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KKW Beauty is launching its first mascara this weekend

Eyes on the prize, people
Kim Kardashian West is launching a new product in her KKW Beauty lineup this weekend...

Whilst for some people mascara is a can’t-live-without staple, others are non-plussed by the idea of it. Earlier this year, Business of Fashion reported that mascara sales were on the decline, noting that brands like Kylie Cosmetics and Fenty Beauty didn’t include the product in its line-up. The problem, they say, is the time and cost involved in making mascara with the aforementioned brands deciding against producing it on that basis. However buzzy brand Glossier released its first mascara, called Lash Slick, earlier this year and now, Kim Kardashian West is launching her own through KKW Beauty which could spell a revival for the product. 

The mascara is being released on its own, as well as part of the Glam Bible Smokey Volume 1 set. There’s little info available concerning its formulation (though it is described on the website as “an intense black mascara that creates fuller and thicker lashes with just one coat” with a “long-lasting, ultra-creamy formula that glides on easily to instantly define lashes”) however you can be sure that it will deliver high octane glam, as per the Kardashian aesthetic, as seen on Kim in promo shots for the range…




The mascara (and aforementioned set) will go on sale on Friday November 23. Set your alarm as we don’t imagine they’ll last long.

Now, find out how to recreate the 2018 Victoria’s Secret Fashion Show beauty look at home