Ooh-la-la lashes overload up ahead.
From new products launching daily to the fast-paced comings and goings of TikTok-led makeup trends, there’s always something going on in the beauty universe. The object of the cosmetic industry’s desire this week? Mascara. Three coming-soon mascaras have now been put on our radar, and two viral ways to wear this lash-coating makeup staple have caught our attention.
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Simply put, mascara is having a moment — and there is much to be discussed. Allow us to bring you up to speed.
Major new launches from Fenty Beauty and Kylie Cosmetics
We kicked off the week with news from Fenty Beauty and Kylie Cosmetics that both brands will be dropping their own respective mascaras in the very near future. We’ll be able to get our hands on Fenty’s Hella Thicc long-wearing mascara first — with an online release date of March 28 (and March 31 in-store). Upon its arrival, it promises to deliver a high dose of volume in a creamy ultra-black formula. And it’s a total makeup bag must-have for the spring and summer seasons since it’s sweat-, humidity-, and transfer-proof. Launching soon after, on April 6, is Kylie Cosmetics’ first-ever foray into the world of mascara dubbed Kylash (ha!). It packs a lash-lifting punch into a chic powder pink tube that is super on-brand for Miss Jenner. Its claims? A flake-, smudge-, and clump-free product that provides multidimensional definition in a single swipe. That being said, we’ll take them both. Thanks!
A win for sustainability
In another exciting announcement that came mid-week, we learned of the first-ever post-consumer recycled fiber filaments used in mascara and eyebrow brushes. The innovation is…
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