LUMENE introduces the Wild Forces Uplift Mascara

Lumene is launching Wild Forces Uplift Mascara in August, the latest addition to its high-performance Wild Forces franchise. Developed and manufactured in Finland, the mascara is built around two central elements: a curved precision rubber brush that follows the lash line and lifts from the root, and a fast-drying formula that sets the curl quickly and holds it through the day without flaking or smudging.

The formula’s key ingredient is birch betulin powder, a wax-like substance extracted from birch bark, produced in Finland as a by-product of the forestry industry. It has naturally water-repellent properties that contribute to the mascara’s longevity, and delivers up to 122% more buildable volume according to clinical testing. The result is a fan-like, defined lash effect that can be built up with additional coats. Available in a single shade: intense black.

In consumer testing, 96% reported lashes appearing longer with long-lasting lift, and 95% reported no flaking throughout the day. The bottle and cap contain recycled plastic.