Eyelash Expertise
Ever since Emmy-award winning actress Kristin Chenoweth first debuted on "The Late Show with David Letterman" and "The Anderson Cooper Show " donning sunglasses-all eyes have been focused on her swollen eye issue. The condition Chenoweth was disguising was caused by an allergic reaction to formaldehyde in a certain brand of eyelash extension adhesive used to adhere her eyelash extensions. Many fashionistas and beauty buffs like Chenoweth are embracing this longer lash trend. From semi-permanent eyelash extensions to collagen-infused mascaras, miracle growth serums and strip lashes to luxury services such as lash dipping, tinting and perming - today's modern women simply lust luscious lashes. According to Nielsen data, the false eyelash industry grew 6.2% - to $44 million in 2010 alone - and continues to be the only service in the beauty industry experiencing consistent growth in a still-slumping economy.
"Women will always want their lashes to be longer, thicker and more glamorous because eyelashes are a sign of femininity. Now, more than ever, women are constantly reminded that a dense, defined lash line allows them to not only forgo mascara, but also additional eye makeup when in a hurry," says Sophy Merszei, cosmetic chemist and owner of NovaLash. In creating NovaLash lash extensions, Merszei has made the education of consumers a cornerstone, shedding intelligent light on the health and safety risks associated with lash enhancement products and services. In 2004, Merszei founded the first global distribution network of eyelash extension products producing a patent-pending, physician-formulated adhesive produced in an FDA-inspected facility.
Recognizing that not every woman has the time to conduct extensive scientific research about every beauty service or product they want to experiment with, lash expert Merszei suggests looking for a few key features when shopping for lash adhesive. "All lash adhesives should be physician-formulated, medical grade and should never contain detectable formaldehyde as manufactured and packaged. Merszei is quick to point out that it is possible to purify and package adhesives in a manner that prevents the formation of formaldehyde inside the bottle.