For Dov Grossnass, creating a new mascara had to be more than about reinventing the wheel.
Instead, the Montreal-based beauty entrepreneur spent two years working on what is arguably the industry’s first one-hand mascara, one that applies almost like a marker and is designed to eliminate waste.
“We want to develop small niche products that are original and create real value,” said Grossnass, whose company, Belvada, is soon to launch its Mascara Noir, as well as a series of pen-style lip glosses.
The mascara, which carries a retail price of $25, comes in a streamlined black container that is held upright. The cap clips onto the end, and the brush emerges with the use of a tiny slider.
“The way it’s designed, any excess is easily removed which helps prevent clumping,” said Grossnass. And because air cannot enter the container, the mascara stays fresh. “The pen-style applicator can help achieve much greater control,” he said.
The product will begin shipping this month, initially to salons before rolling out to specialty stores. The launch of Mascara Noir also coincides with Belvada’s Ultimate Lip Gloss — The Pearl Series — in colors that include Fresh Mint (clear), Crimson Kiss Pink Pearl and Bronzed Tan. These retail for $15 each.
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Grossnass said the end of the year would also see the arrival of a blemish concealer using the same one-hand application delivery.