The cosmetics industry is in a state of flux. Traditional brands (Revlon, L'Oreal, Lancôme etc.) are viewed as old. The consumer is looking for more holistic and healing benefits from her eye products. She is no longer content with just the appearance benefits offered by traditional brands. The Body Shop brought her an awareness of cruelty free and natural products. These initial nudges lead to today's consumer being more informed and more inquisitive about the benefits of her personal eyeliner products. Traditionally the dynamics of the industryhave favored large houses because they can fund the major advertising and marketing campaigns associated with this industry. Today an underground effort can be more effective in gaining credibility with this market segment. In the past the volume of product required to produce a batch, and the cost of producing packaging have favored the larger players. Today, technology has evolved to allow the efficient production of small batches. Packaging resources exist that allow for efficient cost controls and rapid delivery of these components. In brief, the advantages of size that created barriers to entry for new players have been swept aside. The cosmetic giants still hold a dominant position in this industry and they will most likely continue to. But they have realized the need to acquire new brands and to keep their affiliation in the background.