$8.1 billion worth of mascara was sold last year and while Maybelline is still the number one mascara in the world, smaller cosmetic companies are not producing mascara because it's too expensive and difficult to make.Many Millennial's, prefer lash treatments, including tinting and lash application as well as extensions and lash lifts, because it makes their routine in the morning that much easier.”Synthetic false lashes are lightweight and natural-looking making them more appealing to most everyone, however, mascara is still the cosmetic lover's drug of choice.
Maybelline New York Volulm Express
Maybelline Natural Hair Lashes 1965 But for many start-ups, the investment needed to break into mascara can be too high a hurdle. Younger brands are focusing on categories that are easier to produce and where sales are growing faster, such as highlighters or glitter sticks. They can come up with a new color and hire an outside manufacturer to make the product, while mascara is harder to differentiate.
“When you look at the capacity for innovation in terms of mascara, it’s mostly well-established brands that have the money for R&D that are innovating in this space,” said Kloe Angelopoulou, beauty analyst at Euromonitor. “Start-ups, once they enter the market, they want to offer a differentiating product. They want to give something new to the customer.”
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