Lash Lift | November 14, 2022
According to recent reports from reliable beauty platforms, lash lifts are taking over the mascara category in the cosmetic industry. For those unaware, mascara is one of the fast-selling cosmetic products, worth roughly $8.1 billion in sales last year.
However, despite these favorable sales patterns, the demand for mascara is expected to slow from 2023 for two main reasons. Firstly mascara is a difficult product for new brands to formulate with demanding features like long-lasting nature, waterproof, different consistency requirements, etc.
Even famous brands such as KKW Beauty, Kylie Cosmetics, Anastasia Beverly Hills, and Huda Beauty don’t have any mascara in their respective product lineups for this year. It is also more challenging for new emerging brands to get a stake in the vastness of the mascara business. So, most companies look for other unique and profitable cosmetic product ranges, such as highlighters.
Secondly, semi-permanent makeup treatments like lash lifts, extensions, and tinting are skyrocketing in popularity- reducing the need for mascara.
What Is A Lash Lift Anyway?
Lash lift is a semi-permanent makeup procedure designed to curl your lashes from base to tip so that you can maintain their full length for a long time without using any cosmetic products like mascaras. This is a completely non-invasive treatment performed by licensed professionals to give you the appearance of fuller, thicker eyelashes without any leave-on chemicals or extensions. under the procedure, the natural lashes are lifted from the base, giving a lengthened appearance.
This procedure takes 30- 45 minutes and calls for minimal aftercare or recovery time. When maintained properly and done at a professional eyebrow clinic, they can last four to eight weeks – depending on how quickly your eyelashes grow.
Is It Worth It?
Sure one might argue that this procedure takes more time than simply swiping the mascara, but because of its semi-permanent nature, lash lifts keep your lashes in the right shape for months, saving time when you get your makeup done every day. It also keeps them looking longer without the need to spend on expensive products or invest time in a religious lash care routine.
The versatility of this treatment makes it suitable for every lash length and thickness out there. Especially for those with short and stubby lashes, the lash lift procedure gives the right hassle-free appearance to get on with your day.
Brow experts also emphasize that the increasing demand for lash lifts comes mainly from those who have reactions to eyelash extensions and those who just can’t keep up with them. Adding to that, the low maintenance requirements and luscious natural results make it another great alternative for those who prefer makeup-free skin but still want to look presentable for work, school, college, or even at the gym.
Now, this doesn’t mean that mascara will go away anytime sooner. But, surely, lash lifts have caught the limelight as a great substitute for keeping your lashes in pristine condition with minimal to zero effort to get yourself ready for the day.
