Directions for use: how to apply a mascara serum?

Taking care of one’s eyelashes is often a neglected step in a make-up routine. Nowadays, mascara alone is no longer enough to achieve longer, stronger lashes; they also require a dedicated treatment. Subject to damage from improper make-up removal, frequent use of an eyelash curler or extensions, eyelashes can fall out, become brittle, damaged or sparser. However, a mascara serum allows for regular care and maintenance of the lashes, thanks to the various active ingredients in its formulation.

While mascara is used to impart colour, enhance curl intensity and create the illusion of longer, thicker lashes, the mascara serum, on the other hand, is intended to preserve lash health to prevent premature loss and promote growth. Furthermore, unlike false eyelashes and conventional mascaras, this hybrid treatment offers long-lasting results. The mascara serum thus represents an eyelash make-up treatment, which combines the properties of a mascara base and those of a mascara in a single product. Multifunctional, it is designed to colour the lashes, curl them, add volume and lengthen them for a more striking gaze. Enriched with fortifying and nourishing active ingredients, it stimulates lash growth, reduces fallout and lengthens them over the long term for a natural finish.

The application of a mascara serum follows the same principles as traditional mascara. It should always be applied at the end of your makeup routine, that is after foundation and eye makeup (eyeshadows, eyeliner…). Whereas mascara requires a base, this step is no longer necessary with a mascara serum.

A brief tip : If you wear contact lenses, it is advisable to insert them before applying any make-up—whether to the eyes, eyebrows or complexion—to avoid causing ocular irritation or even infection. Applying make-up first may allow cosmetic particles to enter the eye and become trapped between the lens and the eyeball.

The following steps outline how to properly apply a mascara serum to achieve longer, fuller lashes:

1. Withdraw the applicator from the mascara serum tube by gently twisting it, rather than by moving it back and forth, so that it becomes sufficiently impregnated with product and to preserve the mascara serum. Indeed, back-and-forth motions promote the ingress of air and therefore accelerate the product’s drying;

2. Facing a mirror, raise your chin and look downwards. After removing any excess mascara serum, position the brush at the base of the upper lashes, starting from the centre of the eye, in order to better promote growth and reach the follicles, and extend the formula to the tips with a light zigzag motion. This motion will coat the lashes and enhance their curl. Then sweep upwards along the lashes to distribute the product evenly for a uniform result. For the fine lashes at the inner corner of the eye, use the tip of the applicator;

   Quick tip : It is essential to execute the correct movement to minimise product build-up on the lashes, applying it in a single stroke and avoiding multiple passes.

3. After each coat of mascara serum, before it dries, comb through your lashes with a clean mascara brush to achieve a more pronounced curl, as the outcome from serum alone is suboptimal. This action also smooths the product and removes any excess, preventing clumps on the lashes.

   Little tip : To optimise the staying power of the mascara serum, you can dust a little loose powder onto the first coat of mascara before applying a second coat.

4. For a more noticeable outcome and a fuller-looking gaze, repeat the procedure a second time. However, wait a few minutes between each application to allow the previous layer to dry completely. It is not advisable to apply the serum-mascara more than three times, as this may cause lash clumping and weigh down the make-up;

5. After applying make-up to the upper lashes, you can then tint the central section of the lower lashes by sweeping the rounded tip of the brush vertically, offering greater precision by coating each lash individually and preventing any product from transferring onto the skin.

   If you have overspilled, wait until the stain is dry to avoid further spreading, then remove it with the tip of a dry cotton bud.

At the end of the day, ensure you remove it thoroughly, even though it also functions as a treatment, using an eye makeup remover. Indeed, it can desiccate the lashes, rendering them brittle and susceptible to breakage, and may even promote lash loss, as well as cause irritation, conjunctivitis or blepharitis. For example, you could opt for a cleansing oil or a bi-phase makeup remover, both of which are effective at eliminating all residues of the mascara serum.

At Typology, we have developed a mascara serum. This 2-in-1 treatment combines the functions of a classic mascara and an eyelash serum. It nourishes, lengthens, strengthens and shapes the lashes, while tinting them for a natural finish.

With the aid of its biosourced castor fibre-tipped brush combined with a fortifying and nourishing formulation, the mascara serum effortlessly lengthens and strengthens lashes to add depth to the gaze. Available in black and suitable for all eye colours, it is formulated with 95% natural-origin ingredients and owes its success to the actions of its natural active ingredients, namely:

• The pea peptides which naturally strengthen and increase the length of eyelashes;

• Thecastor oil which nourishes and reduces eyelash breakage thanks to its fortifying properties;

• The plant-derived keratin which strengthens eyelash structure and enhances their resilience;

• Thearginine which promotes eyelash growth and reduces their loss.

The combination works in synergy to confer length and strength to the lashes. Furthermore, our formula incorporates water to facilitate mascara dissolution during make-up removal, eliminating the need for rubbing or harming the lashes.

Our black serum mascara also contains carnauba wax to thicken, lengthen and lift the lashes from the root to the tip. However, it has been formulated without silicones, nor talc, nor mineral oils. The formula is also vegan, meaning it contains no beeswax or animal fats.