Fenty Beauty is *FINALLY* Launching a Mascara This Month

Photograph courtesy of Fenty Beauty

Welcome to 2020, the year when Rihanna changed the mascara game.

The day is finally (almost) here. We, and many others globally, have been asking for it for so long. And now, it’s finally coming. That’s right: a Fenty Beauty mascara is launching this month. In nine days to be exact.

Called Full Frontal Volume, Lift & Curl Mascara ($32), the product (which marks the beauty brand’s first mascara product) has an exclusive brush design that allows you to coat every part of your lash for maximum impact. The flat side of the brush helps to define curls, whilst the fat side loads and lifts, resulting in an eye-opening finish.

fenty beauty mascara
Photograph courtesy of Fenty Beauty

The formulation is also water-resistant, long-wearing and smudge-resistant and is available in a deep black hue called “Cuz I’m Black”. The formula is also buildable, allowing each wearer to obtain their desired finish with ease. In a release, the brand also added that, once you’re done volumizing and curling, by using the pointed tip of the brush and applying the mascara vertically to the lash ends, you’ll get stellar length, too. RiRi hersef likes to “add extra layers to just the outer edge of [her] lashes while brushing them outward” for a fanned-out lash look.

In under an hour, the Instagram post announcing the launch has racked up almost 100,000 likes. Rihanna herself commented on the post, writing, “It’s OVER for these folks. OVAAAAAAAAA,” whilst Fenty’s global makeup artist Priscilla Ono added, “They ain’t ready! Actually…they been ready.”

Ever since Fenty Beauty launched in 2016, fans have been asking Rihanna to release a mascara. RiRi has been taking her sweet time – but that’s because she’s a self-proclaimed perfectionist when it comes to formulations, and won’t allow products to hit the shelves until she’s 100 per cent convinced of their efficacy. So you can IMAGINE how good this mascara is going to be.

The Full Frontal Volume, Lift & Curl Mascara launches on January 16 at Sephora and on fentybeauty.com. Set every alarm you have.

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