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 The first
mascara product was invented by a British entrepreneur of French origin Eugene
Rimmel in the middle of the 19th century. The word «rimmel» still means «mascara»
in some languages, including Portuguese (rimel), Turkish (rimel), Italian
(rimmel), etc. Modern mascara was created in 1913 by a chemist named T. L.
Williams for his sister, Mabel. The product was a success with Mabel, and
Williams began to sell his new product through the mail. His company
Maybelline, whose name is a combination of his sister's name and Vaseline, which
was included in the original formula, eventually became a leading cosmetics
company. Over time, other cosmetics companies began to make mascara products
with enhanced formulas, and the competition on the market became intense.
Mascara is
a cosmetic product used to darken, color, thicken, lengthen, or define
eyelashes. Mascara is used by women to enhance eyes as well as draw attention
to them. Any makeup will be incomplete without mascara! Lengthening mascara
visually lengthens eyelashes. Extension is possible owing to special fibers in
the composition, usually rayon or nylon fibers. One should not overuse a lengthen
mascara, as only two coats of lengthening mascara should be applied to achieve
the effect of long lashes.
Volume mascara
is used to add volume to the eyelashes, make them thick, noticeable and feathery.
The volume is achieved owing the use of wax, which seems to envelop the eyelashes
as a film. Curling mascara is in great demand. The composition of curling
mascara products includes ingredients such as water, wax thickeners,
film-formers, and preservatives.
Modern
mascaras can be divided in two groups: water resistant mascaras (often labeled
waterproof) and non-water resistant mascaras. Water resistant mascaras have a
composition based on a volatile solvent, animal-derived waxes (beeswax),
vegetal based waxes (carnauba wax, rice bran wax, candelila wax), mineral
origin wax (ozokerite, paraffin), pigments (iron oxide, ultramarine) and
filmifying polymers. These mascaras do not contain water-sensitive moieties,
offering an excellent resistance to tears, sweat or rain. As a result, these
mascaras can only be removed with a specific make-up remover, able to dilute
the dried mascara film.
Non-water-resistant
mascaras are based on water, soft surfactants, animal-derived waxes (beeswax),
vegetal based waxes (carnauba wax, rice bran wax, candelilla wax), mineral
origin waxes (ozokerite, paraffin), pigments (iron oxide, ultramarine),
thickening polymers and preservatives. These mascaras can run under the effect
of tears, but are easily removed with some soap and water.
Recently, mascara
with the effect of false eyelashes has become very popular. This mascara product
is included in the makeup ranges of many cosmetics companies as it eliminates
the need to attach the false eyelashes.
Mascara for
sensitive eyes is a solution for women, who suffer from allergies to normal mascara,
and those who wear contact lenses. This type mascara is specifically formulated
for hypersensitive eyes; it does not cause irritation, redness or the feeling
of «heavy» eyelashes. Many cosmetics brands make mascara for sensitive eyes,
including Yves Rocher, Clinique, Mary Kay, Cover Girl, Lumene, and Dermagetics.
Conventional
mascara color is black, which is truly universal. Brown and gray are less
popular mascara colors. However, today the choice is not limited to these
colors. Blue, dark blue and green mascara colors are very popular with young
girls. For evening makeup, mascara with sparkles is a perfect choice.
Currently, cosmetics
manufacturers are experimenting not only with mascara formula, adding some
components, but also with the shape of the applicator (a wand). Mascara brushes
can be straight or curved, depending on the purpose of mascara, with fine or
thick bristles of various lengths which is perfect for even coating of the
eyelashes with mascara. But the shape of the tube has not undergone any
fundamental changes since the invention of mascara.
Mascara may
be contained in a double tube. This is one of the hot innovations that have
emerged in the cosmetics market recently. One of the tubes contains a creamy
white substance (primer) composed of lengthening fibers. The second tube contains
mascara itself (black, brown, gray, blue), which colors the eyelashes. First,
the eyelashes are coated with a layer of white primer from the first tube, and
then a layer of color mascara from the second tube is applied. The desired
lengthening effect is achieved by reapplication of the mascara in 2-3 minutes.
The moisture in some mascaras and primers can cause lashes to uncurl during
application, which is easily solved by using waterproof mascara with a drier
formula. Waterproof mascara should be carefully removed in order to limit
eyelash breakage.
Mascara manufacturers
often resort to marketing ploys and tricks to make their products look
attractive. Women are guaranteed beautiful, long, thick, and voluminous eyelashes
- all they have to do is to apply the miraculous mascara. In fact, the makeup of
models starring in the tempting commercials is the work of a team of
professional makeup artists who often use artificial lashes. After several
scandals, such «innocent tricks» have been recognized as consumer fraud.
Henceforth, according to the law, the manufactures must include a warning that both
mascara and false eyelashes were used in the making of a commercial.
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