Beach/swim, working out and sweating, crying, etc. There are reasons women want mascara (not ALL makeup) that is waterproof. The growth rate of mascara is expected to be 6.7%, and waterproof mascara @ 6.82, per Mascara Market: Worldwide Analysis and Forecasts, 2017 to 2023. Maybe you can convince them to stop selling it, and in turn women will stop using that 'pointless' product. 🙂