Your First Look At Rare Beauty’s First-Ever Mascara

Our editors put Rare Beauty’s newest launch to the test.

When Selena Gomez launched her first-ever cosmetic line, Rare Beauty, she solidified her status as a beauty mogul for a damn good reason: The products are excellent. Off the bat, we were impressed with Gomez’s Rare for more than just its sleek, luxurious packaging, but—most importantly—the products are easy to use and they work. Among our favorite was a peach-toned palette that got us dressed up for summer dates and a liquid blush that is a bottled glow. A personal favorite of mine? The Positive Light Liquid Luminizer that is *chef’s kiss* on bare or made-up skin.

One year later, Rare Beauty is still in regular rotation in our makeup bags but, this time, with a new addition to its catalog. The brand is launching its first-ever mascara, and we got to put the new formula to the test. The new Perfect Strokes Universal Volumizing Mascara has been over one year in the making and was designed to suit a wide range of lash types. Gomez and Rare Beauty’s head of product development, Joyce Kim, worked together to nail a formula that helps you achieve your personal lash goals, whether it’s length, lift, or volume on fine, straight, thick, and curly hairs.

According to Gomez, finding the right mascara is as “personal” as finding your favorite foundation. “Mascara has been a big journey for us,” Gomez says to Kim in a clip unveiling the new launch. “Yeah, we want a mascara that performs but—at the end of the day—what’s the problem we want to solve?” Kim says. “For us, we’ve identified that is different lash types.” No two lashes are the same, it’s why the Rare Beauty team worked extensively to test the formula on a wide range of people—including all of their staffers and Gomez’s personal friends.

The result was a jet-black liquid that isn’t too dry or slippery. It’s also water-resistant and made with nourishing ingredients like castor oil, so your hairs stay soft and conditioned. In the campaign imagery for Perfect Strokes, Gomez ditched her lash extensions and bared her natural fringe topped with a few coats of the new product. As you can see above, her hairs are wispy, defined, and full of rich volume, which is impressive, especially when we’re used to seeing the star with faux lashes.


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