Celebrate National Lash Day with these 16 products that are on sale for 30% off at Ulta
We might earn a commission if you make a purchase through one of the links. The McClatchy Commerce Content team, which is independent from our newsroom, oversees this content.
Graphic by Lauryn Jiles; photos Ulta
Lashes can really set the tone for your makeup look. Whether you prefer a voluminous mascara or a pair of false lashes, your eyes will really pop with the right products. And in honor of National Lash Day, which falls on Feb. 19, Ulta is having a 30% off sale on hundreds of lash products, from lifting mascaras to lash-enhancing serums.
As a lash lover myself, I'll be celebrating National Lash Day all week by stocking up on my favorite products. Here's what I'll be adding to my cart during Ulta's sale.
This Essence Lash Princess Mascara is my absolute favorite, and it gives you the 'false lashes' effect in just seconds.
>> Buy the Essence Lash Princess False Lash Effect Mascara for $3.49 (30% off)
Another absolute favorite of mine is the L'Oŕeal Voluminous Waterproof Mascara, which works to quickly build and thicken the lashes for a bold look.
>> Buy the L'Oŕeal Voluminous Waterproof Mascara for $7.69 (30% off)
This L'Oŕeal Telescopic Mascara delivers length and definition for up to 24 hours and has a precision brush to coat each lash evenly.
>> Buy the L'Oŕeal Telescopic Original Washable Mascara for $9.09 (30% off)
For thicker and healthier looking lashes, treat yourself to this nourishing GrandLash-MD Lash Enhancing Serum that's infused with honey, aloe vera and hyaluronic acid.
>> Buy the GrandLash-MD Lash Enhancing Serum for $47.60 (30% off)
For sky-high volume and length, grab this Maybelline Lash Sensational Sky High Mascara, which gives you soft and lightweight lashes with no smudging or flaking.
>> Buy the Maybelline Lash Sensational Sky High Mascara for $9.09 (30% off)
Before you apply your mascara, boost and condition your lashes with this lengthening lash primer from L'Oréal.
>> Buy the L'Oréal Voluminous Lengthening Lash Primer for $7.69 (30% off)
For secure lashes that last up to 14 days, this Kiss Falscara starter kit includes 36 lash wisps, a pair of tweezers, a lash remover and a sealer — and it's much cheaper than getting your lashes professionally done.
>> Buy the Kiss Falscara Special Edition Starter Kit for $17.49 (30% off)
This IT Cosmetics mascara serves as a primer, eyeliner and lengthening mascara all in one, and it has an ultra skinny wand for precise coating.
>> Buy the IT Cosmetics Tightline 3-in-1 Black Lash Primer – Eyeliner – Lengthening Mascara for $18.90 (30% off)
Dramatically enhance your eyes with this five-pack of Ardell lashes, which can be applied in just seconds and last all day long.
>> Buy the Ardell Lash Demi Wispies 5 Pair Multipack for $9.09 (30% off)
This 36-hour extreme lengthening mascara is powered by magnetic technology to deliver long smudge-free lashes.
>> Buy the Benefit Cosmetics They're Real! Magnet Extreme Lengthening Mascara for $20.30 (30% off)
Instantly lift and curl your lashes with this Clinique mascara that has a weightless gel formula.
>> Buy the Clinique High Impact Zero Gravity Mascara for $19.60 (30% off)
For affordable jumbo lashes that provide all the glam, go with these NYX vegan false lashes.
>> Buy the NYX Professional Makeup Jumbo Lash! False Lashes for $6 (30% off)
Apply your lashes with this brush-on adhesive, which has an ultra thin brush and a latex-free formula that's safe for sensitive eyes.
>> Buy the Ardell Duo Brush-On Adhesive for $4.89 (30% off)
Do your liner and lashes in one step with this NYX 2-in-1 Eyeliner and Lash Adhesive. Just use it to line your eyes, then place your lashes right on top for a quick and gorgeous look that lasts up to 24 hours.
>> Buy the NYX Professional Makeup Jumbo Lash 2-in-1 Eyeliner and Lash Adhesive for $6 (30% off)
The first step to voluminous lashes is a good curler, and this one has a comb curler for curling and lifting your lashes like a pro.
>> Buy the J.Cat Beauty Curl & Lift -Up Eyelash Comb Curler for $2.79 (30% off)
This waterproof Estée Lauder mascara gives your lashes volume and a multiplying, false-lash effect.
>> Buy the Estée Lauder Sumptuous Extreme Waterproof Lash Mascara for $23.80 (30% off)
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Buzz Feed
2 hours ago
- Buzz Feed
30 Walmart Hair Products If You Hate Using Hot Tools
A creamy mousse, just in case you want the volume of a blowout without the heat. Since it's a cream-meets-mousse formula, it'll help add texture and volume, and decrease frizz like a tradiitonal mousse while *also* helping to hydrate individual strands. Promising review: "This stuff has been a must-have in my hair care routine! If you have normal/thick wavy-curly hair, this stuff is absolutely amazing. I wouldn't recommended for fine hair due to the fact that it has shea butter in it, which can sometimes weigh down fine/lightweight hair." —ZoePrice: $7.97 (originally $9.34) A Kristin Ess moisturizing shampoo that contains proprietary Zip-Up Technology to seal split ends! Though this color-safe formula is sulfate free, it lathers up like a dream *and* contains moisturizing avocado oil! Use this to give your hair a boost in between salon appointments. Promising review: "The smell is unreal. They are not lying with the high lathering. I have thick long hair and I only had to use a penny size and my hair was covered in suds. It really feels like you're getting a deep scrub clean compared to other shampoos. I got the conditioner also and I am obsessed. I feel like I got my hair done at the salon. My new must-have. I don't know how I could use any other shampoo after this." —MariannePrice: $11.97 A texturizing spray so you can tap into your inner siren without heat *or* sea water. Use this whenever you need a quick zhuzh of volume and wave. Promising review: "My hair is super thick and wavy but horribly frizzy. For the first time in my life, my waves have absolutely no frizz. This is life-changing for me!!!" —AntoinettePrice: $7.92 A bottle of L'Oréal Wonder Water treatment that detangles all hair types in as little as eight seconds! This is a lamellar water wash-out treatment, which is a hydrating water-based treatment to add shine and moisture to your strands. I personally tap into this once weekly to keep my hair healthy and frizz-free, even on days when I don't opt for a blowout. Promising review: "Amazing hair product and such a reasonable price! With water impurities leaving my hair constantly dry and frizzy, adding Wonder Water to my hair wash routine has been a game changer. In literal seconds my hair is soft and shiny with frizz after styling." —MelissaPrice: $10.97 A classic fabric headband so that you can rock pilates princess vibes even if your itinerary for the day looks more like burrito-ing while catching up on your favorite reality TV. Promising review: "I love these. I had some other ones that would keep sliding off. more like a scarf type. This one is snug and stays put. not too tight either. I used to wear headbands but always had pain by my ears after hours of wearing. these are so much more comfortable. they are also stretchy if you happen to have a big head." —Walmart CustomerPrice: $5.88 A satin hair bonnet, because you can totally be a night shower person and still have a frizzless, heat-free style in the morning. The satin helps to protect strands against pillowcase friction during sleep, and the band ensures your bonnet will stay on throughout the night! Promising review: "I bought this hair bonnet after forgetting to pack one for my trip. I absolutely love it!!! Initially, the band seemed a little tight, but by the second or third night, it fit like a glove. This bonnet is a great replacement for a hair tie for edges and a bonnet." —ClaricePrice: $4.97 (available in nine colors) A bonding hair treatment since having long hair shouldn't mean you *have to* deal with dry ends. This treatment adds moisture and shine to your tresses without weighing them down, and works hard to build back the bonds that keep your hair strong, shiny, and frizz free. If you have long, coarse or chemically treated hair, this one is for you. Promising review: "This product is AMAZING!! My hair is naturally non-healthy looking, especially when my hair is long. However, this product has made it look a million times healthier and it feels so much stronger since I started to use this product!" —TenayaPrice: $10.63 A container of edge control so you can enjoy maximum hold on every last one of your baby hairs. It smells like peaches, lays edges and smooths flyaways seamlessly, *and* helps to strengthen hair with biotin B7. The best part? It's flake-free and has up to a 24-hour hold so that your 'do can look fresh from morning 'til night! BUT we want to add that no one should feel pressure to lay their edges, unless they want to! Check out, "Just A Friendly PSA That You Don't HAVE To Lay Your Edges Down If You Don't Wanna."Promising review: "This is the only edge control that has last all day with no flaking and I've tried the most expensive to cheap ones and this is by the far the best I will definitely purchase do some more before it's gone." —AshleyPrice: $8.47 A dry shampoo formulated with 100% natural cassava starch that absorbs oil in a pinch! It also contains a dry serum so that your locks can enjoy some smoothing effects in between wash days. Plop this into your gym bag if you're not the type to give yourself a full-on blowout in the locker room, but still want to leave the facility with bouncy tresses. Promising review: "Amazing product! This is the only dry shampoo I will use on my baby fine hair. It makes it seem much thicker and has a very nice smell to it. Very clean." —DebraPrice: $9.94 A pack of satin scrunchies if you want to just throw your hair up into a quick bun, but still want to add fun 2000s vibes to your look. Promising review: "These hair ties are just what I was looking for. They stretch enough for my thick hair, and they're very smooth, so they don't pull my hair out. These are great." —BonniePrice: $7.99 (available in four colors) Or a pack of no-damage hair ties, just in case its minimalist look aligns more with your vibe. These keep everything from ponytails to braids secure and store easily in your desk, makeup bag, or nightstand. Promising review: "I have long hair that goes past the middle of my back. My hair breaks easily but NOT with these ties. These have been the only hair ties that I have found that keep my hair up without drooping. I use when exercising and at work all day. The best part is my hair does not break or get tangled when putting my hair up or when taking it down." —OliriPrice: $8.52 for a three-pack A SheaMoisture curl-defining cream you'll want to stock up on if your curls are in need of something that'll keep them voluminous while also adding definition. This formula wears many hats: coconut oil contains fatty acids that soak into the strands to moisturize them over time; silk protein helps to smooth hair and add a silky feel; and neem oil puts a halt to frizz and adds a shiny bounce to your springy curls. Promising review: "My favorite hair styler. I already have super curly hair, but this product controls my frizziness, is easy to style, loses curls, is soft, and makes hair look and feel so nice. I use a leave-in conditioner and then apply this to my damp hair. Been using for years now and won't be using anything else." —JessicaPrice: $3.48+ (originally $3.97+; available in three sizes) A detangling leave-in conditioner because using a hair detangler is the best way to quickly separate curls and get rid of knots without causing too much frizz. Along with conditioning the hair, ingredients like biotin and marigolds add strength to the strands while boosting shine. Use this on damp hair and watch how easily your wide-tooth comb will glide through your strands. Promising review: "I loved the silky feel of my hair when I use this detangler. No more fighting or fussing with my hair. I've used this both after a shower and on dry hair. The fragrance is amazing! I highly suggest you try this!" —jennybeePrice: $9.97 A hair milk that will soak straight into your curls or coils to add shiny, soft moisture. Promising review: "This hair milk is amazing! It makes my hair so soft and moisturized for days. The portion size is great for the price. I can see this lasting a while because there's so much product in the bottle." —LisaPrice: $12.97 A Conair heatless curling set because the best type of beauty illusion is anything that makes people think you spent a ton of effort even if you didn't! This curling set forms your hair into luscious curls overnight — and it requires absolutely no heat! Promising review: "Love this!!! I use it every night. Gives me a great curl without using heat since my hair tends to be very dry. Great purchase!!" —ALANEPrice: $15.72 And if you want more of a blowout look than a curl, a set of Conair rollers so you can skip out on heat styling but still achieve '90s-level volume (I'm looking at you, Ms. Aniston). You can apply these before bed and sleep on them for large barrel waves upon waking! Promising review: "I was very surprised at how well these rollers stay in place and curl my hair. My hair is thin and a little shorter than shoulder length. I can't use a curling iron or hot rollers because they burn my scalp. I was very impressed with these rollers and definitely recommend them." —Debbie906Price: $8.74 for a 31-pack A Garnier curl spray, because defining your curls doesn't mean having to deal with a crunchy texture. You can use this to separate and shape your curls on wash day and enjoy soft, springy ringlets after your hair dries. Promising review: "My hair is fine and permed. Not naturally curly. I really like this spray gel which holds and adds volume to my hair without looking glued in place. I have used it for years and if you keep the plastic lid over the sprayer, it can last for a really long long time!" —Walmart reviewer Price: $4.73 A set of matte black claw clips to give you a très chic French girl updo in a matter of seconds. Just comb your hair back, twist, clip, et voilà, an instant, heat-free hairstyle. Promising review: "These clips hold tighter than the old round claw type. I can clip up my hair once, and it stays put all day." —BrendaPrice: $6.88 (available in four colors) A renewing oil, because you don't need heat styling to get some serious shine! While it adds a glossy look to your locks, this oil also helps to seal in moisture and nutrients for healthier strands over time. Promising review: "I have been using this oil for a few years. It works well on dry hair and helps with styling. It is much less expensive and works like the more expensive salon-brand products." —ROMA47Price: $6.50 A Wet Brush since brushing knots out of your hair while you're still in the shower is the magic trick for keeping your hair tangle free! Using this will help your conditioner coat your strands more fully while minimizing breakage that might happen during an out-of-the-shower boar bristle brushing session. Promising review: "I bought this today and used it after I washed my hair tonight. I ran it through my long hair before I got in the shower. Soooo smooth! It did not pull my hair (ends). Then, when I got out of the shower, I used a wide-tooth comb and then this brush. Wow! The brush went through my hair so easily. I hope it will be like this every time I do my hair. At the moment, I am very happy with this brush." —ElizabethPrice: $5.97+ (originally $8.98; available in seven colors) A strong Göt2b Glued hair gel, because gravity-defying or super slick hairstyles can last a whiiiile with the right products. This gel is wind- and water-resistant, and it adds texture and movement to shorter pixie cuts, or locks down flyaways, and lays edges with ease. Promising review: "I have used this glue for years, and it helps manage my hair. I've tried other products but always come back to this because it is superior. It's not only used for spiking." —GaryPrice: $5.84 A volumizing dry shampoo so you can add lift to hair that's been weighed down by days of grease. TBH, even if you have clean hair, you'll want to use this dry shampoo for its moody yet floral notes of amber, grapefruit, and rose. Promising review: 'Works wonders on greasiness!! Increases volume a bit, not as much as a more expensive product would. It works particularly well on refreshing post-workout hair. Apply lightly at night and by morning your hair is grease-free with little, if any, white residue, which can easily be rubbed in.' —SJPrice: $14.48 A linen headband aka a no-thoughts-required way to instantly upgrade your hair look. This is great for hiding bangs that don't want to cooperate, slicking back second-day hair, or just adding a cute accessory to your outfit with very little effort. Promising review: "I received my headband sometime ago with plans to use it for a bohemian look I had in my mind. The headband is cute and simple and resembles straw. I did think it was one of those new, really thick headbands that are back in style lately, but it was a lil' narrower than expected. Very cute to style a bad hair day." —Nieka Price: $5.94 A hairspray if your overnight heatless curls tend to turn into, ahem, waves, as the day goes on. This will help your hair hold its shape throughout the day or during events at night! Promising review: "The hairspray is perfect to keep my hair in place. A little goes a long way. The humidity in Florida is high, and this is the only hair spray that works for me." —PatriciaPrice: $5.97 A Shine Moisture Mist that's kind of like a lip gloss... but for your curls, obvi. With just a few spritzes, you can add moisture, shine, minimize flyaways *and* enjoy a beachy floral scent. Excuse me while I sing My hair mist is poppin', my hair mist is cool for the rest of the day. Promising review: "Finally found a spray that is great all around. My hair is fine, but I've got a lot of it! This mist controls my frizz more and more as the day passes. Using this product in Florida's humidity certainly enhances the waves in my hair to curl at the ends." —TerryPrice: $8.96 (originally $10.97) A Chi Silk Infusion leave-in, because the trick to decreasing frizz while air drying is to moisturize the hair after washing! Get ready for sleek, run-your-fingers-through-soft hair without the need for a blowout. Promising review: "I know not all hair is created equal, but this product works great for mine. I have thick, frizzy, wavy hair, and Chi Silk Infusion has been the best product I've used so far. I love the smell, too!" —FitzPrice: $25.99 An anti-humidity smoothing milk that helps combat frizz, esp during muggy weather! This lightweight formula contains argan oil to help seal frayed strands without weighing the hair down. Promising review: "My mother-in-law told me about Garnier Fructis Style Anti-Humidity Smoothing Milk, and I am so so glad she did! I never even heard of it until we spoke about it, and this product needs more attention because it is amazing! Living in Arizona, I do not have much humidity, but we head to California a lot, and that beach weather does a number on my thick, frizzy hair. This product changed my life when I got to California. It is easy to apply, and you do not have to use a lot; I have super thick hair and was worried since the bottle isn't that big, but as I stated it all worked out because you don't need much at all! Once I applied it to my hair wet, it kept my hair tamed all day! I had no frizz or loose hairs trying to take off on their own. I also used it later in the night on my dry hair and it worked just as well. It smoothed my hair back out after a rainstorm and tamed that frizz! If you have issues with humidity and frizz I 100% recommend this product!" —RachelleWPrice: $4.73 A pack of bobby pins will be your best friend when trying out new-to-you heatless styling techniques. That spiky '90s updo that you never dipped into but always secretly wanted to rock? These have you covered. Promising review: "The bobby pins are perfect for everday use. The bobby pins holds my left out hair in place when wearing a front top ponytail. Also, the bobby pins are long enough to capture my thicker pieces of hair for a bun. So, the longer bobby pins helps me grip the remaining parts of my hair well." —TyheishaPrice: $8.48 for 90 A color-safe conditioner, because a good conditioner is soooo important for soft, silky hair — especially when going for heat-free styles. This includes an MVP mix of antioxidants, lipids, and pH balancers so that you can enjoy locks that not only look shiny but feel moisturized, too. Promising review: "My hair has been desperately needing moisture with how dry it's been; this has helped that. It's gentle with no harsh ingredients. My hair has been so soft, hydrated, and shiny after starting to use this!" —Rachel Price: $8.97 And a Jamaican black castor oil-infused water so you can reap castor oil's softening and strengthening benefits without a greasy look or feel. Promising review: "Softens and moisturizes my hair. I also noticed that my thin hair is now much fuller. My hair has seriously gotten thicker using this product. I also see a bit of growth. I'm so impressed with this, so I went out and bought another bottle." —FaithPrice: $6.97 Need ingredients for all your new recipes? Shop each recipe directly through the app, or check out Walmart's grocery selection to get veggies, meat, seafood, and more delivered right to your door. Reviews have been edited for length and/or clarity.
Buzz Feed
16 hours ago
- Buzz Feed
31 Beauty Products That'll Help With Upkeep Without Costing A Fortune
A hydrating Cosrx Snail Mucin Power Essence that will soothe and rejuvenate your skin so effectively that it'll make you think the exact opposite of "ew" when you think of snail mucin. It can also give your skin a natural "I woke up like this" glow that has earned it over 61,000 5-star ratings! An OGX Argan Oil of Morocco Curl-Defining Cream so you can properly flaunt your curls for passersby to envy. This miracle cream gives you ultra-soft curls and moisturizes them to boost their shine. Bouncy spirals of hair without the need to style with heat? Yes, please. A popular pack of Skin1004 pore tightening and lifting masks that has surprised reviewers with its immediate results. These fast-acting masks are made with albumin, aloe vera, and centella asiatica extract to hydrate and lift your skin, tighten enlarged pores, clear small breakouts, and give you that "just came fresh from the spa" glow. A non-comedogenic CeraVe salicylic acid body wash so you can finally break up with those keratosis pilaris bumps. With hyaluronic acid and niacinamide, this gently cleanses and exfoliates your skin. A TikTok-famous VieBeauti eyelash growth serum to help with upkeep when you can't make it to the esthetician for extensions. Apply to your lashes daily to help them become longer and stronger within just a few weeks! You'll be resisting the urge to flutter your lashes like a cartoon character every time your S.O. walks by in no time. L'Oréal Wonder Water Lamellar Hair Treatment, which works its magic in eight (!!!) seconds to give dull-looking hair a dose of shine and silkiness (without going to the salon). It'll probably make you want to do a dramatic hair flip every eight seconds, and we wouldn't mind it at all. A Korean exfoliating mitt you can use in the bath or shower to achieve that ~buttery soft~ skin. It helps you gently lather off dead skin, prevent ingrown hairs, and eliminate bumps caused by keratosis pilaris. The best part? You can get specific about the exfoliation pressure, since it's on your own hand! A bottle of wildly popular Bio-Oil multiuse skincare oil with vitamins A and E, chamomile, sunflower, and lavender oils to help fade scars and stretch marks while helping your skin retain moisture and achieve a more even tone. One reviewer even compares this stuff to sorcery. A bottle of Fanola "No Yellow" purple shampoo — you already spent major money to acquire that beautiful blonde look, so why would you let unwanted yellow tones get in the way? This'll cancel out the brassiness and help you keep it looking as good as the hair inspo on your Pinterest board before your next touch-up appointment. A CeraVe eye cream because don't you just love it when everyone points out how tired you look? This hydrates and repairs your undereye's delicate skin barrier with three essential ceramides so that you can say "see ya" to those dark circles. A pack of popular Cosrx pimple patches if you've been in need of a trip to the dermatologist — these'll evict those pesky pimples that have no business invading your face. These are coated with hydrocolloids to protect and heal the blemish more effectively. You officially have no excuses for picking at those pimples anymore! A bottle of highly-rated Nizoral anti-dandruff shampoo because we shouldn't be expected to deal with both bad hair days and flakiness. This gentle shampoo uses ketoconazole to help eliminate dandruff-causing fungus, along with the annoying itchiness that comes with it! And a shampoo scalp massager reviewers have raved about because it helped them with psoriasis, dandruff, and scalp tenderness. It exfoliates your scalp and gives you the glorious, relaxing feeling of a massage ~without~ the spa fees. A moisturizing Etude House SPF 50 sun milk, which is formulated with 20 powerful berry and plant ingredients (including açaí palm fruit extract, Barbados cherry extract, and sunflower seed oil) that are gentle on your skin and leave you with a lightweight, airy finish. It's intended to be used as the last step in your skincare routine and works like a charm as a makeup primer! A set of antimicrobial toothbrushes for those mornings when you might not get around to flossing, but still want to get a deeper clean than a regular toothbrush can give you. The tip of each of these tiny "floss" bristles are as thick as a single human hair and reach deep into the grooves of your teeth for a cleaner, fresher mouth. And if you have sensitive teeth, no worries — reviewers say these bristles are super soft. And a reviewer-beloved teeth-whitening pen — you'll see the difference almost immediately, and it'll help you avoid having to go get it done by a pro. It's painless, minty fresh, and helps whiten your teeth after years of drinking coffee, tea, wine, and basically anything that isn't water. 🙃 A touch-up razor and dermaplaning tool you'll need next time you want to quickly shape your brows or remove any of those other fine facial hairs that you just don't have the time or patience to pluck out one by one. Have no fear — it's super gentle and painless (and beats having to go out of your way to get threaded or waxed)! A stainless-steel tongue scraper because, trust me, your tongue has more gunk on it than you think. This useful tool lets you scrape it allll off and instantly freshens up your breath. It works so well, one reviewer even says they can now taste specific flavors they've never detected before! And an oral rinse if you have good oral hygiene but want your minty fresh breath to last all day. This rinse works instantly to target and fight bad breath germs for up to 24 hours. Some reviewers claim it has also helped reduce tonsil stones and prevented new ones from forming. A hair repair serum with argan oil, aloe vera, and vitamin E that help instantly condition and hydrate your hair so that you can walk out with a little extra shine. Or a natural curl-enhancing moisturizer — it has black castor oil, agave, and biotin that help increase your hair's shine and softness. Apply it right after the shower to help banish breakage and split ends! A cuticle oil that uses jojoba oil and vitamin E to help strengthen your nails and soften your cuticles so you can skip out on the time (and $$$) it takes to go get a manicure. Perfect for when you're about to go to brunch and you notice your nails are looking a little too rough for those mimosa stories that will be posted later. First Aid Beauty's KP Bump Eraser Body Scrub Exfoliant — lots of reviewers with keratosis pilaris and similar skin textures swear by. This'll help you gently exfoliate rough patches and dry bumps so that your skin is as smooth as a baby's. A hydrating rosemary mint strengthening edge gel infused with biotin that encourages hair growth and helps support healthy edges for a sleek look *without* the flaking and residue. An organic mist toner made of rosewater that helps maintain your skin's pH balance and reduce redness and irritation as well as sun damage and dark spots. Plus it smells amazing and refreshes your face with a radiant glow. CeraVe Retinol Serum — if you're just starting to explore the world of retinoids, this is a great option to start with! This gentle yet effective serum uses *encapsulated* retinol to help reduce scars and pores without flaking or redness. Plus, many reviewers rave about how they like it better than more expensive alternatives! A bottle of Elizavecca Hair Treatment infused with collagen, ceramides, and protein extracts to help repair your hair if it is damaged, over-processed, or has just spent too much time with that flat iron. Many reviewers are comparing it to Olaplex! Simply apply it on wet hair after shampooing, wait five minutes, and rinse it out. An easy-to-use root touch-up that's just as effective as getting it done by a professional but *much* more affordable. Plus, it only takes 10 minutes to apply and will give you even coverage for up to four weeks! A hair thinner and cutter for all those times you've put off stopping by the salon for a trim (same 🙃). This little helper is great not only for cutting dead ends but *also* for trimming your bangs, maintaining a cut, giving yourself some natural-looking layers, or trimming and styling wigs. A microplane foot file capable of making calloused and cracked heels look like you just came fresh from a pedicure. Seriously, it removes more dead skin than you ever thought you could have. Yes, the results look pretty disgusting, but we know you love to see it. A tub of O'Keeffe's hypoallergenic hand cream to help restore moisture to dry, cracked, and sensitive skin. It also creates a protective layer on your skin's surface and gives your hands some hydrating relief.
Business of Fashion
a day ago
- Business of Fashion
How Niche Perfumers Pay to Win
While the greater beauty slowdown may be bringing about the end of the Lipstick Index, perhaps it's led to the emergence of a different product as an economic indicator: Fragrance. Sales in the category rose 4 percent in the prestige channel and 8 percent in the mass market in the first quarter of 2025, according to intelligence firm Circana. And while body mists and designer scents are driving the mass category, it's niche fragrances that are keeping prestige sales afloat. A recent NielsenIQ report saw indie brands claim 23 percent of overall fragrance sales, with its 34 percent year-over-year growth outpacing the overall category, driven by demand for esoteric and expensive new perfumes popularized on social media, especially TikTok. Its perception as an affordable luxury buy, and one that helps buyers express their individuality, has contributed to their rise. The indies have been growing 'exponentially,' said Linda Levy, president of the Fragrance Foundation. 'They're often on a level playing field with big brands in direct-to-consumer storytelling and engagement.' That success has brought more competition from perfumery's traditional players — and their deeper pockets. Indies have to walk a tightrope to survive: they must follow Big Perfumery's business blueprint, but are also expected to provide elevated quality with surprising compositions and precious ingredients. Benoît Verdier, co-founder of perfume house Ex Nihilo, previously told The Business of Beauty that their competition was 'the big guys', referring to conglomerates like Estée Lauder, LVMH and Puig. 'If we want to compete against them, we need power.' ADVERTISEMENT To stay ahead, and to ensure their offerings remain singular, they're investing heavily in various corners of their businesses — in their perfumers, in their retail spaces and in their juices themselves. Omani fragrance house Amouage, recently backed by L'Oréal, lavishes both time and money on its perfumes, with long maturation times and potent ingredient concentrations. (Amouage) For perfume houses like Marc-Antoine Barrois, Kriger and Amouage, these investments are crucial to justifying their lofty prices, starting at around $160 per ounce. And their pay-to-win strategies are working. In 2024, the Oman-based Amouage recorded 30 percent growth, and annual retail sales now exceed $260 million, a figure that's more than doubled in the last three years. Marc-Antoine Barrois, headquartered in France, did nearly $70 million in retail sales in 2024, and is projected to grow to $100 million in 2025, its eponymous founder and artistic director told The Business of Beauty. Many indies have been scooped up by private equity firms: In 2024, D.S. & Durga was acquired by private equity firm Manzanita Capital, and L'Oréal purchased a stake in Amouage the same year. But even after a cash infusion, niche perfumers have to work to maintain their credibility. D.S. & Durga Co-founder Kavi Moltz told BoF that, post-acquisition, 'we're now spending more time on the creations and our community.' A Fine Balance It can be challenging to decide to divert precious resources to a superior — and eye-poppingly expensive — quality of jasmine, when more pressing areas like escalating supply chain costs, inflated MOQs and viable distribution channels need cash infusions. But for many niche perfumers, passion supersedes profit. One universal touchpoint is destination retail spaces that manifest slower, immersive and meaningful storytelling experiences. Chief executive Marco Parsiegla said that Amouage's boutiques are 'both commercially impactful and creatively essential' and have turned a profit more quickly than anticipated. Standalone retail spaces can be costly, but they have more profit potential than wholesale, allowing for greater consumer engagement, explains Paul Austin, founder of fragrance and branding agency Austin Advisory Group, and co-creator of LilaNur Parfums. Many niche perfumers have a mix of both: Amouage is stocked at over 1,000 department stores and fragrance boutiques worldwide, in addition to its 12 standalone boutiques. Same for Barrois, whose relatively modest offering of seven perfume SKUs sustains three standalone boutiques. 'I wanted my stores to be a place where people can escape their reality,' Marc-Antoine Barrois said. Krigler keeps supply rarified, setting up jewel-box-like spaces in the most exclusive hotels and never exceeding one door per city. Its Parisian outpost opened in December last year at The Peninsula Paris, at a cost of $2 million, counting the value of archival trunks and Baccarat crystal decanters on display. The rent for the 320 square foot space is almost in the six figures in euros, said a source with knowledge of the brand's business. ADVERTISEMENT That level of spend is worth it to fifth-generation owner Ben Krigler because it allows them to connect with high-spending clients. On opening day, a Qatari royal cleaned out their inventory, buying limited edition flaçons and every bottle of an exclusive collection including the testers, each worth $1,700. Her shopping spree brought in €100,000 ($114,000). 'A big portion of the store was empty,' said Krigler, who had to fly in employees from other stores with suitcases full of perfume the next day. Then it comes down to the juice itself. Fragrance houses spend lavishly on marquee name perfumers, who then go on to spend lavishly on ingredients. Barrois uses Quentin Bisch, a Givaudan perfumer known for Good Girl by Carolina Herrera and Parfums de Marly's Delina series. 'We have no limits on Quentin's time or on the ingredients we put in,' Barrois said. 'I don't know what it costs exactly and don't want to.' Bisch's scents, Ganymede and Tilia, are hits for the brand, together accounting for over 60 percent of sales. Perfumer and couturier Marc-Antoine Barrois, foreground, with his perfumer of choice, Quentin Bisch. 'We have no limits on Quentin's time or on the ingredients we put in,' Barrois said. 'I don't know what it costs exactly and don't want to.' (Jérôme Emeriau) Cash is not the only currency spent on niche fragrances, which often need time to mature. Amouage's approach to the aging process makes liberal use of both, which chief creative officer Renaud Salmon said is a non-negotiable part of their process: 'It unlocks the full potential of the perfume… bringing out complexity that would be impossible otherwise.' Each formula is evaluated to define the right maturation time. Since this step ties up working capital by requiring storage space, and results in inventory remaining unsold for months, it pushes up the cost of the perfume, as does Amouage's propensity to offer higher concentrations of fragrance concentrate than most houses, with some going up to 30 percent or more. 'From my experience creating for other luxury brands, this number is at least ten times higher than what is typically allowed,' Salmon said. Krigler's fragrances, too, start at 25 percent concentration, and can go up to 45 percent. Maturation time is a minimum of 18 months. Back to Basics These might seem like insurmountable costs to bootstrapped brands, which niche perfumeries often are. While Amouage is backed by L'Oréal, both Krigler and Marc Antoine Barrois remain family-owned. ADVERTISEMENT Barrois started in 2016 with a few thousand euros and invested everything he earned into the business. Early on, he rented out his apartment on Airbnb and funneled that into the company, too. But his first scent, B683, was so well-received that inventory he thought would last ten years sold in less than two months. That hustle and high comes with indie territory. And like Barrois, if nothing else, brands can leverage niche perfumery's founding principle: focus on product above all else. Veronique Gabai, founder and CEO of her eponymous brand, and former global president of the fragrance division of the Estée Lauder Companies, explains that indie perfumery's very origin was in disruption. 'Niche perfumes were born out of a reaction to the overtly marketed product that the fragrance industry was 20 or 25 years ago,' she said, citing the example of Frederic Malle. 'The purpose… was to go back to the quality of the juice, time spent on craftsmanship, and collaboration with perfumers.' Gabai welcomes brands renewed focus on what's always been at the heart of the niche perfumery ethos: The juice itself. Investment in the fragrance product is not just investment, but 'the very core of the strategy,' Gabai said. 'Niche isn't about marketing, imagery, or a big name and face. It's about creating a product that enchants, surprises and evokes important emotional reactions from people.' Sign up toThe Business of Beauty newsletter, your complimentary, must-read source for the day's most important beauty and wellness news and analysis.
