Australia’s Luk Beautifood stays unfazed by popularity of lash treatments with dual-function mascara launch

Eyelash extensions, lash lifts and lash perms have gained popularity across the globe mainly due to the convenience they offer, as consumers can do away with eye makeup following these semi-permanent treatments.

However, Luk Beautifood founder Cindy Luken is confident that this trend will not put a dent on the demand for lash products like mascara.

The brand has recently launched a two-in-one Lash Nourish Mascara that claims to condition and strengthen the eyelashes while providing natural-looking lift and curl.

“A product like ours will not be affected [by the trend] — just look at how popular lash growth serums are. Regular lash extensions will cause lashes to fall out and thin, resulting in sparse or short lashes.​

“As consumers become more aware of what damage these treatments do over time, they will reduce their dependency. Now, they need to repair the damage that has been done,”​ Luken told CosmeticsDesign-Asia​.

The Lash Nourish Mascara is made of active botanicals that support lash growth, including a plant-derived polymer complex called CELL-U-LASH that fortifies and lengthens lashes with cellulose fibres.

Formulated to be lightweight and buildable, the mascara features an hourglass wand design with rubber bristles that have smart spring memory effect.

“This allows for precise application on both upper and lower lashes. The mascara is also gentle enough for everyday wear and sensitive eyes. It not only enhances the appearance of the eyes instantly, but also provides long-term benefits.”​

Since the launch of its inaugural Lip Nourish​ range in 2012, Luk Beautifood has expanded its line-up to include skin care, body care and colour cosmetics.

The products are available on its website which offers international shipping, as well as online stockists and brick-and-mortar retail partners in Australia.

No disruption to lash growth cycle

The primary function of lashes is to protect the eyes from debris, dust, and other external stimuli. Typically, lashes that fall naturally will grow back in four to six weeks.

However, if the eyelash was pulled out due to other reasons — for example, while doing lash extensions — the growth cycle will be interrupted and replacement process slowed.

Sebaceous glands are small oil-producing glands attached to hair follicles at the base of eyelids. Under normal conditions, the sebum produced keeps the lashes and surrounding skin lubricated.

“Heavy occlusives, such as lash glue, can affect this natural moisturisation process, clog pores, and result in dryness, brittleness, and in some cases, total loss of the hair shaft. Blocked hair follicles also raise the risk of infection. ​

“Our Lash Nourish Mascara comprises ​a vitamin and mineral-rich serum to moisturise and nourish hair follicles from the outside-in, without causing disruption to the natural lash growth phases​,” ​Luken added.