A new Lash Filler on the way? Let’s revolutionize the revolution!

Can a revolution be revolutionised? For us at InLei®, the answer is not obvious. It requires time, energy, ambition and the courage to embark on a new adventure without any guarantee of success. But it is feasible!

What was our biggest fear?

Certainly not to match or exceed the excellent results we had already achieved. Projects like these require years of investment and resources. Not everyone has the courage to take such risks, especially if they already have an excellent line of high quality products.

THE BIG MOMENT IS COMING. We are making great progress and now, step by step, we want to take you on a journey through the innovations that are coming in 2024.

The idea

The decision to renew our historic InLei® Lash Filler line came between 2019 and 2020. Working on production and keeping an eye on trends, we decided to improve our formulations to meet the growing market demand for "greener" and non-animal derived products.

The cosmetics world is constantly evolving and each innovation brings with it new challenges and opportunities. The transition to more sustainable ingredients, such as plant-based keratins, is a huge step forward. Like any big change, it requires extensive testing to ensure that product quality and efficacy are not compromised. Only time, research and practical application will determine whether these new ingredients can truly match or exceed the performance of traditional formulations. But with commitment and determination, the future looks promising.

That's not all, we have seen a growing need in the lashmaker industry to speed up treatments, ensure clean results and minimise allergic reactions. A major commitment! So, we sat down with our trusted chemists and cosmetologists and began our adventure towards a new product line that would meet all these desires.

Who would have thought that it would have taken us three times as long as the original line?

The development

In parallel with the development of a vegan formula, we optimised the formulations and the washing method for a green, fast and clean treatment. The objective was clear: to speed up and simplify the process without in any way compromising the quality of the end result, both in terms of curl and thickening of the lashes.

After testing different formulations and making numerous adjustments, we were ready. But not to launch the product. We were ready for another round of efficacy tests, to be carried out in a clinical laboratory. This was an essential step to ensure that the product really worked in terms of thickening eyelashes. Between October and December 2022, we conducted the tests at a renowned laboratory in Milan.

This time, the challenges were multiple:

Tests on different ethnicities and 37 models ( compared with the 20 in the tests carried out on the classic Lash Filler line), for a total of 110 treatments;
Measurement of not only the thickness but also the length of the lashes;
Comparative test to assess the effect of this upgraded InLei® Lash Filler treatment with and without the daily use of InLei® Adiutrix eyelash serum;
Introduction of an actual 'washing' of the lashes during the treatment, contrary to the conventional procedure.

Efficacy testing at the laboratory. Three 4-day sessions (October/November/December 2022)

The results

After three months of testing, we had to wait almost two months for the lab specialists to complete the processing of all the data and draw up the official report. The waiting was almost unbearable , also because the Christmas holidays that came between the end of the tests and the start of the data analysis definitely extended the time schedule.

January 21st, 2023 was a memorable date: we received the official documents and announced to our entire staff and brand representatives that with the new formulations and the new working protocol, we had achieved some amazing results that confirmed our hard work!

Specifically:

25% thickening
9% lengthening

*Following the official protocol of the lamination treatment InLei® Lash Filler 25.9, is guaranteed to achieve an average thickening of 25% and a lengthening of 9% after a cumulative cycle of 3 treatments.

But that is not all. Combining the treatment with the use of the InLei® Adiutrix serum for three months, we also achieved:

28% thickening
12% lengthening

Some of the beautiful models who participated in the scientific test at the Milan clinical institute. Year 2022.

These results are impressive, but our journey had only just begun.

It is important to point out that we revolutionised the treatment by 60 %, introducing a Lash Filler with ingredients of plant origin. We changed the protocol by introducing a washing step and adding a fourth product that rebuilds the lashes at the molecular level and ends the treatment process.

We did not make any changes to the first two solutions, InLei® Lash Form 1 and InLei® Lash Fix 2, as they were stable and vegan from the beginning and always met all the industry demands. There was no point in changing them as they were already perfect.

Next: certifications.

So the question arises: why, despite these achievements, the products are still not on sale? The answer lies in the fact that declaring them 'vegan' and obtaining an official certification are two different things. We embarked on a meticulous search for a certifying body to work with - a process that requires detailed checks and the processing of a considerable amount of paperwork.

We were proud to have finally chosen VEGANOK, an organisation with over 20 years of history and an international reputation. Their ethical certification and educational mission aims to promote positive change every day for the benefit of all: people, animals and our planet.

In addition, as you can see from the icons on the labels, many of the packaging materials used in our range have been chosen with sustainability in mind. For example, we are proud to display the internationally recognised FSC certification, which guarantees a proper forest management system and the traceability of derived products.

That's not all.

We continued to work on the emotional aspect of packaging. InLei®, in the current context, is not just a successful brand but it represents something deeper. It is not just a product: it is a living entity, an experience that engages the user from various perspectives. The goal is that everyone who approaches InLei® perceives its values and experiences it in depth, through ways that go beyond mere visual perception.

The brand must communicate its foundation, history and reputation. It must represent a solid promise, establishing a deep connection with the consumer. And as we always say: no matter how exceptional the formulation, if the packaging is not attractive, it is unlikely to be chosen by the customer from the first impact. In this respect, we have earned a certain notoriety, thanks to the velvety touch of our packaging, the delicate fragrances, and the bright but at the same time gentle colours. The attention and effort we put into packaging design is as important as all the effort and dedication put into the creation of the products, as illustrated in the previous lines.

How do we perceive this new line?

Clean - This is a word that immediately evokes the image of the treatment itself on customers. Cleanness. It represents the absence of allergic reactions and a clear, well-defined and distinctive look.
Soft - The new line is enveloping, particularly gentle on the skin and, most importantly, on the eyes.
Elegant - This is the result of continuous innovations and customizations made exclusively for our brand by the best Italian suppliers, specialists in the production of materials such as plastic, aluminium and glass.
Essential - Puts the spotlight on the eyes, focusing on the essence of the look. The line contains everything you need to perform a first-rate treatment without any compromise.

And that's not all. We are already planning a new kit, which we promise will be even more complete and exciting than the previous one. Quality and innovation are the keywords of the InLei® staff. We can't wait to share with you what we have created!

But most importantly…

When will we present these innovations to the world?

The launch is planned for April 18th, 2024. There are still a few steps to be completed: stocking up on some high-quality raw materials, fine-tuning the industrialization process, resolving some bureaucratic issues related to the registration of cosmetic products in the relevant portals (considering that we sell in about thirty countries worldwide), and finalising the organisation of a special event to celebrate the occasion.

In the next article, we will reveal the name and key molecules of each product. Don't hesitate to ask us questions, we will answer in the next article!