Sarah’s Playbook: Mascara for Babes 40+
Our founder shares what could be sabotaging your mascara’s longevity at 40+ — and how she developed a formula to overcome that.
“Back Of The Cab Mascara came out of a need that a lot of my friends were having: Why doesn’t the volumizing mascara that I loved in my 30s work anymore?”
Author: Sarah Creal Beauty
June 23,2025
Sarah’s Playbook: Mascara for Babes 40+
Our founder shares what could be sabotaging your mascara’s longevity at 40+ — and how she developed a formula to overcome that.
“Back Of The Cab Mascara came out of a need that a lot of my friends were having: Why doesn’t the volumizing mascara that I loved in my 30s work anymore?”
Author: Sarah Creal Beauty
June 23,2025
As a longtime product developer in the beauty industry, I kept hearing the same complaint about mascara from women 40+:
“Why doesn't the volumizing mascara that I loved in my 30s work anymore?" There are a couple of reasons for this…
THINNING LASHES Traditional volumizing mascaras work by depositing little balls of formula in between your lashes to create the optical illusion of a thicker fringe. When you’re in your 30s, generally speaking, you have a lot of lashes. But as you get older, you have fewer lashes and those little balls now start to look obvious amongst the more sparse hairs. The overall result isn’t great. EYE CREAM MELTDOWNChances are, you’re using creamy concealers and heavier eye creams after 40 because the skin around your eyes has gotten drier. These formulas likely have oils that are sitting on top of the skin and acting as makeup remover on the polymers holding up your volumizing mascara. It makes these mascaras susceptible to breaking down and transfering, leaving you with black smears under the eyes. Nobody wants this. MY MASCARA MISSIONIt was my mission to create a mascara that stays where you put it. Back of the Cab uses longwear tubing technology that doesn't break apart and transfer. I also recommend prepping the eye area with Firm Offer, a 4-in-1 eye cream that visibly brightens, hydrates, smooths the eye contour and primes. It’s non-greasy and dries down with a velvety finish that won’t disturb your eye makeup. Everything we make is designed to work in harmony so it’s one less thing you have to think about. —Sarah
As a longtime product developer in the beauty industry, I kept hearing the same complaint about mascara from women 40+:
“Why doesn't the volumizing mascara that I loved in my 30s work anymore?" There are a couple of reasons for this…
THINNING LASHES Traditional volumizing mascaras work by depositing little balls of formula in between your lashes to create the optical illusion of a thicker fringe. When you’re in your 30s, generally speaking, you have a lot of lashes. But as you get older, you have fewer lashes and those little balls now start to look obvious amongst the more sparse hairs. The overall result isn’t great. EYE CREAM MELTDOWNChances are, you’re using creamy concealers and heavier eye creams after 40 because the skin around your eyes has gotten drier. These formulas likely have oils that are sitting on top of the skin and acting as makeup remover on the polymers holding up your volumizing mascara. It makes these mascaras susceptible to breaking down and transfering, leaving you with black smears under the eyes. Nobody wants this. MY MASCARA MISSIONIt was my mission to create a mascara that stays where you put it. Back of the Cab uses longwear tubing technology that doesn't break apart and transfer. I also recommend prepping the eye area with Firm Offer, a 4-in-1 eye cream that visibly brightens, hydrates, smooths the eye contour and primes. It’s non-greasy and dries down with a velvety finish that won’t disturb your eye makeup. Everything we make is designed to work in harmony so it’s one less thing you have to think about. —Sarah
featured products
Back Of The Cab
Volumizing Longwear Tubing Mascara
$40
Firm Offer
4-In-1 Ultimate Eye Cream
$95
Face Flex
Concealer & Complexion Enhancer
$58