Mascara is probably For the past years, mascara constantly reinvents itself and continues to surprise and propose innovations. Here is a short historical overview on the main evolutions of the market.

Since it was invented in the 19th century by Eugène Rimmel, who used a bulk made of petroleum jelly, mascara has been evolving and transforming almost constantly. In 1923 appears the cake mascara, sold for the first time with a brush as applicator. In 1957 Helena Rubinstein creates a lotion-based cream formula. Mascara-Matic, the first mascara wand and tube applicator is launched. It is the “first automatic mascara that needs no brush”. In 1959, Maybelline launched the first filaments twisted brush (spiral brush). Then, in 1964, the American brand creates the first mass market tubed mascara: Ultra lash mascara.

As for the first moulded brush using thermoplastic elastomer, it was launched in 2004 by the Beiersdorf group for its Nivea Beauty brand.

Thousands of patents

One innovation has been succeeding to another at a fast pace! Mascara is an area of intense innovation: there are actually more than 2,500 patents filled worldwide, be it for packaging, formulas or for new application systems. Formula protection has been heavily investigated, with patents on the use of airless packs for mascara, or on antibacterial brushes.

It is true that mascara is one of the most used makeup products in the world and the variety of tastes opens unlimited opportunities to manufacturers.

In the U.S., where innovation drives sales, claims are getting increasingly sophisticated. The quest for perfection and eternal youth is also noticeable at the level of eyelashes.

Even in Asia, where they compete with false eyelashes, mascaras are not outdone and are seeking to find a new dimension in particular by offering mini brushes to catch all the little lashes, or by treating lashes with anti-aging serum effects, etc.