The before-and-after photos for the new It Cosmetics and Drybar mascara are majorly impressive
What happens when two beauty entrepreneurs meet at QVC? They team up to create a game-changing product. At least that's what It Cosmetics' Jamie Kern Lima and Drybar's Alli Webb did by creating a mascara that's like a blowout for your lashes.
A makeup and hair brand collaborating on one product sounds unlikely, but in this case, the pairing is a match made in beauty heaven. And thus, Lash Blowout mascara was born. It's also the first collaboration for It Cosmetics in its 11-year history, which is a big deal for both women.
"I love Drybar, I love Alli and their technology," It Cosmetics founder Lima tells Yahoo Lifestyle. "I love the idea of women collaborating instead of competing so for me that was a huge part of it."
"Jamie pioneers many things," Webb tells Yahoo Lifestyle, referring to the before and after demos Lima made synonymous with It Cosmetics on QVC. And when Webb’s longtime pal called her with an idea for a volumizing mascara powered by Drybar, it was a no-brainer for Webb. "I thought it was a genius idea. It took me all of two seconds to say, 'Yep, we're going to do this.'"
Adds Webb: "It just made so much sense. Women love having big hair and big lashes!"
The two beauty moguls collaborated on the formula — which has lash-nourishing ingredients like biotin, jojoba oil, and vitamin E — and the unique ball-tipped bristles that deliver 19 times more volume and lift. It took the duo 18 months and over 50 iterations until they were 100 percent satisfied with Lash Blowout mascara — but it was totally worth it.
"Some of the best volumizing mascaras out there they usually clump, which causes lashes to fall," says Lima. She explains that with a traditional blowout, you get lift and volume, which inspired everything from the mascara’s formula to the bristles.
The mascara tube was inspired by Drybar's Half Pint round brush, which is the key to a bouncy blowout, complete with volume and lift at the roots. So, each bristle has similar microsphere balls on the tips to achieve the same effect on lashes.
Lima notes that our lashes grow and fall out over a three-month cycle so to capture every last hair, no matter how short, the brush has varying bristle lengths, too. She explains that most mascaras have single-length bristles. "So the different bristle lengths helps make it look like you have more lashes," Lima says.
The result? Lash Blowout coats each hair from root to tip, while separating, to deliver the ultimate lift and volume.
Get ready to be blown away.
Shop it: It Cosmetics Lash Blowout Volumizing Mascara, 25, ulta.com
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