Kylie Jenner announces Kylie Cosmetics is launching its first ever mascara
When Kylie Jenner launched Kylie Cosmetics in 2014, she sold out of the brand’s signature lip kits in under one minute.
Since then Jenner has expanded the brand’s range of cosmetics to include a range of eye, cheek and lip products. But for the first time since the brand’s conception, Kylie Cosmetics is dabbling in the world of mascara.
Jenner recently shared her intention to explore the world of lash care via Instagram: “first everrrrrr MASCARA. I can’t wait to share it with you. Coming April 6 to KylieCosmetics.com,” she exclaimed.
The post was accompanied by a series of promotional images; Jenner's silhouette shrouded in darkness, while spotlights illuminate a mascara wand in her hand and her fluffy lashes.
@kyliecosmetics
@kyliecosmetics
@kyliecosmetics
However, Jenner has been illusive about what we can expect from the mascara in terms of the formula, price and wand technology. But what we do know is that the packaging is pink and it’s called the KyLash Volume Mascara.
According to the Kylie Cosmetics Instagram page the mascara promises “volumised, fuller, beautiful lashes, no matter your lash type.”
@kyliecosmetics
@kyliecosmetics
@kyliecosmetics
The brand also claims the mascara provides “instant volume that lasts all day”, explaining that “KYLASH lifts and enhances lashes on the first swipe, providing multidimensional definition and giving you a perfect full, fanned out lash.”
@kyliecosmetics
@kyliecosmetics
Judging from the campaign images the brand has released so far, this mascara is going to emulate the full fluffy lashes that we’ve become accustomed to seeing decorate Jenner’s makeup looks. Either way, we’re keeping our eyes firmly fastened on Kylie Cosmetics on April 6th — we suspect the brand might have another best-seller on their hands.
Want to do your research before you commit to the new Kylie Cosmetics mascara? Here are seven of the greatest mascaras your lashes will ever meet.
Main image credit: @kyliecosmetics
Briar Clark got her start in the media industry in 2017, as an intern for Marie Claire and InStyle. Since then, her keen interest in fashion and beauty has landed her gigs as a Digital Content Producer and Beauty Editor with titles like Girlfriend, Refinery29, BEAUTYcrew and beautyheaven. She loves the way seemingly innocuous topics like skin care and style have the ability to put a smile on people’s faces or make them think about themselves a little differently. A big believer in self love and experimentation, Briar has made a point of becoming the Australian beauty industry’s unofficial guinea pig for unusual treatments and daring hair trends. When she’s not testing out the latest beauty launches, Briar is big on broadening her horizons, mostly in the form of food but she’s also partial to travelling to new destinations both near and far (and of course, allocating an extra bag to bring their best beauty offerings home with her).
