A NEW LASH FILLER ON THE WAY? LET'S REVOLUTION 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 take on a new adventure without any guarantee of success. But it is feasible!

What was our greatest fear?

Certainly not to match or exceed the excellent results we have 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 we want to take you step by step on a journey through the innovations coming in 2024.

THE IDEA

The decision to renew our historic InLei® Lash Filler line came between 2019 and 2020. While working on production and monitoring 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 innovation brings new challenges and opportunities. The transition to more sustainable ingredients, such as vegetable keratin, is a huge step forward. As with any major change, extensive testing is required to ensure 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 dedication and determination, the future looks promising

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

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

DEVELOPMENT

In parallel with the development of a vegan formula, we have 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 sacrificing 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 a new round of efficacy testing, which would be conducted in a clinical laboratory. This was an essential step to ensure that the product really worked in thickening the lashes. We carried out the tests in a renowned laboratory in Milan between October and December 2022.

This time the challenges were multiple:

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 eyelashes;

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

Introducing an actual 'washing' of the eyelashes during the treatment, as opposed 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 start of the data analysis permanently extended the timetable.

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

Specifically:

• 25% thickening
• 9% elongation

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

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

• 28% thickening
• 12% extension

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

These results are impressive, but our journey was just beginning.

It is important to point out that we have revolutionized the treatment by 60% by introducing a Lash Filler with ingredients of plant origin. We modified 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 made no changes to the first two solutions, InLei® Lash Form 1 and InLei® Lash Fix 2, because they were stable and vegan from the start and always met all industry requirements. There was no point in changing them because they were already perfect.

NEXT: CERTIFICATIONS.

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

We were proud that we ultimately chose VEGANOK, an organization with more than 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 everyone: people, animals and our planet.

In addition, as you can see from the pictograms on the labels, many of the packaging materials used in our range have been 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. In the current context, InLei® is not just a successful brand, but represents something deeper. It is not just a product: it is a living being, an experience that engages the user from different perspectives. The goal is for everyone who approaches InLei® to perceive its values and experience 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 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 moment. In this regard, we have acquired a certain fame, thanks to the velvety touch of our packaging, the delicate scents and the bright but at the same time 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 creating the products, as illustrated in the previous lines.

HOW DO WE SEE THIS NEW LINE?

Clean - This is a word that immediately conjures up in customers' minds the image of the treatment itself. Cleanliness. It represents the absence of allergic reactions and a clear, well-defined and distinctive appearance.

Soft - The new line is enveloping, particularly gentle on the skin and especially on the eyes.

Elegant - This is the result of continuous innovations and adjustments 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 focuses 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 can't wait to share what we made with you!

But the most important thing…

The launch is scheduled for april 2024. There are still a few steps to be completed: stocking up on some high-quality raw materials, refining the industrialization process, solving some bureaucratic problems related to the registration of cosmetic products in the relevant portals ( considering that we sell in approximately 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 key molecules of each product. Don't hesitate to ask us questions, we will answer them in the next article!

With love for every eyelash,

InLei® Netherland.