On tubing mascara - and MECCA MAX’s killer new formula

Whether your lashes are short or long, sparse or full, pale or heavily pigmented, there's bound to be a mascara out there to meet your needs. But while there may be plentiful offerings, their formulas are largely composed of the same waxes. Tubing mascaras, however, are very different—true iconoclasts in the space, shunning age-old formulations that merely coat the lashes with high-tech polymers that sheathe each lash individually.

What Is Tubing Mascara?
I first tried tubing formulas (along with a multitude of other seemingly-wild-at-the-time innovations) in the 90s, most likely the one that was invented by Blinc Cosmetics. The late Kevyn Aucoin was another early tubing formula creator, and his formulas are still top sellers today.
Key to the innovative oil-free tubing formulation is that forms tiny "tubes" around each lash, rather than painting them like traditional mascaras do. The majority contain polymers that wrap around the individual lash like a tube, enveloping the lashes entirely, unlike traditional mascara formulas that coat each eyelash with a composition that's mostly made of waxes.
A great tubing formula will wrap around each lash like your favourite cashmere shawl, creating an enhanced lengthening effect and staying in place all day.

The Benefits of a Tubing Mascara
First off the bat: less flaking and smudging. This is especially advantageous if you’re a contact lens wearer or have super sensitive eyes. They are also a lot easier to remove with a little warm water, and help prevent tugging at your natural lashes or extensions.
I find the easiest removal process to be saturating a cotton pad with warm water, gently pressing and holding it against your lashes for 30 seconds, then gently wiping the mascara off. Too easy, and quite satisfying TBH!

Hello, MECCA MAX Max Vol. Tubing Mascara
Which brings me to the new tubing release from MECCA MAX, which I’ve been playing with since being sent a sample and I absolutely love. With an RRP of $31 and delivering serious pigment payoff and longevity, the buildable tubing formula is also smudge-free and flake-free, and provides instant high-impact lashes with an innovative triangular brush that takes volume to the next level. Coat once for serious drama or keep building to “dial it up to the MAX!” as per the instructions of the brand’s match-made-in-heaven partner, Australian pop trio Blusher.

The band stars in the Max Vol. Tubing Mascara campaign seen here, and member Jade Ingvarson-Favretto said how important it was for them to partner with a brand that not only delivers high-performance formulas, but lets them be spontaneous and creative with their beauty looks. “We are pinching ourselves as we are incredibly excited to partner with a female-founded, Aussie makeup brand that’s all about bold self-expression and experimentation with colour. Our new track ‘Racer’ is a song about being the main character of your own life, your own stunt person and it feels so fitting for MECCA MAX. The Max Vol. Tubing Mascara is such a game changer for us and lasts through all our sweat and tears on stage,” said Ingvarson-Favretto.
Commenting on the new Max Vol. Tubing Mascara, MECCA’s Makeup Education Manager, Hannah Daniel, praised this superstar vegan and never-tested-on-animals formula which contains film-forming polymers that lengthen, coat and hold the lift without transfer.

“This mascara delivers bold, full lashes without compromising on comfort or wear. The formula builds effortlessly, layers beautifully, and stays put– delivering the volume you want without the heaviness or flaking. Plus, it removes incredibly easily at the end of the day, washing off with warm water.” said Daniel.

MECCA MAX Max Vol. Tubing Mascara is available now.