VB's Go-To Brow Artist Has Launched a Mascara, and I Was One of the First Try It

Chances are you’re already familiar with Anastasia Soare. She’s the go-to brow artist for most of our favourite celebs. Think Victoria Beckham, Jennifer Lopez, the Kardashians, the Jenners, Naomi Campbell, Amal Clooney, Michelle Obama and Oprah. If the name itself isn’t ringing any bells, maybe you’re more familiar with the name of her best-selling makeup brand, Anastasia Beverly Hills. 

That’s right. Not only is she responsible for preening some of the best brows in the business, but she’s also created some of the best brow products that money can buy. In fact, they’re so good that VB herself admits she won’t use any other products on her brows. Needless to say, as a beauty editor with incredibly unruly brows, I’m a big fan of Anastasia Beverly Hills.

It’s not just brow products that ABH excels at. The cult status of the Modern Renaissance Eye Shadow Palette, which comprises of 14 buttery, ethereal shades, also placed the brand strongly on the eye palette map. Beyond brows and shadows, we have been graced with long-lasting liners, lustrous lip glosses and luminous foundations, each launch as high-quality and dreamy as the last. However, one hero product, in particular, has remained absent in the ABH offering, and fans (including me) have been a little miffed about it. Until now, that is.

That’s right. Finally, an Anastasia Beverly Hills mascara has arrived. Being the fan that I am, when I first caught wind that a lash launch was in the cards, I did all I could to get my hands on one to make sure I could give it a truly honest review. So for the last four weeks, I have been trialling the previously top-secret Lash Brag Mascara, officially launching today, and I have some thoughts.

First of all, when I first held it in my hands, I was impressed with how weighty it feels. It's housed in a metal tube that could, quite frankly, act as a hand weight, and I got the sense that this wasn’t going to be a mascara that chooses to blend in. Taking a closer look at the brush, I was impressed once more. With an infinity-shaped fibre brush (i.e., not a silicone one), it reminded me a little of one of my all-time favourite mascaras, Too Faced’s Better Than Sex. So far so good. 

The formula itself is thick. Usually, I like my mascara to prioritise length over volume, as my lashes are densely packed but poker-straight, meaning they struggle to hold a curl. On applying the first coat, it became very obvious that this isn’t a mascara that shies away from volume. In fact, almost instantly my lashes appeared to double in density. I was impressed, sure, but it didn’t give the instant length that I crave. Managing my expectations, I continued to work the wand from root to tip, and after the third or fourth coating, I called it a day. However, it wasn’t until I was finished and really took a proper look at myself in the mirror that I realised just how fabulous my lashes looked.

They were voluminous, sure, but they weren’t their usual clumpy selves. They had all of the volume that any great mascara would usually provide, only they were fanned out in an almost natural-looking way that made them appear longer and more impactful than usual. As the days went on, I carried on applying in the same way every morning, and the results didn’t falter. Plus, as far as wear goes, it more or less stays put. Sure, depending on my day, I experienced some level of smudging (it is worth noting that my eyelids get exceptionally oily, though), but it was nothing that couldn’t be dealt with.

Four weeks on, and I think it’s fair to say that I’ve found a truly fabulous mascara to add to my collection. If you want next-level length, it might not be for you. However, if it’s deep, intense volume you’re after (sans clump), I highly recommend you add Lash Brag to your basket ASAP.

Oh, and as a closing remark, I’d like to make an announcement to every single person who has asked me over the course of the last month what mascara I was wearing and rolled their eyes when I couldn’t reveal the secret: It was Lash Brag every single time.

Shop Other Anastasia Beverly Hills Products

Fine and precise, this brow pencil is the ultimate way to fill in sparse areas and create natural-looking strokes.

Since trying this for the first time last year, I haven’t felt the need to reach for any other brow gel. It’s pigmented, long-lasting and is totally crunch-free.

For brows with extra impact, look no further than this highly pigmented, matte-finish brow pomade.

I’m no pro when it comes to liquid liner, but this particular brush is so dense and easy to use it glides right on with no hiccups.

This lightweight foundation delivers a medium- to full-coverage, dewy finish and has a wonderful way of making you look lit-from-within.

If you like an eye shadow palette that can take you from day to night in a matter of seconds, this one’s for you. The wearable shades are so buttery and blendable, none of your other palettes will compare.

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