We are not worthy!
Today, Anastasia Beverly Hills officially announced on Instagram that they’re expanding their line into the one category so many brands shy away from…mascara.
With a reputation as one of the most challenging makeup products to create, this is ABH’s first mascara release and it sounds like they got the formula spot on.
According to their post, the Anastasia Beverly Hills Lash Brag Volumizing Mascara is formulated to add volume, fullness and drama to all lash types. The water-resistant, creamy formula won’t smudge or flake and will last all day long. Better yet, Lash Brag is paraben-, gluten-, and phthalate-free as well as cruelty-free.
For now, it comes in one shade, an intense jet-black. The brush is an hour-glass shape to separately coat each lash without weighing down your lewk.
As for the name ‘Lash Brag,’ ABH claims its for good reason. According to their announcement, you can brag three ways with this mascara— “a little” with one coat, “a lot” with two coats or you’ll have “total bragging rights” with three or more coats.
So far, we’ve only seen one PR review from a beauty writer at Allure, who claimed the product does what it says— her lashes appeared longer and thicker without clumping or weighing them down.
The response to Lash Brag on Twitter hasn’t been as favourable (albeit they haven’t tried the product yet), with some feeling frustrated that the brush is the same shape as many other mid-range mascaras on the market like Better Than Sex, Lash Paradise and Damn Girl. Others are criticising the packaging, claiming it looks too similar to Fenty.
Anastasia Beverly Hills Lash Brag Volumising Mascara will be available on March 10th for $24USD.
Here’s to hoping Lash Brag is to our lashes as Dip Brow was to our brows!