The Truth About Traditional Tubing Mascara: What the Beauty Industry Isn’t Telling You

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When we launched in May 2025, we weren't just adding another mascara to a crowded shelf—we were introducing an entirely new category. Before we brought it to the forefront, a true serum-tubing mascara simply did not exist.

In the months since, the industry has shifted completely. While the technology behind traditional tubing formulas have existed for years, it was rarely highlighted; no one used the word "tubing" in their marketing, and consumers weren't actively looking for it. We changed that. By educating the market, we made people care. Now, there have been over ten new tubing mascara launches in the UK alone, every one of them arriving after ours and leaning into the very vocabulary we brought to the mainstream.

We do not mention this to keep score; we mention it because context matters for what comes next.

Every other tubing mascara we've studied, and we've studied here and across the world, is built on the same thing: a plastic-derived polymer called acrylates copolymer. This is the material that forms the tubes around your lashes, and it is in every traditional tubing formula on the market.

To put that into perspective, this is the exact same synthetic plastic polymer used to manufacture household super glue, the sticky adhesive on Scotch tape, disposable baby diapers, and acrylic wall paint.

We entered the market with a definitive mission: to completely rewrite the standard and show the world what beauty products should actually be. While the rest of the industry relied on the same conventional synthetic ingredients, we chose to focus entirely on genuine quality and better science.

The result is a formula designed for absolute durability that doubles as an active lash growth serum. It is built to withstand swimming, heat, intense workouts, and any daily activity, staying perfectly in place and continuously nourishing lash growth until you decide it is time to take it off. While many traditional brands compromise on longevity to promise a quick removal, our focus remains on long-wear resilience. Yet, despite its exceptional durability and active serum benefits, it requires no harsh chemical removers—the tubes effortlessly slide off with just a warm water soak, allowing you to cleanse your lashes anywhere, completely worry-free. It delivers the ultimate high-performance experience, entirely without the plastic.

Engineering a 100% plant-based tubing system required completely rethinking the formula from the ground up, creating a product that stands a level above everything else.

This commitment to excellence is precisely why our formula consistently sells out globally, and why it stands entirely unparalleled in the beauty industry.

We are officially 1 year old, and we invite you to join our journey - because it is going to be a memorable one.