Huda Beauty Launches its First (and Only) Mascara

by Maddison Glendinning May 13, 2020

Rejoice, mascara fans, for beauty mogul Huda Kattan has today blessed the world with the very first Huda Beauty mascara.

Called Legit Lashes, the new product is dual-ended (one side is for Volume and the other is for Curl & Length), meaning it delivers two different brushes and two different formulas – both of which are full size – to help you build the best lashes of your life. According to the brand, the formulas have been “clinically proven to volumize, lengthen, lift and curl lashes.” Plus, the product has been designed to deliver a false lash-like effect, minus the hassle. In a YouTube video announcing the release of the product Kattan said, “I never thought we’d do this when we launched Huda Beauty. My needs for lashes are just so big, so intense, that I just couldn’t see me ever choosing mascara over false lashes.” Until now, that is.

Five years in the making, the mascara’s Volume formula uses low gravity volumizing 5mm-long fibres to create weightless volume, whilst the Curl & Length formula uses gripping waxes and fibres to elongate lashes. Plus, the specially designed curved brush helps to grab small lashes for added oomph. Given that everyone is looking for something different, Kattan said she wanted to make a formula that delivered exceptional results for every person that used it. “Mascara is so personal. My dream was to do one that worked on everybody no matter their lash type.”

The before and after photos on Instagram are truly staggering – made all the more impressive when you find out that, unlike many traditional mascara advertising campaigns, they contain no retouching. “You guys know I always want everyone to feel beautiful, it’s really important to me,” shared Kattan. “And some of those perfect ads, with all of the photoshop, almost felt very un-inclusive because none of us were represented there.”

View this post on Instagram

Take a closer look. NO PHOTOSHOP OR RETOUCHING ON THESE LASHES & ABSOLUTELY NO FALSIES #LEGITLASHES ⠀⠀⠀⠀⠀⠀⠀⠀⠀ FULL REVEAL – link in bio ⠀⠀⠀⠀⠀⠀⠀⠀⠀ *Disclaimer: We zoomed in, because we want you to see EVERYTHING, so lashes appear larger than life and extra thick (although you may find similar results IRL)!! ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Please note, we have left the veins, wrinkles, and any blemishes even though we are very close to minimize any retouching.

A post shared by HUDA KATTAN (@hudabeauty) on May 13, 2020 at 9:02am PDT

Plus, this is the brand’s one and only mascara. “I don’t want to be that brand that releases a new mascara every year, I wanted to create something that lasted a long time,” says Kattan.

The waitlist for the mascara ($34) is officially open, with the product dropping on May 20 at Hudabeauty.com and at Sephora. Watch it in action below:

The post Huda Beauty Launches its First (and Only) Mascara appeared first on FASHION Magazine.