A recent survey conducted by Iltalehti revealed that the most desirable attribute in mascara for Finnish consumers is its lengthening effect. Out of 1,282 respondents, approximately 22% indicated that they prioritize this feature above others, highlighting the significance of long lashes in their makeup routine. In second place, about 20% of respondents valued volume-enhancing properties, showing that the desire for fuller lashes is also important to many.

In addition to length and volume, waterproof formulas also made it into the top three desired features, with around 9% of the participants considering it vital. Respondents expressed preferences for various other characteristics as well, including curl, smudge-free application, and hypoallergenic properties that would not irritate sensitive eyes. This suggests a growing demand for versatile products that cater to diverse needs among consumers.

The findings of this survey could have significant implications for beauty brands aiming to capture the Finnish market, as understanding these preferences can guide product development. Companies may want to focus on formulating mascaras that emphasize length and volume while also considering the inclusion of sensitive skin-friendly ingredients, positioning themselves better to meet consumer expectations.