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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.

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