There are a million subscription beauty boxes now—of course I’m partial to our NewBeauty TestTube—but one we haven’t been introduced to yet is mascara-only. A new brand called Graylane Beauty just launched the concept, which is a smart one, considering many women use their mascara for longer than the recommended two to three months. And because it’s a staple in most makeup bags, it’s one product we find ourselves needing to buy regularly. If we forget to, because, hey, life gets busy, we continue using our current one until it’s desert-dry or embarrassingly flaking under our eyes. Big no-no.
To make our lives easier, brand founder Layne Gray set out to create a subscription mascara service with brand-new formulas, rather than shipping an existing brand’s product to you like most other subscription services do. “Our goal is to raise awareness about the importance of changing our mascara out more often,” she says. “I also partnered with ophthalmologist Dr. Nicky Shah, who has developed a patented complex that works to enhance the mascara while reducing inflammation around our eyes and eyelashes. It keeps the eye area healthier.”
When you sign up to become a member, you receive a Discovery Set (just $10 with promo code FIRSTSET) with three of five different mascaras: One is a volumizing formula with an hourglass brush; one is curling, with what Gray calls “the coolest brush,” a globally patented “two brushes in one” with a straight top and curved bottom. The third is lengthening and water-resistant—not waterproof, says Gray, “but it will hold up against a light sprinkle.” Gray did a long-wearing test using the Lengthen formula on nurses and it didn’t smudge or flake over the course of their 12-hour shifts. “The two-sided brush has a flat side that’s great for bottom lashes, and the other side is asymmetrical, which is great for fanning out the lashes,” she explains.
The fourth is called Lengthen+, and contains fiber technology for additional lengthening, and lastly—it hasn’t launched just yet—there’s a fruit elixir mascara. “It’s a natural formula that substitutes some of the synthetic ingredients with natural ones like orange and tangerine extracts and sunflower oil to soothe the lashes,” Gray says. You can choose which Discovery Set you prefer based on your needs. Once you find your favorite, you can replenish it with a full-size version ($20) and set up auto-ship to have it arrive on your doorstep every month, two months or three months. So simple and so smart!
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