March 21, 2026
The global mascara market was valued at approximately $8.65 billion in 2024, according to Market Research Future, and is projected to reach $16.6 billion by 2035 at a compound annual growth rate (CAGR) of 6.09 percent. In the United States (U.S.), mascara remains one of the most consistently purchased cosmetic items, driven by demand for volumizing, lengthening, and waterproof formulas across demographic groups. Tennessee retailers selling mascara must register with the state through the Tennessee Taxpayer Access Point (TNTAP) at tntap.tn.gov, paying a $15 registration fee to the county or city clerk. Qualifying retail sales of mascara are subject to Tennessee’s 7% state sales tax, which applies at the point of sale for all consumers purchasing from brick-and-mortar or in-state online retailers.
Nashville’s entertainment economy, with its year-round live performances, bachelorette tourism, and growing beauty-influencer community, generates outsized demand for mascara and eye makeup products. Tennessee’s cosmetics retail landscape benefits from Nashville’s status as a major entertainment and events hub. The city’s live music industry, coupled with an active bridal and event market, creates year-round demand for high-performance eye makeup including mascara. Bachelorette weekends, award ceremonies, and concert performances bring tens of thousands of visitors annually who shop local beauty retailers. At the same time, a growing community of Nashville-based beauty content creators and social media influencers drives consumer discovery and purchasing decisions for mascara products, with platforms like Instagram and TikTok regularly shaping awareness of new formulas and finishes available at Tennessee stores.
Because mascara contacts the mucous membrane of the eye, it faces stricter FDA regulation than most other cosmetic categories, with no small-business exemption under the 2022 MoCRA facility registration mandate. Federal oversight of mascara falls under the U.S. Food and Drug Administration (FDA), which regulates eye cosmetics under 21 Code of Federal Regulations (CFR) Part 700, which prohibits the use of certain ingredients,including mercury compounds and bithionol,in cosmetic products. Color additives for use in the eye area must be specifically approved under 21 CFR Part 73. The Modernization of Cosmetics Regulation Act (MoCRA) of 2022 introduced mandatory facility registration requirements that became enforceable on July 1, 2024; critically, no small-business exemption applies to mascara because the product comes into contact with the mucous membrane of the eye. The Federal Trade Commission (FTC) regulates influencer endorsements of mascara products under 16 CFR Part 255, requiring clear and conspicuous disclosure of material connections. Because mascara is classified as a product that contacts the mucous membrane of the eye, every manufacturer,regardless of size or annual revenue,must comply with MoCRA facility registration under 21 CFR Part 700.
Tennessee mascara shoppers benefit from a wide array of formula options, and understanding the differences among fiber, tubing, and traditional brush-applied formats helps narrow the selection to the best fit for individual lash needs and sensitivities. Fiber mascaras use synthetic or natural fibers to extend lash length, while tubing formulas coat each lash with a flexible polymer that slides off with warm water,a popular choice for contact lens wearers and those with sensitive eyes. Traditional brush-applied mascaras remain the dominant format and are available in both waterproof and non-waterproof versions; ophthalmologist-tested labeling, while not an FDA-regulated claim, signals that a product has been evaluated for ocular safety. Key indicators to evaluate for sensitive eyes include formulas free from parabens, quaternium-15, and added fragrances. Tennessee’s Consumer Protection Act (CPA), codified at Tennessee Code Annotated (TCA) § 47-18-104, prohibits sellers from misrepresenting the quality, grade, or standard of cosmetic goods, providing a state-level remedy for shoppers who encounter deceptive product claims. FDA color additive regulation compliance on the product label indicates that the mascara’s pigments meet federal safety standards, and the American Academy of Ophthalmology recommends replacing mascara every three months to reduce the risk of bacterial contamination from daily use.
Top Mascara Providers in Tennessee
Ulta Beauty Nashville — Thompson Lane
- Address: 719 Thompson Ln, Suite 6, Nashville, TN 37204
- Phone: (615) 385-2897
- Website: https://www.ulta.com/stores/nashville-tn-722
- Description: Ulta Beauty’s Thompson Lane Nashville location carries one of the city’s broadest in-store selections of mascara, spanning prestige and mass-market brands including Lancôme, Urban Decay, Maybelline, and L’Oréal. The store’s dedicated beauty advisors provide product demonstrations and formula comparisons to help shoppers identify the best mascara for their lash type and lifestyle. An on-site salon and regular promotional events make this location a full-service beauty destination for Nashville consumers.
Sephora — Fifth + Broadway
- Address: 5015 Broadway Place, Nashville, TN 37203
- Phone: (629) 802-9644
- Website: https://www.sephora.com/happening/stores/fifth-and-broadway
- Description: Located in the Fifth + Broadway retail and entertainment complex in downtown Nashville, this Sephora carries over 14,000 products from more than 200 brands, including an extensive mascara assortment from prestige labels such as Charlotte Tilbury, Benefit, and Dior Beauty. Trained Beauty Advisors offer personalized recommendations and complimentary consultations, and the store’s Try Before You Buy sampling culture allows shoppers to test formulas before purchasing. This location’s proximity to Nashville’s entertainment corridor makes it a high-traffic destination for event-ready eye makeup.
Woo Skincare + Cosmetics
- Address: 2154 Bandywood Drive, Nashville, TN 37215
- Phone: (615) 383-2170
- Website: https://www.wooskincareandcosmetics.com
- Description: Woo Skincare + Cosmetics is a Nashville-founded independent beauty boutique that opened its Bandywood Drive location in 2002, offering a carefully curated selection of makeup and skincare from luxury and clean beauty brands including Westman Atelier, Trish McEvoy, ILIA, Bobbi Brown, and Jane Iredale,all of which offer mascara formulas with an emphasis on ingredient quality. Staff at Woo provide personalized product consultations, and the boutique also offers in-store facial, waxing, and makeup services for special occasions. This independently owned shop is a preferred destination for Nashville consumers seeking prestige and clean-formula mascara alternatives to mass-market brands.
Sally Beauty — Nashville Hwy 70 South
- Address: 7059 Hwy 70 South, Nashville, TN 37221
- Phone: (615) 662-1415
- Website: https://www.sallybeauty.com
- Description: Sally Beauty is the world’s largest specialty retailer of professional salon products, and its Nashville Hwy 70 South location offers a broad range of mascara products accessible to both retail consumers and licensed beauty professionals. The store carries drugstore and professional-grade brands including NYX Professional Makeup and Ardell, along with mascara accessories such as lash primers and conditioners. Sally Beauty’s professional-grade pricing and wide inventory make it a practical resource for Tennessee makeup artists and everyday consumers alike.
Frequently Asked Questions
Do I need a business license to sell mascara in Tennessee?
Yes. Any individual or entity selling mascara at retail in Tennessee must obtain a business license by paying a $15 fee to the county or city clerk and completing registration through the Tennessee Taxpayer Access Point (TNTAP). Registration is required before conducting any retail sales, and license holders must renew annually. For full registration instructions, visit tntap.tn.gov.
What sales tax applies to mascara purchases in Tennessee?
Mascara is classified as a cosmetic product and is subject to Tennessee’s state sales tax rate of 7% on all qualifying retail sales. Local option taxes may add an additional amount depending on the county, bringing the total rate higher in some jurisdictions. Questions about specific local rates can be directed to the Tennessee Department of Revenue at (615) 253-0600.
Is mascara regulated by the FDA, and what rules apply?
Yes. The U.S. Food and Drug Administration (FDA) regulates mascara as a cosmetic product and prohibits certain ingredients,including mercury compounds,under 21 CFR Part 700. Color additives used in the eye area must be approved under 21 CFR Part 73. Under the Modernization of Cosmetics Regulation Act (MoCRA) of 2022, all mascara manufacturers must register their facilities with the FDA regardless of business size, because mascara contacts the eye’s mucous membrane. See TCA § 47-18-104 for state-level consumer protection standards that complement federal requirements.
What should I look for in a mascara formula if I have sensitive eyes?
Shoppers with sensitive eyes or contact lens wearers should seek tubing formulas, which coat lashes with a flexible polymer and remove cleanly with warm water rather than oil-based removers. Look for formulas labeled ophthalmologist-tested and free from parabens, added fragrances, and quaternium-15. Clean beauty mascaras from brands such as Jane Iredale, ILIA, and Westman Atelier are carried at independent boutiques like Woo Skincare + Cosmetics in Nashville. For eye safety concerns related to cosmetics, consult the American Academy of Ophthalmology.
Are there restrictions on mascara ingredients that brands must follow?
Yes. Mascara brands selling in the United States must comply with the FDA’s prohibited ingredient list under 21 CFR Part 700 and must use only approved color additives for the eye area under 21 CFR Part 73. Under MoCRA, responsible persons must report serious adverse events to the FDA within 15 business days of receiving notice. Tennessee retailers are also bound by TCA § 47-18-104, which prohibits misrepresentation of product quality or ingredients. For detailed ingredient compliance guidance, contact the Personal Care Products Council at (202) 331-1770.
Can social media influencers promote mascara without disclosing sponsorship in Tennessee?
No. The Federal Trade Commission (FTC) requires clear and conspicuous disclosure of any material connection between an influencer and a mascara brand under 16 CFR Part 255, updated in 2023. This means sponsored posts, gifted products, and paid partnerships must be labeled with language such as “#ad” or “Paid partnership” in every post where they appear. Tennessee’s Consumer Protection Act reinforces these standards at the state level by prohibiting deceptive advertising practices that could mislead consumers. Full guidance on endorsement disclosures is available at ftc.gov/endorsements.
What return policies apply to mascara purchased in Tennessee?
Unopened mascara in its original sealed packaging is generally returnable within 30 days at Tennessee cosmetic retailers with a receipt. Opened or used mascara is non-returnable at most stores due to strict hygiene regulations for eye cosmetics, as the risk of bacterial contamination makes it unsafe to resell an opened mascara product. Some prestige beauty retailers and department stores accept opened mascara returns within their standard return window as a customer accommodation, but this is a store policy rather than a legal requirement. Mascara does not carry a formal manufacturer warranty, but brands typically offer a satisfaction guarantee accessible through their customer service. Tennessee buyers who experience eye irritation, allergic reactions, or infection symptoms after using mascara should discontinue use immediately, consult an eye care provider, and report the reaction to the FDA’s MedWatch program at (800) 332-1088. Mascara should be replaced every three to six months regardless of return policies to maintain eye health.