A good mascara, one with just the right flutter to clagginess ratio, is the Holy Grail in any girl’s makeup bag.
Which probably explains why so many brands spend several months or years on development before they’ll launch their first mascara product.
Glossier took four years from the day the brand launched to drop their first mascara, while other cult brands like Fenty Beauty, Kylie Cosmetics and Huda Beauty are still to add a lash wand to their ranges.
But lash lovers fear not! For this week the legendary makeup artist Pat McGrath took to Instagram to announce her brand, Pat McGrath Labs, recently valued by Women’s Wear Daily at over $1 billion, will be the latest cult label to take the plunge into the heavily saturated category.
The “runway-tested, mother-approved” Fetisheyes, which McGrath used to create the '60s-style lashes at the Prada spring/summer 2019 show, as well as Versace’s pre-fall show in December, will drop on February 14 exclusively on PatMcGrath.com.
“This instantly iconic formulation unleashes the ultimate in pro performance artistry, saturating each individual lash in the most intense black pigment while dramatically lifting and lengthening for unprecedented fullness and maximum volume,” says McGrath on Instagram. “Straight from the lab, this all-in-one mascara seamlessly builds from coquettishly feathered to editorially-inspired, for a full-on lash fantasy that becomes more extreme with every swipe.”
For anyone looking to up their flirty lash game on Valentine’s Day, this product’s sure to be worth a flutter.
