Lush lashes have always been an icon's most essential asset: think Elizabeth Taylor's inky Cleopatra wings, Twiggy's exclamation points, even Minnie Mouse's flirty spikes. While a new brush shape launches almost monthly, the basic mascara recipe (wax plus pigment) has remained about the same since Thomas Williams mixed coal dust into Vaseline for his sister Mabel (and launched Maybelline) in 1913.
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"It's like you're actually stretching out the lashes. You can keep building length at the end," says Stila makeup artist Sarah Lucero. "It gives you a precise, pristine, retouched look."
Not only does the emulsion create a smooth, shiny surface, but it's also water soluble, so while normal sweat and tears won't disturb it, several splashes of H2O will cause the tubes to swell and loosen their grip on lashes, easily rinsing off. The smudge-prone (eye rubbers, those with oily skin, or those who live in a humid climate) love that the tubes are immune to smearing, sensitive types with easily irritated eyes or fragile lashes appreciate the formula's easy-off aspect.
So 10 years after tubing first hit the U.S. why doesn't it have more fans? "Some women got a little freaked out by the sight of all the tubes rinsing off into the sink. They were worried that they were losing lashes," Surratt says. And although tubing polymers allow you to add length to each lash, they don't dramatically increase plumpness. Now companies such as Blinc and L'Oré,al cater to those who want showgirl style results&mdash,lashes that look long and full&mdash,with a two-step approach. Their tubing primers provide a creamy base coat of moisturizing ceramides and panthenol plus thickening pigments. (Blinc's primer is sold separately, while L'Oré,al's is included in a double-ended tube.) In addition to pumping up the volume, "the primer replenishes lashes and ensures an even mascara application," says Roseanne Fama, head of L'Oré,al's Cosmetic Product Development.
For those who demand one-step perfection, there's Fiberwig. Japan's No. 1 mascara since 2004&mdash,and now a best-seller at Sephora stores worldwide&mdash,a tubing formula laced with the same latex fibers found in many plumping mascaras. The result? Fringe benefits that even Cleopatra would envy.
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