KVD Beauty launches tubing technology mascara inspired by tattoo sleeves

11 Aug 2023 --- KVD Beauty has launched the Full Sleeve Long + Defined Tubing Mascara, which draws inspiration from full-sleeve tattoos offering “wear like a 24-hour tattoo” with easy removal.

The mascara has lash-wrapping technology to create length and definition alongside 24H Tat-Tubing Technology. Tubing mascara dries quicker and has more stable polymers that withstand face oils, unlike regular wax-based mascaras. 

The mascara can be removed with warm water by wetting the lashes, making the tubes expand and slide off the lashes without rubbing. This gives the user a non-irritating removal, even on sensitive eyes.

“With its innovative 24H Tat-Tubing Technology and easy water removal, Full Sleeve delivers the ultimate lash transformation without the fuss of traditional mascara removal methods,” says Sarah Koch, senior vice president and general manager at Kendo Brands.

“With lash damage due to harsh makeup removal being at the forefront of consumers’ mascara concerns, Full Sleeve is a game-changer for anyone who wants extreme length and definition that lasts all day yet removes gently.”

Tubing technology
The brush creates 360-degree polymer sleeves around every lash to give the users natural lash length, lift, definition and volume that do not weigh the lash curl down.

KVD Beauty launches a tubing mascara inspired by tattoo sleeves.KVD Beauty says the mascara wand was “filigree-inspired.” Filigree is a delicate, lacelike ornamental openwork composed of intertwined wire threads of gold or silver.

The contoured bristles grip onto the lashes and “glide” for clump-proof, root-to-tip coverage and a fanned-out, full-lash effect. KVD Beauty says the wand can access the inner corner and lower lashes.

The formula is “ultra-concentrated” with ink-rich, blackest-black pigments. Tubing mascara is free of waxes that make other mascaras look gray. The tubing technology also makes the mascara flake-proof and smudge-resistant while resisting humidity and sweat.

In a study of 31 volunteers, 100% of users agreed the mascara is easy to apply and builds on immediate application, while 97% of users said the mascara fully coats each lash, the brand details.

After eight hours of wear, reportedly 100% of users agreed the mascara remained intensely black throughout the day and did not weigh down their lashes. Moreover, upon removal, 97% of users agreed the mascara is easily removed with warm water and the mascara is gentle on lashes.

Recommendations for application 
For proper application, KVD Beauty recommends users wipe off excess formula on the brush against the rim of the tube before applying. Users can build up while the formula is wet to prevent clumping.

Upon application, users should wiggle the wand at the base of lashes and comb through to coat each lash. Then, users can get added length by turning the wand vertically and lightly grazing the tip of each lash. KVD says the brush should be used vertically on lower lashes and in the inner corner.

For easy water removal, users should wet their fingers with warm water and press it against their lashes for a few seconds. Then, using gentle downward pressure, the mascara easily slides in sleeves off the lashes.

By Sabine Waldeck