23 Jun, 2021

“And one day she discovered that she was fierce, and strong, and full of fire, and that not even she could hold herself back because her passion burned brighter than her fears.” – Mark Anthony

Although at Rumi Cosmetiques we value true passion and one’s personality much more than the way someone looks, we still want to encourage women to look their best and do their best, regardless of their age and what others may think.

And although it also may be disheartening to acknowledge, perceived attractiveness still is important to almost everyone, even if we don’t necessarily like or support it. We want to look beautiful, right, what’s bad about it?

Empirical studies show that attractiveness is related to a variety of real-world benefits, such as increased employment opportunities, particularly for jobs that involve lots of interaction with customers and higher income.

These outcomes may be due to the attractiveness halo effect or the heuristic that “what is beautiful is good” in which people who are perceived as more attractive are also perceived to have various other positive characteristics, such as being seen as more qualified than a less attractive individual with the same qualifications.


Although there has been much research on what physical features influence perceptions of attractiveness, the impact of eyelash appearance has not been well studied, yet some recent studies show real results.

It’s interesting how such a tiny part of our looks – our eyelashes - can actually influence one’s perceptions of our attractiveness and even health and femininity! Crazy, right?

"The difference between something good and something great is attention to detail."- C. Swindoll

Although precise norms around eyelashes vary across time and culture, the use of eyelash-enhancing products like mascaras, eyeliners and serums has been documented for over 4,000 years and in many cultures.

Similar to head hair, eyelashes thin and become lighter with age, thus, longer eyelashes may also be an external cue to youth and, indirectly, women’s reproductive ability and could contribute to perceptions of attractiveness. 


In other research, the amount of contrast in luminance between the brows, eyes, and mouth and their surrounding regions has been shown to affect perceptions of age. More specifically, increased contrast (darker brows and lashes, relative to skin tone) is associated with youth and can easily be manipulated through the use of cosmetics – mascara, eyebrow pencils, shadows and more!

Can you even believe it? What takes no more than 2 minutes (e.g. putting on a coat of mascara) can change the way others view and probably will continue to view you as the first impressions are hard to forget!

In studies conducted in 2019 and 2020, it was demonstrated that women with augmented eyelashes were indeed rated as more attractive than the same women with shorter eyelashes. This appears to be the first set of studies demonstrating this effect. It seems likely that eyelash augmentation is indeed an effective strategy to enhance attractiveness, which is why it has been done for over 4,000 years.

In addition, it was found that people, especially women, with longer eyelashes were seen as healthier and as more feminine.

Although further research should be done to see whether lash length is related to perceived and actual health for both men and women, the currently available research suggests that rather than an arbitrary cultural preference, longer eyelashes may serve as an external cue to health and femininity.


This research goes alongside the experience of our VolumeCare+ Mascara customers. There are thousands of beautiful ladies who report back to us that since trying our product they have received countless compliments from friends, colleagues and family. Some even say that their husband noticed their eyes for the first time ever. 

This is what Jen, VolumeCare+ Customer said:

"I read about Rumi Mascara for older women on Facebook, so I thought I would give it a go and I LOVE IT. The compliments I’ve received have been unbelievable - my daughter in law first complimented me on my eyelashes and then last weekend both my daughters and my hubby asked me if I had my eyelashes done! For about 5 minutes I went along with them and said I’d had them lifted - they believed me! Then I told them about my new Rumi Mascara. Putting makeup on is a pleasure again and not a struggle. And just to add I am nearly 82 years of age."

Our specifically designed mascara for thinning eyelashes, our dear and oh so loved VolumeCare+, will not only make you look more attractive, feminine and healthy, but will help you feel your best self! We promise a classy yet impactful look. We promise it will make you feel great when you look in the mirror. 

See VolumeCare+ AvailabilitySee VolumeCare+

All the love in the world,