Damn Girl, the new 24-hour mascara by Too Faced, is launching in the UK on June 6 and it’s not for the faint-hearted.
If you haven’t heard of Better Than Sex, the cult Too Faced product that is not only the bestselling mascara in the US, but also sells every seven seconds, where have you been?
Despite launching back in 2014, Better Than Sex remains one of the most loved mascaras across the globe, and remains unbeatable in both the lengthening and volumising stakes. It’s also a favourite amongst the majority of the Stylist team.
As acting editor Gemma Crisp explains, “My sister introduced me to Better Than Sex a few years ago and I’ve been a dedicated fan ever since. I’m one of those people who uses a cocktail of four different mascaras every day (don’t judge until you’ve tried it) and while other brands come and go, Better Than Sex is always in the mix.”
However, it seems that favouritism is set to be rivaled as Too Faced has announced the launch of a new member of the family.
Damn Girl 24-hour Mascara – which is arguably the best name ever – is set to launch in the UK on June 6. With a tagline like ‘shamelessly thick, extreme full on lashes’ it’ll come as no surprise that the excitement is real and it’s already making waves on social media.
In a recent - and very profound - interview with Allure, Jerrod Blandino, co-founder of Too Faced, says they didn’t go about creating this mascara the traditional way.
“You don’t change the world by doing something better; you do it by doing something different,” he said.
Damn Girl is billed as a ‘revolutionary creamy mousse formula’ and has been developed with a blend of whipped melting waxing, which basically means it has the ability to deliver extreme volume without weighing lashes down.
It also promises not to be dry or flaky thanks to clever polymers that keep lashes flexible while still making sure they’re both lifted and lengthened.
Although the hourglass-shaped brush looks similar to that in Better Than Sex, Damn Girl’s goes one step further and is an innovative, dual-fibre ‘infinity brush’ that was specificially designed to hug, lift and curl each individual lash.
There’s a mix of short bristles that load the formula onto lashes, and longer bristles that work to comb through and evenly dispense product.
While Better Than Sex is best for defined, fluttery lashes, Damn Girl raises the stakes even higher and aims to imitate full fat false lashes. It’s definitely not one for wallflowers.
As Blandio described it, “This mascara is for the fearless. It’s for the stiletto girls. It’s for the woman who’s taking charge of her life. That’s what Damn Girl is about: it’s like, ‘damn girl, you’re owning your life. You’re the star of your show.’”
Which, in all honesty, is something we can get on board with.
We can’t wait to get our hands on it - and when we do you’ll be the first to know what we think.
Watch this space.
Too Faced Damn Girl 24-hour mascara, £22, is available from June 6 on toofaced.com
Main image: courtesy of Too Faced