Kylie Jenner if it is Us more! The TV personality revealed that after debuting a lip kit and an eye palette, Kylie Cosmetics is launching a mascara.
“First everrrrrrr MASCARA,” Jenner, 25, discovered via Instagram on Wednesday, March 22. “I can’t wait to share it with you. Coming April 6.” Along with the announcement, the beauty mogul teased the new product with promotional shots of herself sporting fierce lashes.
The official Kylie Cosmetics Instagram account buzzed about the upcoming launchshowing pink tubes that say “Kylash.”
“Volumized, fuller, beautiful lashes, regardless of lash type,” the company captioned a social media post on Wednesday.
The new Kylie Cosmetics addition comes after Jenner visited her brand’s testing lab and revealed in August 2022 that it was “creating new magic” for beauty lovers and promised it would be “better than ever”.
The The Life of Kylie alum launched the makeup brand in 2015. She later decided to sell 51 percent of her company, Coty Inc. in November 2019 for $600 million.
“The reason I sold half of my company was to have this big infrastructure to go global,” Jenner revealed in her Inside Kylie Cosmetics Part Three: Kylie 2.0 YouTube video, which was released in July 2021.
The label has also been rebranded, relaunched as clean and vegan. “I learned so much, so much more than what I knew when I started Kylie Cosmetics,” Jenner explained in the clip. “Being clean and vegan, cruelty free and paraben free, all these things are really important to me now. I should have been really proud of everything I put out.”
She continued, “I want to be proud of the things that I make and the things that, you know, I sell to people. I just want everyone to feel good when they wear my makeup and see the love we put into it.”
In addition to the mascara, Jenner introduced other products including a cream blush and a pink gloss. The brand, however, is best known for its many lip kits that work to plump and line your pout.
During Keeping up with the Kardashians The reunion special, which airs in June 2021, the California native revealed that a comment about her kissing skills inevitably led to the creation of a glam empire.
“I had really small lips and I didn’t think about it until I had one of my first kisses,” she told the host Andy Cohen. “A guy said to me, ‘You’re such a good kisser, but you have such small lips’ or something… I really wanted bigger lips. I would line my lips with lip liner just to give the illusion of bigger lips.”
She added: “And then, finally, I thought ‘this lip liner isn’t doing it’ and I ended up doing my lips.”