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35 Sephora Products You'll Want To Tell Everyone About
A One/Size glass skin setting spray, a skincare-infused elixir by our favorite witch, Patrick Starr. Perfect if you need tons of powder to set your makeup on your oily skin, but then end up looking all cake-y and un-skin-like. This'll melt the powder into the rest of your makeup for a seamless, glass-like blend. One/Size is a queer, Filipino-owned business founded by makeup artist Patrick Starr to ensure that makeup is really one size fits all, as it should review: "WOW Patrick, I never got your first setting spray, but you DEFINITELY got my attention with THIS new one. Of course, I've only used it once, but for me, having to use a setting spray one time makes a difference in whether I like it or not, and WOW, I am OBSESSED. The lay down on this setting spray is GORGEOUS, my new obsession." —nikkicalebPrice: $34 A Too Faced "Better Than Sex" mascara that'll condition your lashes while also adding volume and length, locking your lash curl in place. You'll get the false lash drama without the discomfort. Promising reviews: "I just ordered it. First day I tried it on, people asked if I had put false lashes on. It's the false eyelash look without the discomfort. Will definitely purchase again." —corsetgirl"Dramatic people must have. I watched It's a Wonderful Life for Christmas, and after bawling like a baby for 30 minutes, my eyes might have been puffy, but that mascara didn't budge." —lowkeykillerbeePrice: $16+ (available in two sizes and shades) A bottle of Kayali's "The Wedding Silk Santal 36" perfume, the dreamiest fragrance you'll ever smell. With hints of sugared musk, creamy sandalwood, sparkling champagne, and white freesia, you'll be *so* irresistible, you may have a trail of people following your scent. Promising review: "When this first dropped, I bought a 10 mL bottle. As soon as I smelled it, I immediately bought two 50 mL bottles because I KNEW it would sell out. It sold out the next day and hasn't been seen since! Well, she is back and I stocked up (again). This scent is GORGEOUS! All the rumors are true. It's soft, sweet, feminine, romantic, and enchanting. Not as loud or bold as V28. Compliment magnet. Don't be left out again. Just add to cart." —Sarel360Price: $32+ (available in two sizes) A jar of Sol de Janeiro Brazilian Bum Bum body cream made with a caffeine-rich guarana extract formula to help smooth, hydrate, and tighten skin, all while smelling absolutely delicious. An alcohol-free daily brush cleaner spray that'll help you remove the caked on foundation build-up on your brush in between your monthly deep cleaning. This'll be the best $10 you've ever spent, truly. Promising review: "Exceeded my expectations! I just spray on a paper towel, and it legitimately takes off all of the makeup and dirt from my brushes, and they're like new again! So much easier than using soap or something." —HanCenzPrice: $10 An Ilia milk essence moisturizer, a lightweight, hyaluronic acid-packed bottle of goodness that's perfect to incorporate into your skincare routine before sunscreen and makeup. Dry skin and redness are no match for this barrier-renewing miracle. Promising review: "I don't think I will ever NOT have this product as a staple in my skincare routine. I have combination skin, more so dry, and it is actually hydrating enough. It also provides a perfect base for makeup. Doesn't pill when used with other products either." —Kris10NicolePrice: $28+ (available in two sizes) A pack of Peace Out's microneedling dark spot dots for anyone who's absolutely fed up with their hyperpigmentation, which is a direct consequence of popping their pimples. It's me, I'm fed up, and these are in my cart. They're infused with niacinamide and tranexamic microneedles to help fade discoloration. Miracles come in many forms, and in this case, they're lil' dots you stick to your face. Promising review: "The Microneedling Dark Spot Brightening Dots are incredible! These little dots work wonders in lightening my dark spots and hyperpigmentation. I love how easy they are to use, and the results are noticeable after just a few uses. Highly recommended for anyone looking to fade dark spots and achieve a more even skin tone." —ronibeteshPrice: $28 (12 patches come in a pack) A Huda Beauty plumping lip gloss that isn't sticky and pairs gorgeously with their lip liners. Exhibit A, look at the pic below. I have four of these lip combos currently in my cart. Hydrated, smooth lips with blurred fine lines? Sign me up. Promising review: "PERFECT gloss!!! I finally found my new fave lip gloss after many failed attempts. It makes your lips look fuller, but without the tingling sensation that plumping lip glosses have. Obsessed." —kaylaluckyPrice: $21 (available in two finishes and 11 shades) A Nars soft matte concealer so magical, you'll be searching for a witch to thank. The creamy, full-coverage formula will blur and conceal any imperfections and leave you looking soft, natural, and matte as heck. This product has held it down for me for YEARS. I especially use it when I dance; it lasts me through long, sweaty show days and still looks flawless by the end of the day. I like other concealers, but this one is *top-tier*; it never fails me. I always return to this because she's reliable, matte, and has perfect, long-lasting coverage. Since I'm as oily as it gets, I do prefer this to the radiant one, although I do like that one, too. There's just really nothing like this, it def hits different. It was the first makeup product I tried and decided I'd repurchase forever. And the little pot lasts for a looong time. At them moment, I'm getting over a terrible, stress-induced breakout where I popped every pimple I had cuz I ran out of pimple patches, so now I have tons of dark marks. This is the only concealer out of the entire drawer full that I own that actually covers my dark spots. If you're as shiny as Tamatoa from Moana, you won't regret a single thing about this purchase. Promising review: "Always have been a fan of Nars, but this took it to a whole new level. Product is so full coverage. I can cover up my dark spots without any worry of having my light coverage foundation seep through." —yadira2001Price: $32 (available in 30 shades) A Refy brow sculpting, shaping, and lifting gel you'll wanna text everyone about cuz it'll have your eyebrows looking their absolute best. A sweatproof, waterproof, flake-free hold, plus the defined, laminated look without the defined, laminated price — who rubbed a lamp and made a wish? Promising review: "My first time trying this product was years ago. I loved how it went on and laid my brows, but it flaked. The hold also wasn't strong enough for my thick brows. This redo was much needed. Now it gives the look that no other brow product does (most similar to brown lamination) and now a super strong hold that lasts all day without white residue/flaking. Will now be purchasing this regularly. You gotta love when a brand listens and improves their staples! Bravo Refy!" —Zoebear92Price: $24 Supergoop Unseen Sunscreen that can also be used as your makeup primer, offering broad-spectrum SPF 50 without feeling greasy or leaving a white cast. I know, I know, trying to make sure you wear sunscreen on your face can be a pain, especially if you wanna wear a full face of makeup butttt, that's why this baby is so perfect! A win if I ever knew one. An active acne scar primer made by Topicals for those with acne-prone skin. Not only is it great for blurring pores and raised bumps for a flawless makeup application, but it also can help reduce texture over time with regular use. Makeup + skincare wrapped into one bottle?! Pinch me, I *must* be dreaming. Topicals is a Black woman-owned small biz!Promising review: "This is it. This is the one that *actually* blurs and fills in significant pitted scarring and large pores. My skin is oily/dehydrated. After years of trying every single primer available and being let down, I am astonished. On a totally bare, clean face, I press it into the scarring (don't rub, just tap it in) and wait for 30 seconds. The primer dries completely and levels itself into smoothness. I use Estée Lauder Double Wear foundation on top, and it actually stays put all day. I was worried about the silicone in this primer causing foundation separation issues, but after a 10-hour day, everything is still in place. I did look a tad oily after six hours and had to re-powder." —lcsftwPrice: $34 A Milk Makeup cooling water jelly lip and cheek tint stick, a sheer, hydrating, buildable burst of color with a ~cooling~ effect you'll be obsessed with all summer. Promising review: "This blush has made me obsessed with sheer stains. It looks so natural and fresh. Now, other types of blush seem heavy and overwhelming. I'm just loving the sheer look, and using it on my lips also adds an overall polish I love." —kiwibPrice: $24 (available in seven shades) A dual-ended foundation + face brush by Makeup by Mario to make blending and building foundation easy as heck. Promising review: "A makeup artist used this on my face, and I had to get it. This makes your life so much easier. I use the bigger side for foundation and the smaller one for concealer. It's perfect! 2-in-1, the products go on so smoothly, and I am impressed at how quickly it blends everything. A must have!!!" —vvpcPrice: $32 A Fenty lip oil for anyone who loves immediate hydration and locked-in moisture for their pout. This trio of perfection — vitamin E, passionfruit oil, and shea butter will help nourish and condition your lips *and* the colors of the oils are stunning. Everything you could want in a lippie product. Promising review: "This is my most favorite lip oil that I've tried! The iridescence is beautiful any time of day, and it smells so good it makes me want to eat it! I wear it to work, around the house, and out running errands — you really can wear it for any occasion. I also appreciate that it's not sticky feeling!" —DrStassiPrice: $26 (available in two finishes and nine shades) A Tower 28 cream blush that can *also* be used on your lips. If you've been searching for an unbelievably pigmented blush with a radiant, luminous finish, look no further. A viral Too Faced Born This Way Concealer so you can skip foundation because really, who has the time? It's a lightweight, full-coverage formula that magically conceals, contours, highlights, *and* retouches all at the same time, significantly cutting the time spent on just getting your base ready. Color Wow — a heat-activated anti-frizz treatment to apply before you blow dry. With anti-humidity technology, sorcery, and moisture repellent, it works kinda like a mini keratin treatment and seriously DELIVERS some incredible results. Oh, and Chris Appleton, celebrity stylist to both Kim Kardashian and swearssss by this stuff. A Touchland misting hand sanitizer that you'll quickly realize is far superior to all other sanitizers. First of all, it's a spray (genius), it's hydrating, not sticky or greasy, and will leave your hands sanitized and smelling good as heck. Whether you like fruity smells like watermelon and mango, or warm smells like sandalwood and vanilla, these'll serve as the most perfect sanitizers ever. You'll def want 'em all. Promising review: "I have fallen in love with this product, it smells like pure happiness if that makes sense, and it is a must-have! Also, the product doesn't dry out my skin. It helps sanitize and lasts forever!" —SanFillPrice: $10 (available in 11 scents) A Beauty Blender dual-sided powder puff to set and lock in powder, leaving you looking like an ethereal airbrushed angel. One side is for setting, the other is for buffing, blending, and refreshing. If perfection was a makeup tool, it'd be this one. Promising review: "Amazing!!!!! I love this product! It's perfect for makeup baking, and creating a poreless, crease-free, matte look. Will definitely repurchase." —PoutPerfectlipsPrice: $18 A Sol de Janeiro SPF 50 body spray with niacinamide, coconut water, and pongamia seed extract to keep your skin bright, even, protected, and hydrated. Sunscreen is such an important skincare step, and this one'll leave you with a gorgeous sheen *and* scent (Cheirosa '87, to be exact). Promising review: "Not only does it smell great, but there's no residue! It's like wearing summer. It works so well, too, I was outside in the sun for a few hours and no sunburn." —MelandGPrice: $20+ (available in two sizes) A Danessa Myricks skin-blurring balm powder that'll keep your oil balanced all day and suck up your sweat. It's matte, but still helps you maintain hydration so your skin doesn't look all dry and cakey. Danessa Myricks Beauty is a Black woman-owned biz!Promising review: "FINALLY! A foundation that does what it says it's going to do. I apply it with a wet sponge, and the coverage is perfect each time. I don't worry about it easily transferring to my clothes, hallelujah! To make things even better, I have NO SHINE. I have oily skin and have tried all the high-end to low-end brands to make my skin look matte, and nothing worked until NOW! I have slept in this makeup, and my face still looks good. I have recommended it to everyone I know." —Nainah8584Price: $36 (available in 22 shades) A Pat McGrath Labs powder bronzer sure to put you in a magical trance and make you fall in love after you see the flawless finish it delivers. Perfect, blurred skin with a naturally radiant glow? Yes, please. Pat McGrath Labs is a woman-owned biz!Promising review: "I've had three strangers comment on my 'perfect skin' since I started wearing this. It's the perfect shade for my skin. It has a blurring effect that makes skin look flawless and blends like a dream. I've already repurchased." —TexylvanianPrice: $39 (available in five shades) A set of six Topicals under-eye patches packed with all the good stuff like niacinamide, caffeine, and kojic acid to help brighten, hydrate, de-puff, and cool your under-eye skin. TikTok is obsessed with these lil' dark circle- and discoloration-targeting miracles. Topicals is a Black woman-owned small biz!Promising review: "I'm someone who rarely ever writes reviews, but I had to step up for these. I have really bad dark under eyes, like, no matter how I did my concealer, it would never cover them. These things right here? I have used four pairs so far, and on my fourth, I noticed a huge difference. I'm going to keep trying these out, but I'm super impressed. I thought these wouldn't do anything for me." —falizzlePrice: $22 for six pairs A One/Size oil sucker extreme mattifying primer you KNOW has to be good — oil sucker?! Sign me up. This stuff is like Iron Man in Endgame and the grease in your face is Thanos — shine stands no chance. Promising review: "After using this primer for a couple of months now, I can confidently say this is a game changer for my long lasting makeup routine. As an extremely oily skin girl, this is the one product I've tried that has made a noticeable difference in how long it takes for me to get shiny, if at all now. I lightly moisturize, let it sink in, apply a small amount of the primer, let it dry down for at least two minutes, then continue to apply my makeup as normal. When paired with the One/Size setting spray, my makeup really does last all day without breaking down. Would definitely repurchase!" —tiffanyt95Price: $34 A Tower 28 daily facial spray that'll help balance skin pH and help minimize irritation, redness, and flare-ups. Formulated to mimic the makeup of our bodies, this bad boy delivers ✨hypochlorous acid✨ (no, it's not a spell for incredible skin), which is found naturally in white blood cells. A Fenty Beauty blurring tinted moisturizer because summer is right around the corner and heavy foundation + sweat + being so hot you basically wish you could take off a layer of skin = not a good time. It's oil free, transfer-, water-, and sweat resistant, lightweight, and perfect for a fresh, no-makeup makeup look. A Milk Hydro Grip primer to help your makeup cling to your skin the way a 5-year-old clings to their parent's leg on the first day of kindergarten. This sticky, magical primer locks your makeup down to help avoid any fading or transfer. A BaByliss titanium flat iron (1") that'll give you bone-straight, sleek, shiny hair. It heats up quickly, delivering some seriously fabulous salon-quality results. A Haus Labs concealer with buildable coverage to help visibly blur, brighten, and conceal blemishes and discoloration. One use, and you'll be texting the group chat and talking about it non-stop. You won't be able to stop yourself, it'll be like word vomit, like when Cady couldn't stop talking about Regina. This concealer is definitely *so fetch*. Promising reviews: "I really like this. I was surprised. It's very creamy, hydrating, and doesn't crease in my lines. I have mature, dry skin, so it's difficult to find concealers and foundations that don't pill or crease." —kittenfkuffies"This is simply the best concealer I have ever used in my life. It blends like a dream, never creases, is super buildable, and it's the only concealer line that includes proper undertones to conceal properly!" —mcy0106Price: $32 (available in 31 shades) An oil-based cleansing balm by Then I Met You that'll remove your makeup (even water-resistant sunscreen!) and cleanse your skin of impurities and excess oils. It's chock full of seaberry oil, persimmon extract, olive oil, and vitamin E to help soften and protect your skin. So good, you'll go on a *witch hunt* for whoever conjured this up so you can thank them and make 'em your new bestie. A Drybar interchangeable styling iron because you don't have space for all those dang hot tools. You'll get a 1-inch wand, a 1.25-inch curling iron, and a waver all in one fantastically compact, frizz-reducing ionic styling tool. Plus, it has a 60-minute auto shut-off feature and comes with a heat-resistant carrying bag!Promising review: "Best curler I've ever had! If you have really thick or coarse hair and struggle to find a non-damaging, curl-holding device, I HIGHLY recommend this device. Yes, it's a little expensive, but it's worth it! It gets super hot, which I liked, but you can adjust the heat, and the product gave me a glossy-looking finish. The attachments are super easy to use and switch. Also, I sometimes have issues storing my hair products, but it comes with a heat protective little case, which is super convenient. I 100% recommend this!!!" —NDR36Price: $199 A Kulfi Beauty hydrating crease-proof concealer that's long-lasting, conceals dark circles, hyperpigmentation, and blemishes, banishes redness, and ~illuminates~ the under eye. This stuff will give you the plumpest, most moisturized, smooth, supple, balanced skin of your life without even needing to crack open a spell book. A deep conditioning hair mask with rice protein and biotin in it so you can have pillow-y soft, moisturized, luscious locks. It's perfect for color treated hair, damaged strands, split ends, and frizz, and will help make your hair exxxxtra strong. A Kiehl's night serum that'll help visibly smooth your skin and reduce the appearance of fine lines and deep wrinkles. This stuff contains *pure retinol*, which is basically *pure magic* and will help with loss of firmness and elasticity. Promising review: "I recently added this to my night regimen, and after two weeks of using it, I already notice a big difference. The lines on my forehead and between my eyes (11s) have already begun to fade. I'm impressed. It's well worth the cost. The bottle will probably last me three months; a little goes a long way. I've tried A LOT of different wrinkle serums and treatments, but this one is by far my favorite!" —JeskaPPrice: $88 The daily brush cleaning spray showing up in your life to help with cleaning your beauty tools: The reviews used in this post have been edited for length and clarity.
Daily Mirror
21-05-2025
- Entertainment
- Daily Mirror
New mascara that gives incredible volume in one swipe and enhances blue eyes
If you want lots of volume from your mascara, our beauty editor Laura has found an excellent new one, with the added benefit of enhancing eye colour too As someone who wears mascara pretty much every day, I'll always jump at the chance to try out new ones as soon as they launch, forever on the hunt for the 'perfect' one. I've recently hit upon one of the best mascaras for lengthening, but if it's noticeable volume you look for in a formula, I was instantly impressed by this new one. Dior already has one smash hit mascara on its hands with Diorshow Overcurl Mascara, and now it's back 'over'-delivering with its newest one, Diorshow Overvolume Mascara, £35, with claims that include lashes that appear 440% fuller, an intensely pigmented black, and no-transfer, 24-hour wear. Thanks to diligent use of lash serums my eyelashes are long and plentiful but they're fair and fine, so I like a mascara that really amps up the volume without clumping – and I think I've found one here... Dior Diorshow Overvolume Mascara review First up, a brief moment for the packaging. With a luxe black quilted design, it's inspired by Dior's iconic handbags, and I think one of the brand's most striking yet. A definite win in the style stakes. It has my favourite type of mascara brush – silicone bristled – in an hourglass shape that does a great job at reaching between and grabbing every hair. What impressed me first was just how quick it is to apply and achieve a voluminous look, without having to go over and over your lashes; you could honestly be done in one or two swipes. Most days one layer is enough for me, but I sometimes wiggle a second coat into the roots of the lashes for added dimension. Cleverly, it delivers dramatic volume without clumping or looking spidery – a real 'false lash effect'. Another surprising benefit was just how flattering the colour was against my blue eyes, and it actually reminded me of a similar effect from using the black Diorshow Liquid Liner; Dior just does black pigments so well. I would never test a mascara's 24-hour claim, but it definitely lasted well all day without any smudging or flaking (it did just seem to 'fade' a little bit as the hours wore on, so I would add another coat if I was going out in the evening). Another minor niggle is that the brush is a little big for doing your lower lashes; I would have preferred a pointier tip for painting these tiny hairs. Overall, though, despite how fussy I am about mascara, I've been super impressed by this new Dior formula for the volume and pigment it delivers, and it has become a new firm favourite in my make-up bag. If, however, you find that the only mascaras that don't smudge on you are tubing mascaras, you should try Too Faced's new Ribbon Wrapped Lash Mascara, £28. And for length, nothing much beats Haus Labs' B Structural Volumizing + Lengthening Mascara, £27, for me. Join our Shopping & Deals WhatsApp for the best bargains and fashion news WHATSAPP: Get the best deals and exclusive discount codes straight to your phone via our WhatsApp group. Users must download or already have WhatsApp on their phones to join in. All you have to do to join is click on this link, select 'Join Chat' and you're in! We may also send you stories from other titles across the Reach group. We will also treat our community members to special offers, promotions, and adverts from us and our partners. Some of these articles will contain affiliate links where we will receive a commission on any sales we generate from them. If you don't like our community, you can check out any time you like. To leave our community click on the name at the top of your screen and choose Exit group. If you're curious, you can read our Privacy Notice.
Wales Online
12-05-2025
- Business
- Wales Online
The ‘perfect' concealer shoppers say makes them not want to use any other brand is now £10 off
The 'perfect' concealer shoppers say makes them not want to use any other brand is now £10 off Some have even described it as 'phenomenal' The Too Faced Born This Way Super Coverage Multi-Use Concealer (Image: Boots ) If you're on the hunt for a concealer which ticks all the boxes, then the Too Faced Born This Way Super Coverage Multi-Use Concealer might just be the answer to your prayers. The item which is currently reduced from £31 to £21 has received some raving reviews at Boots. According to the product description, it promises to 'conceal, contour, highlight, and retouch' skin with a natural finish concealer/makeup hybrid. Available in 35 natural shades, it lasts up to 12 hours and is also infused with coconut water, to boost the skin's radiance for a dewy, healthy-looking finish. For money-saving tips, sign up to our Money newsletter here READ MORE: Beauty lovers grab £20 box of skincare essentials worth £97 ideal for travel READ MORE: Dunelm's 'unique' £50 wall mirror looks 'more expensive' and 'really brings room together' One happy customer said: 'This is the most high coverage concealer I've ever tried and the formula is phenomenal , it's so creamy and makes my under eyes look like a filter when paired with huda beauty easy bake powder. 'Already repurchased it two times!' Another buyer entitled their review: ' Perfect as always ', writing: 'I have been using Too Faced concealer for [the] last 6 years and I don't want to use any other brand.' Not everyone was a fan, as someone else noted: 'Very disappointed with this product as the colour is very different to what I expected especially as I had researched it for quite a long time.' Yet lots of shoppers were hugely impressed. Another person said they will 'repurchase forever.' They said: 'I've tried them all and I always come back to this. 'It's full coverage but versatile and can be applied [to] lighter layers.' 'Discussing the different shades, they added: 'Marshmallow is perfect if u are nc15 or nars vanilla. 'So smooth and lasts all day. Will repurchase forever.' You could also buy the Hourglass Vanish Airbrush Concealer for £19 at Space NK, or the Il Makiage Multi-Use Perfecting Concealer for £27. Article continues below Additionally, there's also the NARS Cosmetics Radiant Creamy Concealer for £27 at Lookfantastic.
Forbes
21-03-2025
- Entertainment
- Forbes
Inside The New, Innovative Mascara Surge Driven By Tubing Formulas
Closeup shot of stylist applying black mascara on the eyelashes of the female eye. Maybe she's born with it... maybe it's mascara. While Vogue claims Gen-Z has abandoned the eye-enhancer, new, innovative mascara launches prove the category isn't slowing down. After all, pop princess du jour Sabrina Carpenter just launched a Pradascope Lash Lifting & Lengthening Mascara collaboration with Prada Beauty at the end of February. But Carpenter's partnership was just the beginning in a string of innovations in the space. March, especially, is proving to be an exceptionally notable month for innovative mascara. In fact, Makeup By Mario founder Mario Dedivanovic just announced that his voluminous, buildable, first-to-market Master Mascara ($28) will launch on March 27. 'This is the universal volumizing mascara I've always dreamed of creating,' Kim Kardashian's longtime makeup artist said, when asked what inspired the launch. 'The formula is weightless and buildable, providing naturally fuller, longer, and lifted lashes all day without clumping or smudging. It's infused with nourishing ingredients, so your lashes look sculpted but feel soft and conditioned. After 25 years as a makeup artist, this is not only my first mascara—it's the product I've always wanted in my kit. I'm so excited to finally share it after years of development.' black mascara isolated on white background Dedivanovic's announcement came a day before the launch of Too Faced's Ribbon Wrapped Lash Extreme Length Tubing Mascara ($29). This is the brand's first major release in the category since its groundbreaking Better Than Sex mascara in 2013, which has spun off into several other variations. In 2019, Too Faced launched a less-hyped Damn Girl! 24-Hour Mascara. The latest release is a first for the brand in the tubing category. 'Think of Better Than Sex mascara as the drama queen: big, bold, and ultra volumizing with its traditional wax-based formula,' says Elyse Reneau, the brand's Executive Director of Global Beauty. 'Ribbon Wrapped Lash is your low-maintenance bestie that delivers insane length without any smudging, flaking or panda-eye drama.' Tubing mascara, coined in 1995 by Blinc Cosmetics, underwent a renaissance in 2023. Thanks to a slew of innovative mascara launches—including the Tarte Tartelette Tubing Mascara, Caliray's Come Hell or High Water Volumizing Tubing Mascara, and the MAC Cosmetics Extended Play Gigablack Lash Mascara—the year proved to be groundbreaking for the modernized polymer technology. Reneau explains TooFaced's new tubing launch as a formula that 'wraps around each lash like a ribbon to form a flexible tube that stays put all day and slides off effortlessly with just warm water.' South Asian-owned Kulfi, initially known for its eyeshadows and kajal eyeliners, just launched a tubing product as well on March 20. The brand's debut mascara, known as Badi Lash ($26)—Badi means 'big' in Hindi—is described by its founder Priyanka Ganjoo as a unique hybrid of a volumizing and tubing mascara. Aimed at addressing the need for both dramatic lashes and long-lasting wear, the formula incorporates a nourishing tripeptide complex that targets lash health and high performance. The new tubing releases follow the launch of RevitaLash Cosmetics' Length Define Mascara, a product that claims to extend lashes up to 300%. The tubing component was a first for the brand, which released a Double-Ended Volumizing Primer & Mascara in 2018. Set of mascara spoolies The mascara industry alone is estimated to be worth more than $9 billion, meaning innovative mascara launches are key to keeping afloat in the saturated space. For Dedivanovic, this meant developing a unique applicator, in addition to a high-performance formula. Calling his first-to-market brush 'one of the biggest game-changers,' he explained that he designed it with a conical shape to make application effortless. 'It coats every lash from root to tip—even those hard-to-reach corners,' he shared. 'In the past, I'd always wipe excess mascara off the wand before applying to avoid a messy look. With Master Mascara, I eliminated that extra step. The custom bristles collect and evenly deposit the perfect amount of formula to achieve clean definition every time.' Accessibility is a much-overlooked angle of innovation in the beauty space. Selena Gomez' Rare Beauty has broken through with its Made Accessible Initiative, featuring ergonomically designed packaging that makes products easy to open and close. But taking things one step further is Tilt, which positions itself as the brand to ensure everyone can experience the joy of beauty. Founded by psoriatic arthritis patient Aerin Glazer, Tilt is the first beauty brand awarded the National Arthritis Foundation's Ease of Use Certification. Having just launched in February 2025, Tilt included a Lashscape Mascara ($28) as part of its two-product kickoff. The bright yellow tube is designed to lengthen and lift, while featuring an oversized grip and shortened wand for comfy, full-control application. Inclusivity—another often-overlooked conversation in beauty—is one of the many ways Kulfi has been able to stand out in the busy Sephora aisles. Among its many contributions to the South Asian community, the brand's latest launch proves once again that enough hasn't been done up to this point. In addition to the innovative ball-tip applicator that allows for precise application on hard-to-reach lashes, 'Badi Lash is designed with South Asian lashes in mind,' Ganjoo says. 'It provides the lift, separation and volume that many struggle to achieve with conventional mascaras, all while being easy to remove and gentle on natural lashes.' girl with bold pink eyeshadow adds mascara to her eyes So, what prompted this sudden wave of new mascara launches? 'It's always been a beauty staple, but demand is higher than ever as trends shift toward effortless enhancement,' explains Dedivanovic. 'Everyone wants products that instantly define and lift their natural features, and mascara is one of the easiest ways to achieve that—whether paired with a full makeup look or worn on its own. Performance is also a top priority, driving innovation in formulas and advanced brush technology. People are constantly searching for the next 'holy grail' mascara, and brands are rising to the challenge.' Consumers are also experimenting more with pigment. Brown mascara is having a moment, as evidenced by its widespread functionality on TikTok. For example, user @minaamouse16 told her 969,000 followers that girls with brown eyes look best with brown mascara. And the visuals speak for themself, as users have shown closeups of their brown mascara application to contrast the color of their eyes. The shade's popularity pushed Ilia to release a brown version of its award-winning Limitless Lash Mascara. The rich, chocolate shade called Before Dawn launches on March 25. Ultimately, users are craving innovation, as Dedivanovic noted above. Whether that be in terms of inclusivity, application, pigment or formula, brands are more aware of the demand. Ganjoo says her customers have been requesting a mascara that enhances, nourishes and protects—but also works for diverse lash types. 'There've been requests particularly from those with straight, thick, and heavy lashes that are often overlooked by traditional formulas,' she says. Bottom line? Innovative mascara is only on the rise. 'Mascara is like the magic wand of any makeup routine,' Reneau says. 'It instantly lifts, defines and transforms your entire look. It makes you instantly look awake and more polished. Even on a minimal makeup day, mascara is the secret to drawing people's attention to your eyes.'
USA Today
18-03-2025
- Entertainment
- USA Today
The lip stain Billie Eilish loves is just $15 this week
The lip stain Billie Eilish loves is just $15 this week Shop Ulta's first-ever Weekly Beauty Steals for 50% off Too Faced, Sacheu, Benefit Cosmetics and more. — Recommendations are independently chosen by our editors. Purchases you make through our links may earn us and our publishing partners a commission. It's a great week to be a beauty-lover. Ulta's 21 Days of Beauty sale is one of the year's most exciting beauty events and it is happening now through Thursday, March 27. With a range of daily deals on everything from Live Tinted Huesticks to Tarte's top-rated setting spray and coveted skincare devices from Foreo, we thought the deals couldn't get better. Plot twist: For the first time ever, Ulta Beauty is offering a slew of Weekly Beauty Steals during the 21 Days of Beauty sale, with discounts of 50% off on top-rated beauty products. The Weekly Beauty Steals are only available through Thursday, March 20 and we've got our finger on the pulse to help you grab the best deals. Unlike the short-lived daily deals that get refreshed throughout Ulta's 21 Days of Beauty sale, the retailer's first-ever Weekly Beauty Steals will stick around for a full seven days. This week's Ulta steals offer major savings on all sorts of popular products across makeup, fragrance, hair and beyond. Our favorite finds from Ulta's Weekly Beauty Steals section include a rare discount on the Billie Eilish-approved (and insanely viral) Sacheu Peel Off Liner STAY-N Bundle and a 50% price cut on Benefit's Benetint Liquid Lip & Cheek Stain. Shop Ulta's 21 Days of Beauty sale Shop the best Weekly Beauty Steals at Ulta More: Don't miss out on 50% off during Ulta's 21 Days of Beauty sale When is Ulta's 21 Days of Beauty sale? The Ulta 21 Days of Beauty sale kicked off on Friday, March 7 and will continue through Thursday, March 27. This week's crop of exclusive Weekly Beauty Steals will last through Thursday, March 20. Shop Ulta's 21 Days of Beauty sale Prices were accurate at the time this article was published but may change over time.
