Syncly Social Index
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Makeup
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Tubing mascara on video, September 2026
What is tubing mascara?
Tubing mascara wraps each lash in tiny polymer tubes instead of painting on a layer of pigment and wax. The tubes resist smudging and flaking during the day, then slide off with warm water and gentle pressure, without an oil-based remover.
On short-form video, removal is the main selling point. In our September sample, 21% of tubing mascara videos talked about how easily it comes off, the most common angle. 13% focused on no smudging or no raccoon eyes.
Share of category videos by month
Monthly share of category videos that mention the term.
Top videos
The most-viewed videos mentioning the term this month.
Which brands own the conversation
Share of the term’s videos that mention each brand.
Most-mentioned products
Products named most often alongside the term.
| Product | Videos |
|---|---|
Tarte Tartelette / Tartelette XL Tubing Mascara | 371 |
Maybelline Lash Sensational Sky Tubes | 85 |
Sephora Collection It's a Stretch Tubing Mascara | 75 |
Milani Highly Rated / Lash Extensions XL Tubing Mascara | 23 |
Essence Lash Princess False Lash Effect Tubing / Lash Without Limits | 22 |
Merit Clean Lash | 17 |
Thrive Causemetics Liquid Lash Extensions | 11 |
Said in the video, not the caption
How often the term is only spoken or shown on screen, with no caption or hashtag mention.
How creators explain it
What videos say when they describe the trend.
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Hooks that open the videos
The opening line or visual each video uses, with an example for each hook type.
What this means for marketers
Gifting drove the rebound
Tarte Tartelette mentions rose from 127 videos in August to 371 in September. Advent calendar unboxings, like this $165 Sephora calendar at 1.9M views, put the mascara in front of viewers who were not shopping for mascara.
Tubing mascara lives in the voiceover
65% of tubing mascara videos never write the term in the caption or hashtags, and they hold 84.5% of top-sample views. Caption and hashtag tracking misses most of the category.
Sell the removal
Easy removal is the leading angle: 21% of sampled videos, with a 374K median among the most-viewed, vs 231K for smudge-proof claims. Spencer Barbosa (618K) recommends tubing mascara "because it comes off so easily".
Routines outnumber reviews
45% of tubing mascara videos are full-face routines and 27% are hauls or unboxings. Only 28% are about the mascara itself. Seeding GRWM creators reaches more of the conversation than mascara reviewers do.
Launches carried into month two
Maybelline Sky Tubes (85 videos) and Sephora Collection It's a Stretch (75) kept their momentum. A sponsored It's a Stretch routine reached 9.2M views, and 24% of TikTok tubing mascara videos are flagged sponsored.
Criticism targets specific formulas
Skeptics question specific products. A seven-day mascara test (895K) rated the new Sephora Stretch 6/10 because it was hard to remove, the one thing tubing is supposed to do well.
What skeptics say
Creators pushing back on the trend, with links to each video.
