Their timing can be perfect. While masks seem (sadly) to be making a comeback due to the increase in cases of the highly contagious Delta variant of COVID-19, consumers could refocus their attention on their eyes.

The mascara market could benefit from a boost. Mascara sales fell 5.3% to $ 815.6 million in total in the United States (grocery stores, drugs, general public, military and select clubs and dollar retailers) for the 52 weeks ended May 16, 2021 , according to IRI. In prestige, while makeup sales increased significantly in the second quarter (up 71% from the second quarter of 2020), NPD Group said the growth was driven by face makeup products such as than foundations, concealers and tinted moisturizers.

Brands launching new products this week have responded to market demands for clean beauty with nourishing ingredients and finely tuned application wands that work with the formulation to lift, separate and lengthen lashes.

Clean, vegan beauty brand Cover FX debuted in the eye makeup category this week with their first mascara. The new Power Flex mascara is presented as an intense volumizing and lengthening mascara, similar to a hairspray, which lifts the lashes for a false lash effect with nourishing components.

According to Cover FX, conditioning waxes infused with moringa oil unfurl lashes for maximum length while grippy polymers amplify length and volume and hold lashes in place for a long-lasting lift. An innovative double-sided hybrid brush is said to deposit the vegan formula and envelop the lashes in an intense layer of hairspray-like black color. The double row silicone comb deposits formula at the base, creating volume, while the fiber bristles on the opposite side comb the lashes to provide length, volume and lift from root to tip.

Beautycounter has launched what it calls one of its biggest launches to date: the Think Big All-In-One Mascara. The brand claims this clean new formulation does not include carbon black, which the beauty maker bans as a potential carcinogen and organ system toxin.

Beautycounter’s new mascara.

The eyelash formulation contains tripeptide conditioning technology, which supports stronger, healthier-looking eyelashes, as well as waxes (provitamin B5), rice bran, calendula and carnauba. The creamy, buildable mascara ($ 27) is said to give full, long, and lifted lashes, according to the company.

Tierra Whack promotes Big Mood mascara.

In the mass market, elf Cosmetics launched the new Big Mood Mascara, which its manufacturer claims is the “newest and loudest mascara”. Described as clean, cruelty-free, and vegan, the formula is infused with jojoba wax and an hourglass-shaped brush helps build volume while parting lashes.

To announce the launch, elf Cosmetics brought in recording artist Tierra Whack in a campaign, which features “Walk The Beat”, her song that celebrates the artist’s “whack world” view on style and the fashion.

Additionally, elf Cosmetics will work with top influencers at TikTok to promote Big Mood Mascara, which retails for $ 7.

Looking for inspiration for your brand’s next mascara? Here is a recent wording to consider.