“I can’t wait to share it with you.” Kylie said.
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.
“The reason why I sold half my company was to have this big infrastructure to go global,” Jenner revealed in her Inside Kylie Cosmetics Part Three: Kylie 2.0 Youtube video, which was released in July 2021.
The label also got a rebrand, relaunching as both clean and vegan. “I’ve learned so much, so much more than what I knew when I started Kylie Cosmetics,” Jenner explained in the clip. “Being clean and vegan and cruelty-free and paraben-free, all these things are really important to me now. I was to just be really proud of everything that I release.”
She continued: “I want to be proud of the things that I make and the things that, you know, I’m selling to people. I just want everyone to feel good when they wear my makeup and see the love that we put into it.”
But for the first time since the brand’s conception, Kylie Cosmetics is dabbling in the world of mascara. “First everrrrrrr MASCARA,” Jenner, 25, revealed via Instagram on Wednesday, March 22. “I can’t wait to share it with you. Coming on April 6.” Alongside the announcement, the beauty mogul teased the new product with promotional shots that showed her with fierce lashes. 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.
The official Kylie Cosmetics Instagram account also gushed over the upcoming launch, showing off pink-coloured tubes that read “Kylash.”
However, Kylie Jenner has been elusive 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 “volumized, fuller, beautiful lashes, no matter your lash type.”
In an Instagram post Jenner shared, “Our first ever mascara. Kylash Volume mascara coming April 6.” On the brand’s page, a series of haute images followed with Kylie giving off dark and mysterious silhouettes with spotlights on the fluffy lashes and her eyes to highlight the upcoming drop. We don’t know what to expect from the “Kylash” mascara in terms of formula, packaging, or price point, but we can expect the new lash enhancer to be geared towards the girlies that indulge in length and volume mascaras. If the mascara will give us the coveted KarJenner lash effect, we will patiently wait for April 6 to pack our shopping carts out with the product. Stay tuned as we work to bring you more deets.
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.”