Tarte Is Introducing A Brand-New Mascara — Here’s Exactly When You’ll Be Able To Shop It


There's absolutely nothing wrong with celebrating the things you love about yourself. After all, confidence is an incredibly powerful thing — the more confident you are, the more powerful you'll feel. And nothing acts faster to boost confidence than a quick swipe of eye-enhancing mascara (it makes you seem put-together on even your most sluggish mornings). In the market for a new tube? Treat yourself to Tarte's Big Ego Vegan Mascara for look-at-me lashes that'll have you feeling good all day, every day.

Mark your calendar for April 18, because that's when cult-fave beauty brand Tarte is bringing you a brand-new product you'll want to snag for your makeup bag ASAP. The soon-to-launch Big Ego Vegan Mascara harnesses the power for plants to create fluttery, full, and lifted lashes that last all day, so your confidence can too. Thanks to this new formula, it's officially never been easier — or more encouraged — to give yourself an ego boost.

Tarte's newest mascara, which will be $23 for the full-size and $12 for a travel tube, is a 100 percent vegan, flake-free formula in a jet-black shade that enhances and celebrates your natural lashes. The mascara is infused with babassu and vitamin B5 to condition and moisturize your fringe (instead of drying it out), while sunflower seed wax works to coat and thicken each individual lash. The result is over-the-top volume and incredible, buildable length — unlike anything you'd expect from a naturally-derived beauty product.

Groundbreaking formula aside, Tarte's Big Ego Mascara also has a revolutionary brush to thank for the confidence-inducing lashes it creates. The confiDENSE booster brush has an hourglass shape that mimics the natural curve of your lashline, which makes it practically foolproof to build volume on each and every lash from root to tip. The brush also employs twisted double fibers that keep application clump-free, but still pack a major punch of pigment with every swipe. Whether you prefer just one coat or three, you'll see bigger, bolder, lashes in an instant.

And if all that wasn't enough to give this lash booster a try, Tarte's latest launch also serves a worthy (and fitting) cause. The entire Big Ego launch budget is going towards a campaign to empower young women to grow their confidence and harness their power as future leaders, starting with the Big Ego Girls Leadership Summit being held in Orlando, Florida in Summer 2019.

“Big ego™ is a mascara on a mission—it’s about big beautiful lashes, but more importantly it’s about loving yourself,” Tarte founder and CEO Maureen Kelly said in an official statement. “Nearly 8 in 10 girls want to feel more confident, so we’re hosting the big ego™ girls leadership summit to give them the tools to embrace their ‘big ego’ & grow into the leaders they’re meant to be.”

Pretty cool, right? Check out the mascara on Tarte's site below, and be sure to shop it when it launches on April 18. Your lashes — and your confidence — will seriously thank you.