It seems a fluid, single movement is having a moment because American brand Belvada has also just brought to market a one-handed mascara wand. With a push of the thumb the wand appears, leaving your other hand free for other things (most probably, holding a mirror in the back of a taxi).

Spring is a great excuse to invest in a new mascara. I’ve just discovered Belvada Mascara (I, £19.99, from nailsbymail.co.uk) - the wand is built into the tube which coats the brush from root to tip. The short brush is easy to control and you don’t need to pump the wand, so it dries out far less quickly than your usual mascara.

What’s new about it?
It promises to solve common mascara-related problems like ‘glob’ on the tip of the brush and air entering the tube which dries up the mascara.

How does it work?
Use the slider to push the brush up; this stops you from pumping air into the tube. As the brush comes up, all residue is wiped off by the internal shape of the container, meaning you have just enough product to work with. Pushing the button will close the tube during application keeping the mascara fresh.

What the expert says?
“Mascaras definitely last longer if air doesn’t get into the tube, so this is a great concept for preventing the problem.” - Daniel Sandler

 

Get techie: You won’t need batteries for this lash gadget. You only need one hand! Belvada Mascara Noir, £20, shuns the traditional separate wand-and-tube mascara. Instead, this tube had a slider device that lets you push the mascara brush straight up. It pops up loaded with the perfect amount of mascara, meaning no more clumped, stuck-together lashes. The one-handed design takes a bit of getting used to, but the prospect of Bambi-like lashes keeps us going!

Wonder Wand We’re waving our made-in-Canada flag high for Belvada, a Montreal-based cosmetics company that has the blogosphere buzzing over its latest invention. Belvada Mascara Noir, $25, said to be the first “one-handed mascara”, doesn’t require inserting the wand into a tube to pick up product. Picture an X-Acto utility knife, except a mascara brush pops out of the end–covered with formula–when you slide the button. Why do you need a one handed mascara? We don’t condone applying makeup while driving, but it does lend itself to multitasking.

CLICK TO VIEW

For Dov Grossnass, creating a new mascara had to be more than about reinventing the wheel.

Instead, the Montreal-based beauty entrepreneur spent two years working on what is arguably the industry’s first one-hand mascara, one that applies almost like a marker and is designed to eliminate waste.

“We want to develop small niche products that are original and create real value,” said Grossnass, whose company, Belvada, is soon to launch its Mascara Noir, as well as a series of pen-style lip glosses.

The mascara, which carries a retail price of $25, comes in a streamlined black container that is held upright. The cap clips onto the end, and the brush emerges with the use of a tiny slider.

“The way it’s designed, any excess is easily removed which helps prevent clumping,” said Grossnass. And because air cannot enter the container, the mascara stays fresh. “The pen-style applicator can help achieve much greater control,” he said.

The product will begin shipping this month, initially to salons before rolling out to specialty stores. The launch of Mascara Noir also coincides with Belvada’s Ultimate Lip Gloss — The Pearl Series — in colors that include Fresh Mint (clear), Crimson Kiss Pink Pearl and Bronzed Tan. These retail for $15 each.

Grossnass said the end of the year would also see the arrival of a blemish concealer using the same onehand application delivery.







A mascara’s formula is of optimum importance. If it claims to volumize, lengthen and curl, it better do just that! Belvada Mascara promises and delivers those very things—but that's not exactly what makes it one of the most unique mascaras we’ve laid eyes on (or laid on our eyes).

The box boasts that what you’re about to use is “the evolution of mascara.” But more accurately, it’s the evolution of mascara application. The presentation makes it almost unrecognizable as mascara, but that’s also what makes it awesome. Instead of another wand-attached-to-cap, umpteen-pumps application, Belvada Mascara has you untwist the top, and push the hidden wand up with a slider.

The lush brush is packed with enough mascara to dramatically enhance both eyes’ lashes without dipping in for more. You get more uses and less bacteria, not to mention a gorgeous finish!




A One-Handed Mascara Applicator
We can’t wait to bat our eyes at Belvada’s new Mascara Noir, which launches on Sept. 14. The penlike push applicator stops clumps in their tracks and keeps the formula—fresher.







The world’s first pop-up mascara – a huge hit in the States – evenly distributes mascara (no double-dipping required), so you can hold your mirror while applying it.
Er, why didn’t anyone think of this before? £20,
www.nailsbymail.co.uk








There’s nothing worse than a clogged dried out old mascara. In fact it’s a guaranteed way to make your lashes look hideous. We all know you shouldn’t pump the wand in the mascara tube, as this oxidises and dries out the formula. But not with Belvada Mascara, £20. Just one hand, one click and your mascara – with enough for both sets of eyelashes – is exposed. A genius idea, I wish I’d thought of it.
See www.nailsbynail.co.uk.

Mascara gets gadgety with this retractable
clump-free wonder. Belvada@Boots, £20.

 

Hot from the States comes Belvada Mascara Noir, £20 – the first mascara with a push-up brush applicator, so the formula won’t dry out or clump. Clever, no?.

Underdog dans le marché des mascaras, Belvada (dont nous apprécions déjà le recourbe-cils) nous a étonnées avec un mascara 'airless' unique en son genre, qui se conserve de façon optimale. Grâce à son embout, il est inutile de 'pomper' le mascara et une surcharge de produit sur la brosse est quasiment impossible. Ce fard a d'ailleurs été classé parmi les cinq produits les plus innovateurs en Angleterre. (Mascara de Belvada, 25 $, en instituts et dans certaines pharmacies, 1 800 361-3739)

Belvada have developed their brand by spending time actually listening to what women have to say about existing cosmetic products. The unique one-handed sliding mechanism pushes through the glossy formula removing the excess that causes clumping in your traditional mascara. Also unlike traditional mascaras, the Belvada Mascara system prevents air from penetrating into the formula, even when the applicator is open, ensuring that the product inside stays perfectly fresh.Gone are the days of having an oozing glob right at the tip of your brush. Gone are the days of clumping, dried out formula clogging up your lashes. The Belvada Mascara Noir gives the luxury and ease of a brush that it immediately ready for precise, 'pen-like' application.

Click here for customer reviews .

Belvada, a new name in mascara developed by Dov Grossnass, and HCP USA have collaborated to develop the industrial design and manufacturing technology for the Canadian beauty company’s one-handed mascara.

Belvada’s pen-style applicator features a slider mechanism that propels the brush out through a patent pending double wiper seal system, enabling product delivery without clumping or wastage. Virtually no air is able to enter the formulation chamber during application, keeping the mascara fresh.

The pack boasts a gunmetal finish and a white silk screen printed Belvada logo.

Earlier this week, I reviewed Avon’s dial-up-the-volume Spectra Lash mascara which allows you to twist the base of the mascara tube to dispense a heavier or lighter coat.

I also reviewed the oscillating wand Maybelline Pulse Perfection mascara.

You can buy mascara with wands that tilt to whatever angle suits you for ease of application. All these gimmicks and innovations make one wonder what they might think of next.

Wonder no more. Canadian company, Belvada Cosmetics, just launched a unique and innovative mascara dispenser/applicator which the company calls a one-handed mascara pen.

The package design was developed in conjunction with HCP Packaging USA, a global leader in cosmetic packaging. And it’s pretty cool! Mascara Noir is available online through Belvada’s website. The company ships within Canada, as well as to the U.S., the U.K. and Europe.

After removing the cap (which does require two hands – oh well), the thumb is used to slide a button that moves the mascara wand up for application. As the wand exits the tube it brings the product up with it. The wand is neatly scraped by two wiper blades to dispense just the correct amount.

That’s Advantage #1; but there are two more as well.

Advantage #2: the user will not be pumping the wand in and out introducing air that causes the product to dry out more quickly and can also result in that annoying mascara bugaboo we call clumping.

Advantage #3: the almost-airtight system also greatly reduces the risk of bacterial growth and resultant eye infections, according to the manufacturer.

The package design is patent pending. It will be interesting to see if Belvada and HCP decide to license the design to other cosmetic manufacturers or if other manufacturers can tweak the idea enough to launch their own similar mascara applicators.

In the meantime Brevada is the only game in town and I think they’ve got a winner!

I hope the contents are as good as the unique package design.

http://cosmeticreviews.blogspot.com/2010/03/belvada-cosmetics.html

Revolutionising mascara application, Montreal-based beauty company Belvada Cosmetics has launched Mascara Noir - the world's first one-handed mascara with a unique pen-style design.

Working in partnership with HCP Packaging USA, a global leader in the cosmetics packaging industry, Belvada Cosmetics' Mascara Noir is a new concept in mascara application.

The marker-like applicator claims to resolve problems associated with traditional "wand-style" mascaras, as the pen-style wand gives greater control. The product has been designed so that no air can enter through the container, keeping the mascara fresher for longer.

It also features an innovative wiping system designed for swifter application, and a slider mechanism that pops out through a patent-pending double wiper seal system that claims to reduce clumping and wastage.

The mascara comes packaged in a sleek black tube with a cap attached on one end. The cap is taken off and placed on the end of the tube, and the brush appears when you push the slide to the top.

Promising to "define, curl and lengthen" lashes, Mascara Noir is available from www.belvada.com priced at £20.

In addition, Belvada will be launching two new mascara formulas in the next couple of months.

When I first heard about a new, revolutionary one-handed mascara, I didn’t understand the concept at all. Who uses two hands to apply mascara? Now, perhaps that says more about me than Belvada, the Canadian company that makes Mascara Noir ($24). So I resolved to find out more about the world’s first one-handed mascara. It turns out to be pretty nifty.

Typically, mascara applicators come in two parts, one with the brush and one with mascara. The user is required to dip – often pump – the brush end into the mascara end. This is where two hands come in. Duh. Belvada Mascara is all in one with a pen-like applicator.  The cap can be put onto the end of the wand and the brush appears when you move a slider, bringing the mascara along with it. Air can’t get into the container so the mascara stays clump free.

With all those oscillating and vibrating mascaras out there, at last someone has come up with something that makes sense. At least, ahem, when you put your mind to it.




Pump no more! Belvada Cosmetics Black Mascara Noir features a slide-click mechanism that allows the retractable wand to dispense the perfect amount of mascara. www.belvada.com




Thought you'd seen it all when it comes to mascara? Me too, until I spied this little number from Canadian beauty company Belvada. No, it doesn't vibrate, oscillate or spin, but what it does do is an entirely novel approach to applying mascara. Belvada Mascara is an all-in-one product that is entirely housed in one applicator, so there's no separate tube and wand to pump and fiddle with. You just flick up the switch on the side, and out comes the brush, fully coated – (while any excess is removed as it slides out) – with enough inky black product to cover both sets of eyelashes. Hence, its "one-handed application" moniker - it is, essentially, a super streamlined mascara. And the resulting fringe post-application is also something to behold: precise separation with little to no clumping and lashes that still look voluminous and full.




A few super cool looking beauty items caught my eye over at the Belvada Cosmetics booth over at the CosmoProf beauty show.

LIke their Belvada Mascara.
A unique one hand applicator that pushes up the wand with it’s lever on the handle, the mascara loads the product on the wand from tip to bottom.

Or their Pearl Series Lip Gloss: in the same one hand applicator as their Mascara.

Check out their cool tips from their website for using their unique applicator:

1. While you can hold the applicator as you would any other mascara, you can ALSO hold it like a pen and come right up close to your eyelashes in a way that is just not possible with traditional mascaras. Our applicator is ergonomically designed to give you more control around your eyelashes than you have with other brands.

2. The slider on the front of the mascara pushes the brush THROUGH the formula so that it is perfectly primed to apply to your lashes. It is never necessary to pump the brush up and down. This is also more hygienic, as it minimizes the amount of air that enters the mascara and ensures that the formula stays fresh longer.

3. The brush travels upwards through the wiper, ensuring that it is wiped from tip to base evenly, removing the excess that leads to clumping. Enjoy a perfectly primed brush.

4. The Belvada one-hand applicator has a patent-pending double wiper concept that wipes the tip perfectly. Gone are the days of having an oozing glob right at the tip of your brush. Take pleasure in a brush that is immediately ready for use.

5. The cap has a perfectly sized opening at the the top that fits neatly onto the button found at the base of the applicator, which makes it a truly one-handed applicator.

6. The cap acts as a cleaner for the wiper and wipes off any excess formula that may accumulate.




Mascara Noir, a revolutionary, ‘one-handed’ mascara, claimed to be the first major change to mascara application in over fifty years, will be launched in the UK next week.

Mascara Noir, a revolutionary, ‘one-handed’ mascara, claimed to be the first major change to mascara application in over fifty years, will be launched in the UK this week.

Mascara Noir was developed by Belvada Cosmetics, a Montreal-based beauty company, in conjunction with HCP Packaging USA, a global leader in the cosmetic packaging industry.

HCP marketing executive Nikki Bradshaw told Cosmetics Design that the company is unaware of any other commercialized mascaras of this nature, giving it a unique selling point.

One-handed application
Bradshaw also underlined two big advantages of the design: an innovative wiping system, wiping the rod at the top, and the fact it that it is a ‘one-handed’ mascara, allowing for swifter application.

The unique ‘pen-style’ design has very little synergy with the traditional ‘wand-style’ applicator designs, and claims to resolve problems inherent with traditional applicators.

As virtually no air is allowed to penetrate the formulation chamber during application, the product does not dry out in the way traditional mascaras do.

Product application is controlled with greater precision, with a slider mechanism propelling the brush out through a patented (pending) double wiper seal system, eliminating clumping and wastage.

Two years in development
Belvada entrepreneur, Dov Grossnass, spent two years developing the concept and packaging, which uses HCP’s high performance metallization technology, and combines a premium gunmetal finish with a white silk screen printed ‘Belvada’ logo.

The product will be sold initially to selected salons before being rolled out to specialist stores. At present, Belvada’s products are only available to purchase through their new website and online store, and through fine beauty retailers in the US and Canada.

Last month HCP announced the signing of an exclusive marketing agreement with Hana, Korea, to sell the patented ‘one-handed’ click pen to HCP customers.

The click pen is similar to Mascara Noir in that it is a ‘one-handed’ design; however, the PBT brush tip is suitable for the application of lip-gloss or concealer. HCP is currently developing eyeliner and silicone tip applicator systems.

The use of a ‘side push button’ rather than a rotary click system allows for simultaneous product dispensing and application, one of the major benefits of the design.

In addition to the 5.5ml pack, the click pen is available in a 2ml refillable size, which allows for multiple applications within the one outer case, where the PP cartridges can be replaced when the product runs out.




Wimperntuschen. Das klappt jetzt locker mit links. Ohne rechts. Denn nun gibt es etwas, was der Hersteller “Die erste signifikante Innovation auf dem Mascara-Markt seit Jahrzehnten” nennt, nämlich:

Eine Einhand-Mascara. Entwickelt vom kanadischen Kosmetik-Unternehmen Belvada. Warum wir das brauchen? Die Vorteile, so Belvada, lägen auf der Hand: Bei Zweihand-Mascaras* gelangt durch das Auf- und Zumachen Luft in den Farbcontainer. Dadurch trocknet die Wimperntusche aus, wird zäh und klumpig. Die Bürste der Einhand-Mascara hingegen gleite so perfekt aus dem Behälter, dass sie genau die richtige Menge Farbe enthält und garantiert keine Klumpen mitbringt. Außerdem enthält die Belvada-Tusche Wirkstoffe, die das Wachstum der Wimpern unterstützen, und obwohl die Formel wasserfest ist, läßt sie sich mit lauwarmem Wasser wieder entfernen. Na denn.




It's happened ladies...the mascara has been improved upon yet again, but this time your wand isn't shaking or spinning...it's retracting! It's one of those inventions that makes you say "why didn't I think of that?" Just pop off the top, stick on onto the bottom of the tube so you don't lose it, twist up the wand and apply your mascara. The nice part about a retractable mascara is that air and bacteria can't get inside and it will actually last you longer and keep in cleaner. It's a genius idea that may change the face of mascara forever...




The one product that we absolutely never leave the house without applying is mascara. Seriously, our lashes need to be sufficiently blackened, lengthened, and separated before we hit the road.

And with all of the random oscillating and polymer-coating mascaras out there, we were shocked that it took so long for someone to come up with this awesome one-handed mascara applicator.

We haven’t tried it yet, but we’re totally loving its pen-like structure.

The cap can be put onto the end of the wand, and the brush appears when you move a tiny slider. Plus, it’s designed so that air can’t get into the container so your mascara stays clump free and fresh for a super long time.

And really, no one wants to search the floor of their bathroom for their mascara cap that always manages to roll away the second it hits a flat surface.

Mascara Noir is made by Belvada and will retail for $25 when it hits salons later this month.




Cool beans — there's a new mascara on the market and this one you can use from start to finish with one hand! Montreal-based beauty company owner Dov Grossnass spent the past two years developing Mascara Noir ($25 roughly £16 ), an innovative marker-like applicator that helps eliminate waste and save you time.

The mascara is packaged in a sleek black container with a cap on one end. When you're ready for action, you simply take the cap off and snap it to the bottom of the tube. Then move the slider to the top to reveal the brush. Grossnass said,

"We want to develop small niche products that are original and create real value. The way it’s designed, any excess is easily removed which helps prevent clumping. And because air cannot enter the container, the mascara stays fresh. The pen-style applicator can help achieve much greater control."

Mascara Noir will be available in a few weeks, and later this year we can also expect a concealer and three lip glosses in clear, bronze and pink pearl — all in the same marker-style packaging for easy peasy application. This is a mult--taskers dream come true, however, it's also a bit gimmicky as it doesn't take all that long to put on mascara. Do you think this a product you'd ever buy?




Mascara’s….ik kan er geen genoeg van krijgen! Nog steeds ben ik op zoek naar de ‘perfecte’. Na de vibrerende mascara’s is er wat nieuws op de markt: een mascara die wordt aangedreven door een wieltje!

Het bedrijf Belvada produceert deze mascara omdat ze iets nieuws wilden lanceren. Volgens hen voorkomt deze mascara klontjes in de wimpers. Ook kan er geen lucht bij de mascara zelf komen en dit heeft als positief gevolg dat de mascara langer vers en houdbaar blijft. Het is nog niet bekend wanneer de mascara met wieltje daadwerkelijk in de schappen zal liggen. Wordt vervolgd.




Det är inte längre vibrerande mascaror som är senaste nytt, nu lanseras mascaran som bara kräver att du har en hand fri - Belvada Mascara Noir. Mascaran glider ur sitt hölje med en slags skjutmekanism. Fördelarna med detta sägs vara att ingen luft kan komma ner i hylsan vilket gör att mascaran håller sig fräsch längre, man menar också att borsten innehåller en perfekt mängd mascara för varje applicering.




Belvada Cosmetics collection. I might just be charmed by the packaging, but seriously, how cute is this little eyelash curler?

There are a million more collections to look forward to for Fall…any favorites?




Mascara is the one thing that can take you from blah and boring to gorgeous and glam, and there are certainly enough products out there to coat your lashes with. But, never have you seen a product like Belvada’s one-handed, pen applicator style stick – Mascara Noir. It took two years to develop, but the handy applicator applies almost like a marker or pen, the cap clips onto the end so that it doesn’t wind up rolling around the bathroom floor, and the brush emerges from the top with a tiny slider.

Best of all? It will last much longer than your other mascara’s, because it’s designed to remove any excess product from the brush as it slides up, and no air can enter the container, keeping it fresh. Mascara Noir will retail for $25 when it hits salons by the end of this month, and you’ll soon find it in specialty stores. The easy application process and one-hand appeal make this mascara wand seem magical.




Although Beauty Wonkette is not all that big on makeup, the one product that she DOES use with moderate fanaticism is mascara. Seriously, Beauty Wonkette is happy when her lashes are sufficiently blackened, lengthened, and separated before she hits the road.

And with all of the random oscillating and polymer-coating mascaras out there, BW is frankly shocked that it took so long for someone to come up with this awesome one-handed mascara applicator.

We haven’t tried it yet, but we’re totally loving its pen-like structure.

The cap can be put onto the end of the wand, and the brush appears when you move a tiny slider. Plus, it’s designed so that air can’t get into the container so your mascara stays clump free and fresh for a super long time.

And really, no one wants to search the floor of their bathroom for their mascara cap that always manages to roll away the second it hits a flat surface.

Mascara Noir is made by Belvada and will retail for $25 when it hits salons later this month. Keep an eye out for it (no pun intended ;-)




Alguém conhece a marca de cosméticos Belvada? Pois eles criaram um tipo de rímel muito prático. O lançamento conta com uma máscara com aplicador retrátil, que evita que o ar entre dentro da embalagem, fazendo o produto durar mais. A boa notícia é que ele custará 25 dólares e estará a venda a partir do fim do mês nos Estados Unidos.




AMSTERDAM - Na de vibrerende mascara's is er weer een innovatieve uitvinding op de mascaramarkt. Beautyondernemer Dov Grossnass ontwierp voor zijn bedrijf Belvada een mascara die wordt aangedreven door een wieltje.

We wilden een niche-product ontwikkelen dat origineel was en toegevoegde waarde kon geven", zo vertelt Grossnass. "Het ontwerp van de mascara voorkomt klontjes in de wimpers. Ook kan er geen lucht bij de mascara zelf komen, waardoor de mascara langer 'vers' blijft."

De Mascara Noir zal tegelijk met penachtige lipglosses op de markt komen, zo meldt WWD.

Concealer
Wanneer de mascara in de winkels zal liggen is nog niet bekend. Wel heeft Dov Grossnass laten weten dat aan het eind van dit jaar er ook een concealer op de markt zal komen in dezelfde lijn.




Na de vibrerende mascara’s komt er weer een innovatieve uitvinding op de markt. De nieuwste vondst is een wieltje wat het mascaraborsteltje aandrijft.

“We wilden een nicheproduct ontwikkelen dat origineel was en toegevoegde waarde kon geven“, zo vertelt beautyondernemer Dov Grossnass. “Het ontwerp van de mascara voorkomt klontjes in de wimpers. Ook kan er geen lucht bij de mascara zelf komen, waardoor de mascara langer ‘vers’ blijft.”

De Mascara Noir zal tegelijk met penachtige lipglosses op de markt komen, zo meldt WWD. Wanneer de mascara in de winkels zal liggen is nog niet bekend. Wel heeft Dov Grossnass laten weten dat aan het eind van dit jaar er ook een concealer op de markt zal komen in dezelfde lijn.