Maybelline New York’s latest innovation in mascara is Curl Bounce. The L’Oréal-owned brand says it was inspired by Gen Z and R&D looked to haircare to craft the formulation.
The Bounce N’Curl brush contains double the number of individual fibers than traditional mascara to scoop, separate, and physically curl every lash upwards. The Memory Curl Formula is made from a unique blend of longwearing, hairstyling-inspired polymers that holds lashes in place all day. The washable mascara offers a lightweight, wax-free, alternative to traditional mascara for a bouncy effect that is not heavy or stiff.
“We took a prescriptive approach to Curl Bounce’s formula and focused on creating curl through the lens of haircare rather than traditional mascara,” said Tina Liu, marketing director, mascara, Maybelline New York. “We utilized polymers typically used in some of the top performing hair curling products within the L’Oreal portfolio to create the effect of curl that holds, but for lashes.”
Curl Bounce Mascara is available in shades Very Black (washable), Blackest Black (washable), Very Black (waterproof) and Brownish Black (waterproof) online now, and will be inside mass-market retailers nationwide beginning January 2022.
Maybelline’s iconic Great Lash mascara this year marked 50 years on the market.