October 15th, 2013
Ask any woman about her Desert Island product and nine times out of ten her answer will be mascara. Without a doubt this is the one make-up staple that connects women around the globe, and because the first thing you notice about another person is their eyes it makes perfect sense to frame them well.
Beginning as an eye protector made out of soot in Ancient Egypt, mascara has a long history. The Renaissance period saw women rebelling against the Church by dyeing their lashes with crushed walnut shells before mascara became hugely popular in the Victorian Era where long lashes were celebrated. Then in 1917 Eugene Rimmel started selling the first mass market mascara made from petroleum jelly and coal dust, which came in cake form for women to apply by brush. Mascara from this point forward was no longer just for the rich and privileged.
Fast forward to the 1930s and FDA approval was needed to ensure the safety of personal care products after a permanent mascara killed one woman and blinded a dozen others. In 1938, the first waterproof mascara was born, although it smelled bad, was made out of turpentine and very uncomfortable to wear. 30 years later, Maybelline launched the first modern automatic mascara with the brush in the tube, which soared to the top of women’s wish lists. Fans of the No Makeup look rejoiced when the first clear mascara launched by Max Factor in 1988. But it’s the year 2000 and beyond where a whole host of new lengthening, volumising and thickening formulas, along with unique shaped brushes and shocking colours cemented our love affair with these wand wonders.
Warpaint takes a look at some of the latest additions to the market.
Rimmel goes back to the ‘60s with this mascara that gives you Bambi-style lashes with a modern touch. The hourglass-shaped brush echoes the lash line, with the unique shape designed to catch even the tiniest lashes. Lashes are big and bold, with no clumps.
It seems that Rimmel isn’t the only one mesmerised by the swinging ‘60s and the timeless doe-eyed supermodel Twiggy. diego dalla palma has launched an innovative three ball brush paraben-free mascara that lengthens, curls and defines all in one sweep. Lashes are intensified, but not heavy and are left feeling glossy and supple thanks to the enriching active ingredients.
KIKO is a brand that is slowly becoming a beauty editor and blogger favourite, thanks to their creativity and value for money formulas. This length intensifier, top coat, fibre mascara is applied immediately after your usual mascara to enhance the lengthening effect. The special spherical brush dispenses the correct amount onto the tips of the lashes where the fibres bind and set without flaking, running or smudging. This is false lashes in a concentrated formula, a great addition to any make up bag.
Look out lash lovers, M.A.C is back with their newest mascara release. The long mega micro fibre plastic wand weaves in between lashes to separate, enhance and define. Not a smudge in sight and the blacker than black formula is thanks to an innovative pigment saturation which absorbs light and reduces reflection. Lashes are dramatic, cinematic and sport a conditioned curl.
Laura Mercier Faux Lash Mascara (£18.50)
The first thing that strikes you about this mascara is the oversized brush. Dual sided, it features short bristles on one side for maximum colour deposit and long on the other to build fanned out lashes. The Acacia ingredient provides a creamy formula when blended with the glossy wax blend of Carnauba, Beeswax and Jojoba for flake free hold. The Sierra Brown colour is particularly good if you like to rock a natural looking lash while still wanting some drama.
This thick brush with honeycomb chubby bristles is designed to pick up the maximum amount of mascara and smoothly distribute it evenly over each lash. Building volume at the roots of the lashes is easy thanks to the slight dip towards the centre and the rich, deep pigment only magnifies this effect. The result is high definition, voluminous and curled lashes with every stroke.
Women who lead active lives with humid weather, busy schedules and vigorous gym workouts, are forever searching for that Holy Grail of truly waterproof mascara. Clinique have brought it with their latest release, where they have used their already popular High Impact Mascara and tailored the technology to provide a 12 hour waterproof formula. Solid, stiff brush fibres help comb through the lashes and the water-repellent film helps fend off moisture, whilst still providing length and a wide-eyed dramatic look.
At the Donna Karan SS13 show models sported electric pink lids and lashes which provided a care-free, fun loving look with a grown-up vibe. And now coloured lashes have been brought to the masses thanks to nail care turned makeup brand butter London. The highly pigmented formulas can be brushed through the tips for a subtle look or layered on for long-lasting brilliant colour. Try the blue, pink, green or purple on just your bottom lashes if you want to ease yourself into it.
Danish-born, New York based make-up artist Kirsten Kjaer Weis introduces a true breakthrough in modern mascara. This certified organic, long-wearing and refillable mascara is chock full of ingredients to help protect and nourish the lashes including Cupuacu, a botanical butter and Lavender flower water. Weis wanted to ensure that her version was unlike the other natural mascaras on the market, in that it actually performed its job of defining and lengthening lashes. For those with sensitive eyes, it does that for sure.
Precision is the aim with this new release from Make Up For Ever. The conical brush contains 580 Tynex fibres in 16 spirals, to give flawlessly separated lashes and the fine brush tip allows catchment of those often forgotten tiny lashes. Pigment is ultra black for intense eyes with, as the name suggests, an extravagant finish. As a result lashes are left with a strong defined look, which emphasises the curl, length and volume.
Dany Sanz, creator of Make Up For Ever, explains, “Some women opt for a natural look and others more sophisticated make-up, but the one thing all women want is the intense, compelling gaze that comes with clearly defined, visible lashes. A fanned fringe of lashes that packs a powerful look. An extra edge to the eyes that lets you flaunt your natural charisma.”