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.
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.”
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.”
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.
Briar is the Beauty Editor at BEAUTYcrew. Her 'down for anything' attitude has resulted in more than a handful of hair transformations, and she doesn't mind being used as a guinea pig for the industry's most unusual products and treatments. Her work has also appeared on Refinery29, Girlfriend and beautyheaven.