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Our Story

blinc tubing mascara
Tubing mascara started with a quest for a formula that didn’t smudge, flake, or run. Blinc’s oil-free formula delivers an all-day stay-put wear.


That off-handed conversation started the path to tubing technology mascara. It had been a long day and—you guessed it—the mascara hadn’t held up.

If you’re a makeup-wearer...we know you’ve had that kind of conversation before.

Couldn’t there be a single mascara that did it all?

That was what Suma and Lewis Farsedakis (the founders of blinc) thought. We put a man on the moon—there's no way we don’t have the technology for a mascara that stays put.

So Lewis asked Suma for the top 10 best mascaras she could think of. Then he brought them all to a chemist friend to test out why they weren’t staying.

“I don't even need to do any testing to tell you why these mascaras don't hold,” said that chemist friend. “They’re oil based. As long as they're oil-based they’re never going to hold well.”


That's what sparked the development of tubing technology.

It was a mascara that finally wasn't oil based. One that would withstand regular life...and more.

Instead of caking lashes with unpredictable oily paint, tubing mascara encases each lash in an oil-free tube. It resisted water and oil, letting wearers rub their eyes, cry, sweat, add eye drops, and wear contacts without worrying about their mascara moving. Humid weather, trips to the gym, eye-watering allergies? It’s no problem for tubing technology.

 Plus, there wasn’t a catch to taking it off.

Unlike many “waterproof” mascaras, tubing mascara didn’t require harsh makeup removers or scrubbing to remove. Water and light pressure was all it took to take it off at the end of the day. Each lash’s “tube” slid off in one piece.

Tubing mascara was the perfect fit for customers that had struggled to find “their” mascara. Customers that dealt with sensitive eyes, contacts, allergies, oily skin, and recent eye surgery could finally enjoy mascara without irritation or smearing. And customers that needed a reliable mascara for humid weather, working out, sports, and big events had a solid option.

Later, several of blinc’s tubing mascaras became available to buy in Sephora stores. Amassing thousands of reviews, the Original quickly became a cult favourite. Once blinc became available on Amazon, both the Original and the Amplified tubing mascara gained thousands of reviews.


We kept hearing the same themes in the reviews:

✔ Oily skin, sweat, & humidity didn’t wash away their mascara halfway through the day

✔ Tears and watery eyes didn’t budge their lashes

✔ The mascara stayed on their lashes...and didn’t travel into creases

✔ It stayed strong even after forgetting to take the mascara for the night

✔ Eye rubbing didn’t move the mascara at all

✔ Contacts and mascara could finally coexist without irritation

✔ “Raccoon eyes” were a thing of the past

And it held up just as well during day-to-day life as it did for unique events, like...

• Healing after eye surgery

• Athletic performances

• Water sports

• Speaking engagements under hot spotlights

• Weddings

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