You're Welcome Mascara

A mascara that wraps each lash in tiny, flexible polymer tubes instead of painting it with colour. The tubes set around your lashes, stay put all day, and slide off with warm water when you’re done. No flaking, no smudging, no scrubbing.

Regular mascara is wax- or oil-based and sits on top of your lashes, which is why it smudges, flakes and needs a remover. Tubing mascara forms a sleeve around each lash, so there’s nothing loose to move around, and it comes off with just warm water.

On clean, dry lashes, wiggle the wand from root to tip. Let each coat dry for about thirty seconds before adding another, and before you touch your eyes or add anything else.

Depends on the look you’re after. Black gives the most definition and drama, and it’s the classic pick if your lashes are naturally dark. Brown is softer and more natural, which is great if you have fair, blonde, red or grey lashes and brows, or you just want a no-makeup look that still opens up your eyes. There’s no rule, though. Wear whichever one you like seeing in the mirror.

Rarely. The colour is locked in the polymer tube, so there’s nothing loose to migrate. If it does smudge, it’s usually because it hasn’t fully dried (give it thirty seconds) or it’s met a setting spray or heavy eye cream.

Tubing mascara. It doesn’t transfer onto oily lids, doesn’t press into hooded creases, and doesn’t flake into your eyes when you’re wearing contacts.

Not technically. They’re water-resistant. They hold up to humidity, tears, sweat and swimming, but they’re built to release with warm water and a bit of pressure. Waterproof mascaras, by contrast, need an oil-based remover to come off.

Yep. The polymer sleeves stay put through chlorine, salt water and sweat, then rinse off in a warm shower afterwards.

Warm water and a gentle pinch of your lashes between two fingers. The little sleeves slide off whole. No remover, no cotton pads, no tugging. It does need to be warm, though. Cold water won’t loosen the tubes.

Usually the opposite. Because you don’t need a solvent-based remover or hard rubbing to take it off, tubing is generally gentler than regular or waterproof formulas. Lashes don’t fall out from tubing mascara under normal use.