Too Faced has released Ribbon Wrapped Lash Mascara, a water-resistant tubing-based formula that aims to deliver 24 hours of “extreme length and lash separation” without smudging, clumping, or flaking. The product aligns with the growing demand for tubing formulas in the mascara sector, fueled by social media trends. “TheTubingMascara hashtag has over one billion TikTok Views overall in the UK alone, and 10 million in the last three months alone so it’s a huge social trend we’re seeing emerge and grow. Long-wearing formulas and easy removal are also key market trends,” Tara Cox, owned and content media assistant manager at Too Faced tells Personal Care Insights.
