Pin It
Sophia Loren
Photography Tony Vaccaro

Pat McGrath launches Sophia Loren-worthy mascara


TextAlex Peters

Dropping Valentine’s Day, this is Mother’s first foray into mascara

Mascara has fallen out of the limelight in recent years with the rise in popularity of lash treatments and extensions, and the product is notably absent from successful younger brands such as Fenty, Kylie Cosmetics, Anastasia Beverly Hills, Huda Beauty, and Pat McGrath Labs….until now.  

After teasing a new product reveal last night on Instagram, Mother Pat announced today that her eponymous brand was coming out with its very first mascara.

“Prepare to LASH HAUTE with #FetishEYES Mascara,” the post reads. “This instantly iconic formulation unleashes the ultimate in pro performance artistry, saturating each individual lash in the most intense black pigment while dramatically lifting and lengthening for unprecedented fullness and maximum volume.”

Dropping this Valentine’s Day, the “runway-tested, Mother-approved” mascara comes in blue packaging with the brand’s signature sequins and promises unprecedented fullness and maximum volume. Eschewing current influencers and models, the campaign video for the new release features iconic movie star Sophia Loren, famous for her classic cat eye and dramatic lashes.

Read Next
salwa-edit2
This Muslim make-up artist finds beauty in her mistakes Makeup artist
Izzi Lewin
Meet stylist Izzi Lewin, our in house goth Stylist
Vetements AW19
We went backstage at Vetements where toxic green hair reigned Backstage
Kim Kardashian
So Kim Kardashian has launched a new red lipstick Beauty news
Matty Bovan tutorial
Get the psychedelic rainbow look with Matty Bovan Beauty Tutorial
22860268_709215482600969_4203757192953724928_n
From Charles Manson to Post Malone: A brief history of face tattoos Beauty School
Donna-Trope-Blow-up-1997-©-Donna-Trope
Everything you didn’t know you needed to know about plastic surgery Beauty School
wand
This Procter & Gamble Opté Precision Wand is the answer to perfect skin Beauty news
Krocaine Nail Files
Wild thing: the best in animal print nails The Nail Files
559ee298ecad04824fc03ae4-750-500
Put down your spirulina smoothie and invest in enriching algae products products
Dazed Beauty Nike 720
Galaxy 720 Beauty Photos
Rihanna Fenty
We met Rihanna’s make-up artist and tried Fenty's new concealers Beauty news
Kate Moss
8 times Kate Moss changed the face of beauty Beauty Feature
peache-scene-
Bleach’s new peach products have got us thinking about that CMBYN scene Beauty news
Screen Shot 2019-01-13 at 15.19.38
The hairstylist creating 3D neon looks inspired by nature Spotlight
41646429_174589166751917_2794095595797610496_n
Being called fat shouldn’t be any different than calling someone skinny Beauty Feature