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Achieving the Impossible Balance of Long & Curled! The Uncompromising Development of "Hyper Lift Mascara" by D-UP
D-UP CORPORATION will launch the mascara "Hyper Lift Mascara" on October 1, 2024, that achieves both curl retention and length. Recognized with multiple cosmetic awards, the brand is known for its claim of being synonymous with eye makeup. All eyes are on this "serious item" from them.
In this article, we interviewed D-UP to discuss the latest trends in mascara and the features of their new product "Hyper Lift Mascara" with their PR representatives, Shiori Iokawa and Yukino Hayashi.
Evolution of Eye Makeup Trends: Key Points of Big Eye Makeup in 2024
The trends in eye makeup change rapidly, but can you tell us about the recent evolution of mascara trends?
IokawaWhen we think of eye makeup, the impactful looks from the 90s gyaru boom come to mind. Makeup emphasizing the eyes with eyeliner and mascara, along with false eyelashes, was popular. D-UP has released over 100 types of false eyelashes, but currently, natural styles and partial false eyelashes are trending.
Starting in the 2000s, influenced by popular artists, big eye makeup became the trend. Now, the big eye looks of the 2000s are experiencing a resurgence as Y2K makeup.
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