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Mascara Touts Mineral Pigments

Ariel Labs introduces light-reflecting mineral formulation.

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By: TOM BRANNA

Editor, HAPPI

The latest innovation from Ariel Laboratories, a custom product development laboratory headquartered in South Plainfield, NJ, is a new mascara product made with mineral pigments that have been expressly selected for their light resonating properties. According to the company, this high-performance mascara promises to lengthen and thicken lashes while enhancing eye color brightness.

“This is a unique formula,” says Peter Bohm, president and CEO of Ariel Laboratories. “It doesn’t smudge or tear away, and we are manufacturing it in super bright and muted colors. Both have the ability to bring out latent color in the eyes of end users, but the real value for today’s consumer is the fact that we have formulated our mascara using mineral pigments that meet the highest standards of current environmental and safety codes. It is PEGS [polyethylene glycol] free.”

More info: www.ariellabs.com


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