Our Story & Philosophy: Innovation with Integrity

In the mid-90s, blinc’s founders dared to create a mascara that wouldn’t smudge, flake, or run—no matter what. In 1999, tubing™ technology became reality when blinc invented the world’s first tubing™ mascara—an innovative oil-free formula that forms tiny “tubes” around each lash instead of painting them like traditional mascaras. Finally, eye makeup that could withstand tears, sweat, humidity—life—without raccoon eyes or irritation, yet slide off effortlessly with just water and gentle pressure. This breakthrough defined blinc’s spirit: beauty should be high-performance and totally problem-free.

Since then, blinc has remained committed to solving beauty’s most stubborn problems. From that first tubing mascara to tubing eyeliners, primers, and brow products, we’ve continued to lead with innovation. Today, we’ve advanced our tubing™ technology even further—offering clean, vegan, and gluten-free options alongside exceptional lash, brow, and eye treatment products. We’ve never stopped pushing boundaries. Because makeup should keep up with all of life’s moments—whether it’s tears of joy, a 16-hour flight, or a marathon finish-line photo.

We See You - Across Every Life Stage

At blinc, this is more than a slogan—it’s our purpose and our promise. We innovate to empower women through every chapter of their lives: from Launching your first career, to Nurturing family and self, Advancing professionally, Reinventing yourself, and ultimately Flourishing in your most vibrant years. blinc sees and supports you at every step.

We champion causes that deeply resonate with our community, thoughtfully partnering with impactful organizations like Girls With Impact, Dress For Success, Lean In, iRelaunch, and March Of Dimes. Each partner inspires us with their commitment to women’s growth and success, and we're honored to dedicate a portion of our proceeds to fuel their missions. We humbly invite you to learn about and join us in supporting these causes—because together, our impact is greater.

Our goal is to be your reliable, community-driven beauty brand—one that evolves with you, celebrates you, and stands beside you. Clear, confident, and compassionate: blinc sees you, through every life stage.

As Clean As Possible, As Effective As Necessary

We promise never to compromise on performance. If a 100% natural or plant-based ingredient can’t deliver the intense pigment, length, hold, or wear you expect from us, we may choose a safe synthetic alternative—because above all, your look and confidence come first. This means that we're constantly improving our formulas to be cleaner and greener—without ever sacrificing results. We won’t launch a product unless it meets our (and your) high standards for performance. The result? Beauty you can feel good about in every sense—mindful of your health, your values, and your time. High-performance cosmetics that show up for you, all day (or all night) long.

Conscious Beauty - What It Means to Us

Blinc’s philosophy has always been to create “problem-free” beauty products​– makeup you can rely on without worry. As we grew, we realized that true innovation isn’t just about amazing performance, but also about conscious values. We asked ourselves: What good is a great mascara if it doesn’t align with a better, kinder world? This question led us to develop our Conscious Beauty initiative, a long-term commitment to make our brand and the beauty industry more responsible, ethical, and sustainable​. There is no perfect path to sustainable beauty, but we’re committed to finding the right balance – delivering outstanding products that are kinder to the world around us​ without ever compromising on the performance you love.

To us, Conscious Beauty means beauty without compromise – for you, for others, and for the planet. It encompasses:

  • Ethical Human Labor: We refuse to work with any vendor involved in unfair or unsafe labor practices. Blinc thoroughly vets our factories and suppliers – Are workers of legal age? Are they working in safe conditions for fair hours? – and we only partner with those who meet our strict ethical standards​. Every person behind our products deserves respect and fair treatment, period.
  • Ethical Sourcing of Ingredients: We ensure every ingredient and component is responsibly and transparently sourced, with no harm to people or nature. Blinc is clear and honest about what goes into our products, and we comply with the strictest U.S., CAN, and EU cosmetics standards for safety​. Integrity in sourcing isn’t just a promise – it’s a non-negotiable part of who we are.
  • Cruelty-Free Commitment: We love animals, and Blinc will always be 100% cruelty-free. From day one, we have never tested our cosmetics on animals (and we never will), nor do we ask others to test on our behalf​. We proudly support and hope for a worldwide ban on animal testing. Compassion for all living creatures is at the heart of our brand, so you can wear our products with the confidence that no animal was ever harmed in the process.
  • Environmental Responsibility: We are continually reducing our carbon footprint and environmental impact in how we make and package our products. This means rethinking materials and choices at every step​. For example, we’ve moved away from heavy or mixed materials that waste energy and end up in landfills, opting instead for more sustainable options. We use PCR (post-consumer recycled) plastics – repurposing existing plastic to reduce waste, water usage, and energy consumption​ – and all our product boxes are made from FSC-certified paper, sourced from responsibly managed forests​. By using FSC paper, we help protect forests and encourage replanting of trees, contributing to healthier ecosystems. From optimizing our shipping routes to exploring refillable designs, we’re always looking for smarter, greener solutions as we learn and grow.

Proudly Made in the USA

Quality, transparency, and trust are so important to us that we keep our entire production close to home. Blinc proudly formulates, designs, and manufactures all our products in the United States, supporting American jobs and craftsmanship​. By investing in local manufacturing, we can better ensure ethical labor practices (as noted above) and reduce the environmental impact of long-distance shipping. In fact, over 70% of our supply chain spending is devoted to U.S. suppliers​– a commitment to American workers and communities that we are deeply proud of. When you use Blinc, you’re not only supporting a brand that cares, but also contributing to a network of American businesses working together to bring you exceptional quality. “Made in the USA” isn’t just a tagline for us; it’s a reflection of our dedication to rigorous standards and our gratitude for the community that helps us create the products you love.


Our Family’s Promise & Gratitude

Above all, blinc is a labor of love. We never set out just to create cosmetics; our amazing team sets out to empower people with beauty products that feel good, do good, and deliver on every promise. This journey from a tiny idea in 1999 to a brand leading the charge in conscious beauty has been nothing short of incredible – and it’s all thanks to you. To everyone who has ever tried our mascara and told a friend, given us feedback, shared a review, or even just believed in our vision: thank you. As our family business passes onto the next generation, we are endlessly grateful for our community of customers, employees, and partners who share our values and drive us to be better every day.

Authenticity is at the core of who we are. We’ll always be honest about what’s in our products and why. We’ll celebrate our successes and own up to our challenges, continually striving to improve. When we say we care – about quality, about ethics, about you – we truly mean it.

As we look to the future, our promise is to keep pushing boundaries in beauty technology and sustainability, to keep listening to your needs, and to never lose sight of why we started this journey. We’re here to make your life easier, your mornings quicker, and your confidence higher – all while making a positive impact on the world we share.

From the bottom of our hearts, thank you for being a part of Blinc’s story. We’re excited for all the new chapters to come, and we’re proud to have you with us on this path toward a more beautiful future. Here’s to beauty without compromise – today and always.