Tarte Cosmetics has taken its tubing mascara technology into a new era – and a new category – with the introduction of Tartelette Tubing Liquid Eyeliner.
Following in the footsteps of Tarte Cosmetics’ Tartelette Tubing Mascara, the new launch sets out to make “racoon eyes” and make-up remover a thing of the past, using tubing technology to lock the product in until it is ready to be removed.
The liquid eyeliner claims to slide off easily with the addition of warm water.
“I hated the rubbing, tugging and lash fallout that came with traditional formulas,” Tarte Cosmetics founder and CEO Maureen Kelly told Cosmetics Business.
“So, we developed patented tubing technology that gives you incredible wear, but melts away effortlessly with warm water.
“Consumers became completely obsessed with how easy it was to remove.”
The idea to use the same tubing technology in mascara in a liquid eyeliner formula came to Kelly in a “lightbulb moment”.
Have you launched an innovative product, brand or campaign in the past 12 months? Then you could be in with a chance of winning at this year's new and improved Pure Beauty Awards 2026. Click here for more information.
“This liner is truly a breakthrough innovation and made for people who hate or do not know how to use eyeliner,” she explained.
“You swipe it on like a traditional liquid liner, but when you are ready to remove it, it literally peels off with just warm water.
“No harsh make-up remover, no scrubbing, no waking up with leftover liner under your eyes.”
Aside from ease of removal, ease of application was another key pain point Kelly wanted to address with this launch.
“Traditional liquid liner can fe
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.