Mascara News 2023: Product Launches and Viral Mascara Trends

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Ooh-la-la lashes overload up ahead.

By Lauren Knowles

Date March 24, 2023

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.

RELATED: The Most Striking Fall 2023 Runway Beauty Trends

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 coming down the pipeline by way of a new collection of sustainable brushes made by Medmix’s beauty brand, Geka. This debut is a thrilling development on the sustainability front, with brushes in the new range now made of 65% recycled polyethylene terephtalate (a common synthetic fibre used for product packaging)  or polybutylene terephthalate (a similar type of synthetic resin used in the making of electrical and small machine parts).

Cocktails, anyone?

Switching apps now, two mascara trends are circulating on #beautytok. The first is an application technique labeled “mascara cocktailing” — but there’s no alcohol required here. Instead, the process involves layering a custom concoction of mascaras with varying formulations (think: curling, thickening, lengthening) and brush types to create a lash look that ticks all your boxes. Even Jessica Alba‘s a fan of the technique!

@jessicaalba Celebrating #NationalLashDay my fave way – #MascaraCocktail style ️ These are my lengthening and volumizing holy grails Celebrate with me and tag me in your glam pics or videos 🥂🥰 #SundayFunday #Fabulash #CleanBeauty Hey It’s Me – Official Sound Studio

Lighten up

If your lash preferences are more laidback and subdued, then TikTok’s brown mascara trend may be more to your taste. Content creators on the app are exchanging their classic black mascaras for the softer appeal of chocolate brown-coated lashes. This rich hue is universally stunning on all eye colours, brightening up light green and blue irises while making the darkness of brown eyes appear deeper and more alluring. TikTok’s trendiest brown mascaras? YSL Beauty’s “Uninhibited Brown” Lash Clash and Too Faced’s Better Than Sex Mascara in the “Chocolate Brown” shade, which both lend themselves to beauty’s endless quest for the very best minimalist makeup products to satisfy its current obsession with barely-there beauty.

@pipiquiroz Ysl lash clash in brown 🧸🧸 @yslbeauty original sound – &lt3

So, here’s what we’ve learned this week: there’s no one way to wear mascara — or to make it. In fact, it appears we’ve been spoiled for choice. The only question left to be answered now is, how do you like yours? And where will you be shopping for it?

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