The world’s top cosmetics brand says that the ideal mascara is no longer the go-to thing.
Tori Belle, a Brazilian beauty and personal care brand, announced this week that it is discontinuing all mascara products, including those made from “super-moisturizing ingredients like glycerin, propylene glycol, paraben, mineral oil, and sodium lauryl sulfate,” and all “covalent bonds” on its brand’s mascara.
Toni Belle says it is no “natural” mascara, and it will be phased out completely.
In addition, the brand will discontinue its lip products, which include the new “Love Is Love” line.
“In the past, mascara was not only used to make lashes look bigger, but also to enhance the look of skin, but not to build up the eyelashes,” the brand said in a statement.
“These days, our mascara is used for more than just the look.
The mascara contains complex molecules and is designed to give you the look you want.
The way it is formulated also gives you a more natural feeling, and not only in the lips.”
The statement comes after a year of backlash against mascaras.
Critics criticized the company for using “cotton” mascarashes, which were made from the same plant, and criticized it for not making more eco-friendly products.
Last year, the International Cosmetics Council, the global umbrella organization for cosmetics, said that “supermoisture” and “superfood” mascars were no longer considered essential.
It also said that companies that use the same ingredients as regular mascara should be required to disclose their use.
Tosca, the leader of the Portuguese cosmetics company Loro Piana, said it was not surprising that brands were trying to do away with “moisturing and superfood” brands.
“You have to be very careful, as a brand.
You have to put a lot of care and thought in how you use your products,” he said.
“When you are in the best shape, you want to be in a good condition.”
The new statement is not the first time that Toni Belle has faced criticism over its use of ingredients that are commonly found in consumer products.
In December, the Brazilian company announced that it would no longer use “paraben-free” and parabens in its makeup, as well as “natural ingredients.”