Fancy & Trend, a Taiwan-based firm specializing in high quality cosmetic and skin care packaging, has released a new mascara tube with an innovative twist (quite literal, in this case). The tube features adjustable product dispensing with a small twist of the tube, enabling consumers to control how much product they use and what effects they can create with lashes.

According to the company, most mascara brushes (with names that include “volume”, “long-lash” “long-lasting”, and such) cannot satisfy all the vast needs of consumers wanting different application effects, hence its release of a container that allows control of the amount of product dispensed. The trick is an ingenious internal tube inside the container – when the packaging is twisted to one side, the brush comes out as it would from a standard tube, through the top aperture, which is ample and allows a good amount of product out on the brush. When the tube is twisted in the other direction, the brush is pulled out through the smaller internal tub, which strains off product, leaving only a little on the brush. A consumer can create fine or full lash effects by simply dialing the preferred setting to match the occasion.

A variety of materials and styles are available for the containers, and further, Fancy & Trend offers a staggering array of complements and decoration options to provide companies with the right choice for their target market.