I use to be guilty of this …
While the beauty business is bigger than ever, one product that’s not doing so hot? Mascara. Sales of the makeup staple are down, with more and more women opting to use false lashes instead. And beauty experts say seeing them on the eyes of the Kardashian clan has a lot to do with it.
“Kim is one of the biggest beauty influencers in the world,” her go-to makeup artist Mario Dedivanovic explains. He says he regularly uses falsies on her, but he’s still a fan of mascara, and adds, “Mascara will never die but lash extensions are just an easier lifestyle choice for women right now.”
Some recent celeb cosmetic lines, including Kylie Jenner’s Kylie Cosmetics and Rihanna’s Fenty Beauty launched without a mascara product. And while false lash sales have seen an 82% increase since 2016, mascara sales have dropped 7%. Professionally applied lash extensions are a popular alternative, but they’re pricey – about $100 – and they can last four to six weeks, but the upkeep is also expensive.