Whether you're into the drugstore stuff or prefer splurging on pricier designer brands , it's fair to say that mascara is probably most people's favourite beauty basic. After all, we certainly have yet to find a look that isn't perfectly finished off by mile-long, jet-black lashes, courtesy of a few quick swipes. And while the jury might still be out on whether the stuff is actually better than sex , it'd be hard to argue that mascara isn't one of the most ubiquitous tools in any makeup bag.
That's why we headed to the Maybelline factory to check out how one of the most iconic products, Great Lash Mascara , is actually made — and to learn more about the concoction's wild history. Unsurprising, darkened lashes have a rich global tradition stretching through the centuries, though the look was brought to prominence in the West by the Victorians about years ago.
Back then, Queen Victoria used her perfumer's extremely DIY recipe of coal dust and petroleum jelly to accentuate her lashes for the record, we definitely recommend hitting up Sephora instead. It is so recognizable, and of course remains to this day.
But the enduring popularity of Maybelline Great Lash is that consumers do, indeed, find the formula itself to be, well, great. The Great Lash formula has not changed since the original blend. It's one of the most closely guarded formulas in makeup," says Whang. Glossier , for instance, released its first mascara in May of , more than three years deep into its successful tenure in the marketplace. It took a reported tries to get it just right. Then there's Chanel 's new Le Volume Revolution, the first mascara to bring 3D printing technology to lashes with its carefully crafted brush.
In fact, of any color cosmetics category, mascara is perhaps the one that offers the most opportunity for continued ingenuity and advancement. And for Maybelline, it absolutely remains a key focus.
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making. Never miss the latest fashion industry news. He began looking for a buyer. The new company promised to keep Maybelline in Chicago, but that promise was quickly broken. Sharrie said her great-uncle was "heartbroken" upon seeing his former employees were being let go. Maybelline's headquarters was quickly moved to Memphis, Tenn. By the mid '90s, Cosmair had become one of the biggest cosmetics company in the United States and was responsible for brands like Giorgio Armani and Lancome.
Since Maybelline was founded back in the s, the company has utilized many forms of advertising. From newspapers to radio to television, the label has pretty much tried it all. Even in the digital age, Maybelline has found a way to inspire "offline conversations" about their brand, Brad Fay, chief commercial officer of analytics firm Engagement Labs, explained in an article for Marketing Dive. Such conversations "soared" in the first half of , Engagement Labs found.
But just how is Maybelline doing that? Advertising may help Maybelline's bottomline, but where would the beauty company be without consumer loyalty? Thankfully for Maybelline, the makeup company has some of the most loyal customers out there. In fact, when analyzing brand loyalty by generation, Maybelline was considered second only to CoverGirl by millennials and baby boomers alike.
Even professional makeup artists swear by Maybelline staples. And that doesn't just mean mascaras, but also foundations , lip tints , and even eyeliners and eyebrow pencils.
Clearly, Maybelline provides what makeup lovers want in their products. Just as the pros like a wide variety of Maybelline products so, too, does the average consumer. According to digital agency Corra Research's comprehensive study , Maybelline's blushes, bronzers, concealers, and foundations were the second most-used cosmetic products of any brand.
The study noted, "For eye products like eyeliner , eyeshadow, brow pencils, and mascara, Maybelline was the most used by women, followed by CoverGirl and Revlon.
According to a Maybelline press release cited by Allure , this concealer was not only named the number one in the mass budget-friendly makeup category in , but also the top of the prestige luxury market. Well, you can. This is not the first time that I had heard this. Glenn Allen. I am a mascara chemist and can tell you that "no one" uses bat excrement.
Look at any patent from L'Oreal or Coty or Revlon or Estee Lauder or any of their raw materials they must be listed on the product label by law and "bat excrement" isn't listed. Any mascara chemist will make mascara then test it on themselves to see how the formula needs to be altered so that it performs better.
All cosmetics must be tested with consumers before being released to the marketplace, and all of the used raw ingredients must be approved by a toxicologist.
I'd always heard nice things about Mary Kay cosmetics, and am disappointed to hear this kind of thing. If anyone has ever worked in a manufacturing environment, I can tell you that this kind of thing can never happen: Too many people would know about it, would have to work with it, etc. It just isn't true. I am using this for a science experiment,too, and it really helped.
Thanks sooooo much!!!!!! Well Glenn while youre partially correct I would expect being a chemist that you would know the sources of your chemicals However, a derivative of guano does exist in mascara. It helps provide a certain pearly shine to nail polish, shampoo, eye shadow, and mascara.
They also, produce it synthetically. Long story short, there is some truth to the urban legend that mascara, eye shadow, shampoo and other everyday items contain guano. Guanine etymologically comes via the Quichua word "huanu" for dung from the Spanish loan word "guano". As the Oxford English Dictionary notes, guanine is "A white amorphous substance obtained abundantly from guano, forming a constituent of the excrement of birds".
In the cosmetics industry, crystalline guanine is used as an additive to various products e. It is also used in metallic paints and simulated pearls and plastics. It provides shimmering luster to eye shadow and nail polish. Facial treatments using the droppings, or guano, from Japanese nightingales is currently in favor in New York, reportedly because the guanine in the droppings produces a clear, "bright" skin tone that some people find desirable to attain.
Guanine crystals are rhombic platelets composed of multiple transparent layers, but they have a high index of refraction that partially reflects and transmits light from layer to layer, thus producing a pearly luster.
It can be applied by spray, painting, or dipping. It may irritate the eyes. Its alternatives are mica, faux pearl from ground shells , and aluminium and bronze particles. Spiders and scorpions convert ammonia, as a product of protein metabolism in the cells, to guanine as it can be excreted with minimal water loss.
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