Schwan Cosmetics has developed “META-INK in PrimeLiner”, a new liquid eyeliner platform designed to enable beauty brands to respond quickly to changing colour trends. The new solution allows for custom colour mixing within a few days and ensures consistent performance standards across the entire product range, announced the German manufacturer of white-label colour cosmetics. Social media has led to product cycles in the beauty industry accelerating dramatically, with viral trends changing global demand within a matter of days.

Dynamism driven by social media

“We want to enable brands to respond at this pace whilst ensuring quality, regulatory compliance and global scalability,” says Tomás Espinosa, CEO of Schwan Cosmetics. The liquid eyeliner segment is expected to reach a market volume of more than four billion US dollars by 2033. The company reports that consumers are shifting from uniform minimalism towards individual self-expression, leading to a continued rise in demand for multi-coloured, graphic and expressive eye make-up. The META-INK formula in the PrimeLiner packaging reflects this shift. It is based on a single base formula for all shades, thereby creating a unified system.

Manufactured in Germany

The eyeliner also contains skin-friendly ingredients such as hyaluronic acid and L-arginine, which are designed to moisturise the skin and strengthen the skin barrier along the lash line. The clean beauty formula is also vegan, cruelty-free and consists of 78 per cent ingredients of natural origin. Schwan Cosmetics has developed a special production facility for the manufacture of this product and installed it in Germany. The company invented the world’s first cosmetic pencil in 1927. Today, it is a leading global white-label manufacturer and supplier to many major beauty brands.

Source: Schwan Cosmetics