Why Too Faced Launched A Totally New Mascara — & What It Means For Your Lashes

Too Faced

When it comes to your eyes, nothing says "look at me" quite like a luscious, voluminous, fluttery set of lashes. And if there were ever a brand to nail the come-hither lash look, it'd be cult-loved cosmetics line Too Faced with its Better Than Sex mascara. So you may be surprised to hear that the brand has just dropped an entirely new lash-enhancer — after all, why fix what's not broken? But Too Faced's Damn Girl! Mascara brings an all-new formula to the table that just might convince you to give it a try and set your usual tube aside.

Too Faced's Better Than Sex mascara has become a beloved staple on beauty buff's shelves all over — in fact, a tube of the tried-and-true stuff is sold every 7.5 seconds. But now, the top-rated lash perfecter is receiving some competition, from within the same brand no less. That's because Too Faced just dropped its brand-new Damn Girl! mascara, which is taking wow-factor lashes to totally new levels.

"Think of Better Than Sex as your holy grail everyday mascara," Too Faced Global Pro Artist Elyse Reneau tells The Zoe Report in an email. On the other hand, Reneau explains, "Damn Girl! is intensely black, smudgeproof, and gives you intensely thick lashes that stay curled for 24 hours. When you wear Damn Girl!, expect your lashes to enter the room before you do!"

The all-new $25 mascara, which launched on Too Faced's website on June 6, combines a completely new creamy mousse formula with an exclusive dual-fiber "Infinity Brush" for extreme levels of length and volume with a weightless feel. The special lightweight formula relies on a blend of whipped-up melting waxes that cling and hug onto every last lash, to add tons of volume and curl and lift them to incredible new lengths.

Reneau reveals that the problem with many volumizing mascaras is that they add tons of thickness to lashes that looks amazing at first, but then they quickly fall flat due to the weight of the formula. Not this patent-pending creation.

"Damn Girl! has been whipped and injected with air to make the formula virtually weightless so you get crazy thick lashes that actually stay up. Even short lashes look noticeable with Damn Girl!" Renau says.

Plus, the rich, pure black mascara is infused with innovative polymers that keep lashes flexible as they're lifted and lengthened, so they're locked into place for up to 24 hours with no fear of flaking or smudging. Sweep a coat or two of the no-fade formula onto lashes directly from the tube — and don't worry about pumping the brush before applying — the air-injected formula plus the short bristles that load the product onto the brush as the long bristles make sure each lash is covered evenly.

Need this groundbreaking new mascara in your life? See and shop it for yourself below.