Mascara OEM Manufacturing

Mascara Cosmetics for Eyelashes and Strategies in the Cosmetic Industry

In the cosmetics industry, the production of mascara is another important product that has a high market value. There is competition among brands to develop products that meet the demands of consumers. Mascara is a product with a relatively short lifespan, with a recommendation to replace the product every 3 – 6 months for safety in terms of cleanliness, leading consumers to frequently repurchase. And for those consumers who use this product regularly every day, they are often looking for new products with new formulas to try.

We can see that many leading brands offer more than three types of mascara to increase options for consumers and to capture a larger market share for their brand. The product types we commonly see come in the form of a stick or tube, complete with an eyelash brush.

Mascara is not a new cosmetic item, but it has been in use for a long time since the 1920s and became more widely available in the 1970s. The initial versions of this product looked quite different from what we see today, characterized by a compact containing hard black powder and a small brush resembling a miniature toothbrush. To use it, you had to wet the brush before sweeping it across the solid black powder to apply to the eyelashes. Thanks to technological advancements, today’s products are much easier to use and are portable enough to take anywhere.

Development of Mascara Products

There are two main methods for producing mascara nowadays: one is called Anhydrous, which is a waterless production process; the other is the Emulsion method, which has a lotion-like texture as the base of the product. Mascara products emphasize long-lasting wear to prevent smudging around the eyes. This information can be verified during the process of mascara manufacturing.

Today, a variety of formulas have been developed, and the product colors are not limited to black anymore. There have been developments in producing mascaras in various colors and clear gel-like products that help keep the eyelashes curled, providing consumers with more options and adding variety to attract their interest to the brand’s products. Let’s take a brief look at some of the mascara formulas available in the market today:

• Waterproof Mascara focuses on durability. This type of product can come in various colors to meet the brand’s needs and can be developed with features that emphasize lengthening, curling, or both simultaneously in one product.
• Easy-to-Remove Mascara is for customers who are concerned about and have issues with cleaning around the eyes. This type might not be as long-lasting as the waterproof kind, but it can also be developed with a variety of features.
• Nourishing Mascara for Eyelashes often includes special ingredients in the formula development stage to nourish the eyelashes as part of its properties, like promoting faster eyelash growth, naturally increasing length, or strengthening the lashes to prevent them from falling out easily.

Mascara Market with Quality Products and Eye-Catching Packaging

When producing cosmetics like mascara, it’s not just about the qualities of the product itself, but also the design of the packaging plays an equally important role. With various types of mascaras available from numerous brands, having a distinctive product (both in terms of properties and appearance) helps consumers to easily pick our product from the shelf.

For the mascara market in Thailand, due to the hot and humid climate, the most popular product types are long-lasting, water-resistant, and sweat-proof mascaras, followed by products that help to curl and lengthen lashes. Products that can also be used on eyebrows are also highly popular in the market.

Such products are trending with consistent sales growth, as the eye cosmetics market accounts for a substantial 17 percent of the cosmetics industry, with the group expecting an increase of up to 5 percent per year. Hence, launching a new mascara product is a lucrative venture that can generate revenue and build brand interest.

The current cosmetics market is more open than ever, offering both manufacturers and consumers the chance to try out new and innovative products to meet an increasingly diverse range of needs. Producers can experiment with launching products with unique features to the market. Consumers, in turn, get to try out well-developed and thoughtfully designed products, growing the cosmetics business continuously.

References :

• Jodie Michalak, “History of Mascara,” Love to know, November 6, 2023, www.lovetoknow.com/life/style/history-mascara.
• Ruth Gaylord, “Mascara Cream Market Size, Growth, Forecast 2023–2030,” Medium, www.medium.com/@ruthgaylord1929/mascara-cream-market-size-growth-forecast-2023-2030-a780f5fbea71.
• Mecmesin Ltd., “Ensuring Consistent Quality for Your Cosmetic Packaging,” News-Medical, May 1 2019, www.news-medical.net/whitepaper/20190501/Ensuring-Consistent-Quality-for-Your-Cosmetic-Packaging.aspx.

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