©2019 In The Air NYC MAGAZINE

The Eyeopener: MASCARA

January 26, 2018

 

So maybe you weren't born with a set of long, dark, voluminous lashes,

but that doesn't mean you can't achieve beautiful, sultry eyes with a few strokes of mascara.

Ever since it's invention in the 19th century,

women around the world have been looking at how to make their eyelashes

thicker, longer, darker.

 

Mascara became an inevitable step in our beauty routine. 

 

So how did mascara come to be our go to beauty product?

We went back in time to find out.. 

 

Mascara was first  created by a chemist named Eugène Rimmel,

 who developed a product using the newly invented petroleum jelly.

He mixed it with coal dust in a specific proportion

creating first ever formula of mascara known to public.

It was in a form of a cake, woman would scrape with their brushes.

 

Across the Atlantic Ocean and at roughly the same time, in 1915,

Thomas Williams created a remarkably similar formula for his sister Maybel. 

This formula resembled the tubular ones of today.

It came with a brush inserted in a tube where it would be fully coated.

Ever since, mascara has gained popularity that didn't seize till date.

Women from all levels of society wanted to own one.

To meet the growing demand, in 1917 he launched a mail-order business shipping

the product overseas. Little was it known, this will grow to be 

one of the largest cosmetics companies- Maybelline. 

(Despite their humble beginnings, both Rimmel & Maybelline

stand among the most respected brands in the beauty industry of today. 

 

Mascaras have significantly evolved since then and today there is a wide variety

of lengthening, darkening and thickening formulas,

different wand shapes and even colors. No matter the look you are going for,

 and/or the effect you're trying to achieve, there are some makeup rules you should follow.

 

 

1. Always curl your lashes BEFORE applying mascara

Eyelash curler is such a powerful tool that often get’s overlooked.

I’m sure you’ve heard horror stories about lashes falling off after using a curler,

but that happens when it’s used improperly.

Never use a curler after applying mascara,

that can damage your lashes and make them look clumpy

.

*PRO TIP: try heating your curler to give your lashes an extra hold & lift

 

2. Wipe off excess mascara from the wand 

A brand new bottle of mascara can transfer a lot of extra

product on the wand in the first few uses, causing clumpy lashes.

Make sure to wipe off the excess formula on a piece of tissue in order to

apply your mascara in a thin layer.

This way you'll achieve a clump-free lash look that doesn't look overdone

 

3. Clean mascara mistakes with a cotton swab

It happens to the best of us- mascara transfers onto our eyelids and under eyes so you

need to make sure to clean it up. Wait till your mascara is dry

and use a cotton swab to remove the stain in seconds. 

 

4. Start at the roots

Start wiggling your wand at the roots and pulling it straight all the way to the tip of the lashes.

Never apply mascara only on the tips, as that will weigh down your

curl, make your lashes look strikey & half-done.

 

5. Coat all of the lashes

Since your lashes grow in many different directions, you need to follow that flow and adjust

your application. Try switching up the direction you hold your wand to get every

single lash (those on the far end can be tricky).

There are ultra skinny wands on the market made specially for that and

we admit that it’s a new "must" in our makeup bag! 

 

Do you have a go-to mascara? 

 

We are sharing our 5 favorite mascaras, from high end to drugstore,

there's one on our list for everyone's liking!

 

1. Urban Decay Perversion Mascara ($23)

 

2. It Cosmetics Tightline ($24)

 

3. L'Oreal Paris Voluminous Original Mascara ($5)

 

4. Too Faced Better Than Sex ($23)

 

5. Gucci Opulent Volume Mascara ($33)

 

 

May these mascara tips & tricks give you everlasting, non-smudgy looks! 

Our love for mascara will never fade- it's the only kind of drama you need in your life. 

It truly is a game changer & it makes the biggest difference. 

 

Thank you Mr. Rimmel & Mr. Williams for bringing it to our lives! 

 

Leave a comment if you have a question or if you find these tips helpful! 

 

 

Photo Source: Instagram, Sephora, Gucci

 

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