Maybelline NY develops its first gel-mousse mascara

NEW YORK — Maybelline New York is launching in June its new Mega Plush by Volum’ Express mascara, which marks the brand’s first gel-mousse mascara.



“Mega Plush gives women the lush lashes they crave. The look is fullness to the max, yet the technology behind the formula keeps lashes soft and supple so they won’t feel stiff or brittle,” stated Ali Goldstein, VP marketing for Maybelline New York-Garnier. “This is a breakthrough in the volume category.”



The new gel-mousse formula contains 40% less hard waxes. Volume is further amplified through its Flexor Brush technology. The oversized brush works two ways: The big bristles envelop each lash, while the flexible head shock-absorbs for less pulling and more lifting.



The new Mega Plush mascara, which comes in five shades, will be available beginning in June at a suggested retail price of $7.77.