When three different celebrity beauty brands all launch a new mascara within weeks of each other of course, we’re going to put them to the test

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Finding your perfect mascara, whether that’s the best budget mascara or the latest mascara that’s gone viral on TikTok such as the L’Oreal Paris Telescopic Lift, feels like finding the holy grail. That’s why whenever a new one hits the market, we want to try it out and share our honest thoughts about it so you can decide whether it’s ‘the one’ for you. So when three celebrity beauty brands launched mascaras within weeks of each other, we knew we had to get involved. First up there’s Kylie Jenner’s first foray into mascara (we were quite surprised she didn’t have one already tbh), then there’s Rihanna’s offering from her brand, Fenty Beauty (btw if you’re Rihanna or Fenty obsessed then you should check out Rihanna Super Bowl 2023 makeup look) and finally, there’s a new mascara offering from supermodel Rosie Huntington-Whiteley Rose Inc. We’ve tried them out and here’s what we think.

Beauty Director, SJ tried Kylie Cosmetics Kylash Volume Mascara, £23

Brush type: Fluffy bristle brush

Shade range: Just black for now

Our verdict: “I find big fluffy mascara wands, like this one, far easier to control. This is because the brush is the same all the way around, which means whichever way you place the brush on your lashes you get the same effect. And as someone who doesn’t have time to be applying layers and layers of mascara or the inclination to use one side to get the product on and then the other side to comb it through, this speaks to my need for a product that’s simple, easy and effective to use. In terms of results, this is all about making lashes look full and volumised, which it does very well. If lengthening and separating is your vibe, a comb mascara will be better for you. Is it worth the £23 price tag? If you’ve got the money, then yes. The matte pink packaging is pleasing and it coated my lashes in an inky black formula that didn’t feel dry, lifted and shaped my lashes and stayed put. Everything I want from mascara.”

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Beauty and Social Media Assistant, Amy tried Fenty Beauty Hella Thicc Volumizing Mascara, £19

Brush type: Tapered bristle brush

Shade range: Just black for now

Our verdict: “This mascara gives a dramatic look which I think is perfect for a night out but maybe a bit too much for during the day. The tapered wand allows for maximum precision to get into the inner corners and bottom lashes and also helps fan lashes out. The formula is ultra-black and has quite a wet consistency, so I found it’s best to wipe off some of the product before applying it to prevent it from smudging. But it went on really easily and only needed two coats for the full effect and it stayed put all day with no flaking or smudging at all. The end result is quite full-on and my Mum thoughts I’d put on falsies which may be the biggest compliment you can give about a mascara in my opinion.”

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Editorial Director, Victoria tried Rose Inc Lash Lift Serum Mascara, £22

Brush type: Curved dual-comb brush

Shade range: Just ultra black for now

Our verdict: “Amy thought that I’d gone back to extensions when I came into the office wearing this. If you are after drama, this is it. The curved brush with two lengths of plastic comb bristles lifts and lengthens dramatically to the extent that my new longer lashes ‘printed’ on my upper eyelid (note to self: do the bottom lashes first). There’s a lot of wax in this dry formula in order to create the required length and density, however if you don’t have a steady hand it can end up clumpy. It’s not waterproof, so I’d hesitate to wear this in cold weather when I know my eyes are going to water as my lashes are fully loaded with pigment. Plus points for the peptides, conditioning squalane and recycled plastic packaging.”

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