Schwan Cosmetics, a leading global manufacturer of innovative white-label color cosmetics and supplier to many of the world’s biggest beauty brands, is launching a new intense black liquid eyeliner at Cosmoprof Worldwide Bologna, held March 20–22. Designed for up to 30 hours’ wear and bold black intensity, ALLNIGHT is a next-generation evolution in eyeliner innovation.
ALLNIGHT delivers a silky matte finish, designed to make a long-lasting bold statement from day to night without fading. All ingredients are consistent with the Sephora Clean List, which means its clean beauty formulation meets the strictest regulatory requirements and is free from potentially harmful ingredients like parabens, sulfates (SLS and SLES), phthalates, and formaldehyde. The formula is also free from EDTA.
Schwan Cosmetics introduced the world’s first pencil-format cosmetics product in 1927 and has been developing high-performance, scientifically-led formulations for trend-driven makeup solutions ever since. In 2024 alone, the company sold over 232 million products across its entire eyeliner range worldwide.
“ALLNIGHT marks a new chapter in eyeliner innovation. Through almost 100 years of developing innovative cosmetics solutions, we’ve succeeded in making our all-time best-seller even better by making it significantly cleaner, bolder, and longer-lasting,” said Marieke Waldmann, Product Manager SBA Eye at Schwan Cosmetics. “Black eyeliner is a staple makeup product. It’s a timeless classic found in every cosmetics consumer’s makeup bag. With ALLNIGHT, we’re showing that through listening to our customers’ needs and applying scientific R&D, we’re always striving to evolve and extend the performance of even the most popular of products.”
Balancing extreme pigment intensity and longevity with a clean beauty formulation created specific challenges in ALLNIGHT’s development. These required precise coordination of multiple technical elements, including pigment stability, surfactant selection, and polymer compatibility.
“Creating a stable ink that delivers our deepest black yet while remaining long-lasting and clean was a highly complex process because each component affects the others,” explains Waldmann. “Pigments tend to clump together, so surfactants must be carefully selected to keep them evenly dispersed. At the same time, the film former, which ensures adhesion and durability, must work in perfect harmony with the pigment and surfactant system. This delicate balance required extensive testing under extreme temperature conditions to ensure ALLNIGHT’s formulation remains stable and high-performing in all climates.”
ALLNIGHT is a highly customizable turnkey makeup solution. It is available for customers to individualize to their specific requirements with various applicator tip options, as well as five ready-to-personalize packaging formats. These include a soft touch silkscreen finish often associated with premium, luxury brands, a matte lacquer featuring holographic hot foil or metallization with glitter silkscreen for a stand-out, dazzling shimmer effect, as well as a gradient lacquer, a 3D-printable option with a glossy coating, and an injected marble effect with hot foil.
“For beauty brands, whether they’re established top sellers or exciting, disruptive newcomers, differentiation and the freedom to express their brands’ individuality and personality are just as essential as the expression given by the makeup itself,” says Corinna Zeidler, Director Brand Management at Schwan Cosmetics. “Our customizing approach ensures our customers impactful, eye-catching packaging options that mirror the makeup’s bold statement look and high performance. This helps them stand out to their customers with enhanced self-expression that stays true to their brand.”
ALLNIGHT will be launched at the Cosmoprof Worldwide Bologna trade show, March 20–22, 2025. Schwan Cosmetics will be present throughout the exhibition in Hall 15, Booth E12 – F11.
