaras, compared to 58 million who said no. According to Statista, the use of mascaras didn’t go down during the pandemic when most of us remained at home.

Usage of mascara in the U.S.

This gives you an idea of just how big the mascara market is and why it’s a great product for spicing up your portfolio. As a seller, you’ll be happy to hear that mascaras are the most expensive of all eye makeup products, with a unit of mascara being $1.4 more expensive than an eyebrow makeup product that’s second on the list.

Target AudienceWomen aged 15+
Growth PercentageThe interest in tubing mascaras increased by 416% in the past three months. (Source: Exploding topics
TrendingA fresh new trend in the cosmetics niche that gained almost 290 million views on TikTok.


Miloš Soro

Miloš Soro

Miloš Soro is a content writer dedicated to the technical side of running a business. He is our eCommerce trends, tips, and product development expert. Soro combines his six years of writing experience with an educational background in IT and is interested in the latest technology trends to provide his readers with the latest insights.

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