Iconic Eyes. Luscious Lashes. Flawless Brows.

The blinc eye makeup brand began with a challenge: no one had solved the traditional problems associated with mascara, such as clumping, flaking, smudging, running, and ease of removal. It was then, in 1999, that blinc decided to develop the perfect mascara!

At the time, all traditional mascaras were oil-based paints; blinc chose a different approach. It didn’t make sense to develop another oil-based paint mascara with their associated negative traits. In a break from tradition, blinc introduced the world to "tube-forming” mascara technology. In addition to solving negative attributes associated with traditional mascaras, consumers no longer had to use makeup remover or choose between long wear and ease of removal... because blinc delivered both.

Today, the blinc eye makeup brand continues to create eye makeup through passion and the relentless pursuit of innovation. What makes blinc products different is that they deliver problem-free, sleep-lasting wear that is effortless to remove. blinc fans have cried tears of joy, slept through 16-hour aeroplane trips, and crossed the finish line at marathons. With blinc, you you can do anything, knowing your makeup will look as perfect as when it was applied without worrying about the pesky matter of removal.