A new Lash Filler on the way? Let's bring about a revolution in the revolution!

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

 What was our greatest fear?

Certainly not to match or exceed the excellent results we had already achieved. Projects like this 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 we want to take you step by step 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. While we worked on production and kept an eye on trends, we decided to improve our formulations to meet the growing market demand for "greener" and non-animal products.

The cosmetics world is constantly evolving and every world brings innovation new challenges and opportunities. The transition to more sustainable ingredients, such as plant-based keratin, is a huge step forward. As with every major change, extensive testing is required to ensure that product quality and effectiveness 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 dedication and determination, the future looks promising

That's not all: we have seen a growing need in the lash industry to speed up treatments, guarantee clean results and minimize allergic reactions. An important obligation! So we sat down with our trusted chemists and beauty specialists and began our adventure towards a new product line that would meet all these needs.

Who would have thought that it would take us three times as long as the original rule?

The development

Parallel to the development of a vegan formula, we optimized the formulations and the washing method for a green, fast and clean treatment. The goal was clear: to speed up and simplify the process without compromising the quality of the final result, both in terms of curl and thickening of the lashes.

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

 This time, the challenges were manifold:

Tests on different ethnicities and 40 models (compared to the 20 in the tests carried out on the classic Lash Filler line), for a total of 120 treatments;

Measurement of not only the thickness but also the length of the lashes;

Comparative test to assess the effect of this improved InLei® Lash Filler treatment with and without the daily use of InLei® Adiutrix lash serum;

Introduction of an actual 'washing' of the lashes during the treatment, in contrast to the conventional procedure.

The results

After three months of testing, we had to wait almost two months before the laboratory specialists had processed all the data and drawn up the report. The wait was almost unbearable, also because the Christmas holidays between the end of the tests and the beginning of the data analysis definitively extended the schedule.

 January 21, 2023 was a memorable date: we received the official documents and announced to all our employees and brand representatives that we had achieved a number of fantastic results with the new formulations and the new work protocol that confirmed our hard work!

 Specifically:

• 25% thickening
• 9% lengthening

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

But that's not all. By 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 clinical institute in Milan. Year 2022.

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

 It is important to point out that we revolutionized the treatment by 60% with the introduction of 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 a 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, because they were stable and vegan from the beginning and always met all the requirements of the industry. It made no sense to change them, because they were already perfect.

Next: certifications.

So the question arises: why are the products still not for sale despite these results? The answer lies in the fact that declaring them 'vegan' and obtaining an official certification are two different things. We carefully searched for a certifying body to work with; a process that requires detailed controls and the processing of a considerable amount of paperwork.

 We were proud that we finally chose VEGANOK, an organization with more than 20 years of history and an international reputation. Their ethical certification and educational mission aim to promote positive change every day for everyone: people, animals and our planet.

 Furthermore, many of the packaging materials used in our assortment, as you can see from the pictograms on the labels, were chosen with sustainability in mind. For example, we proudly display the internationally recognized FSC certification, which guarantees a good forest management system and the traceability of derived products.

That's not all.

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

 The brand must communicate its foundation, history and reputation. It must represent a solid promise that creates a deep bond with the consumer. And as we always say: no matter how exceptional the formulation is, if the packaging is not attractive, it is unlikely that it will be chosen by the customer from the very first moment. In this regard, we have acquired a certain familiarity, thanks to the velvety touch of our packaging, the delicate scents and the clear yet soft colors. The attention and effort we put into the packaging design is just as important as all the effort and dedication we put into making the products, as illustrated in the previous lines.

How do we see this new line?

Clean - This is a word that immediately brings to mind the image of the treatment itself for customers. Neatness. It represents the absence of allergic reactions and a clear, well-defined and distinctive look.

 Soft - The new line is enveloping, particularly soft for the skin and especially for the eyes.

Elegant - This is the result of continuous innovations and adjustments that were made exclusively for our brand by the best Italian suppliers, specialists in the production of materials such as plastic, aluminum and glass.

Essential - Puts the focus on the eyes and concentrates on the essence of the look. The line contains everything you need to perform a first-class treatment without 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 cannot wait to share what we have made with you!

But most importantly…

When will we present these innovations to the world?

The launch is planned for April 2024. A few more steps need to be completed: stocking a number of high-quality raw materials, refining the industrialization process, solving some bureaucratic issues regarding the registration of cosmetic products in the relevant portals (given that we sell in about thirty countries around the world) and finalizing the organization of a special event to celebrate this occasion.

 In the next article, we will reveal the name and the main molecules of each product. Do not hesitate to ask us questions, we will answer them in the next article!

With love for every lash,

 InLei® Netherlands