Kat Von D Beauty intros vegan mascara

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Kat Von D Beauty intros vegan mascara

04/19/2019
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Kat Von D Beauty is diving deeper into the world of vegan cosmetics by launching its new Go Big or Go Home Mascara.

Featuring actress Jackie Cruz of Netflix's Orange Is the New Black as the face of the campaign, the vegan mascara provides volume and ultra-long wear that’s powered by plant-based fats, the San Francisco-based company said.

Containing a plant-based blend of waxes from olive and sunflower oils, which provide a base for volume, the mascara does not smudge, flake or clump.

The mascara’s black pigment also is plant-based and its signature fluff brush was inspired by a round bristle brush and helps create a blown-out look for lashes.

In addition, its wavy fiber bristles on the fluff brush hold on to more formula, which also helps separate each lash at the lash line for a fanned out effect, the company said.

Shoppers can find the Go Big or Go Home Mascara on the brand’s website, at Sephora and Sephora inside JCPenny for the suggested retail price of $23.

As other cosmetics from Kat Von D Beauty, the product is 100% cruelty-free, the brand said.