Tubing mascara searches surge as summer heat bites

Searches for tubing mascara have risen 176% over the past year, according to data analysed by Fresha. The term drew about 347,000 searches in the past month.

The figures point to growing consumer interest in a mascara format that beauty specialists say is better suited to hot weather than many traditional products. Tubing mascara differs from conventional formulas because it forms water-resistant polymer tubes around individual lashes instead of coating them mainly with waxes and pigments.

That distinction has helped bring the product into wider public view as consumers look for make-up that is less likely to smudge, flake or run in heat and humidity. The category has existed for years, but the latest search data suggests it is moving from niche awareness into the mainstream.

Fresha identified the rise through an analysis of Google search behaviour using Glimpse. It examined monthly search volumes and year-on-year growth figures to track changes in interest in mascara and related beauty products over a five-year period.

Beauty professionals say the appeal is practical rather than purely trend-driven. During summer, wearers often complain that mascara ends up under the eyes after exposure to sweat, humidity or watery eyes. Tubing formulas are marketed as a way to avoid that while remaining easier to remove than many waterproof alternatives.

Danielle Louise, Beauty Expert at Fresha, said many consumers are only now discovering the format despite its long presence in the market.

"Every summer we see people searching for ways to stop mascara ending up under their eyes by lunchtime. Tubing mascara has quietly become one of the industry's best-kept secrets because it tackles exactly that problem. It creates tiny flexible tubes around each lash rather than painting the lash with waxes and pigments, so it's far more resistant to heat, humidity and sweat. You still get definition and length, but you're much less likely to see smudging throughout the day," Louise said.

Removal question

One factor behind the interest is comparison with waterproof mascara, which has long been the default choice for people expecting hot conditions or long days outdoors. Beauty specialists say waterproof products can remain effective in those settings, but often require oil-based removers and more rubbing at the end of the day.

By contrast, tubing mascaras are generally designed to come away with warm water and light pressure. That has become a selling point for consumers who wear mascara daily and want to limit tugging around the eye area.

"Many people automatically reach for waterproof mascara in summer, but that isn't always the easiest product to live with. Waterproof formulas often need oil-based removers and more rubbing, whereas tubing mascaras usually come away with warm water and gentle pressure. That can be kinder on the lashes for people who wear mascara every day," Louise said.

Broader uses

Industry attention has also turned to several secondary benefits linked to tubing formulas. Among them is the suggestion that easier removal may reduce stress on delicate lashes and help limit breakage caused by repeated rubbing during cleansing.

There is also interest from people whose eyes water because of hay fever or other seasonal allergies. In those cases, formulas that stay in place despite moisture around the eyes may offer a practical advantage over conventional mascaras that are more prone to movement.

Make-up artists have also used tubing mascaras for weddings, holidays and other long outdoor occasions where tears, sweat and humidity can disrupt eye make-up. The product's ability to keep lashes separated can also create the appearance of fuller lashes without the clumping some users associate with heavier formulas.

Another feature cited by beauty professionals is reduced flaking. Traditional mascaras can leave small black specks beneath the eyes as the day goes on, while tubing versions are often designed to minimise that problem.

Application matters

As interest grows, specialists say the format still depends on correct use. Unlike some mascaras that allow repeated layering over time, tubing products tend to work best when users build coverage quickly before the formula starts to set.

That means overapplication can affect the finish if extra coats are added after the first layer begins drying. Consumers new to the format may need to adjust their routine to get the intended effect.

"The biggest mistake is applying too many coats after the first layer has started drying. Tubing formulas work best when you build them fairly quickly before they set. If you've avoided mascara during hot weather because you're tired of panda eyes, this is one beauty innovation that's genuinely worth trying," Louise said.

Fresha operates a beauty and wellness marketplace and software platform used by more than 130,000 partner businesses. The surge in searches places tubing mascara among the fastest-growing mascara-related beauty terms in its analysis.