Lash extension trend inspires new eye makeup formulations and launches

By Deanna Utroske

- Last updated on GMT

Lash extension trend inspires new eye makeup formulations and launches
Every new beauty trend, treatment, and technology changes the routines and regimens that consumers use to care for and makeup their faces. Which explains why, in recent days, specialized lash and brow brands have launched color and cleansing products developed especially to be compatible with lash extensions.

Generally, liquid, oil-based, and waterproof eye products, like mascaras, eye liners, and eyeshadows can’t be used with lash extensions. And eye makeup removers must be water-based. This is to limit the chance that such products will dissolve the glue used in the extension process and cause the added lashes to fall out.

Extensions aren’t just a passing trend; they’ve caught on with consumers looking for ways save time and effort on everyday beauty. (Most extensions last about two weeks.) Accordingly, beauty lovers have been sharing tips and notes on best products for use with extensions for some time. And now, more and more brands are launching cosmetics and skin care specifically for use with extensions.


Today, RevitaLash, the maker of lash and brow treatment products, announced a new cleansing product meant for use with extensions. As of April 1st the brand will be selling its Micellar Water Lash Wash Conditioning Eye Makeup Remover online and in salons and spas around the world.

The product formula includes pantheol, aloe, and chamomile, according to a media release from the company. Lori Jacobus, chief marketing officer for RevitaLash Cosmetics, explains the thinking behind the new makeup remover: “RevitaLash Cosmetics continues to search out innovative ways for consumers to care for their lashes and brows, while supporting the continued popularity of lash and brow care services. As a Physician led brand, our goal continues to be bringing best-in-class eye and hair beautification products to the market; products that address cosmetic concerns, and perform as promised – just like our heritage lash and brow conditioners.”

Xtreme Lashes

Earlier this month, Xtreme Lashes by Jo Mousselli launched new color products that are safe for use with that company’s semi-permanent eyelash extensions.

Lash Densifying Liquid Eyeliner is formulated as a liquid that’s compatible with the brand’s lashes. “Designed for use with eyelash extensions, this eyeliner does not flake, does not leave a build-up on the lash line, and is not waterproof – which are all key features for preserving the longevity of eyelash extensions,”​ according to a press release from the brand.

The new eyeliner is formulated with, biotinoyl, a peptide included as a lash nourishing ingredient. And the smudge-resistant liner promises to come off cleanly with the brand’s own Xtreme Lashes Eye Makeup Remover & Facial Cleanser.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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