We often associate the pharmacy with advanced dermatological treatments or expert skincare routines. However, in recent years, a small makeup product has created a surprise: a mascara for less than $4, which has become a real phenomenon.
His name? Extra Volume Mascara M1 by Lovrén. Still unknown to the general public, this Italian brand has nevertheless established itself as leader in pharmacy makeup in France in just a few years. Result: today, almost one in two mascaras sold in pharmacies are by Lovrén, and the Extra Volume model is at the top of sales.
Lovrén: the Italian brand that has conquered pharmacies
Behind Lovrén hides
Clinicalfarma, an Italian company founded in 2017 with a simple idea: to offer in pharmacies a makeup line that is effective, desirable and accessible.
At the time, the make-up offer in pharmacies remained quite limited, often geared towards sensitive skin or dermatological problems. Lovrén therefore decided to fill this gap by developing effective products, inspired by professional cosmetics standards, but offered at very affordable prices.
Made in Italy by suppliers who also work for major beauty houses, the brand’s products meet demanding specifications. The difference? Lovrén does not rely on international muses or massive marketing campaigns. This strategy makes it possible to reduce costs… and offer almost unbeatable prices.
Extra Volume mascara at $3.99 which is driving sales
Among all the brand’s references, Extra Volume M1 mascara quickly established itself as a best-seller. Its secret lies in a volumizing formula associated with a cylindrical brush with dense bristles, designed to coat each eyelash from root to tip.
Result: lashes appear thicker, more structured and intensely black from the first pass. The formula, enriched with natural waxes, also offers a creamy texture which allows layers to be applied without creating clumps.
Proposed to Only $3.99, this mascara initially aroused the suspicion of certain customers, surprised by such a low price. But after testing it, many were convinced… to the point of returning to pharmacies to buy more, initially convinced that it was a temporary promotion.
A phenomenon driven by word of mouth
Lovrén’s success can be largely explained by a simple phenomenon: word of mouth. Customers who discover the brand often share their find with their loved ones, seduced by this value for money rarely seen in makeup.
Today, Lovrén is distributed in hundreds of pharmacies and parapharmacies in France, and the brand dominates several categories of makeup in pharmacies. The three best-selling mascaras in pharmacies are all made by Lovrén.
The full range includes
six different mascaras, each meeting a specific need: volume, length, false eyelash effect, waterproof or even curling. All are made in Italy, dermatologically and ophthalmologically tested, and formulated without perfume or silicones.
In a beauty market where mascaras can easily exceed $30, this little tube for less than $4 proves that an effective product does not necessarily depend on spectacular marketing. Sometimes all you need is a good product… and convinced customers.
FAQ: everything you need to know about Lovrén mascara
What is the best-selling mascara in pharmacies in France?
According to data communicated by the brand, Lovrén mascaras dominate the pharmacy makeup market, with the model Extra Volume M1 at the top of sales.
How much does Lovrén Extra Volume mascara cost?
Mascara Extra Volume M1 is sold approximately
$3.99, making it one of the most affordable mascaras on the market.
Where to buy Lovrén mascara?
Lovrén products are available in pharmacies and parapharmacies, in many pharmacies in France.
Why are Lovrén mascaras so popular?
Their success is based on excellent value for money, dermatologically and ophthalmologically tested formulas, as well as Italian manufacturing using rigorously selected raw materials.
